Jiji Nigeria, an online marketplace, has announced its full acquisition of Ghanaian-based classifieds company Tonaton. The company is the enterprise behind the Jiji app, the most downloaded app in the Shopping category on the Google Play Store in Nigeria, and currently the highest-rated e-commerce app in the country.
Jiji already holds leadership positions in Ghana and Kenya. Additionally, the marketplace operates in Uganda and Tanzania, with some 12 million users making up a monthly active base among all geographies. The amount of the transaction was undisclosed.
Tonaton, a subsidiary of Saltside, was the main Jiji competitor in Ghana at the time of its purchase by Jiji earlier this month. However, Tonaton has quickly grown in popularity thanks to innovations that make it easier for users to buy and sell online, a strategy aligned with Jiji’s mission. As a result, both Jiji’s and Tonaton’s apps are consistently ranked as the top shopping apps in the Google Play Store in the countries where they operate.hana
Jiji and Tonaton users will now have access to a larger network of buyers and sellers, which will significantly increase trading opportunity and aggregate user base in what is seen as a major market consolidation in the classifieds sector.
Speaking on the acquisition, Yuliy Shenfeld, Jiji’s Director of African Operations said, “Jiji achieved great success with only a limited presence in Ghana; more than 2 million people visit our website each month. Over the past eight years, Tonatonhas built a strong team of more than 70 people that will hugely contribute to our future growth. The combination of Jiji’s technology and talent with that of Tonaton will help ensure our continued success in the fast-paced e-commerce industry.”