JIJI CARS MARKETPLACE ANALYSIS & INSIGHTS

Introduction

Jiji.com is a leading African online marketplace that connects buyers and sellers across a wide range of products and services. This project focuses specifically on the Car Listings section, aiming to uncover patterns in pricing, demand, and market dynamics. The goal was to analyze car advertisement data to identify key insights such as popular car brands (make & model), pricing trends, and regional performance etc.

Process Flow

◻ Webscraping (Python)

• Extracted car listing data from Jiji.com using Scrapy.
• Collected fields such as make, model, year, condition, mileage, region, price, and listing date.
• Consolidated the extracted data into a structured CSV file for further analysis.
• See script here.

◻ Data Preparation (MySQL)

• Performed data cleaning, transformation, and normalization using MySQL.
• Built relational tables (Fact & Dimension) to ensure consistency and efficient querying.
• Created a robust data model to support Power BI integration and analytics.
• See script here.

◻ Data Analysis & Visualization (Power Bi)

• Imported the prepared dataset into Power BI for exploration and visualization.
• Designed an interactive dashboard using DAX measures for KPIs and advanced calculations.
• Delivered insights through visual storytelling — enabling users to interact with filters, explore trends, and understand performance drivers.
• Interact with dashboard here

Data Overview

🟥 Fact Table:

• listing_id
• make_id
• model_id
• region_id
• color_id
• condition_id
• transmission_id
• is_boost
• paid_info_text
• year_of_manufacture
• second_condition
• interior_color
• mileage
• registered_car
• exchange_possible
• price_value
• url
• date_created

🟥 Dim model

• Model id
• Make id
• Model name

🟥 Dim make

• Make id
• Make name

🟥 Dim color

• Color id
• Color name

🟥 Dim condition

• Condition id
• Condition name

🟥 Dim transmission

• Transmission id
• Transmission type

🟥 Dim region

• Region id
• Region name

Relevant relationships were then established between the above table to produce the following data model:

KEY INSIGHTS

DASHBOARD OVERVIEW

Summary Page

Price Analysis & Market Insight

SUMMARY PAGE

📌 TOTAL ADS:

• As at November 2025, jiji consists of 17,044 active car advertisements, compared to 672 remaining active ads created in 2024. This difference does not indicate a direct year-over-year growth in uploads. Instead, it reflects how the platform cycles out older listings through sales, expiration, or manual removal.

• The large contrast suggests that Jiji’s car marketplace experiences high listing turnover, with the majority of ads being refreshed or replaced within the year.

• Upload trends further show a peak of 8,000 ads in October and a low of 168 ads in December, indicating very active seller engagement during peak months, followed by a natural drop-off due to year-end holidays, reduced buyer activity, and seasonal slowdowns.

📌 AVERAGE PRICE:

• Jiji’s overall average car price across all years stands at GHS 359,000. In comparison, the previous year (2024) recorded a significantly higher average price of GHS 635,000. When contrasted with the current-year average of GHS 345,000, this represents a –43.4% decline year over year.

• This decline does not indicate a direct market drop but is influenced by the nature of active listings on the platform, where older, higher-priced listings from 2024 have largely cycled out, while newer listings created in 2025 indicate an average of 345k, thus properly depicting current market behavior.

• Additionally, monthly patterns reveal clear fluctuations:
  ◻ Highest average price: GHS 651,000 in December
  ◻ Lowest average price: GHS 285,000 in October

This reveals an interesting inverse relationship between upload activity and pricing:

◻ October recorded the highest volume of uploads at 8,000 ads, yet it also showed the lowest average price at GHS 285,000.

◻ Conversely, December saw the fewest uploads—only 168 ads—but the highest average price at GHS 651,000.

This pattern suggests that when more sellers list their vehicles, competition increases, driving prices down. In contrast, during months with fewer listings, the cars posted tend to be higher-value models or sellers price more aggressively due to reduced supply, resulting in higher average prices. Overall, fluctuations in listing volume appear to influence market pricing dynamics significantly.

📌 BOOSTED ADS (% of Boosted Ads):

• Boosting activity shows that 91% of all ads uploaded across all years were boosted, reflecting a consistently strong use of promotional features by sellers. For the current year (CY), the boosted-ad rate stands at 90%, slightly lower than the previous year (PY) average of 97%.
• In 2024 specifically, there were 15,450 boosted ads, representing a 97% boost rate, highlighting how aggressively sellers promoted their listings during that period. Month-by-month trends also reveal notable variation: January recorded the highest boost rate at 97%, while October had the lowest at 87%.
• Overall, despite minor fluctuations, boosting remains a widely adopted strategy to maximize listing visibility.

📌 MODEL WITH THE HIGHEST AVERAGE:

• The model with the highest overall average price is Lamborghini (Lambo), standing out clearly as the premium outlier in the dataset. Quarterly trends reveal a dynamic but consistently high-value price pattern: Lamborghini had no listings in Q1, but once listings appeared, the average price peaked at GHS 4.7M in Q3, slightly above the GHS 4.5M recorded in Q2. By Q4, the average price declined to GHS 3.9M, marking the lowest quarterly value for the year but still significantly higher than all other models.

• Overall, the trend suggests that while Lamborghini prices fluctuate quarter to quarter, the model consistently dominates the upper end of the market, maintaining its position as the highest-priced vehicle across the platform.

🟥 CAR LISTINGS OVERVIEW & MARKET DYNAMICS

◻ How have average car prices evolved month-over-month, and what market factors explain these fluctuations?

• Average car prices show a fluctuating pattern throughout the year, starting high in January (GHS 598k), dipping in February, and rising again in March before entering a steady decline from May to October, where they hit the lowest point at GHS 285k.

• Meanwhile, total ads steadily increase through most of the year—peaking sharply in October (7,530 ads)—before dropping off in November and December. This inverse pattern (falling prices while listings surge) suggests that the composition of listings changed significantly as the year progressed.

• Insights
  The mid-year and late-year price drops, coinciding with rapid increases in total ads, reflect an influx of lower-priced, older, or high-mileage vehicles, which pulls down the overall average.

• Conversely, months like January, March, and December, which show unusually high average prices, may indicate a higher share of premium or luxury listings, possibly tied to seasonal behavior: new-year purchases, dealer stock refresh cycles, or festive-season luxury car listings.

• Overall, the fluctuations appear driven more by changes in listing mix (ie: a mix of types/brands of cars listed) than by actual shifts in market value or demand.

◻ Which car models dominate Jiji’s marketplace in terms of total listings, and what does this reveal about buyer demand and seller behaviour?

• The data shows a clear concentration of listings around a few high-demand models. Toyota Corolla leads with 1,333 ads, making it the most frequently listed model on the platform. This strong presence aligns with its reputation for affordability, fuel efficiency, and reliability—characteristics that appeal to a broad segment of Ghana’s car-buying market.
• Following the Corolla, the Honda CR-V (984) and Hyundai Elantra (855) also appear prominently, indicating solid demand for both compact SUVs and mid-size sedans.
• Meanwhile, the Honda Civic (840) and Toyota RAV4 (685) maintain competitive listing volumes, reinforcing the trend that buyers are heavily drawn to practical, durable, and cost-efficient vehicles.
• The overall distribution suggests that the market is dominated by popular commuter models, which are easier to sell and attract steady interest. Sellers appear to be responding to consistent buyer demand by listing models with high resale value and year-round market liquidity.

◻ What is the distribution of car listings by condition, and how does it reflect consumer preferences and market supply dynamics?

• The distribution of car listings shows a consistent dominance of foreign-used vehicles, which account for the majority of listings in every month. Foreign-used ads rise steadily from 193 in January to a major spike of 4,564 in October, mirroring overall marketplace activity. Local-used listings follow the same general pattern—growing from 57 in January to 2,809 in October—but always remain significantly lower. The parallel movement suggests that both categories respond to similar seasonal factors. The October peak indicates a period of intense market activity, likely driven by increased imports, dealer stock turnover, and heightened buyer demand during peak sales months.

• From a market dynamics perspective, the sustained higher volume of foreign-used cars suggests that consumer preference leans toward imported vehicles, typically associated with better condition, reliability, or perceived quality. On the supply side, the higher availability of foreign-used cars points to strong import pipelines and a marketplace heavily supported by dealers and resellers specializing in imported inventory. Local-used vehicles, while active, represent a smaller and more variable supply base, reflecting a market where individual sellers contribute fewer listings. Overall, the distribution highlights a market where imported vehicles dominate both supply and demand, shaping the pricing trends and competitive landscape of the platform.

PRICE ANALYSIS

🟥 Pricing Trends and Depreciation Analysis

◻ How have average prices trended for the top-performing car makes over time?

• Average car prices across the top five makes show a consistent month-over-month decline from January to October before rising again in November and December. For the mass-market brands (Honda, Hyundai, Kia, Toyota), prices generally trend downward across the year, reflecting increasing supply, strong competition among sellers, and the growing volume of listings on the platform.

• Honda and Toyota maintain the highest stability, with prices fluctuating within a moderate range. Hyundai and Kia consistently appear as the lowest-priced makes throughout the period, likely due to their positioning as budget-friendly brands with higher availability.

• In contrast, Mercedes-Benz displays significantly higher averages than the other makes—often 2x to 4x higher—and shows more volatility month to month. The brand peaks in December (GHS 868k), suggesting the presence of a small number of high-value luxury listings that heavily influence the average.

• The broader downward movement across most makes, especially up to October, may reflect seasonal buyer behavior, increased listing competition, or sellers adjusting prices to match market expectations.

• The rebound in November and December across most makes indicates renewed demand during the holiday period or the arrival of higher-value year-end imports.

◻ How does car age impact average pricing across the market?

• Average vehicle prices decrease steadily as car age increases, following a typical depreciation curve—but the rate of depreciation varies significantly across makes. Newer vehicles (0–2 years) for luxury brands such as Mercedes-Benz, BMW, Lexus, Land Rover, and Porsche command very high prices, often above GHS 1 million, reflecting premium features, brand equity, and low mileage.

• At car age 0, brands like Mercedes-Benz (GHS 3.36M), Land Rover (GHS 2.12M), and Porsche (GHS 2.75M) stand out as the highest-priced. In contrast, mass-market makes such as Hyundai, Kia, Nissan, Honda, and Toyota start at significantly lower price points and show a more gradual rate of depreciation, indicating stronger affordability and higher local demand.

• As cars age beyond 4–8 years, prices normalize across nearly all makes, with most brands converging between GHS 150k and GHS 500k. Luxury vehicles experience the steepest depreciation—e.g., Mercedes-Benz falls from GHS 3.36M at age 0 to GHS 504k by age 7, indicating declining resale premiums due to maintenance costs and diminishing technology value.

• Budget brands maintain holding power, with Toyota and Honda showing slower declines due to strong reliability and high buyer confidence in the used market.

• Overall, the distribution highlights how brand positioning drives initial pricing while age-driven depreciation shapes long-term value.

🟥 Price Dynamics & Marktet Segmentation

◻ How does the average listing price vary across different car manufacturing years?

• Average listing prices show a strong and predictable inverse relationship with year of manufacture — meaning newer cars are significantly more expensive, and prices decline steadily as vehicles age.

• Cars manufactured between 2023–2025 command the highest prices (GHS 893k–913k), reflecting their new condition, advanced features, and lower mileage. The absolute peak is seen in 2024 models (GHS 984k), driven by the premium pricing of recent releases and limited depreciation.

• From 2022 to 2017, prices drop sharply from GHS 725k to GHS 315k, indicating the first five years of ownership account for the largest depreciation rate. This aligns with global automotive trends where vehicles lose most of their value within the first 3–5 years.

• Beyond 10+ years old, average prices level out significantly. Cars manufactured between 2010–2005 fall into a lower bracket (GHS 60k–140k), reflecting diminished resale value due to outdated technology, higher maintenance costs, and reduced buyer interest.

• Importantly, the price curve flattens in older years (2004–2010), meaning depreciation slows as vehicles reach the lower bound of resale pricing.

◻ What is the distribution of car listings across different price ranges?

• Car listings on the platform are predominantly concentrated in the ₵100K–₵500K price bracket, which accounts for 11,025 listings, making it by far the largest segment.

• This strong mid-range presence suggests that the majority of cars being sold fall into the popular, moderately priced used-car market, aligning with typical consumer affordability and demand in Ghana’s auto landscape.

• The next significant group is ₵0–₵100K (2,437 listings), representing budget-friendly cars that appeal to first-time buyers, low-income consumers, or those seeking older, locally-used vehicles.

• Meanwhile, the ₵500K–₵1M segment (2,526 listings) forms a smaller but notable premium market, comprising higher-end models and newer imports.

• At the top of the market, the ₵1M–₵5M category records only 798 listings, indicating limited supply and a niche buyer base. Ultra-luxury listings above ₵5M are extremely rare, with just 7 ads, underscoring how exclusive the high-luxury segment is on the platform.

🟥 Price Dynamics by Vehicle Condition and Age

◻ How does the average price of cars vary by condition over time?

• Across the year, Brand New, Foreign Used, and Local Used cars show clear price segmentation and distinct month-to-month trends.

• Brand New Cars

• Brand new cars consistently command the highest prices, ranging mostly between ₵1.1M and ₵1.6M throughout the year. Prices peak in January (₵1.64M) and April (₵1.62M), suggesting strong early-year demand—possibly tied to new-year purchases, corporate fleet refresh cycles, or dealer stock releases. Prices dip notably around October (₵991K), indicating seasonal softening or promotional activity before rebounding in November.

• Foreign Used Cars

• Foreign-used vehicles follow a more moderate price range, fluctuating between ₵309K and ₵538K. Prices peak in December (₵538K), which may reflect year-end import surges or higher-quality stock entering the market. The lowest price level appears in October (₵309K), aligning with increased listings during that month, suggesting expansion in supply resulting in lower average prices.

• Local Used Cars

• Local-used cars remain the most affordable segment, with prices generally between ₵150K and ₵390K. They show a gradual decline from January to October, reaching a low of ₵151K in October, before rising slightly toward December. This downward pattern suggests increased availability of older vehicles mid-year and possibly more sellers entering the market.

◻ How does average car price vary across different age groups?

• The average price of cars shows a strong inverse relationship with vehicle age, reflecting how depreciation sharply reduces market value as cars get older.

• Cars within the 0–10 years age group command the highest average price at ₵472,776, highlighting stronger buyer demand for newer, more reliable, and better-equipped vehicles. After the 10-year mark, prices drop significantly: vehicles aged 11–20 years average ₵138,802, while those in the 21–30 year range fall further to ₵71,025.

• Interestingly, cars aged 31–40 years show another decline to ₵43,033, aligning with expectations for older, less fuel-efficient vehicles that require more maintenance. However, the 41+ years age group averages ₵136,200, higher than the category before it—indicating the presence of classic or vintage vehicles that command niche demand and premium pricing despite their age.

MARKET INSIGHT

🟥 Geographic Insights: Ad Volume, Pricing, and Vehicle Condition

◻ How Do Car Listings and Average Prices Vary Across Locations?

• The distribution of car listings across major locations reveals clear differences in both market activity and pricing dynamics. Kumasi Metropolitan records the highest number of listings (2,809) but maintains a relatively modest average price of ₵263,826, suggesting a highly active but price-sensitive buyer base.

• Accra Metropolitan follows with 2,469 ads and a higher average price of ₵344,047, reflecting stronger purchasing power and a more diverse vehicle mix.

• Premium residential and commercial areas such as East Legon (₵537,015), Spintex (₵501,331), Abelemkpe (₵536,674), and Achimota (₵494,912) exhibit significantly higher average prices despite having fewer listings than the metros.

• This indicates concentrated demand for higher-end vehicles in affluent neighborhoods.

Conlusion

• The analysis of Jiji’s automotive marketplace reveals a highly active and rapidly cycling environment where listings are refreshed frequently and buyer–seller engagement remains strong throughout the year. Listing volumes peak toward the latter part of the year—especially in October—driven by heightened market activity, while sharp declines in December reflect seasonal slowdowns and reduced buyer interest. Price trends move inversely to listing volumes, with lower prices appearing during high-supply months and premium prices resurfacing during periods of reduced competition.

• Across conditions, foreign-used vehicles dominate the market both in volume and pricing stability, while brand-new cars maintain significantly higher price points but smaller market share. Age-based pricing follows a predictable depreciation curve, with the steepest drop occurring after the first 10 years of vehicle age. Location-specific analysis highlights a split market structure: major urban metros such as Kumasi and Accra drive the highest listing activity, while affluent enclaves like East Legon, Spintex, and Achimota command the highest average prices and attract premium vehicle types.

• Overall, the marketplace reflects a price-sensitive but active consumer base, strong turnover of listings, and clear segmentation between mass-market demand and luxury buying clusters. These dynamics collectively underline a maturing online automotive ecosystem where competition, seasonality, vehicle age, condition, and regional purchasing power all work together to shape pricing and supply patterns.