The company said years of investment in technology, customer experience and local delivery systems have helped expand online shopping adoption while contributing to the development of a stronger digital commerce ecosystem in Africa.
Speaking at a panel session during the AfCFTA Digital Trade Forum 2026, the Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, said the continued growth of e-commerce depends largely on the ability of businesses and policymakers to build trust among consumers.
Ojo explained that although millions of Nigerians have embraced online shopping, a large segment of the population is yet to fully participate in the digital marketplace due to concerns around product quality, payment security, delivery reliability and consumer protection.
He said addressing these challenges would require stronger protection mechanisms, improved payment systems and policies that encourage innovation and investment in the digital economy.
“Trust is the currency of digital commerce,” Ojo said, stressing that consumer confidence remains the foundation upon which sustainable online retail growth must be built.
According to him, many first-time online shoppers often hesitate because they cannot physically examine products before purchase. He noted that overcoming this barrier requires platforms to consistently deliver reliable services that reassure customers and encourage repeat transactions.
Ojo said Jumia has continued to strengthen its customer experience through improved delivery systems, transparent order tracking, quality assurance measures and efficient dispute resolution processes designed to make online shopping safer and more convenient.
He added that the company’s growth journey reflects the broader expansion of e-commerce in Nigeria, where increasing internet access, smartphone adoption and digital innovation have continued to reshape consumer behaviour.
Beyond trust issues, the Jumia chief executive identified fragmented payment structures across African countries as another major challenge limiting the growth of digital commerce and cross-border trade.
While acknowledging the rapid progress of Africa’s fintech sector, he noted that differences in regulations and limited payment interoperability continue to create difficulties for businesses and consumers seeking to transact across national borders.
Ojo called for greater alignment of payment systems across African markets, saying seamless digital transactions would enable businesses to expand more easily while allowing consumers to participate in regional commerce without unnecessary barriers.
He further emphasised the need for stronger collaboration between governments and private-sector players to create policies that support digital businesses, attract investment and promote innovation.
According to him, regulatory clarity and coordinated policies would provide businesses with the confidence needed to invest further in infrastructure, technology and services that support Africa’s digital transformation.
Jumia, which operates as one of Africa’s major e-commerce platforms, said regional integration under the African Continental Free Trade Area (AfCFTA) presents significant opportunities for businesses and consumers.
The company connects thousands of merchants with customers across several African markets and believes improved cross-border trade frameworks could allow more small and medium-sized enterprises to access customers beyond their domestic markets.
Ojo said deeper digital trade integration could unlock opportunities within a combined African consumer market of more than 500 million people, creating room for businesses across the continent to grow through online platforms.
He also noted that many new online shoppers initially prefer cash-on-delivery because of concerns about digital transactions. However, he said confidence in online payments often improves after customers experience dependable delivery services, quality products and positive shopping experiences.
“Once consumers experience reliable service, efficient delivery and quality products, their confidence in digital payments and online shopping grows,” he said.
Ojo maintained that the future of e-commerce in Africa would depend on sustained investments in trust, technology, logistics and partnerships between businesses and governments.
He added that with stronger consumer protection systems, harmonised regulations and improved digital infrastructure, Africa has the potential to enter a new phase of digital commerce growth driven by greater inclusion and cross-border opportunities.