Jiji expands beyond Africa with Bangladesh’s Bikroy acquisition deal

Jiji, the Lagos-based classifieds marketplace, has acquired Bangladesh’s Bikroy in a move that extends its business beyond Africa for the first time.

The deal comes just 13 months after Jiji entered Bangladesh, where it positioned itself as a direct competitor to Bikroy and other local platforms. 

Chief executive Anton Volianskyi said the transaction was financed through internal resources and shareholder backing.

He did not disclose the price. The acquisition adds to a pattern of consolidation that has shaped Jiji’s growth across multiple markets in recent years. 

The company has steadily expanded by entering markets, competing with established players, and then buying them once scale is achieved.

That approach has now taken it from Africa into South Asia, where online classifieds are growing alongside wider e-commerce adoption.

Built on a repeat strategy 

Jiji’s earlier moves followed a similar path across Africa.

In 2019, it acquired OLX Africa from Naspers, ending years of competition across several countries and quickly expanding its user base. 

It later bought Ghana’s Tonaton from Saltside Technologies in 2022, another case where competition gave way to consolidation.

The latest deal with Bikroy marks the third time Jiji has taken over a rival after entering a market. 

“This is a deliberate strategy,” Volianskyi said in earlier comments, describing a process of entering markets, testing demand, and then deciding whether to scale independently or consolidate.

Bangladesh bet and market shift 

Jiji entered Bangladesh in March 2025, initially setting up operations to compete with Bikroy and other local platforms such as Daraz.

At the time, it described the market as a long-term opportunity tied to rising internet use and digital payments. 

The company now says conditions shifted faster than expected, making consolidation the most practical step.

Bikroy’s brand will remain in place, but the platform will move onto Jiji’s technology system. 

Sellers will also shift to a performance-based model, paying for visibility through bidding rather than fixed listing fees.

Jiji said the change is aimed at increasing traffic while giving sellers more control over spending.

Why Jiji is looking outside Africa 

Jiji’s move into Asia comes as competition for acquisition targets in Africa tightens.

In earlier years, the company focused on consolidating fragmented classifieds markets across the continent. 

The company now reports more than 90 million annual users and about $70 billion in gross merchandise value across its platforms.

It operates in key African markets including Nigeria, Kenya, Ghana, and Côte d’Ivoire. 

Bangladesh, with its large internet population and growing online retail sector, offers a similar setup to the markets where Jiji built its presence.

With Bikroy now under its control, the company is positioning itself against larger e-commerce players in the region, including Alibaba-backed Daraz, as competition shifts from local classifieds rivals to broader digital retail platforms