‘Unified Payment Systems to Unlock Africa’s 500 Million Digital Market’

The chief executive officer of Jumia Nigeria, Temidayo Ojo, has identified harmonised payment systems as a critical enabler for unlocking Africa’s 500-million-person digital market, stressing that stronger consumer protection and closer collaboration between governments and the private sector are equally essential to accelerating e-commerce growth across the continent.

Speaking at the AfCFTA Digital Trade Forum 2026, Ojo said Africa’s digital economy has enormous potential, but fragmented payment systems, weak consumer confidence and inconsistent regulatory frameworks continue to limit cross-border online trade.

He noted that Jumia’s experience in Nigeria has shown that consumer trust remains the single most important factor driving e-commerce adoption, adding that millions of Nigerians have embraced online shopping, while significant opportunities still exist to bring many more consumers into the digital marketplace.

According to him, the company has continued to invest in technology, logistics infrastructure and customer experience initiatives that have made online shopping more accessible, convenient and reliable for consumers.

Ojo explained that one of the biggest challenges facing digital commerce is the inability of first-time online shoppers to physically inspect products before making purchases, making strong consumer protection frameworks essential to building confidence in online transactions.

He said robust consumer protection policies across African markets would encourage more people to embrace digital commerce by providing assurance whenever payment disputes, delayed deliveries or product quality issues arise.

Beyond consumer confidence, Ojo described fragmented payment systems as a major barrier to intra-African digital trade, calling for harmonised payment frameworks that would allow businesses to expand seamlessly across borders while enabling consumers to transact with ease across the continent.

He emphasised that coordinated policies and regulatory certainty would stimulate investment, encourage innovation and create a more enabling environment for digital businesses.

According to him, such integration could unlock access to a combined consumer market of more than 500 million people, creating fresh opportunities for African enterprises to trade with one another while deepening the continent’s digital economy.

Ojo added that although many first-time online shoppers initially prefer cash-on-delivery due to concerns about online transactions, their confidence in digital payments grows significantly after experiencing reliable service, quality products, and efficient delivery.

He maintained that with harmonised payment systems, stronger consumer protection and sustained collaboration between governments and the private sector, Africa is well positioned to unlock the next phase of digital commerce growth and fully harness the opportunities presented by the African Continental Free Trade Area (AfCFTA).