Jumia, the pan-African e-commerce giant listed on the New York Stock Exchange, is prioritizing strengthening its presence in its existing nine markets rather than seeking further expansion across Africa.
CEO Francis Dufay emphasized that Northern Nigeria presents significant untapped e-commerce potential, making it a more strategic focus for growth as the company continues its turnaround efforts
Dufay tells The Africa Report that rather than expanding further into other African countries, the company aims to increase its e-commerce penetration in the nine it operates in: Nigeria, Egypt, Algeria, Morocco, Senegal, Côte d’Ivoire, Uganda, Kenya and Ghana.
“A lot of restructuring in the organisation” was carried out last year to pave the way for growth in 2025.
