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Jumia’s third-quarter performance in 2025 has marked a decisive transition from operating an online marketplace to constructing a scalable commerce infrastructure for Africa. The company reported a 25 percent rise in revenue to $45.6 million and a 21 percent increase in GMV (Gross Merchandise Value,) to $197.2 million, powered largely by a 43 percent jump in Nigeria’s GMV.

This momentum contrasts with global ecommerce players retreating from emerging markets. Instead of pulling back, Jumia is investing in technology and logistics systems built specifically for Africa’s fragmented retail environment.

Central to this shift is its hub-and-spoke logistics model, introduced in 2024. By replacing a centralized warehouse system with a distributed network of micro-fulfillment centers, local delivery partners, and regional hubs, Jumia has expanded deeper into northern and South-South communities. The result is a more balanced user base, 54 percent urban and 46 percent rural, showing that ecommerce penetration is moving beyond major cities.

CEO Temidayo Ojo attributes this growth to treating Nigeria as a collection of distinct consumer markets. Urban shoppers seek speed and assortment, while rural consumers prioritize access, and these differences now influence Jumia’s inventory allocation and delivery algorithms.

Jumia has also sharpened its focus on high-frequency categories, FMCG, beauty, fashion, and household essentials—to stabilize demand and lower logistics costs. As order density improves, expansion into underserved regions becomes more economically viable.

These moves reflect a company evolving from a traditional marketplace into a distributed retail operating system for Africa. With Nigeria as its testbed, Jumia’s region-aware, decentralized model is emerging as a potential blueprint for the next phase of African ecommerce.