African online retailer JUMIA has announced the launch of its operations in Senegal.

The launch of JUMIA in Senegal follows launches in Angola and Tanzania, bringing the number of countries in which the e-commerce site is active to twelve.

Launched in 2012 JUMIA has already brought e-commerce to Nigeria, Ivory Coast, Egypt, Algeria, Cameroon, Morocco, Kenya, Ghana and Uganda.

In a statement JUMIA stated that it plans to capitalise on Senegal's strong purchasing power and growing interest in consumer goods.

There is a steadily increasing number of internet and smartphone users, reads the statement.

Patrick Farnole, managing director of JUMIA Senegal said, "A new way of shopping was born in Senegal. Imagine a website where you can find anything you look for. You may enjoy cruising online from shop to shop, discovering our new weekly arrivals, comparing prices, brands, and find what you like at the right price."

"Today it is real on jumia.sn. Ordering takes 10 seconds. Pay cash on delivery at your doorstep, all around Senegal. What else would you wish for? Stay tuned, it is only the beginning," he said.

JUMIA is part of Africa Internet Holding (AIH).