Jumia Eyes $204bn Retail Media Market With Mirakl Ads Rollout

Jumia, Africa’s leading e-commerce platform, has re-platformed its advertising operations to Mirakl Ads as it sets its sights on a share of the rapidly growing global retail media market, which is projected to reach $204 billion by 2027.

With this rollout, Jumia aims to transform its marketplace advertising strategy, unlocking new revenue streams, boosting seller visibility, and enhancing customer engagement across its African footprint.

The integration of Mirakl Ads into Jumia’s ecosystem equips the platform with AI-powered automation, seamless campaign management, and real-time performance optimisation, offering advanced tools for both first-party and third-party sellers. The move is part of Jumia’s broader strategy to improve profitability, strengthen its advertising capabilities, and capitalize on the surge in retail media spending globally.

CEO of Jumia, Francis Dufay, in a press statement, said advertising is a key growth lever in the company’s marketplace strategy.

“This partnership with Mirakl allows us to accelerate that journey with speed and scale. We are empowering our sellers with smarter advertising tools and giving our customers more relevant, engaging experiences. Ultimately, it supports our ambition to grow gross profit and fast-track our profitability,” Dufay added.

Retail media is among the fastest-growing segments in global e-commerce, with an anticipated compound annual growth rate (CAGR) of 17.2 percent through 2027. With its rapidly expanding user base and seller network across countries like Nigeria, Kenya, Ghana, Egypt, Morocco, and Ivory Coast, Jumia is well-positioned to become a key player in this space on the African continent.

The rollout of Mirakl Ads was completed in just two months, an indication of the agility and scalability of the solution. Now live, the system offers seamless campaign management, real-time performance insights, and AI-driven optimization. This empowers advertisers of all sizes. from major brands to small marketplace sellers, to launch effective sponsored product campaigns and increase their visibility across Jumia’s high-traffic platform.

The cofounder and co-CEO of Mirakl, Adrien Nussenbaum, said the collaboration is not only a technological milestone but a transformative moment for African e-commerce. “Jumia’s decision to replace Mirakl Ads is a powerful validation of our platform’s ability to deliver immediate and measurable impact for leading marketplaces. By combining Mirakl’s cutting-edge retail media technology with Jumia’s market reach, we are enabling faster growth for sellers and a better experience for consumers. It is a milestone for the future of digital commerce in Africa,” he said.

With digital transformation sweeping across Africa and online shopping continuing to rise, Jumia’s move into retail media signifies a shift in how African marketplaces generate value. Beyond product listings and logistics, advertising has emerged as a core pillar for revenue growth and ecosystem sustainability.

The partnership with Mirakl is expected to bring new monetisation opportunities in nine African countries, helping sellers increase visibility in crowded marketplaces while improving ad performance through automation. In parallel, Jumia will gain enhanced capabilities to better match customer intent with sponsored listings, ultimately driving higher conversion rates and customer satisfaction.