Jumia, Africa’s pioneering e‑commerce platform, is re-evaluating its growth strategy — shifting from broad geographic expansion toward deeper penetration in its existing core markets, while eyeing specific opportunities in countries like Tanzania and Angola.
In recent years, Jumia exited less profitable markets, such as South Africa and Tunisia, as part of a cost-cutting effort to streamline operations.Now, under the leadership of CEO Francis Dufay, the company is doubling down on its nine remaining markets — including Nigeria, Egypt, Kenya, Ghana, Côte d’Ivoire, Uganda, Morocco, Senegal, and Algeria — where it believes there’s significant untapped potential.
A key part of Jumia’s renewed focus is its logistics arm. Building on momentum, it launched its Jumia Delivery service in Nigeria following success in Côte d’Ivoire, and plans are underway to further roll out in other countries like Kenya, Ghana, and Senegal. This is complemented by recent infrastructure investments: in June 2025, Jumia opened a massive 27,000 sqm warehouse in Cairo, Egypt, to improve delivery efficiency across the country.
Jumia’s recent financial performance gives it room to be more strategic. In Q3 2025, the company reported a 25% year-over-year revenue increase and a 21% rise in Gross Merchandise Value (GMV), while cutting operating losses by 13%. These gains underline its drive toward profitability by 2027 — a key milestone in its long-term recovery plan.
At the same time, fresh capital is flowing in. Telecom player Axian Telecom recently acquired an 8% stake in Jumia, signaling investor confidence and paving the way for synergy between e-commerce, telecom infrastructure, and digital payments.
While Jumia remains bullish on its core African markets, its potential expansion into Tanzania and Angola reflects a more measured, data-driven growth ambition — targeting regions with rising digital adoption, favorable demographics, and evolving logistics capacity.
If executed well, this selective expansion could mark the next chapter for Jumia: a disciplined growth play leveraging strong existing operations, smarter logistics investment, and a tightened focus on markets with high long-term upside
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