As Nigeria’s digital economy expands, data protection has moved from a backend concern to a front-line trust issue.
For consumers navigating online platforms, confidence in how personal information is handled now directly influences whether digital access feels empowering or risky.
Trust is especially critical in a market where millions of people are shopping online for the first time. As e-commerce adoption grows beyond major cities into secondary and emerging markets, the platforms that win will be those that consumers feel safe returning to.
“Trust is the foundation of digital commerce,” says Temidayo Ojo, chief executive officer of Jumia Nigeria. “Once it is broken, confidence erodes quickly and adoption slows.”
For Jumia, one of Africa’s leading e-commerce platforms, protecting consumer data is a core operational priority and a key pillar of brand credibility.
Operating at scale means managing sensitive customer information across every stage of the shopping journey, from browsing and payments to fulfilment and delivery.
This responsibility is reinforced by Nigeria’s Data Protection Act (NDPA), which sets clear expectations for transparency and accountability.
However, regulatory compliance alone is not enough. As a New York Stock Exchange, listed company, Jumia is also held to strict international standards.
“We apply GDPR principles across our operations and comply with country-specific legislation aligned with global best practices,” Ojo explains. “In a connected economy, trust must travel across borders.”
Protecting data in practice requires ongoing investment, not static policies. Jumia continuously strengthens its technology, internal controls, and governance frameworks to safeguard consumer information.
This includes strict access protocols that ensure sensitive data is only available where there is a legitimate business need.
“Data protection is embedded in how we operate, not treated as an afterthought,” Ojo adds.
As Nigeria’s digital landscape continues to evolve, consumer expectations around privacy and security will only rise.
Platforms that prioritise transparency, security, and accountability will not only protect users, but help build a digital economy that is resilient, inclusive, and positioned for long-term growth.
