Customers can now access respective products and services on JUMIA; Jovago – Africa's leading online hotel booking platform now rebrands to Jumia Travel, while food delivery company, HelloFood will now be Jumia Food. Kaymu which serves as a community market place has rebranded to Jumia Market. Real estate Lamudi becomes Jumia House, while the company's logistics services AIG X takes new identity as Jumia Services.