Jumia Nigeria has called for harmonised payment systems, stronger consumer protection and coordinated policy reforms across Africa, saying these measures are essential to unlocking the continent’s digital trade potential and expanding cross-border e-commerce under the African Continental Free Trade Area (AfCFTA).
The company said years of investment in logistics, technology and customer experience have helped deepen online shopping adoption in Nigeria, but noted that greater collaboration between governments and the private sector is needed to remove barriers limiting digital commerce across African markets.
Speaking at the AfCFTA Digital Trade Forum 2026, Jumia Nigeria’s Chief Executive Officer, Temidayo Ojo, said the company’s experience has shown that consumer confidence remains the foundation of sustainable e-commerce growth. Brandspur Brand News reports that strengthening trust through reliable service delivery, effective dispute resolution and improved consumer protection will encourage more people to embrace online shopping.
Ojo explained that while online retail has recorded significant growth in Nigeria, millions of consumers are yet to fully participate because of concerns around payment security, product quality and delivery reliability. He said addressing these issues would help accelerate digital inclusion across the continent.
The Jumia chief said the company has continued investing in logistics infrastructure, customer support systems and digital technologies to improve shopping experiences, making online retail more convenient and dependable for consumers and merchants alike.
He noted that trust remains one of the biggest drivers of repeat purchases, adding that customers are more willing to adopt digital payments after experiencing reliable deliveries, transparent order tracking and efficient customer service.
According to Ojo, fragmented payment systems remain a major obstacle to intra-African trade despite rapid fintech innovation across the continent. He said inconsistent regulations and limited interoperability between payment platforms continue to make cross-border transactions unnecessarily difficult for businesses and consumers.
He urged policymakers to prioritise harmonised payment frameworks that would allow businesses to expand more easily into neighbouring markets while enabling consumers to make seamless digital transactions across borders.
Ojo also stressed the importance of stronger collaboration between governments and private sector operators, saying predictable regulations and supportive public policies would attract greater investment into Africa’s digital economy while encouraging innovation.
He said regional integration presents significant opportunities for African businesses, particularly as digital platforms increasingly connect merchants with consumers across multiple countries.
According to him, improved trade policies and payment integration could unlock access to a combined African consumer market of more than 500 million people, creating new opportunities for businesses to scale beyond domestic markets.
The Jumia executive added that many first-time online shoppers initially prefer cash-on-delivery because of trust concerns, but confidence in digital payment options typically grows after customers receive reliable service and quality products.
He maintained that sustained investment in technology, consumer protection, logistics infrastructure and policy coordination will be critical to supporting the next phase of Africa’s digital commerce expansion and strengthening the continent’s position in the global digital economy.
