STAR BUSINESS REPORT

Jiji, a Nigerian classifieds marketplace, has acquired Bikroy.com, expanding into Bangladesh’s digital commerce sector just over a year after entering the local market.

A Bikroy official confirmed the development to The Daily Star and said a formal statement would be issued soon.

Jiji launched in Bangladesh in March 2025, targeting a market similar to several African economies where it already operates: a large young population, rising internet penetration, growing smartphone use and increasing adoption of online commerce, according to Business Insider Africa.

Founded in 2014, Jiji has grown into one of Africa’s largest online classifieds platforms, operating in Nigeria, Ghana, Kenya, Uganda, Tanzania and Ethiopia. The company says it serves more than 90 million users a year and processes about $70 billion in annual gross merchandise value across its platforms.

The acquisition marks Jiji’s first expansion outside Africa. It comes little more than a year after the Nigerian-founded company entered Bangladesh as a direct competitor to Bikroy.

Founded in 2012, Bikroy has become one of Bangladesh’s largest online marketplaces, allowing users to buy and sell goods and services in more than 50 categories. A subsidiary of Saltside Technologies, it focuses on local commerce by connecting buyers and sellers within cities and communities.

The company says it has more than 3.5 million active buyers. Its largest categories include mobile phones, electronics, vehicles and property. Second-hand goods remain one of its strongest segments, driven by affordability and faster upgrade cycles.

Backed by investors such as Kinnevik, Hillhouse Capital and Brummer & Partners, Bikroy has expanded through mobile apps, online job portals, digital property fairs and automotive platforms.

In 2015, it introduced Bangladesh’s first online cattle marketplace for Eid-ul-Azha. During the Covid-19 pandemic, it launched initiatives to support small businesses, blue-collar recruitment and online trade.

Bikroy says it reviews advertisements before publication to maintain quality and reduce fraud. The company plans to integrate artificial intelligence tools to automate product descriptions and strengthen fraud detection.