In the past, the festive season was defined by long queues of hungry shoppers at shopping malls, likened to the recent commotion when China Town opened its doors. Currently, the trend is changing, thanks to the growing internet use in Uganda, which has driven e-commerce growth.
Statista projects the e-commerce market volume to reach $543.05 million by 2030, with an annual growth rate of 16.21 percent, and with 4 million users, and average revenue per user (ARPU) at $130.24.
Online shopping has continued to grow year after year, driven in part by major players like Jumia.
Known for its bold take on Black Friday, a global shopping event that traditionally falls on the fourth Friday of November, Jumia has transformed the concept into a month-long shopping spree, offering discounts of up to 80 percent across a wide range of products.
Black Fridays: A growing culture
Black Friday reached Ugandan stores in the late 2000s, but it was Jumia that transformed the experience, bringing the frenzy to our phones, tablets, and laptops. Today, you don’t need to plan for it; just swipe, tap, and check out.
This year’s Jumia Black Friday already launched on October 31, 2025, and will run until December 01, 2025.
Year-end sales are more than just sales maximisation.
Clearance sales, for example, might sometimes just be the perfect trade-off where all that glitters may not be gold. Items sold in clearance sales may be defective or expired.
For Brian Okidi, the gigantic 43′ smart TV that looked so stunning on the store’s website did not live up to his expectations. Okidi purchased the TV from a renowned online store at Shs559,000, a process that was seamless, smooth, and easy.
He notes that the TV consistently overheated on first installation. This scenario remains a lifelong lesson.
‘I know that cheap things are expensive,’ he laments.
According to Maria Katumba, the chief marketing officer at Jumia Uganda, there has been tremendous growth over the years.
‘We have addressed these concerns by improving seller vetting, offering genuine products, strengthening delivery, and providing clearer customer support,’ she states. Katumba adds that the Jumia Black Friday, for example, is planned with sellers and brand partners, who support the offers, which increases reach and lowers operational costs.
Consumer trust
Online shopping requires a high level of trust, as it involves purchasing a product that cannot be physically felt.
‘People now trust e-commerce more because they see timely deliveries, easy returns, verified sellers, secure payment options, and reviews from other customers,’ she states.
Michael Niyitegeka, the executive director of Refactory Limited, cements this sentiment.
He notes that trust levels in the online market space have improved with more players entering the market.
‘The consumers have more choice. With more choice, some of the things that were major areas of concern around trust and utility are improving,’ he says.
Niyitegeka, however, advises buyers to be vigilant when shopping online.
Quick checks
While e-commerce players strive to put their best foot forward in vetting sellers and verifying products, there is no guarantee that every product you will see online will be as you anticipate. Statistics reveal that the e-commerce industry records over $48 billion every year in losses from online fraud.
The following checks will be handy while you shop this festive season:
Is the website legitimate?
Always verify that the web address is correct and begins with HTTPS, indicated by a padlock icon in the address bar. This ensures that sensitive data is encrypted during transmission.
BayBridgeDigital writes that fraudulent websites often use URLs that are slightly misspelled or modified versions of the official domain.
To avoid far from reality issues with a purchase, read the full product title, specifications, model numbers, and size/fit information.
‘You might end up buying a laptop bag instead of a laptop because you got carried away by the images and the low price when you didn’t fully read the product details,’ Sharon Piloya, proprietor of Loyan Logistics and a frequent online shopper advises.
Reputation and reviews
Product reviews from other customers come so handy in helping you make the right purchase, but it also takes some grit to hit it right.
‘You don’t stop at the first review page, and also, the number of reviews and date is crucial,’ Piloya advises.
She adds that a high rating from just a handful of reviewers does not carry weight.
‘Look out for detailed reviews that include photos and specific pros and cons of the product may be trustworthy,’ Piloya adds.
Reviews can be manipulated. Be wary of short, overly positive reviews or those that appear in groups, as these may indicate manipulation or fake feedback.
Lastly, external searches using the product name along with terms like ‘review’ or ‘issue’ could spot possible critical issues with the product if any.
Cheap things can be expensive
Before indulging in a purchase, compare the price against at least one other reputable site.
Big discounts can be deceiving. If a price seems too good to be true, it often is. It may reflect the product’s true value, signal poor quality, or even hint at a potential scam.
Sentongo warns, ‘Be cautious and avoid shady vendors, for example, you won’t see an iPhone 17 being sold at Shs2 million. That is already a red flag,’ he warns.
Always verify the total cost before completing your purchase. Total cost at checkout may always differ from the item cost as other items may include taxes, shipping fees, import duties for international purchases, and any potential recurring charges.
Payment and privacy protections
Choose secure payment methods that offer purchase protection, like credit cards and avoid direct bank transfers with unfamiliar sellers.
The introduction of virtual cards is a promising development in e-commerce, as these allow users to limit fraud risk by allocating a specific amount for online shopping.
Sentongo, however, advises against making online payments, especially before receiving a product.
‘Jumia has an option of cash on delivery, or you can pay via mobile money when the vendor or delivery person arrives,’ he advises.
Be cautious when sellers ask for excessive personal details unrelated to the transaction, and never save your credit card information on marketplaces you don’t use frequently.
Are the items liable for return, warranty, and support considerations?
‘You won’t want to lash your hard-earned Shs2 million on a high-value electronic appliance without understanding its return policy, warranty coverage, or any support considerations,’ Piloya notes.
Okidi made a return upon promptly notifying and providing the necessary information, which underscores the importance of keeping your transaction records.
‘Keep those order confirmations, screenshots, chat history, and emails, among others,’ Piloya notes.
However, the return policy was soon removed for that particular product. Katumba notes that for electronics, Jumia Uganda uses a warranty-based approach.
Katumba adds that electronics come with manufacturer or seller warranties and are checked by trained technicians before being repaired or replaced.
Shipping and delivery checks
Pay attention to the shipping and delivery.
Ensure that tracking is provided for your order and check if the courier requires a signature for high-value items to minimise the risk of loss.
Most legitimate online stores help customers track their purchases.
Also verify whether the item is being shipped from a local warehouse or overseas; items shipped from overseas take longer to deliver and are at a higher risk of being lost.
Take extra caution with used items and peer-to-peer marketplaces.
Peer-to-peer marketplaces provide a platform for you to meet sellers of your desired products, and the major items sold are used items, which require extra caution.
When meeting a seller, Sentongo advises meeting in public places where you feel safe, and never forget to test the product before paying in cash. You don’t want to buy a high-value smartphone only to be tracked down to you.
‘Ask for proof of ownership of the product. This could be in the form of receipts for high-value secondhand items to ensure legitimacy,’ he adds.
Trust your gut
If you notice any red flags during the whole purchase process, trust your gut and take a step back. Pause and research further for more possible red flags, like grammar errors and poor website designs. ‘Reputable sites always provide clear information,’ Piloya advises.