<p>Less than two decades ago, the digital business was not explored in Africa. However, since the inception of Jumia, "Africa's Amazon," in 2012, the scaling of e-commerce in Africa has witnessed a wave of both challenges and opportunities, perhaps more than any other market in the world. The use of Mpesa - mobile money payment- and the spread of internet connectivity and smartphone accessibility across the continent have made it easier for the population living in rural areas to access the e-business platforms efficiently. With these developments, numerous e-commerce platforms have been established. Some have enjoyed their moment of fame while others continue to struggle for their breakthrough. The digital businesses that have risen to claim the giant status in the world have adopted "the Purple cow" strategy. Purple Cow advances that in a marketplace, fitting in is a failure, and not standing out is the same as being invisible. As such, firms should offer remarkable services that make it easier for early adopters to spread the word.This paper, therefore, assesses how the purple cow strategy has aided the prosperity of the current e-commerce giants in Africa.</p>

<p>The research employs a case study methodology to examine the strategies used by e-commerce organizations. The case organizations operate a unique collective organizational form in a historically significant platform. The four organizations are Jumia, Masoko, Kilimall, and Konga.</p>