Jumia Technologies AG has reported Nigeria as its fastest-growing market in 2025, reinforcing the country’s position as a strategic pillar for the e-commerce giant. Rising consumer demand, expanding SME activity, and enhanced logistics operations powered the platform’s impressive performance across Africa.
In the final quarter of 2025, Jumia Nigeria achieved a 50% year-on-year increase in Gross Merchandise Value (GMV) alongside a 33% rise in orders, highlighting the accelerated adoption of online shopping and the platform’s growing relevance to African consumers.
Brandspur Brand News notes that the country’s momentum contributed to a 36% year-on-year GMV increase and 34% revenue growth across the group for the quarter. Quarterly active customers rose 26%, reflecting stronger customer retention and higher order frequency.
Beyond sales metrics, Jumia’s Nigerian operations are generating broader economic impact. Thousands of local SMEs are leveraging the platform to reach consumers nationwide, while investments in fulfilment centres and last-mile delivery continue to create employment opportunities for logistics partners and sales agents.
Efficiency improvements were also evident, with fulfilment costs per order declining 12% year-on-year. This contributed to a 39% reduction in operating losses and a 47% decrease in adjusted EBITDA losses in Q4. 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.
Temidayo Ojo, CEO of Jumia Nigeria, described the results as a reflection of growing trust from both consumers and businesses. “Nigeria is central to Jumia’s growth. Every order supports local sellers, delivery partners, and jobs while improving access to affordable products for consumers,” he said.
For the full year, Jumia posted 14% GMV growth and 13% revenue growth, with losses narrowing significantly. The company projects Nigeria will continue as a key growth driver in 2026, targeting 27–32% GMV growth and aiming to reach adjusted EBITDA breakeven by Q4 2026.
