Jumia posts $818.6 million merchandise sales in 2025

Jumia Technologies, Africa’s first tech unicorn and the continent’s largest e-commerce platform, recorded gross merchandise sales of $818.6 million in 2025. The result reflects steady growth across its markets, even as the company exited South Africa and Tunisia, signaling resilience in customer engagement and merchandise performance.

The e-commerce leader, which became Africa’s first unicorn in 2016 and listed on the NYSE in 2019, saw its gross merchandise value (GMV) rise from $720.6 million in 2024, a 14 percent year-over-year increase, or 11 percent in constant currency. In the fourth quarter alone, GMV climbed 36 percent to $279.5 million from $206.1 million in Q4 2024. Physical goods GMV outside South Africa and Tunisia rose 38 percent, reflecting stronger demand in core markets.

Jumia revenue hits $188.9 million

Full-year revenue also grew, reaching $188.9 million, up 13 percent from $167.5 million in 2024, or 11 percent in constant currency. Jumia narrowed its losses before income tax to $60.1 million from $97.6 million a year earlier, a 38 percent improvement, helped by lower finance costs and more efficient operations.

Orders for the quarter increased 32 percent year-over-year, while active customers purchasing physical goods grew 26 percent, highlighting stronger retention. Nigeria emerged as a standout market, with orders up 33 percent and GMV climbing 50 percent. International sales expanded through direct sourcing, including an 82 percent rise in items from overseas sellers, supported by Jumia’s new Yiwu office in China.

Jumia targets profitability by 2027

The results coincide with the appointment of Hassanein Hiridjee, CEO and co-founder of pan-African group AXIAN, to Jumia’s Supervisory Board in August 2025. AXIAN Telecom increased its stake in Jumia to 9.97 percent, positioning Hiridjee as a key investor and sparking market speculation of a potential takeover. AXIAN operates in 17 countries and employs 10,000 people across telecoms, financial services, energy, fintech, and real estate.

Commenting on 2025 performance, Jumia CEO Francis Dufay said: “We closed the year with strong GMV and revenue growth, improving customer engagement, and continued progress toward profitability. Demand strengthened during the quarter, supported by disciplined execution and enhancements to our customer experience.” 

Dufay noted that in 2026 Jumia will focus on scaling usage across core markets, enhancing affordability, availability, and reliability, and unlocking operating leverage. The company aims to reach Adjusted EBITDA breakeven and positive cash flow by Q4 2026, with full-year profitability expected in 2027.