MOROCCO – Africa’s leading e-commerce platform, Jumia, has appointed Badr Bouslikhane to head its operations in Morocco, following the promotion of Larbi Alaoui Belrhiti to General Manager of Jumia Express Logistics, a pan-African logistics company present across Africa.

Alaoui Belrhiti was at the helm of Jumia Morocco for five years prior to taking over the new role, and led the company to become an e-commerce giant in the country by democratizing online shopping in the country.

Today, Jumia Morocco holds over 10,000 sellers offering more than 8 million products, with millions of customers visiting the website every month.

During his tenure, Alaoui equally headed Jumia Food, a food delivery restaurant, and oversaw the creation of Jumia Pay, a fintech platform that facilitates digital payments.

Prior to joining Jumia, he was the Founder and Managing Director of Avito, the first online classified ads site in Morocco.

He 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.

In 2005, he created one of the first social gaming companies while developing one of the largest online games,, which became one of the Top 500 most visited sites in the world in 2007.

Before turning into his entrepreneurial experience, Alaoui left his mark in the consulting world with a strong experience at Accenture (2004-2005). He also has extensive experience in software development at Oracle.

Alaoui holds an Executive MBA from HEC Paris, France, a Master’s Degree in Computer Engineering and a Bachelor of Computer Science from McGill University, Canada.

As new head of Jumia Express Logistics, Alaoui Belrhiti will oversee the company’s operations on the continent.

Jumia Express Logistics offers “last mile” storage, transportation, and delivery services in more than 10 countries in Africa i.e., Morocco, Nigeria, Egypt, Kenya, Ivory Coast. Tunisia, Algeria, Ghana, Uganda and Senegal.

To strengthen its operations the unit recently partnered with UPS and 4PX, global logistics leaders, to offer last-mile solutions in Africa.

Meanwhile, Jumia Morocco’s new head joined the company in 2021 as Secretary-General.

Bouslikhane is also a co-founder of Avito, and prior to joining Jumia Morocco, he had filled the position of Chief Revenue Officer of Avito.

He has solid experience in the private sector having worked at BMCI, one of Morocco’s leading banking groups and Almageo. He also had a stint as a lecturer at HEM (Institut des Hautes Etudes de Management).

He graduated from INSEAD business school in France, and he holds a degree in economics from Sweden’s Chalmers University of Technology as well as an engineering degree from ESIEE-Amiens in France.

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