Africa’s e-commerce giant targets spending rebound to knock off Chinese rivals

Africa’s leading online retailer, Jumia, is positioning itself to capitalize on renewed consumer spending in Nigeria, unveiling an ambitious growth campaign to deepen the country’s adoption of digital commerce amid rising competition from global rivals.

• Jumia is ramping up its growth strategy in Nigeria, betting on a rebound in consumer spending.
• The company’s new “Just Jumia It” campaign aims to make online shopping a daily habit.
• The push comes amid intensifying competition from Chinese platforms Temu and Shein.
• Jumia says expanded logistics and community sales networks will drive nationwide adoption.

The company announced the initiative, branded “Just Jumia It”, as a signal that it is shifting from navigating recent macroeconomic pressures to scaling operations for what it believes will be a gradual consumer spending rebound.

The move comes as Chinese fast-growing platforms Temu and Shein continue to expand their footprint across key African markets.

In a statement, Jumia said the campaign reflects “a bold vision to reshape retail in Nigeria”, with the firm seeking to transform itself from a conventional online marketplace into what it describes as a trusted everyday retail destination.

The company is anchoring its strategy on improved accessibility, logistics infrastructure, and customer-focused innovation.

Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, said the company is already seeing early signs of recovery in consumer sentiment.

“We’re seeing confidence return, and confidence translates into spending. More importantly, it translates into a habit,” he noted, adding that the firm’s priority is to make e-commerce a normal and trusted part of daily life.

Logistics expansion and community networks drive growth push

Jumia said recent internal performance data show year-on-year growth in gross merchandise value and order volumes, trends the company interprets as evidence of rising nationwide adoption of online shopping. To sustain this momentum, the firm has stepped up investments in fulfilment centres, last-mile delivery networks, and digital tools designed to improve operational efficiency.

According to the company, these upgrades are already enabling faster deliveries, greater pricing transparency, and wider national coverage.

The investments are also expected to create new economic opportunities for small and medium-sized enterprises, logistics partners, and independent sales agents operating within its ecosystem.

Beyond infrastructure, Jumia disclosed that it is expanding its community-based sales networks to connect more offline consumers to digital retail channels.

The company believes that building local trust, especially among first-time online shoppers, will be critical to long-term growth.

Backed by the governance framework of its parent company, Jumia Technologies AG, the firm said it remains globally aligned while adapting its approach to local market realities.

With consumer wallets gradually reopening, Jumia is betting that habit formation, not just short-term demand, will determine the next phase of Nigeria’s e-commerce race.