Jiji Acquires Bikroy: Continuing Expansion Across Emerging Markets

Lagos-based online marketplace Jiji has acquired Bikroy, the largest e-commerce platform in Bangladesh. This marks Jiji’s entry into a new market and continues its pattern of acquiring competitors to accelerate growth.

The deal value remains undisclosed, but analysts note this follows Jiji’s strategy of entering markets, establishing a presence, then acquiring local leaders. In recent years, Jiji has acquired Tonaton in Ghana and various OLX Africa operations across multiple countries.

Strategic Pattern of Expansion

Jiji CEO Anton Volianskyi confirmed the acquisition aligns with their phased approach to new markets—first testing viability before full-scale investment. The company sees Bangladesh as meeting key criteria for e-commerce success: increasing internet access, smartphone adoption, and consumer trust in online transactions.

What Happens Now?

Bikroy will operate independently initially but be integrated into Jiji’s technology infrastructure over time. This mirrors previous acquisitions where Jiji folded competitors under its brand while preserving local expertise.

With this acquisition, Jiji strengthens its position in Bangladesh’s $6 billion e-commerce market alongside major players like Alibaba-owned Daraz.