Jumia Group
- Company typePublic
- Founded2012
- HeadquartersLagos, Nigeria
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
Jumia Group firmographics
Firmographics- Name
- Jumia Group
- Legal name
- Jumia Technologies AG
- Website
- https://group.jumia.com
- Company type
- Public
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Where Jumia Group is headquartered
LocationHeadquarters
- HQ city
- Lagos
- HQ country
- Nigeria
- HQ region
- Africa
Offices8 records
Markets served
Jumia Group business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Marketplace Commission: Jumia generates revenue by connecting sellers to consumers on its marketplace platform, taking commissions on transactions between third-party sellers and buyers.
- First-Party Sales: Jumia sells products directly to consumers (first-party/1P sales), particularly for certain product categories and international seller fulfillment.
- Jumia Advertising: Jumia Advertising offers brands and marketing agencies online advertising solutions on the Jumia platform, with over 100 brands using the service to reach millions of engaged consumers.
- Logistics Services: Jumia Logistics provides fulfillment and delivery services to third-party sellers and opens its logistics network to external sellers for revenue generation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Marketplace transaction fees vary by category and seller tier |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels5 records
Jumia Group product offering
Product offeringCore offering
Jumia operates a pan-African e-commerce marketplace connecting 70k+ sellers to 6M+ active consumers across 8 countries, offering 6.5M+ products across apparel, smartphones, electronics, homeware, beauty, and digital services including airtime recharge, utility bill payment, and transport ticketing. The marketplace is supported by Jumia Logistics, a proprietary delivery network with ~2,380 pickup stations and integration with 300+ third-party logistics providers. Revenue is generated through marketplace commissions, first-party sales, advertising solutions (Jumia Advertising), and external logistics services.
Product overview
Jumia Group operates a platform-plus-services architecture built around two core pillars: Jumia Marketplace, an e-commerce platform connecting sellers to consumers across 8 African countries with integrated digital services; and Jumia Logistics, a proprietary logistics network with warehouses, pickup stations, and 300+ third-party provider integrations. The platform is augmented by JForce (a sales consultant network), Jumia Advertising (brand marketing solutions), and an Affiliate/Influencer program. These products work together to provide an end-to-end e-commerce ecosystem covering product discovery, transaction, fulfillment, and marketing.
Differentiator
Problem solved
Functional benefit
Brands
- Jumia Marketplace: The marketplace connecting thousands of sellers to millions of consumers
- Jumia Logistics
- J-Force
- Jumia Advertising
Products and services
- Jumia Marketplace
Companies that use Jumia Group
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Jumia Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Jumia Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- StarlinkcoreJumia serves as a Starlink partner in Africa, distributing Starlink internet services. The partnership is growing in Nigeria and Kenya with regulatory clearances pending for Ivory Coast. This partnership enables Jumia to address connectivity challenges in underserved areas while generating new revenue streams.
- SpirominorJumia and Spiro launched electric bike delivery in Uganda to reduce CO2 emissions. This partnership supports Jumia's sustainability commitments while providing eco-friendly delivery options.
- UNFPAminorJumia partnered with UNFPA to expand delivery and increase access to reproductive health commodities during the COVID-19 pandemic, demonstrating Jumia's logistics capabilities for healthcare delivery.
- MogocoreJumia partnered with fintech Mogo to offer Buy Now Pay Later (BNPL) payment options to consumers, enhancing payment accessibility and enabling higher transaction values.
- UNCTAD and eTrade for WomenminorJumia partnered with UNCTAD and eTrade for Women to promote inclusive e-commerce strategies in Africa, supporting women entrepreneurs in digital trade.
Scale indicators27 records
Recent moves6 records
Expansion highlights6 records
Jumia Group competitors and assessment
Company assessmentBroad incumbents
- Amazon: Global e-commerce and marketplace incumbent. Amazon competes indirectly in some African markets and serves as the global benchmark for marketplace+logistics models that Jumia is adapting for Africa.
- AliExpress: Alibaba's international cross-border marketplace reaching African consumers. Competes for Chinese cross-border GMV and is a benchmark for the marketplace model Jumia is emulating with its China supply chain pivot.
Direct peers
- MercadoLibre: Latin America's leading e-commerce marketplace with integrated payments and logistics. Closest publicly traded comparable in terms of operating an emerging-market marketplace with proprietary fulfillment network and fintech overlay.
- Coupang: Korean e-commerce platform with vertically integrated logistics (Rocket Delivery). Comparable as an emerging/regional marketplace that built logistics as a competitive moat and pursued path to profitability.
- Konga: Nigerian e-commerce marketplace and direct competitor to Jumia in its largest market. Operates a similar marketplace+logistics model in West Africa with overlapping categories and seller base.
Regional players
- Takealot: South Africa's leading e-commerce platform. Jumia previously competed directly in South Africa before exiting; Takealot is a relevant benchmark for the marketplace model in a more developed African e-commerce market.
Emerging players
- SHEIN: Chinese cross-border fast-fashion platform expanding globally into Africa. Competes with Jumia's China-sourced apparel assortment and is a key threat to Jumia's pricing-driven marketplace value proposition.
- Temu: Pinduoduo's cross-border marketplace selling China-sourced goods at low prices. Direct competitor in price-sensitive apparel and general merchandise categories where Jumia leverages its 24,000 China sellers.
- Flipkart: Indian e-commerce marketplace with strong seller network and logistics. Operates a similar emerging-market marketplace model and is relevant as a benchmark for how marketplaces scale in price-sensitive consumer markets.
Others
- M-Pesa / Safaricom: Leading African mobile money and digital payments platform. Comparable as an ecosystem player with payments, merchant services, and connectivity that competes for the same digital consumer wallet Jumia targets in East Africa.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Jumia Group social profiles
Digital presenceJumia Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jumia Group leadership team
Management profileNumber of profiles
Profiles22 records
Jumia Group funding detail
Funding detailFunding overview
Funding rounds12 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jumia Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jumia Group
What does Jumia Group do?
Jumia operates a pan-African e-commerce marketplace connecting 70k+ sellers to 6M+ active consumers across 8 countries, offering 6.5M+ products across apparel, smartphones, electronics, homeware, beauty, and digital services including airtime recharge, utility bill payment, and transport ticketing. The marketplace is supported by Jumia Logistics, a proprietary delivery network with ~2,380 pickup stations and integration with 300+ third-party logistics providers. Revenue is generated through marketplace commissions, first-party sales, advertising solutions (Jumia Advertising), and external logistics services.
Is Jumia Group a public or private company?
Jumia Group is a public company. It is classified as public and is currently operating.
When was Jumia Group founded?
Jumia Group was founded in 2012. It employs 1,001 to 5,000 people.
Where is Jumia Group based?
Jumia Group is headquartered in Lagos, Nigeria, in the Africa region.
How does Jumia Group make money?
Four revenue lines are on record. Marketplace Commission is the primary driver. The others are first-Party Sales, jumia Advertising and logistics Services.
Who are Jumia Group's main competitors?
Broad incumbents on record are Amazon and AliExpress. Direct peers are MercadoLibre, Coupang and Konga. Takealot is listed as a regional player. Emerging players are SHEIN, Temu and Flipkart. M-Pesa / Safaricom is listed as an others.
Does Jumia Group have an API?
No public API is recorded for Jumia Group.