‘E-commerce Unlocking Economic Opportunities In Underserved Communities’

As Nigeria’s e-commerce ecosystem matures, secondary cities and rural areas are emerging as some of the most promising frontiers for growth, says Jumia Nigeria.

This growing influence, it said, is unlocking economic opportunities in underserved communities.

This was revealed in the second edition of its flagship report, ‘E-Commerce in Rural Areas’. The report which was launched in Lagos brought together key stakeholders, including media representatives, government officials, vendors, logistics partners, and members of the Jumia community.

The event unveiled fresh insights into Nigeria’s digital retail landscape and the growing influence of e-commerce in unlocking economic opportunities in underserved communities.

Building on the findings from the first edition, this year’s report offers a deeper look at how rural consumers are embracing digital retail, the infrastructure investments that have enabled access, and the critical role of initiatives like JForce and community-based logistics in bridging the digital divide.

According to the report, “rural regions now account for nearly half of all packages delivered on the Jumia platform. Consumer demand in these areas continues to rise, with categories such as Phones, Beauty & Perfumes, Home Essentials, Men’s Clothing, and Men’s Shoes topping the list of most purchased items.”

In Q2 2025, Jumia’s earnings results showed accelerated momentum in Nigeria, with orders up 25 per cent and total GMV rising 36 per cent year-over-year.

Jumia’s expanded footprint now includes over 350 Pickup Stations across hundreds of towns and communities. This physical infrastructure, combined with a network of 67 logistics partners, has made it possible to deliver goods to even the most remote parts of the country. Towns like Gaya in Kano State, Akpakpava and Ekpoma-Eguare in Edo State, Owerri in Imo State, and Wurukum in Benue State are showing strong growth in GMV.

The CEO of Jumia Nigeria, Temidayo Ojo, reaffirmed the company’s commitment to inclusive growth. He stated that, “our mission has always been to make everyday life easier for Nigerians, regardless of where they live. This report reaffirms the power of digital commerce to improve lives, support small businesses, and create economic opportunity in areas long underserved by traditional retail.”

The report showed the expanding impact of JForce, Jumia’s community-based sales network. With over 32,000 active agents, JForce continues to play a pivotal role in introducing rural consumers to e-commerce, supporting product discovery, order placement, and digital literacy.

As Jumia marks over 13 years of operations in Nigeria, this second edition of the E-Commerce in Rural Areas report captures the company’s evolving role in shaping a more connected, empowered, and equitable future for all Nigerians.