Jumia Targets Long-term Growth As Consumer Confidence Improves

Jumia has said it is positioning itself for long-term growth in Nigeria as consumer confidence strengthens amid improving macroeconomic conditions.

The e-commerce platform said its strategy, anchored on the campaign theme “Just Jumia It,” is focused on expansion, improved accessibility and accelerated digital adoption as the country’s consumer economy transitions from resilience to renewed growth.

According to the company, recent performance figures show year-on-year growth in Gross Merchandise Value (GMV) and order volumes, reflecting increased adoption of online shopping across Nigeria.

Chief executive officer of Jumia Nigeria, Temidayo Ojo, said the company views the current market environment as more than a recovery phase. “We’re seeing confidence return, and confidence translates into spending,” Ojo said. “More importantly, it translates into habit. Our focus is on making e-commerce a normal, trusted part of everyday living.”

Jumia said it has continued to invest in technology, logistics and customer experience to strengthen its operations. The company noted that ongoing investments in fulfilment centres, last-mile delivery networks and digital tools are aimed at improving delivery timelines, pricing transparency and nationwide reach.

It added that the expansion of its infrastructure is also creating opportunities for small and medium-sized enterprises (SMEs), logistics partners and sales agents within its ecosystem.

The company further highlighted efforts to deepen local engagement through community-based sales networks designed to connect online commerce with offline consumers, helping to bridge access gaps and build trust in digital transactions.

Jumia said its operations in Nigeria are supported by governance standards from its parent company, Jumia Technologies AG, while maintaining a locally focused approach.

The firm stated that its long-term objective is to position itself as an everyday retail destination and to drive inclusive economic growth through wider adoption of digital commerce.