In order to reduce data costs and boost e-commerce in Nigeria, online shopping platform Jumia, launched its free internet service with mobile operator MTN. The move means subscribers to the mobile network will not be charged for the data consumed while using the Jumia app.

According to Google Africa, 76% of its users access Google via their mobile device.

"The figure for Jumia is quite similar with 70% of users accessing Jumia on their phone – and a significant number through the app with 255% more app downloads on both iOs and Android in the first six months of 2015 than through the entire year of 2014. In order to provide the best customer experience, it is time for Jumia to make its services available for more people, anywhere at anytime," said Nicolas Martin, chief executive officer of Jumia Nigeria.

According to the companies the greatest barrier to extending internet mobile access in Africa is the cost of data.

Jumia claims that in Lagos, one gigabyte of data on mobile networks (the only means of accessing the internet for most) is about $12.

"With this in mind, Jumia has been rolling out initiatives to bring down the cost of connectivity to provide people with full access to online shopping through jumia.com without data charges," the company states.

"We are proud of this new partnership with MTN that will lead to an increasing value for our customers. We believe that a better internet access, and even more mobile, will foster economic development for both small businesses and Africa as a whole," Martin added.

The Jumia app is free to download and browse on. The company adds that Android, Blackberry, and iOS smartphones can now browse the Jumia website via the Jumia mobile app with no data charges.