Ex-Avito Morocco CEO Belrhiti to head Jumia Maroc

23 Jun 2017

Larbi Alaoui Belrhiti, who was the head of Schibsted-owned Avito.ma for nearly five years, will start at Jumia Maroc as CEO in mid-July, Moroccan media reported.

Larbi Alaoui Belrhiti, to start at Jumia Maroc in mid-July (photo from LinkedIn with thanks)

He will replace Bastien Moreau (LinkedIn profile here), who recently announced his departure. Moreau said he will take “other responsibilities within Jumia group”. Along with Jumia Maroc, Moreau also managed the operations of Jumia Egypt for the last five years.

Belrhiti announced his departure from Avito.ma in May (we reported here). Jumia.ma and Avito.ma compete for used-goods listings.

Jumia.ma is a Jumia Group company. It’s parent is Africa Internet Group (AIG), which is co-owned by MTN, Rocket Internet, Millicom, Orange, Axa, Goldman Sachs and CDC. 

CDC is a development finance institution in the U.K.. It invested €50 million in AIG in July last year. Jumia operates in 23 countries across Africa, including Nigeria, Kenya and Egypt. Jumia runs a horizontal platform consisting of nine categories, which have been developed into nine verticals. They are stuff, jobs, autos, real estate, services, travel, food delivery, daily deals, and an online shop (new goods).

All nine are not present on the horizontal platform of every one of the 23 countries. For instance, Jumia Food only operates in ten countries.


Anastasia Gnezditskaia

Anastasia Gnezditskaia is a writer / analyst covering France, Benelux and Morocco. Based in Antwerp, Belgium, she has a background working for trade publications covering markets and their regulation in Washington, D.C., where she lived for 10 years. Following this she managed international development projects in Africa at the World Bank, and worked as a journalist covering Congress, federal government agencies and financial markets, including energy futures.