CAKE’s Performance Tracking Platform Enables Africa-based Online Ecosystem to Multiply Traffic and Revenue


Jumia is an online ecosystem providing e-commerce, travel, housing, classified and other types of services to consumers in Africa. Founded in 2012, the company’s mission is to improve people’s lives by connecting entrepreneurs with potential customers via the Internet. Over 500,000 local African companies are conducting business on Jumia every day and helping people fulfill their daily needs across the continent.


Industry: Online Advertising

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Jumia had an existing affiliate marketing program in place, but wanted to launch an updated program to drive more traffic and increase revenue for the hundreds of thousands of companies that do businesses on its online ecosystem. Because affiliate marketing is a relatively new concept in Africa, Jumia’s goal was to make it as simple as possible for potential partners to join the program, and it also required an easy, reliable way to track and manage affiliates located in different countries, with different financial requirements and objectives.


Jumia selected CAKE because of the diversity of features the platform offers, including the ability to easily onboard new affiliate partners, manage campaigns, automate payouts and track performance.

“We currently have more than 25,000 affiliates, and manually managing and measuring the performance of each one would have been impossible,” said Yomna Hawas, Head of Affiliation for Jumia. “CAKE allows us to track the performance of campaigns and affiliates at a very granular level, and also gives our team the ability to automate management details like ongoing communications with partners about current program activities, updating banner ads and processing monthly payments.”

Jumia also likes that CAKE provides “an API for everything.” CAKE’s powerful and simple-to-use APIs have enabled the company to quickly build and scale its affiliate program, including the creation of a customized portal where affiliates can go to sign up with the program and access offers applicable to their region. Jumia was also able to smoothly migrate thousands of affiliates from its previous system, a process that was simple and easy. “With CAKE, our technology team doesn’t have to spend a lot of time on tasks like maintaining our affiliate portal, integrating with third-party applications or building new tools that our affiliates can use,” added Hawas.

CAKE APIs are additionally used to run automated reports that assess campaign and affiliate performance against Jumia’s pre-defined KPIs. This reporting includes real-time alerts that notify affiliate managers right away if there is anything that requires immediate attention. It also provides a high degree of control and allows managers to set caps on clicks and conversions, identify fraudulent traffic and make campaign decisions based on the most up-to-date performance data.

Thanks to the insights that Jumia is gathering through CAKE, the company has been able to improve performance by more than 150 percent, multiplying both its traffic and revenue.

“CAKE provides all the features and flexibility we needed to build a leading affiliate program in Africa and the Middle East. We’ve been able to multiply our traffic and revenue, and in return provide job opportunities for entrepreneurs all over the world.”

Yomna Hawas
Head of Affiliation – Jumia


Business Impact
  • Fast onboarding of new affiliates
  • Identification and minimization of fraud
  • Greater control over affiliate and campaign performance
  • 150% improvement of KPIs, leading to increased traffic and revenue
  • Reliable metrics and real-time reporting that provides ongoing insight into performance
  • Intuitive tools for easy and automated affiliate program management
  • Top-quality support from the CAKE customer service team