Utilize the input text as a context reference, choose the right relationship between JUMIA and Retail from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

JUMIA was the first African company to win an award at the World Retail Awards 2013 in Paris as the "Best New Retail Launch" of the year.

Answer: industry