Jumia is a Company With Significant Potential

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Written By Jackson Hartwell

Jumia (NYSE: JMIA), a prominent e-commerce platform in Africa, is navigating through a challenging phase. The company faces macroeconomic headwinds, which are largely beyond its control. However, with strategic decisions and diversification, Jumia could potentially overcome these hurdles.

Jumia is Africa’s leading e-commerce platform, generating $244 million in revenue in 2023 and serving approximately 24 million active customers. The company operates in three main segments: online marketplace, logistics, and payment services.

Jumia has established a significant presence in Africa, particularly in Nigeria, which is its largest market.

The Case for Jumia

Credits: DepositPhotos

Despite its leading position in Africa, Jumia has several areas that require improvement. With only 24 million active customers, the platform’s reach is still relatively limited. For comparison, Amazon has around 230 million customers in the United States, where internet access is prevalent.

In Nigeria, Jumia’s primary market, there are 154.8 million internet users, yet Jumia only captures a small fraction of this potential market.

Jumia’s current market share in Nigeria is impressive but indicates untapped potential. The company should strive to expand its customer base and enhance its market dominance.

Currency Issues

Nigeria, Jumia’s largest market, has experienced significant currency devaluation, impacting the company’s financial performance. The Nigerian Naira has depreciated sharply over the past few years.

While new investors in Jumia stock have seen gains in the past year, long-term investors have faced substantial losses due to the Naira’s devaluation and economic instability.

Segments Review:

Online Marketplace

Jumia’s online marketplace is its largest segment, but it faces challenges due to Nigeria’s economic situation. Despite being the leading e-commerce platform in Africa, Jumia competes with other platforms like Jiji and Konga.

To solidify its dominance, Jumia must aggressively expand its customer base and enhance its service offerings.

Logistics Business

Jumia’s logistics segment is heavily dependent on its e-commerce business. The company recently suspended its ‘logistics as a service’ offering, limiting the segment’s potential. For Jumia to fully tap into the logistics market, it needs to develop this segment as an independent business.

Payment Services

JumiaPay, the company’s payment service, handled transactions worth $192.2 million in 2023. However, most of these transactions are linked to its e-commerce platform.

To unlock the full potential of JumiaPay, the company must expand its use beyond the e-commerce space and compete with other payment service providers like Opay, Palmpay, Flutterwave, and Paystack.


Jumia’s financial performance over the past year shows mixed results. The company’s earnings per share (EPS) over the last 12 months is -1.09, indicating financial challenges.

In 2023, Jumia generated $186 million in revenue but reported an operating loss of $78 million, highlighting the need for better financial management.

Despite these challenges, Jumia has made strides in reducing operating costs and improving gross profits. However, the company’s liquidity and cash flow remain concerns.

The devaluation of the Naira exacerbates these financial issues, making positive steps forward appear less impactful.


Jumia has significant growth potential if it can address its current challenges. The company’s dominance in the African e-commerce market positions it well to benefit from any economic improvements in the region.

Additionally, diversifying its revenue streams and expanding its logistics and payment services segments could drive growth.

A potential stabilization or improvement in Nigeria’s economy would significantly benefit Jumia. The company’s operations in other African countries also provide opportunities for expansion and revenue growth.


The primary risk for Jumia is the potential further deterioration of Nigeria’s economy. Additionally, the company’s heavy reliance on its e-commerce platform makes it vulnerable to any disruptions in this segment.

Diversifying its revenue streams and reducing dependency on a single market are crucial steps for mitigating these risks.

Concluding Thoughts

Credits: DepositPhotos

Jumia’s current challenges are primarily macroeconomic and beyond its control. While the company’s operational improvements are commendable, it needs to focus on expanding its market presence and diversifying its revenue streams.

Nigeria’s economic situation remains a critical factor in Jumia’s performance, and any positive changes could significantly impact the company’s outlook.


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