Jumia Technologies AG (NYSE: JMIA) has just released its financial results for Q2 2024.
A careful study of the results shows Jumia’s continued resilience and strategic progress amidst a volatile economic landscape.
Under the leadership of Francis Dufay, the CEO, the company has focused on enhancing cash efficiency, refining its customer value proposition, and leveraging strategic partnerships, resulting in notable operational and financial metrics improvements.
Revenue and GMV Performance
Despite a 17% decline in reported revenue to $36.5 million, Jumia saw a 15% increase on a constant currency basis, indicating strong underlying performance masked by currency devaluations in key markets.
Gross Merchandise Value (GMV) experienced a similar pattern, with a 5% decrease in reported terms but a robust 35% growth in constant currency, reaching $170.1 million in reported currency.
These metrics reflect Jumia’s adaptive strategies and its emphasis on core business strengths, such as optimizing its product assortment and improving customer engagement.
Improved Cash Efficiency and Cost Management
Jumia’s concerted efforts in cost management yielded significant results. The company reduced its operating loss by 8% year-over-year to $20.2 million and its Adjusted EBITDA loss by 10% to $16.3 million.
Notably, the company’s cash burn was cut by more than half, declining to $8.7 million, demonstrating a disciplined approach to expenditure and efficient use of resources.
This was partly achieved through a 19% reduction in marketing expenses, focusing on high-return channels like CRM, SEO, and targeted offline initiatives.
Strategic Operational Insights
Jumia’s focus on enhancing customer value and experience continued to show dividends. Orders increased by 7% year-over-year, highlighting Jumia’s success in attracting and retaining high-quality customers.
Furthermore, the company achieved a 31% increase in JumiaPay transactions, supported by the growing penetration of JumiaPay on delivery and strategic cashback campaigns.
The company’s logistics network, a critical component of its asset-light business model, expanded with new warehouses in Nigeria and Morocco.
These expansions are strategically important for increasing storage capacity and improving supply chain management, without significantly impacting the balance sheet due to a focus on leasing rather than owning facilities.
Navigating Economic and Operational Challenges
The company’s financial performance did not escape the impact of regional currency devaluations, which affected both GMV and Total Payment Volume (TPV). TPV saw a 7% decline, largely mirroring the decrease in GMV.
However, Jumia’s decision to hold 67% of its liquidity in USD mitigated some currency risks, illustrating a prudent approach to financial management.
Jumia’s recent decision to end its commercial agreement with Mastercard Asia/Pacific marks a strategic shift, allowing the company to explore broader partnerships with other payment service providers.
This move aims to strengthen JumiaPay’s position as a key pillar of the company’s e-commerce ecosystem, ensuring a seamless and secure payment experience for customers.
Customer Metrics and Market Expansion
Jumia’s strategic focus on enhancing the customer value proposition and efficient marketing spend led to a 6% quarter-over-quarter increase in quarterly active customers, while the 90-day repurchase rate for new customers improved by 262 basis points to 36%.
The shift in product mix towards categories like fashion, which have a lower AOV, was reflected in an 7% decline in AOV for physical goods to $39.2, yet contributed to a broader customer base.
The company’s efforts to penetrate secondary cities yielded positive results, with a notable shift in the order mix from capital cities to secondary regions, now comprising 53% of total orders.
This geographic diversification is critical for future growth, particularly as Jumia aims to serve underrepresented markets with its expansive logistics network.
Looking Ahead
“Jumia remains committed to its long-term strategy of reducing losses and driving towards profitability”, the company said.
The company plans to continue its focus on cash efficiency, targeting further reductions in cash utilization as compared to FY 2023. With a renewed emphasis on expanding its supplier base, enhancing its logistics network, and leveraging innovative marketing and vendor technologies, Jumia is poised for continued growth.
The launch of additional BNPL partnerships in Nigeria reflects Jumia’s intent to strengthen its financial services offerings, aiming to facilitate greater consumer access to e-commerce.
These initiatives, combined with the company’s disciplined financial management, position Jumia to capitalize on the growing demand across African markets.
In conclusion, Jumia’s Q2 2024 results underscore a period of careful yet determined execution against its strategic priorities.
As the company continues to successfully navigate market challenges and drive sustainable growth, it remains a pivotal player in connecting millions of African consumers with a diverse range of products and services.
