Jumia Positions For AfCFTA Opportunities, Deepens Push For Cross-border Trade

As it marks 14 years of operations in Nigeria, Jumia says it is positioning itself to capitalise on opportunities under the African Continental Free Trade Area (AfCFTA) by deepening its support for cross-border commerce across the continent.

The company said it is leveraging its technology and logistics infrastructure to facilitate smoother movement of goods across African markets while also expanding access to digital commerce for more consumers and businesses.

Speaking during a media briefing in Lagos ahead of the commencement of its anniversary celebration on June 1, chief executive officer of Jumia Nigeria, Temidayo Ojo, said the company’s next growth phase would focus strongly on inclusion, affordability, and regional trade integration.

According to him, Jumia is positioning itself as a platform that can help local businesses scale beyond national borders in line with the objectives of AfCFTA.

“At the same time, we are excited about the opportunities around intra-African trade and how technology can help connect businesses and consumers across the continent,” Ojo said.

He noted that Africa’s youthful population, growing internet penetration, and expanding entrepreneurial ecosystem offer significant opportunities for digital marketplaces that can support seamless regional commerce.

“As African economies become more interconnected, platforms like Jumia have a responsibility to help local businesses scale beyond borders. The future of commerce in Africa will depend heavily on digital infrastructure, accessibility, trust, and seamless trade,” he added.

The company unveiled “14 Years with You” as the official theme for its anniversary celebration, with the tagline “Jolly after Jolly,” reflecting its commitment to delivering value, affordability, and convenience to customers across Nigeria.

Ojo said Jumia’s broader strategy is also focused on making e-commerce more inclusive by targeting middle-income earners, small business owners, and low-income consumers seeking affordable access to quality products.

“Fourteen years ago, e-commerce in Nigeria was still a bold experiment. Today, it has become part of everyday life for millions of people. But the future of commerce must be more inclusive. We are building a platform that works not only for the wealthy but also for the middle class and the ambitious everyday Nigerian,” he said.

To commemorate the milestone, Jumia said it would roll out several anniversary campaigns throughout June, including promotional offers, customer rewards, merchant empowerment initiatives, and strategic brand collaborations.

The company reaffirmed its commitment to innovation, affordability, customer satisfaction, and long-term investments aimed at strengthening Nigeria’s digital economy and supporting broader economic growth across Africa.