Excel Dashboard Reveals Discounts Don't Guarantee Engagement on Jumia Kenya

A data analysis project examined 115 product listings from Jumia Kenya across household, electronics, and lifestyle categories to explore how pricing, discounts, ratings, and customer reviews interact. The entire workflow — including data cleaning, flagging, and visualization — was built in Microsoft Excel using quartile-based thresholds rather than arbitrary cutoffs. A significant data gap was noted upfront: review counts and ratings were missing for 50% of products, and raw data issues such as text-formatted prices, negative review counts, and non-numeric ratings were systematically corrected. Key findings show that customer engagement is concentrated, with only 28% of rated products crossing the high-review threshold. Notably, 13 of the most heavily discounted products (discounts of 49% or more) still failed to generate strong engagement, suggesting that deep discounting alone does not reliably drive customer interest on the platform.