In a strategic move set to redefine digital advertising in African e-commerce, Jumia (NYSE: JMIA), the continent’s leading online marketplace, has officially replatformed its retail media advertising to Mirakl Ads, a cutting-edge retail media solution.
This transition is aimed at enhancing seller performance, improving customer experience, and accelerating Jumia’s advertising monetization strategy through AI-powered sponsored product ads.
Jumia and Mirakl Ads: Powering the Future of E-Commerce Advertising in Africa
With retail media projected to hit $204 billion globally by 2027 and grow at a 17.2% CAGR, Jumia’s integration of Mirakl Ads positions the company at the forefront of this explosive trend.
The partnership delivers enterprise-grade ad technology, enabling sellers, both large brands and small vendors, to boost visibility and sales across Jumia’s markets in Nigeria, Kenya, Ghana, Uganda, Egypt, Senegal, Ivory Coast, Algeria, and Morocco.
“Advertising is a key growth lever in our marketplace strategy,” said Francis Dufay, CEO of Jumia. “Partnering with Mirakl allows us to scale quickly, offering smarter advertising tools to sellers and a more personalized shopping experience to customers. This directly supports our goal to grow gross profit and accelerate our path to profitability.”
Faster, Smarter, and More Profitable Advertising
In just two months, Jumia successfully launched Mirakl Ads, demonstrating the platform’s rapid deployment capabilities and ease of integration. Now live, the solution delivers:
- AI-powered optimization for smarter targeting
- Automated campaign management for faster execution
- Improved product discoverability for higher conversion rates
- Advanced analytics to track ROI and ad performance
These tools empower sellers to run high-impact advertising campaigns directly within the Jumia marketplace, reaching millions of active online shoppers across Africa with relevant, personalized product recommendations.
Unlocking Revenue Streams and Seller Growth
This replatforming to Mirakl Ads is more than a tech upgrade—it represents a strategic shift in how Jumia monetizes its platform while deepening its relationships with sellers and customers. With personalized ad placements, real-time bidding, and data-driven insights, the advertising experience becomes more seamless and ROI-focused.
“Jumia’s decision to adopt Mirakl Ads validates our platform’s ability to deliver measurable impact at scale,” said Adrien Nussenbaum, co-founder and Co-CEO of Mirakl. “Together, we’re unlocking new levels of growth for African sellers and delivering a more engaging shopping experience for consumers.”
A Milestone for E-Commerce and Digital Innovation in Africa
The partnership marks a milestone in the evolution of retail media in Africa, bridging global technology and local market expertise. As Jumia continues to expand its digital services ecosystem, from payments to logistics and now advertising, it solidifies its position as Africa’s leading e-commerce and digital services platform.
