Black Friday Shows Nigeria’s E-Commerce Market Maturing

The Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, has stated that the evolution of Black Friday shopping reflects the growing maturity of Nigeria’s e-commerce market.

Ojo, speaking while reviewing the company’s 2025 year-end shopping season, noted that Black Friday has moved beyond a brief surge in sales to become a predictable and well-planned retail period for Nigerian consumers.

According to preliminary key performance indicators for the two months ended November 30, 2025, Jumia recorded strong year-on-year growth in both orders and Gross Merchandise Value (GMV), with GMV growing faster than order volumes. The company said this trend suggests customers are making more deliberate purchases with larger basket sizes.

Nigeria was ranked among the Jumia Group’s stronger-performing markets during the Black Friday period, with customer engagement remaining consistent throughout the campaign, rather than peaking briefly and then declining.

Ojo attributed the performance to increasing consumer familiarity with online shopping, noting that more customers now plan purchases using features such as saved carts, brand stores, and price comparison tools. He said this indicates that digital commerce is becoming part of everyday consumer behaviour rather than a seasonal activity.

He also highlighted the contribution of Jumia’s JForce agent network, which supports last-mile delivery and customer access across major cities, secondary towns, and smaller communities. According to him, the agents played a key role in maintaining service efficiency and reaching more customers during the peak shopping period.

Ojo said the overall performance points to a more structured and resilient e-commerce ecosystem in Nigeria, adding that steady engagement, rising consumer confidence, and increased activity for partners are expected to continue as the December holiday sales progress.