Since its launch in 2012, Jumia has evolved into more than just an online shopping destination. It has become a catalyst for economic growth, digital inclusion, and everyday convenience for millions of Nigerians.

From small business owners and rural consumers, Jumia has played a key role in shaping a more inclusive digital marketplace.

Over the past decade, the platform has helped hundreds of local and international brands reach customers across the country, while also supporting thousands of sellers with tools, training, and access to logistics and digital payments.

To commemorate this milestone, Jumia is launching the 2025 Anniversary Campaign under the theme “Enjoyment Overload”, running from June 2 to June 22.

While the campaign will feature attractive deals from Nivea, Xiaomi, Itel, Diageo, Ecoflow, Skyrun, Oraimo, Adidas, Reebok, Unilever, Reckitt, and more, it also reflects a deeper celebration of the brand’s enduring impact.

“We are proud of the journey so far, not just in terms of business growth, but in the real-life stories of empowerment and access that Jumia has made possible. With this anniversary campaign, we’re pulling out all the stops to create a celebration that rewards loyalty, excites new users, and showcases the very best of what e-commerce can offer. This is our way of saying thank you to the millions of Nigerians who have grown with us, challenged us, and inspired us every step of the way,” said Sunil Natraj, CEO, Jumia Nigeria.

“Beiersdorf Nigeria owner of Nivea Brand, is proud to partner with Jumia as the Platinum Sponsor for the 2025 Jumia Anniversary Celebration.

This three-week event allows us to showcase our commitment to skincare innovation and reward consumers nationwide. NIVEA will highlight key innovations, including our new NIVEA SUNSCREEN – UV Face, re-launched Deep Maxx Tech Body Lotion, and Radiant & Beauty Even Glow, specially designed to meet the unique skincare needs of African skin.

Through this partnership, we’re bringing trusted skincare solutions to more Nigerians, with exclusive discounts and a 4.5 million Naira grand prize for the top shoppers,” said Dele Adeyole, country Manager, Beiersdorf Nivea Consumer Product Limited.

Shoppers can look forward to daily flash deals, brand days, games, treasure hunt, and exciting giveaways from Jumia and partner brands.

As Nigeria’s digital economy continues to evolve, Jumia remains committed to simplifying daily life through technology, innovation, and a customer-first approach.

Nigeria stands at the cusp of an e-commerce revolution, with digital adoption transforming not just how consumers shop but also how businesses scale in a $100 billion informal retail market.

However, operating outside formal structures means many small businesses may still struggle with visibility, access to capital, and expansion beyond their immediate communities.

E-commerce platforms are doubling down on strategies to provide a digital marketplace that connects businesses to millions of customers nationwide.

By leveraging technology, logistics, and fintech solutions, micro, small, and medium enterprises (MSMEs) are empowered to scale sustainably in the informal market.

Expanding Consumer Reach

Nigeria’s informal sector accounts for over 57% of the country’s GDP. A recent report released by Jobberman Nigeria, in partnership with the Mastercard Foundation states that the informal sector employs 76.7% of Nigeria’s workforce signaling an expansive growth in this sector.

However, for many entrepreneurs in Nigeria, the biggest challenge is not just producing or selling products—it’s delivering them. What is commonly obtainable is that distribution channels often limit MSMEs to their immediate surroundings or regions.

E-commerce has rethought this narrative by increasing pick-up stations, hyperlocal delivery networks, and alternative last-mile delivery solutions.

As of mid-2024, Jumia, a leading online platform, has established over 200 pickup stations and more than 24,000 active independent sales consultants nationwide.

Through this City Expansion Initiative, Nigerians can enjoy the convenience of accessing needed products even in rural and sub-urban areas where last-mile delivery systems may seem challenging.

Increasing Visibility for Small Businesses (MSMEs)

With the rise of digital shopping, small businesses no longer need to rely solely on traditional brick-and-mortar stores to attract customers.

Studies indicate that 81% of consumers research products or services online before making a purchase. Through e-commerce, vendors can now list products online, and fulfill orders nationwide, expanding their customer base beyond local borders.

E-commerce Empowering Local Manufacturers

Nigeria’s push for Made-in-Nigeria goods is gaining momentum with the rise of e-commerce. Local manufacturers, often sidelined by imported goods, are tapping into online marketplaces to reach a wider customer base.

E-commerce provides Nigerian producers with a virtual storefront, allowing them to showcase and sell their products to consumers across the country.

This direct access to a national market not only helps reduce dependence on imports but also fosters the growth of local industries, contributing to the county’s economic growth.

Digitizing Payments and Access to Financial Services

The struggle to access and manage finance poses a barrier to operations for informal businesses in Nigeria.

Access to finance has been a significant challenge for MSMEs in Nigeria’s informal economy. Many businesses, particularly in the informal sector, struggle to obtain credit due to the absence of formal financial records.

E-commerce platforms like Jumia are changing this by enabling businesses to accept digital payments and creating transaction histories that enhance financial credibility.

Through fintech integrations on e-commerce, small companies can build a digital footprint that promotes financial inclusion and formalization of the informal sector.

Job Creation Through E-commerce

Beyond vendors, e-commerce is unlocking new income streams for thousands of Nigerians. According to Statista, revenue in the e-commerce market in Nigeria is projected to reach US$7.04bn in 2025, contributing significantly to job creation and economic growth.

A report by Boston Consulting Group reveals that online digital platforms, such as Jumia, which match buyers and providers of goods and services, could create about 3 million new jobs in Africa by 2025.

By establishing Pick-Up Stations, employing thousands of people both directly and indirectly through its ecosystem, Jumia Nigeria has enhanced job creation in Nigeria encompassing roles in customer service, logistics, and technology.

No form of business is without challenges, while business bottlenecks may exist, e-commerce must continually leverage these challenges as springboards for transformative innovation.

At Jumia, we believe that e-commerce is not just about transactions—it’s about transformation. By empowering MSMEs with the tools, reach, and infrastructure they need to thrive, we are not only shaping the future of retail but also accelerating Nigeria’s transition into a more inclusive and dynamic digital economy.

*Sunil Natraj is the CEO of Jumia Nigeria.

The partnership will see the integration of PalmPay as a payment option on Jumia, offering shoppers a seamless and reliable checkout experience.

This partnership underscores both parties’ commitment to developing the digital payment ecosystem in Nigeria and promoting a cashless economy.

With PalmPay now available as a payment method, shoppers on Jumia will now be able to pay for their purchases with the option to check out with their PalmPay wallet, ensuring a seamless user experience and transaction reliability.

“We are proud to partner with Jumia as we bring together the best of fintech and e-commerce to redefine the online shopping experience,” said Soffia Zab, chief marketing offficer, PalmPay. “This strategic alliance aligns perfectly with our shared commitment to delivering a superior user experience and exceptional value to our customers.”

Speaking on the partnership, Sunil Natraj, CEO, Jumia Nigeria added:

“At Jumia, we are dedicated to creating value for our customers by ensuring a convenient, reliable, and secure shopping experience. This partnership with PalmPay strengthens our commitment to enhancing the digital payments within our platform. By integrating PalmPay, we are providing more options for customers to access affordable and quality goods with the convenience of cashless transactions.”

This alliance marks the beginning of a long-term collaboration between two industry leaders with a shared vision to drive innovation, increase convenience for customers, and foster the adoption of digital payments across Nigeria.

Themed “No Too Calculate,” Jumia aims to provide Nigerians with a seamless and affordable shopping experience, promising to be bigger and better than ever before.

The platform will feature a wide range of products across various categories, including electronics, fashion, beauty, and home goods, all at significantly discounted prices.

At the Jumia Black Friday Roundtable held on Thursday, Sunil Natraj, CEO of Jumia Nigeria, reiterated the company’s mission of inclusivity and accessibility. 

“We are excited to launch another Jumia Black Friday. For us, this campaign is about making e-commerce more accessible to consumers in Nigeria. We recognize the current economic situation and have worked closely with our brand partners to offer the best possible deals to consumers during this period. 

“Additionally, our expanding network of Pickup Stations ensures that even more consumers, regardless of their location, can benefit from the convenience of online shopping. As we grow, our focus remains on creating real value for both our consumers and sellers through our extensive ecosystem,” said Natraj.

He asserted the company’s role as an essential intermediary, stating, “We act as a bridge between suppliers and consumers. That’s what we are as a marketplace.” Natraj further emphasised Jumia’s extensive platform, which ensures that transactions are “secure and processed efficiently and quickly.”

This year’s Black Friday campaign is supported by Xiaomi as the platinum partner, alongside renowned brands such as Oraimo, Nivea, Infinix, Tecno, Itel, Haier Thermocool, Binatone, Pernod Ricard, Diageo, Bacardi, Hikers, Ecoflow, Skyrun, Glamstar, Ledrop, Unilever, Macallan, LG, and others. 

Operating across nine countries, including Nigeria, which Natraj calls “the land of opportunity,” Jumia aims to address the needs of over “30 million, maybe more, people who have needs, who have aspirations.”

The company has expanded into cities such as Maiduguri, aiming to bring “a confluence of supply and demand” to even the most remote areas of Nigeria. “We are a Nigerian company hoping to exist across Nigeria,” he said.

Jumia’s model is grounded in simplicity and efficiency. Natraj explained that “everything that we supply goes through this hub here in Lagos,” with orders dispatched nationwide, supporting Jumia’s commitment to quality and reliability. 

“The entire process is very robust,” he assured, adding that Jumia’s services now extend beyond Nigeria’s metropolitan centres. “Today, our sales come outside as much as they come in from Lagos,” Natraj said, illustrating the platform’s wide-ranging appeal.

To enhance accessibility, Jumia has invested in over 200 pickup stations covering 150 cities, building trust within the Nigerian market. “These pickup stations remove the abstract concept of an app to a real-life entity,” Natraj explained, noting that they serve as both collection points and customer service centres. “It’s a very seamless transaction and a transfer of trust,” he said.

The Black Friday campaign also serves as a platform for international and local brands as well as SMEs to expand their reach and boost sales. With Jumia’s logistics network partnering with hundreds of local logistics providers, delivery reaches all corners of Nigeria, including smaller towns and rural areas. 

“It isn’t necessarily profit, it isn’t necessarily business at all times. It’s also a time for celebration,” Natraj stated, stressing Jumia’s focus on customer satisfaction.

“At Xiaomi, we believe that everyone deserves access to the latest cutting-edge technology. Jumia Black Friday is the perfect opportunity for consumers to experience our innovative products at unbeatable prices. Our Black Friday deals reflect our commitment to making advanced, high-quality technology accessible to all,” said Xingyu Yang, country manager, Xiaomi Nigeria.

Since Jumia introduced Black Friday to Nigeria in 2014, the company has unlocked new opportunities for both consumers and businesses. 

With online shopping in Africa projected to reach $75 billion by 2025, Nigeria is expected to have a huge impact on this e-commerce growth. 

Shoppers can visit Jumia’s website or app starting November 1st to take advantage of these exclusive Black Friday deals.

Since 2012, Jumia has been at the forefront of transforming the e-commerce landscape across Africa, relentlessly focused on providing a convenient online shopping experience for millions of consumers.

In celebration of this milestone, Jumia will be launching its 12th-anniversary campaign, tagged “Deals in a Party Pack,” offering consumers in Nigeria exciting offers on a wide selection of products.

The campaign which runs from June 24 to July 14, 2024, aims to express gratitude to Jumia’s loyal consumers for their unwavering support over the past twelve years.

Jumia has partnered with top brands, such as Xiaomi, Adidas, Nivea, Infinix, Defacto, Tecno, Oraimo, itel, Unilever, Diageo, Reckitt Benckiser, and Haier Thermocool, to bring consumers exclusive deals and amazing offers across various categories, including electronics, home appliances, mobile phones and accessories, fashion, beauty, and more.

“At Jumia, we’re incredibly humbled by the trust and loyalty our consumers and partners have placed in us. For twelve years, Jumia has been at the forefront of e-commerce in Nigeria and Africa, empowering businesses and bringing convenience and affordability to millions of Nigerians. We’re excited to celebrate this milestone with you, offering the best possible shopping experience no matter where you are in the country,” said Sunil Natraj, CEO of Jumia Nigeria.

The Anniversary sale represents a great opportunity for consumers to explore a diverse range of top-quality products from renowned brands while enjoying exciting activities like Treasure Hunt, Brand Days, Games, and Flash Sales throughout the celebration.

“At itel, we share Jumia’s commitment to empowering consumers through technology. Our ‘Enjoy better life’ brand philosophy perfectly complements Jumia’s mission of providing convenience and affordability. Through our collaboration during Jumia’s 12th-anniversary celebration, we will be able to launch a series of online exclusive products, offering unique value to consumers and catering to the ever-evolving needs of online shoppers in Nigeria,” said Irina Liu, E-commerce Manager Africa, itel Mobile Limited.

With the recent launch of Jumia’s new integrated warehouse in Lagos, the company is well positioned to offer an even wider variety of products online and meet the growing demands of consumers, reaching beyond major cities and into underserved areas where traditional retail options are limited.

In his welcome address, Jumia Nigeria CEO Sunil Natraj thanked various partners, suppliers, advertisers, and most importantly, the people of Nigeria for their support and confidence in Jumia. He highlighted Nigeria’s prospects and called it Jumia’s “home” and “master bedroom.”

Natraj explained that Jumia’s investments focus on supply chain to make it faster, more nimble, and proactive. The new warehouse, spanning over 30,000 square meters with 17,000 square meters of covered storage in Isolo, Lagos,  will enable Jumia to scale up operations and attend to every Nigerian with a wider choice of affordable products nationwide. 

“The launch of our integrated warehouse marks a key moment for Jumia Nigeria. By consolidating our operations under one roof, we are not only streamlining our fulfilment processes but also laying the groundwork for significant improvements in efficiency, scalability, and cost reduction. This will allow us to offer a wider product variety and, most importantly, deliver them to our consumers faster than ever before,” said Sunil Natraj, CEO of Jumia Nigeria.

Representing the Lagos State Governor Babajide Olusola Sanwo-Olu, the Commissioner for Commerce, Cooperatives, Trade and Investment, Mrs Folashade Ambrose-Medebem, commended Jumia’s journey and impact on Nigeria’s e-commerce industry, reiterating Lagos’ zeal to supporting businesses and growth. 

“Jumia’s journey in Nigeria has been nothing short of extraordinary. From simple beginnings, it has grown into a leading e-commerce company revolutionizing the way we shop and do business. This new warehouse with its cutting-edge technology and vast capacity will significantly enhance Jumia’s ability to serve its customers efficiently. 

Meeting the ever-growing demands of the e-commerce sector, it is a bold economic step forward in ensuring that goods can be delivered faster, more reliably and at a lower cost. We are proud to support initiatives such as these that drive economic growth and provide employment opportunities for our people. This warehouse will create numerous jobs and provide skill development opportunities, further strengthening our local workforce.”

During the ribbon-cutting ceremony, Natraj reiterated Jumia’s mission to provide Nigerians with affordable, original products with no hidden charges. He assured of Jumia’s rigorous supplier screening process.

Natraj affirmed Jumia welcomes competition as it brings more credibility and allows consumers to compare and choose best options. With its investments in supply chain and expansion plans, Jumia has the capacity and scale to meet the demands of Nigeria’s thriving e-commerce sector. 

The facility will enhance Jumia’s supply chain capabilities, allowing for faster deliveries across Nigeria as well as the ability to rapidly scale operations and service more consumers nationwide. This eliminates the need for first-mile transportation between multiple warehouses and sorting centres, resulting in a huge reduction in carbon emissions.

As Jumia Nigeria CEO Sunil Raj explained, Jumia has enhanced shopping in Nigeria by directly connecting brand owners and consumers. This provides choices for those in remote areas who previously lacked options when shopping online. 

The investments in supply chain through the new warehouse will help Jumia solidify this role and live up to its mission of being Nigeria’s preferred online shopping destination.

“We are excited to provide our dedicated supply chain team with a modern and improved working environment. The new facility’s central location in Isolo Offers convenient access for our staff and streamlines the logistics processes. Additionally, the integration of various services will empower us to optimize fulfilment and reduce our environmental impact through minimized transportation requirements,” said Richmond Otu, Chief Supply Chain Officer of Jumia Nigeria.

Jumia also maintains good standards, projecting increased job opportunities between 400-600, giving customers assurance about the quality and originality of products sold on the platform.

Sunil will be taking over the leadership mantle from Massimiliano Spalazzi, former CEO, who will be leaving the company on December 31st 2023.

Sunil will continue focusing on making Jumia sharper and faster to delight more and more customers with their needs.

He will also work closely with partners and vendors to make Jumia their most preferred sales channel.

“I’m thrilled I will be leading Jumia in Nigeria, one of our largest markets, and to help transform Africa’s economy through e-commerce. It’s an honour to contribute to Jumia’s success in the country, prioritising customer satisfaction, secure payments, and strong partnerships. Our dedicated team is key to our future success, and I am confident we will achieve even greater milestones, always earning our customers’ trust,” said Sunil upon his appointment.

Sunil came to Jumia in 2022 with extensive experience in Sub-saharan Africa.

In Jumia, he handled the Jumia Express logistics business as VP of Sales and Marketing based in Lagos, Nigeria before becoming the CEO of Jumia Ghana.

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He has worked towards cost definitions and reduction, price definition and standardisation, and business development and growth.

Prior to Jumia, he has managed and built brands in the region and has handled large businesses in the FMCG sector.

He has been based in Africa for over 11 years, where he worked for large multinationals such as GBFoods. Sunil holds a B.S in Engineering and an MBA from The Indian Institute of Management Calcutta.

”We extend our sincere thanks and wish the best to Massi as he departs our teams following 11 years since the very start of Jumia. Massi has been part of the founding team since Jumia was launched in 2012 and has covered many leadership roles across all our countries and functions until his current one as CEO in Nigeria and EVP for the group. We wish the very best for Sunil for this new challenge,” said Francis Dufay, CEO of Jumia Group.