Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
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.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.