Larbi Alaoui Belrhiti has been promoted CEO Of Jumia Express Logistics and will now oversee Jumia’s operations in Africa.
Jumia, it is explained, has built over 10 years a unique logistics platform in Africa, offering efficient delivery services thanks to its “in-house” technology, its 700 partners and its strong physical presence (nearly 3,000 points of withdrawal and depots) on the continent. Larbi Alaoui Belrhiti’s mission from now on will be to make Jumia’s logistics platform available to companies, thus solving their infrastructure challenges on the continent. Jumia Express Logistics offers storage, transportation and “last mile” delivery services in more than 10 countries in Africa.
Prior to his promotion, Larbi Alaoui Belrhiti was the CEO of Jumia Morocco for five years. He joined Jumia Group in 2017 as the CEO of Jumia Morocco. During his mandate, Jumia became an e-commerce leader in Morocco by democratizing online shopping in the country. Today, Jumia Morocco is the leading B2C e-commerce platform in Morocco that is linking 5 million MAUs with 10,000 vendors in a marketplace that is hosting 10 million products. Jumia E-Commerce is delivering in 150 cities in Morocco everyday goods such as Phones, TVs, Laptops, Appliances, Fashion & Beauty and Groceries. Millions of customers visit the website every month.
In addition, during his time as head of Jumia Morocco, Larbi Alaoui Belrhiti equally headed Jumia Food, a food delivery restaurant, and oversaw the creation of JumiaPay, a fintech platform that facilitates digital payments.
Entrepreneur
Larbi Alaoui Belrhiti has 16 years’ experience in entrepreneurship. Before Jumia, Larbi has founded and lead Avito.ma for 5 years, in 2012, the leading online classifieds site in Morocco and one of the 4 most visited sites. Avito.ma was part of Adevinta / Schibsted Group, the global leader in online classifieds with more than 8,000 employees worldwide. Adevinta is a public company with headquarters in Barcelona and with operations in over 27 countries such as: Leboncoin.fr in France, Subito.it in Italy, Segundamano.es in Spain and Blocket.se in Sweden.
Larbi Alaoui Belrhiti played a key role in the merger of Bikhir and Avito after a first step of strong competition and consolidation of the two companies under the ownership of the Norwegian Schibsted / Adevinta group.
When asked by therollingnotes.com about his appointment as CEO of Jumia Maroc, and when he left the management of Avito at a time when the company’s results were very good, Larbi Alaoui Belrhiti said: “I am a person who is intrinsically driven by the challenge. Today, the challenge of changing the way Moroccans buy and sell has been met and I think that is my greatest pride. Every time I meet someone who tells me that they are using Avito and that they have just bought their car or sold their dining table, I am always impressed to know that we have participated in changing the habits of Moroccans and also of Moroccan companies by helping them in their digital transformation.
Today Avito has a clear path and there are still many challenges to face in order to join the big Moroccan companies. However, my passion is to participate in the start-up of a company and make it take off in order to become a large and profitable company. With the internet, the potential is even greater as we can have an even greater impact thanks to the dematerialisation of processes and unlimited scalability”.
Larbi Alaoui Belrhiti also founded TheMafiaBoss.com in 2005, one of the first social games companies and one of the biggest mafia online games that reached 2 million registered players and which became one of the Top 500 most visited sites in the world in 2007.
Larbi Alaoui Belrhiti holds an Executive MBA from HEC Paris and a Master and a Bachelor of Computer Science from McGill University, Canada (2002). His business journey began in 2004 as a software engineer at Oracle in Montreal, Canada Area. By the end of 2004 he moved on to become a consultant at Accenture, leading a team of software engineers to design, develop and deploy System Integration and Technology Consultancy projects for the merger of insurance companies GAN and GROUPAMA.
