Bangladesh Sees Positive Marketplace Shift as Jiji Acquires Bikroy
African classifieds marketplace Jiji has acquired Bikroy, Bangladesh’s largest online classifieds platform, marking the company’s first acquisition outside Africa and a major step in its international expansion strategy.
The acquisition comes just 13 months after Jiji officially entered the Bangladeshi market, where it launched operations to compete directly with established local players including Bikroy, Daraz and Ajkerdeal. Financial details of the transaction were not disclosed, although Jiji stated that the acquisition was completed using internal resources and shareholder support.
Founded in Nigeria, Jiji has built one of Africa’s largest digital classifieds ecosystems by following a “compete-then-buy” expansion strategy. The company previously acquired OLX Africa’s operations across several African markets in 2019 and later purchased Ghana’s Tonaton in 2022. Bikroy now becomes the third major competitor absorbed by the platform within six years.
Bikroy has been one of Bangladesh’s most recognized online marketplaces since its launch in 2012. The platform operates in both Bengali and English and has built a strong presence across categories including electronics, vehicles, property, jobs and household products.
Industry analysts view the move as a strategic effort by Jiji to replicate its African growth model in high-potential emerging markets. Bangladesh’s rapidly growing internet penetration, expanding middle class and rising online shopping adoption have made the country increasingly attractive for global e-commerce and marketplace companies.
Bangladesh Becomes a Key Digital Commerce Battleground
Bangladesh’s e-commerce sector is projected to reach between $12 billion and $13 billion within the next few years, driven by increasing smartphone usage and stronger digital payment adoption. According to industry data referenced by Jiji, nearly 79% of Bangladeshi consumers already shop online, while almost half are comfortable making payments through digital platforms.
By acquiring Bikroy instead of continuing direct competition, Jiji gains immediate access to one of the country’s largest online marketplace audiences and strengthens its position against regional competitors such as Alibaba-backed Daraz.
The acquisition also signals a broader trend in emerging-market e-commerce, where consolidation is becoming a key strategy for scaling digital marketplaces faster and reducing customer acquisition costs.
As competition intensifies across Asia and Africa, Jiji’s latest move highlights how global marketplace companies are increasingly targeting high-growth developing economies to secure long-term digital commerce leadership.