Jumia (NYSE: JMIA), Africa’s leading e-commerce platform, has replatformed its retail media strategy by partnering with global marketplace tech provider, Mirakl, to launch Mirakl Ads—an AI-driven advertising solution tailored for digital marketplaces. This strategic collaboration aims to scale Jumia’s advertising business, boost seller performance, and deliver more personalized experiences to millions of customers across the continent.
The move signals a major upgrade in Jumia’s retail media infrastructure, enabling both first-party and third-party sellers to run targeted, AI-powered sponsored product campaigns. It also strengthens Jumia’s position in the rapidly expanding global retail media sector, projected to hit $204 billion by 2027 with a CAGR of 17.2%.
“Advertising is a key growth lever in our marketplace strategy,” said Jumia CEO Francis Dufay. “Partnering with Mirakl allows us to scale smarter, empower our sellers, enhance customer experience, and accelerate our journey to profitability.”
The deployment of Mirakl Ads—completed in just two months—equips Jumia’s ecosystem with powerful automation tools and streamlined campaign management. Sellers across key markets including Nigeria, Egypt, Kenya, Morocco, and Ivory Coast can now drive sales through more efficient and engaging ad formats.
Adrien Nussenbaum, cofounder and co-CEO of Mirakl, described the partnership as a milestone in African digital commerce: “By combining our retail media technology with Jumia’s reach, we’re delivering measurable impact to sellers and better relevance to shoppers.”
With this rollout, Jumia is not just upgrading its advertising tools—it’s unlocking new revenue streams, improving gross profit margins, and positioning itself as a key digital advertising player in Africa’s fast-evolving e-commerce landscape.
