E-COMMERCE

New level of maturity in Nigeria’s e-commerce marketplace, says Jumia

By our African Marketing Confederation News Team | 2026

Most recent Black Friday period demonstrated how increasing consumer familiarity with online shopping is driving ongoing demand.

Results from the most recent Black Friday shopping period in Nigeria have emphasised the growing maturity of the country’s e-commerce sector, according to online marketplace Jumia Nigeria.

Black Friday has evolved from being a brief surge in sales to a predictable and well-planned retail period for local consumers, the company’s CEO, Temidayo Ojo, said recently when reviewing year-end performance.

Ojo believed increasing consumer familiarity with online shopping is driving rising demand, noting that more customers now plan purchases using features such as saved carts, brand stores and price-comparison tools.

Digital commerce not merely a seasonal activity

This indicated that digital commerce is becoming part of everyday consumer behaviour rather than merely a seasonal activity, Ojo said.

Photo: Ivan S from Pexels

“Consumers are increasingly using platform features for planned purchases, indicating digital commerce is becoming routine [in Nigeria],” comments Trendtype, the emerging markets consultancy.

It adds: “Jumia’s JForce network (a network of independent sales consultants paid on commission) enhances access and service in local communities, contributing to sustained engagement and consumer confidence, reflecting a structured growth in Nigeria’s e-commerce ecosystem.”

According to investor information published by the Jumia group in December 2025, Jumia Nigeria saw robust momentum over the previous two months, with orders up 28% and GMV (gross merchandise value) up 45% year-over-year.

Across all the African markets in which it operates, Jumia saw e-commerce orders reach 5.1-million over the two months under review, increasing 30% year-over-year. This figure included 3.2-million orders placed during the Black Friday event – which accounted for 63% of total orders. The event ran from October 31 to November 30, 2025.

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