Nigeria has emerged as the driving force behind Jumia Technologies AG’s strongest growth performance in 2025, reinforcing its position as the company’s largest and most strategic market. Rising consumer demand, increased SME participation, and expanded logistics capacity significantly boosted performance across the e-commerce platform.
In the fourth quarter of 2025, Jumia’s Nigeria operations recorded a 50% year-on-year increase in Gross Merchandise Value (GMV) and a 33% rise in orders, reflecting accelerating adoption of online shopping and Jumia’s growing relevance among African consumers.
Nigeria’s performance helped propel 36% year-on-year GMV growth and 34% revenue growth across the Group in Q4, alongside a 26% increase in quarterly active customers. The growth was driven by stronger customer retention and higher order frequency.
Beyond commercial performance, Jumia highlighted the broader economic impact of its Nigeria operations. The platform supports thousands of local SMEs by providing nationwide market access, while continued investment in fulfilment centres and last-mile delivery networks is generating income opportunities for logistics partners and sales agents.
Operational efficiency also improved significantly. Fulfilment costs per order declined by 12% year-on-year, contributing to a 39% reduction in operating losses and a 47% decrease in adjusted EBITDA losses during the quarter. Cash used in operating activities fell sharply to $1.7 million, compared with $26.5 million a year earlier, while year-end liquidity stood at $77.8 million.
Temidayo Ojo, Chief Executive Officer of Jumia Nigeria, said the results underscore increasing trust in the platform.
“Nigeria is central to Jumia’s growth,” Ojo said. “Each order supports local sellers, delivery partners, and jobs, while improving access to affordable products for consumers.”
For the full year, Jumia reported 14% GMV growth and 13% revenue growth, with losses narrowing significantly. Looking ahead, the company expects Nigeria to remain a key growth driver as it targets 27–32% GMV growth in 2026 and aims to reach adjusted EBITDA breakeven by the fourth quarter of 2026.
