E–COMMERCE

African e-commerce platform Jumia announces exit from Algerian market

By our African Marketing Confederation News Team | 2026

The latest market departure is part of a broader geographic recalibration aimed at improving efficiency, company says.

Jumia, the pan-African e-commerce platform and logistics service, is withdrawing from Algeria as it continues to pare back its once-aggressive expansion plans into African markets.

In recent times it has left South Africa and Tunisia, and seen earlier exits from the likes of Cameroon, Rwanda and Tanzania. But it continues to trade in its home market of Nigeria and in others such as Egypt, Ghana, Kenya, Morocco, Uganda and Senegal.

Photo: Institute for Money, Technology and Financial Inclusion via Flickr

Jumia’s presence in Algeria officially concludes by the end of first quarter of 2026. In 2025, Algerian operations contributed approximately 2% of Jumia’s gross merchandise value (GMV).

The company acknowledges that the decision will have a negative short-term impact on financial performance. However, it emphasises that the latest market exit is part of a broader geographic recalibration aimed at improving efficiency.

“In the longer term, these changes to Jumia’s geographic footprint are expected to enhance operational efficiency and resource allocation, enabling the company to focus on markets with stronger growth trajectories and profitability prospects,” Jumia says in its Fourth Quarter and Full Year 2025 Results, which were published this week.

States CEO Francis Dufay: “We closed 2025 with clear momentum across the platform, delivering strong GMV and revenue growth, improving customer engagement, and continued progress on our path to profitability.

“In 2026, we’ll focus on scaling usage across our existing markets and deepening customer engagement by continuing to improve availability, affordability and reliability.”

Comments the technology website Techpoint Africa: “Jumia’s exit from Algeria comes amid intensifying competitive pressure across African e-commerce markets, particularly from Chinese platforms such as Temu and Shein.

“As part of its response, Jumia opened a sourcing office in Yiwu, China – one of the world’s largest wholesale trade hubs – to strengthen direct procurement and improve price competitiveness.”

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