The Africa Internet Group (AIG), parent group of e-commerce platforms across the continent, is using information on the habits of visitors to their subsidiary's websites to improve on their offers.

AIG's online store in Morocco, Kaymu.mu has released findings based on analysis of the behaviour of more than half a million shoppers who visited the website since its launch two years ago.

Kaymu.mu says it has found that its largest number of shoppers were aged between twenty five and thirty four and that a majority of their visitors were men who account for nearly 60% of all visits.

The study also established that most of visitors to Kaymu.mu are based in the Moroccos capital Casablanca with Rabat and Marrakech placing second and third respectively. The most popular purchase on Kaymu.mu was for clothing items. The research also found that use of mobile devices continues to lag behind with just over half of all purchases processed on a personal computer.

AIG is using insights such as those gathered in Morocco to make changes to some of the services offered by its companies.

The group's online shopping platform Jumia in Kenya partly relied on findings by Amazon's web analytics company Alexa.com for a revamp to their website this week.

Parinaz Firozi, Jumia Kenya's managing director said he is confident the new website design is a step in the right direction as the company continues to improve its customer experience.

"Our goal is to create a website that meets the needs of our customers and sellers by allowing every single brand to build its online shop on Jumia and provide a wide variety of products to our customers in a seamless, safe and convenient shopping experience," said Firozi.

In a statement following the changes to the site, Jumia said the new website was built around the needs of Jumia customers as well as vendors. The company added that site was developed with a mobile-first approach and that that included improvements to loading time even with low connection speeds.

"To reflect the way people shop online, the new website also features and easy-to-browse catalogue that reduces the user's need to click around the site in order to uncover the content they're searching for."