Survey of consumer behavior in online shopping: a case of Jumia Uganda

Abstract

This study, guided by an exploratory and descriptive research design, examined consumer behavior on Jumia Uganda, focusing on platform interaction, purchase decision factors, usage challenges, and customer loyalty. Using a mixed-methods approach with 50 respondents, the study employed descriptive analysis to identify behavioral patterns and exploratory inquiry to uncover relationships between demographics, platform usage, and loyalty. Results showed that engagement is mostly seasonal, with electronics and fashion dominating purchases, while groceries and household essentials are underrepresented. Younger and higher income consumers shopped more frequently, and perceived ease of use and trust in payments were strongly linked to loyalty. Major challenges included distrust in digital payments, delivery delays, and limited coverage beyond urban areas. Loyalty was fragile, relying on delivery reliability, usability, and promotions. The study concludes that Jumia’s growth is constrained by trust deficits, operational inefficiencies, and limited diversification. Recommendations include improving digital payment security, logistics, product variety, and loyalty programs, while policymakers should enhance digital infrastructure and consumer protection to boost e-commerce adoption in Uganda.

Subject Keywords: Consumer behavior; online shopping; Jumia; Uganda