Nigeria drives Jumia’s 2025 surge as E-Commerce demand accelerates

Nigeria has emerged as the engine of growth for Jumia Technologies AG, powering the company’s strongest performance in 2025 amid rising consumer demand, expanding SME participation and improved logistics efficiency.

In its fourth-quarter results released on February 11, 2026, Jumia reported that its Nigeria operations recorded a 50 per cent year-on-year increase in Gross Merchandise Value (GMV) and a 33 per cent rise in orders. The figures underscore accelerating adoption of online shopping and the platform’s expanding footprint in Africa’s largest economy.

Nigeria’s performance significantly boosted group-wide results, contributing to a 36 per cent year-on-year increase in GMV and a 34 per cent growth in revenue for the quarter.

Quarterly active customers rose by 26 per cent, supported by improved retention rates and higher order frequency.

Beyond topline growth, the company highlighted broader economic impact in Nigeria. Jumia said it supports thousands of small and medium-sized enterprises, enabling local merchants to access nationwide markets.

Continued investments in fulfilment centres and last-mile delivery infrastructure have also generated income opportunities for logistics partners and sales agents.

Operational efficiency improved markedly during the period. Fulfilment costs per order declined by 12 per cent year-on-year, helping to reduce operating losses by 39 per cent and adjusted EBITDA losses by 47 per cent in the fourth quarter. Cash used in operating activities fell sharply to $1.7 million from $26.5 million a year earlier, while year-end liquidity stood at $77.8 million.

Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, described Nigeria as central to the company’s expansion strategy, noting that each order placed on the platform supports local sellers and delivery partners while enhancing consumer access to affordable products.

For the full year, Jumia posted 14 per cent GMV growth and 13 per cent revenue growth, with losses narrowing significantly. Looking ahead, the company expects Nigeria to remain its primary growth driver, targeting 27 to 32 per cent GMV growth in 2026 and aiming to achieve adjusted EBITDA breakeven by the fourth quarter of the year.