The e-commerce company, disclosed in its Q1 2026 financial report released on May 7 that Nigeria recorded a 42 per cent year-on-year increase in physical goods Gross Merchandise Value (GMV), placing the market among the company’s strongest performers across the continent.
The latest figures reflect growing adoption of online shopping among Nigerian consumers, alongside rising engagement from merchants and vendors using the platform. The company said its performance was driven by improved operational efficiency, stronger logistics capabilities, and increased investments in technology and customer experience.
Speaking on the development, Temidayo Ojo said Nigeria continues to play a strategic role in the company’s long-term expansion plans.
“Nigeria continues to demonstrate the strength and resilience of its digital commerce ecosystem. The growth we recorded in Q1 reflects increasing consumer confidence, stronger engagement across our platform, and our continued investment in technology, logistics, and customer experience,” he said.
He added that more Nigerians are beginning to see e-commerce as an essential part of everyday living rather than merely a convenience.
“We are seeing more Nigerians embrace e-commerce not just for convenience, but as a trusted part of everyday life. Our focus remains on building a platform that is more accessible, more reliable, and more relevant to the evolving needs of Nigerian consumers and sellers,” Ojo further stated.
The company attributed much of its broader continental growth to disciplined execution and the aggressive deployment of technology-driven systems, particularly artificial intelligence and automation tools across various business units. According to the report, AI solutions were integrated into operations including finance, logistics, customer support, cybersecurity, seller management, and internal technology systems to improve efficiency while lowering operating costs.
Jumia also disclosed that its technology and content-related expenses declined year-on-year due to workforce optimisation measures and savings generated from renegotiated technology contracts. The company noted that automation within customer service centres and operational systems has continued to improve scalability and service delivery across African markets.
The report further showed growing customer activity across the platform. Quarterly active customers rose to 2.5 million, while physical goods orders increased to 5.9 million during the quarter, indicating stronger customer retention and marketplace engagement.
Beyond major urban centres, the company said e-commerce adoption is spreading rapidly into secondary cities and rural areas. According to the report, 62 per cent of total orders now originate from upcountry regions and smaller cities, highlighting the expanding reach of digital commerce beyond traditional metropolitan markets.
Despite ongoing global economic challenges, including supply chain disruptions linked to tensions in the Middle East and rising costs of memory chips and processors, Jumia reaffirmed its commitment to achieving profitability.
The company stated that it remains on course to reach Adjusted EBITDA breakeven and positive cash flow by the fourth quarter of 2026, while targeting full-year profitability in 2027.
Industry analysts say the latest results signal increasing maturity within Africa’s e-commerce sector, particularly in Nigeria, where improvements in digital payments, internet penetration, and logistics infrastructure continue to support the growth of online retail platforms.