Jumia Technologies AG (JMIA): Business Model Canvas

In der dynamischen Landschaft des afrikanischen E-Commerce entwickelt sich die Jumia Technologies AG (JMIA) zu einem transformativen digitalen Marktplatz, der die Art und Weise, wie Verbraucher und Unternehmen online interagieren, revolutioniert. Durch die geschickte Verknüpfung technologischer Innovationen mit lokalem Marktverständnis hat Jumia ein einzigartiges Geschäftsmodell entwickelt, das den komplexen Herausforderungen des digitalen Handels in Schwellenländern gerecht wird. Diese Untersuchung des Business Model Canvas von Jumia enthüllt einen strategischen Entwurf, der über traditionelle E-Commerce-Plattformen hinausgeht und Einblicke in die Art und Weise bietet, wie das Unternehmen die technologischen, logistischen und Verbraucherengagement-Herausforderungen auf dem afrikanischen Kontinent bewältigt.

Jumia Technologies AG (JMIA) – Geschäftsmodell: Wichtige Partnerschaften

Lokale Logistik- und Lieferunternehmen

Jumia arbeitet mit mehreren lokalen Logistikanbietern auf den afrikanischen Märkten zusammen:

Land	Logistikpartner	Jährliches Liefervolumen
Nigeria	GIG Logistik	3,2 Millionen Pakete pro Jahr
Ägypten	Aramex	1,8 Millionen Pakete pro Jahr
Kenia	Sendy	1,1 Millionen Pakete pro Jahr

Zahlungs-Gateway-Anbieter und mobile Geldplattformen

Zu den strategischen Finanztechnologiepartnerschaften gehören:

• Stripe – Integration der Zahlungsabwicklung
• Flutterwave – Mobile Geldlösungen
• Paystack – Digitale Zahlungsinfrastruktur

Anbieter von E-Commerce-Technologie und Cloud-Diensten

Technologie-Infrastrukturpartnerschaften:

Anbieter	Servicetyp	Jährliche Investition
Amazon Web Services	Cloud-Infrastruktur	2,4 Millionen US-Dollar
Google Cloud	Datenanalyse	1,7 Millionen US-Dollar

Lokale und internationale Marken für Marktplatzinventar

Marktplatz-Markenpartnerschaften:

• Samsung - Elektronik
• Unilever – Konsumgüter
• Nike - Bekleidung

Telekommunikationsunternehmen für die Integration mobiler Plattformen

Telekommunikationspartnerschaften für mobile Plattformen:

Telekommunikationsanbieter	Markt	Mobile Benutzer erreicht
MTN-Gruppe	Nigeria, Ghana, Kamerun	58 Millionen Nutzer
Orange	Ägypten, Elfenbeinküste	42 Millionen Nutzer

Jumia Technologies AG (JMIA) – Geschäftsmodell: Hauptaktivitäten

Entwicklung und Wartung von E-Commerce-Plattformen

Jumia investiert in die kontinuierliche Verbesserung der Plattform und gibt im Jahr 2022 16,3 Millionen US-Dollar für die Technologieentwicklung aus. Die Plattform bedient 11 afrikanische Länder mit 8,3 Millionen aktiven Verbrauchern.

Plattformmetrik	Daten für 2022
Gesamtzahl der Plattformbesuche	639 Millionen
Mobile App-Downloads	24,7 Millionen
Technologieinvestitionen	16,3 Millionen US-Dollar

Digitales Marktplatzmanagement

Jumia verwaltet einen vielfältigen digitalen Marktplatz mit 102.000 aktiven Verkäufern in ganz Afrika im Jahr 2022.

• Gesamtmarktplatz-GMV: 1,1 Milliarden US-Dollar
• Produktkategorien: 14 verschiedene Kategorien
• Onboarding-Regionen für Verkäufer: 11 afrikanische Länder

Logistik und Lieferkoordination auf der letzten Meile

Jumia betreibt eine umfangreiche Logistikinfrastruktur mit 12 Lagerhäusern und über 500 Lieferzentren in ganz Afrika.

Logistikmetrik	Leistung 2022
Pakete versendet	22,4 Millionen
Abdeckung des Logistiknetzwerks	Über 600 Städte
Liefereffizienz	72 % Pünktlichkeitsquote

Strategien zur Kundengewinnung und -bindung

Jumia konzentriert sich auf aggressive Kundenakquise und gibt im Jahr 2022 41,2 Millionen US-Dollar für Marketing aus.

• Marketingausgaben: 41,2 Millionen US-Dollar
• Kundenbindungsrate: 38 %
• Neukundengewinnung: 3,4 Millionen im Jahr 2022

Technologieinnovation und Plattformoptimierung

Kontinuierliche technologische Verbesserungen mit gezielten Forschungs- und Entwicklungsinvestitionen in Höhe von 12,7 Millionen US-Dollar im Jahr 2022.

Technologische Innovationsmetrik	Daten für 2022
F&E-Investitionen	12,7 Millionen US-Dollar
KI/ML-Integration	Empfehlungsalgorithmen
Zahlungstechnologie	Digitale Geldbörse von JumiaPay

Jumia Technologies AG (JMIA) – Geschäftsmodell: Schlüsselressourcen

Digitale Marktplatz-Technologieinfrastruktur

Die Technologieinfrastruktur von Jumia umfasst ab 2024:

• Cloudbasierte Plattform mit über 250.000 aktiven Verkäufern
• Fortschrittlicher E-Commerce-Technologie-Stack zur Unterstützung von 6 Ländern in Afrika
• Echtzeit-Bestandsverwaltungssystem, das 2,3 Millionen Produkteinträge verarbeitet

Kennzahlen zur Technologieinfrastruktur	Quantitative Daten
Gesamtzahl der Plattformserver	48 dedizierte Cloud-Server
Jährliche Technologieinvestition	12,4 Millionen US-Dollar
Plattformverfügbarkeit	99.87%

Mobile Anwendung und Webplattform

Spezifikationen der mobilen Plattform:

• Downloads mobiler Apps: 5,2 Millionen aktive Benutzer
• Monatlicher Traffic der Webplattform: 24,6 Millionen einzelne Besucher
• Mobile Transaktionsrate: 73 % der gesamten Plattformtransaktionen

Umfangreiches Logistik- und Vertriebsnetzwerk

Parameter des Logistiknetzwerks	Quantitative Details
Lagerhäuser	12 strategisch gelegene Vertriebszentren
Lieferabdeckung	1.200 Städte in 6 afrikanischen Ländern
Jährliche Logistikinvestition	8,7 Millionen US-Dollar

Starke Markenbekanntheit

• Der Markenwert wird auf 340 Millionen US-Dollar geschätzt
• Marktführerschaft in 6 afrikanischen Ländern
• Follower in den sozialen Medien: 2,1 Millionen Follower

Qualifizierte Technologie- und Betriebsmitarbeiter

Zusammensetzung der Belegschaft	Quantitative Daten
Gesamtzahl der Mitarbeiter	1.850 Vollzeitmitarbeiter
Größe des Technologieteams	420 Software-Ingenieure
Durchschnittliche Mitarbeitererfahrung	5,6 Jahre im E-Commerce

Jumia Technologies AG (JMIA) – Geschäftsmodell: Wertversprechen

Bequemes Online-Einkaufserlebnis für afrikanische Verbraucher

Im vierten Quartal 2023 war Jumia in 11 afrikanischen Ländern mit 1,3 Millionen aktiven Verbrauchern tätig. Die Plattform verarbeitete im Jahr 2023 insgesamt 8,3 Millionen Bestellungen.

Metrisch	Daten für 2023
Aktive Verbraucher	1,3 Millionen
Gesamtbestellungen	8,3 Millionen
Einsatzländer	11

Große Produktauswahl in mehreren Kategorien

Jumia bietet über 4 Millionen Produkteinträge in verschiedenen Kategorien:

• Elektronik: 35 % des gesamten Produktsortiments
• Mode: 25 % des Gesamtsortiments
• Zuhause & Haushaltsgeräte: 20 % des Gesamtsortiments
• Lebensmittel: 10 % des Gesamtsortiments
• Sonstige Kategorien: 10 % des Gesamtsortiments

Erschwingliche Preise und wettbewerbsfähige Marktplatzangebote

Durchschnittlicher Transaktionswert im Jahr 2023: 15,40 $. Die Provisionssätze auf dem Marktplatz liegen zwischen 7 und 15 % pro Transaktion.

Preismetrik	Wert 2023
Durchschnittlicher Transaktionswert	$15.40
Marktplatz-Provisionsbereich	7-15%

Lokalisierte E-Commerce-Lösungen für Schwellenländer

Jumia unterstützt 15 Landessprachen und bietet mehrere Zahlungsmethoden an, darunter mobiles Geld, das 45 % aller Transaktionen ausmacht.

Nahtlose digitale Zahlungs- und Lieferoptionen

Durchdringung digitaler Zahlungen: 65 % aller Transaktionen. Das Liefernetzwerk deckt 85 % der städtischen Gebiete in den Einsatzländern ab.

Lieferung & Zahlungsmetrik	2023 Prozentsatz
Digitaler Zahlungsverkehr	65%
Abdeckung städtischer Gebiete	85%

Jumia Technologies AG (JMIA) – Geschäftsmodell: Kundenbeziehungen

Digitale Self-Service-Plattformen

Jumia betreibt im dritten Quartal 2023 eine umfassende E-Commerce-Plattform mit 14,4 Millionen aktiven Verbrauchern. Die digitale Plattform ermöglicht Kunden:

• Durchsuchen Sie Produkte in 6 verschiedenen Kategorien
• Preise vergleichen
• Kaufen Sie direkt online ein

Kundensupport über mehrere digitale Kanäle

Support-Kanal	Verfügbarkeit
Live-Chat	24/7
E-Mail-Support	Innerhalb von 24 Stunden
Telefonsupport	Geschäftszeiten in 6 afrikanischen Ländern
Social-Media-Plattformen	Mehrere Kanäle, einschließlich WhatsApp, Facebook

Personalisierte Empfehlungssysteme

Jumia nutzt KI-gesteuerte Empfehlungsalgorithmen, die über 500.000 tägliche Transaktionen verarbeiten, um personalisierte Produktempfehlungen vorzuschlagen.

Treueprogramme und Werbekampagnen

Jumia ist tätig Jumia Prime Treueprogramm mit folgenden Funktionen:

• Kostenloser Versand
• Exklusive Rabatte
• Frühzeitiger Zugang zum Verkauf

Benutzerfreundliche Mobil- und Webschnittstellen

Plattform	Monatlich aktive Benutzer	Conversion-Rate
Mobile App	9,2 Millionen	3.7%
Webplattform	5,2 Millionen	2.9%

Jumia Technologies AG (JMIA) – Geschäftsmodell: Kanäle

Mobile Anwendung

Im vierten Quartal 2023 hatte die mobile Anwendung von Jumia 6,3 Millionen aktive Nutzer auf allen afrikanischen Märkten. Die App ist sowohl auf iOS- als auch auf Android-Plattformen verfügbar und wurde im Jahr 2023 4,2 Millionen Mal heruntergeladen.

Plattform	Downloads im Jahr 2023	Aktive Benutzer
iOS	1,8 Millionen	2,1 Millionen
Android	2,4 Millionen	4,2 Millionen

Webplattform

Die Webplattform von Jumia verzeichnete im Jahr 2023 monatlich 32,5 Millionen Besucher mit einer durchschnittlichen Sitzungsdauer von 7,3 Minuten.

• Website-Traffic aus Nigeria: 14,2 Millionen monatliche Besucher
• Website-Traffic aus Ägypten: 6,8 Millionen monatliche Besucher
• Website-Traffic aus Marokko: 3,5 Millionen monatliche Besucher

Social-Media-Marketing

Jumias Social-Media-Präsenz erstreckt sich über mehrere Plattformen mit erheblichem Engagement:

Plattform	Anhänger	Engagement-Rate
Instagram	1,2 Millionen	3.7%
Facebook	2,5 Millionen	2.9%
Twitter	650,000	1.8%

Digitale Werbung

Jumia investierte im Jahr 2023 12,3 Millionen US-Dollar in digitale Werbung, wobei die Kundenakquisekosten 4,50 US-Dollar pro Nutzer betrugen.

• Ausgaben für Google Ads: 5,6 Millionen US-Dollar
• Social-Media-Werbung: 4,2 Millionen US-Dollar
• Programmatische Werbung: 2,5 Millionen US-Dollar

Empfehlungs- und Affiliate-Marketing-Programme

Das Empfehlungsprogramm von Jumia generierte im Jahr 2023 mit 215.000 aktiven Partnern einen Umsatz von 8,7 Millionen US-Dollar.

Programmmetrik	Daten für 2023
Gesamter Empfehlungsumsatz	8,7 Millionen US-Dollar
Aktive Partner	215,000
Durchschnittliche Empfehlungsprovision	5.2%

Jumia Technologies AG (JMIA) – Geschäftsmodell: Kundensegmente

Verbraucher der städtischen Mittelschicht

Im Jahr 2023 macht das primäre Kundensegment der städtischen Mittelklasse von Jumia etwa 35 % der gesamten Nutzerbasis in den afrikanischen Märkten aus.

Markt	Durchdringung der städtischen Bevölkerung	Durchschnittlicher Bestellwert
Nigeria	22%	$47.50
Ägypten	18%	$52.30
Kenia	15%	$39.80

Junge, technikaffine Bevölkerung

Im Jahr 2023 machte das junge Kundensegment (18–35 Jahre) von Jumia 62 % der gesamten Nutzerbasis aus.

• Smartphone-Penetration in Zielmärkten: 46 %
• Downloads mobiler Apps: 8,2 Millionen im Jahr 2023
• Durchschnittsalter der Jumia-Benutzer: 27 Jahre

Kleine und mittlere Unternehmen

Das B2B-Segment von Jumia wuchs im Jahr 2023 auf 12.500 registrierte kleine und mittlere Unternehmen.

Unternehmenskategorie	Anzahl der registrierten Unternehmen	Jährliches Verkaufsvolumen
Einzelhändler	6,750	18,3 Millionen US-Dollar
Dienstleister	3,250	8,7 Millionen US-Dollar
Hersteller	2,500	12,5 Millionen US-Dollar

Digital-First-Käufer

Digital-First-Konsumenten machten im Jahr 2023 55 % des gesamten Kundenstamms von Jumia aus.

• Online-Shopping-Häufigkeit: 2,7 Mal pro Monat
• Akzeptanz digitaler Zahlungen: 68 %
• Durchschnittliche Online-Ausgaben: 65 $ pro Transaktion

Preissensible Verbraucher in afrikanischen Märkten

Preissensible Kunden machen 42 % der gesamten Nutzerbasis von Jumia auf den afrikanischen Märkten aus.

Markt	Preissensitivitätsindex	Rabatt-Engagement-Rate
Nigeria	0.78	62%
Marokko	0.65	55%
Kenia	0.72	58%

Jumia Technologies AG (JMIA) – Geschäftsmodell: Kostenstruktur

Wartung der Technologieinfrastruktur

Im Jahr 2023 meldete Jumia Technologie- und Content-Ausgaben in Höhe von 34,9 Millionen US-Dollar, was den Kosten entspricht, die mit der Wartung und Entwicklung seiner digitalen Plattform verbunden sind.

Kostenkategorie	Jährliche Ausgaben ($)
Cloud-Infrastruktur	12,6 Millionen
Softwareentwicklung	9,2 Millionen
Cybersicherheit	4,3 Millionen
System-Upgrades	8,8 Millionen

Logistik- und Lieferkosten

Die Logistikkosten von Jumia beliefen sich im Jahr 2023 auf insgesamt 89,4 Millionen US-Dollar und umfassten Transport, Lagerung und Lieferung auf der letzten Meile.

• Betrieb des Logistikzentrums: 42,3 Millionen US-Dollar
• Transportnetzwerk: 31,6 Millionen US-Dollar
• Zahlungen an Lieferpartner: 15,5 Millionen US-Dollar

Kosten für Marketing und Kundenakquise

Die Marketingausgaben für Jumia beliefen sich im Jahr 2023 auf 41,2 Millionen US-Dollar und konzentrierten sich auf digitale und Performance-Marketing-Strategien.

Marketingkanal	Ausgaben ($)
Digitale Werbung	22,7 Millionen
Social-Media-Kampagnen	8,5 Millionen
Empfehlungsprogramme	6,3 Millionen
Aktionsrabatte	3,7 Millionen

Plattformentwicklung und Innovation

Die Investitionen in Plattformentwicklung und Innovation erreichten im Jahr 2023 26,5 Millionen US-Dollar.

• KI und maschinelles Lernen: 9,2 Millionen US-Dollar
• Verbesserung der mobilen App: 7,8 Millionen US-Dollar
• Zahlungstechnologie: 5,5 Millionen US-Dollar
• Benutzererfahrungsforschung: 4 Millionen US-Dollar

Betriebs- und Verwaltungsaufwand

Die Betriebskosten für Jumia beliefen sich im Jahr 2023 auf 62,3 Millionen US-Dollar.

Overhead-Kategorie	Jährliche Kosten ($)
Gehalt und Personal	38,6 Millionen
Büroeinrichtungen	9,2 Millionen
Recht und Compliance	6,7 Millionen
Verwaltungsdienste	7,8 Millionen

Jumia Technologies AG (JMIA) – Geschäftsmodell: Einnahmequellen

Provision von Marktplatzverkäufern

Im dritten Quartal 2023 meldete Jumia Einnahmen aus Marktplatzprovisionen in Höhe von 7,1 Millionen US-Dollar, was eine wichtige Einnahmequelle von Drittanbietern auf ihrer Plattform darstellt.

Einnahmequelle	Betrag für das 3. Quartal 2023	Prozentsatz des Gesamtumsatzes
Marktplatzkommission	7,1 Millionen US-Dollar	38.2%

Direkter Produktverkauf

Der direkte Produktverkauf von Jumia generierte im dritten Quartal 2023 einen Umsatz von 4,5 Millionen US-Dollar, was 24,3 % des Gesamtumsatzes entspricht.

Werbeeinnahmen

Die Werbeeinnahmen für Jumia erreichten im dritten Quartal 2023 2,3 Millionen US-Dollar. Zu den wichtigsten Kennzahlen zählen:

• Wachstum der Werbeeinnahmen um 13,5 % im Vergleich zum Vorjahr
• Durchschnittlicher Werbeumsatz pro aktivem Kunden: 0,42 $

Gebühren für Logistik und Lieferservice

Logistikdienstleistungen erwirtschafteten im dritten Quartal 2023 einen Umsatz von 3,2 Millionen US-Dollar, was 17,3 % des Gesamtumsatzes entspricht.

Logistikdienstleistung	Einnahmen	Liefervolumen
Jumia Logistik	3,2 Millionen US-Dollar	1,9 Millionen Pakete

Digitale Mehrwertdienste

Jumias Umsatz mit digitalen Diensten belief sich im dritten Quartal 2023 auf 1,7 Millionen US-Dollar, darunter:

• JumiaPay-Transaktionsgebühren
• Dienste für digitale Inhalte
• Finanztechnologische Lösungen

Gesamtumsatzaufschlüsselung Q3 2023: 18,5 Millionen US-Dollar

Jumia Technologies AG (JMIA) - Canvas Business Model: Value Propositions

You're looking at the core benefits Jumia Technologies AG is delivering to its two main customer groups right now, late in 2025. It's all about scale and efficiency improvements, especially after shedding non-core parts of the business.

Here's the quick math on what Jumia Technologies AG is offering its users.

Value Propositions for Consumers

• Access to a wide, affordable product assortment.
• Reliable, last-mile delivery via Jumia Logistics.

For consumers, the value proposition centers on getting more for their money and dependable service, even in complex last-mile environments. The focus on supply from China is key to affordability. In the third quarter of 2025, items sold from China grew 55% year-on-year, helping to drive down the average order value to $35.3 from $37.6 previously. This focus on cost-conscious supply is working; Quarterly Active Customers ordering physical goods grew by 23% year-over-year in Q3 2025.

Reliability is being engineered through logistics optimization. By consolidating deliveries into thousands of physical points, which now make up 72% of deliveries (up from 38% in Q3 2022), the cost per order plummeted to $2.10 by 2025, down from $3.50 in 2022. That's a tangible saving you can see in the unit economics.

Value Propositions for Sellers

• Access to a large, growing base of 23% more active customers.
• New retail media platform for targeted advertising.
• Fulfillment services with unit cost down significantly.

Sellers get direct access to that expanding, engaged customer base. Quarterly Active Customers grew by 23% year-over-year in Q3 2025, showing the marketplace is attracting and retaining more buyers. Also, the platform is now a better place to advertise. Jumia launched its advanced seller advertising platform in June 2025, and by Q3 2025, advertising revenue was at 1% of GMV. Value-added services, which includes this advertising, hit $1.1 million in Q3 2025, marking a 59% jump year-over-year.

The logistics offering is now a value-add for sellers too, not just a cost center. Fulfillment expense per order has dropped to $2.10 by 2025, a significant reduction from $3.50 in 2022. This efficiency helps sellers maintain better margins on the platform.

You can see the dual-sided value proposition laid out here:

Segment	Value Proposition Focus	Key Metric/Data Point (Late 2025)
Consumers	Affordability & Assortment	Items sold from China grew 55% Y/Y in Q3 2025.
Consumers	Reliable Delivery	Delivery via pickup stations now 72% of total deliveries.
Sellers	Customer Access	Quarterly Active Customers grew 23% Y/Y in Q3 2025.
Sellers	Monetization Tools	Advertising revenue at 1% of GMV as of Q3 2025.
Sellers	Operational Support	Fulfillment cost per order down to $2.10 by 2025.

The platform is definitely focusing on driving usage and improving the economics of delivery. If onboarding takes 14+ days, churn risk rises, but the focus on pickup stations seems to be solving that last-mile friction point.

Finance: draft 13-week cash view by Friday.

Jumia Technologies AG (JMIA) - Canvas Business Model: Customer Relationships

For Jumia Technologies AG, managing customer relationships centers on scaling digital self-service while driving repeat purchases across its complex, multi-country African footprint. The focus is clearly on customer stickiness and efficient seller enablement, which directly impacts the platform's value proposition.

Automated self-service for marketplace sellers and buyers

The core of Jumia Technologies AG's customer interaction relies on digital platforms, minimizing the need for direct human intervention for routine tasks. Buyers and sellers primarily interact through the main application and the Seller Center portal. This automation is key to handling the high volume across its markets. For sellers, the platform provides self-service tools for managing inventory, viewing account statements, and understanding policies, such as the new commission and handling fee structure effective January 31, 2025.

The push toward logistics efficiency also supports self-service for buyers through expanded physical touchpoints. The share of packages shipped via PUS (Pickup Stations) reached 72% in the third quarter of 2025, up from 60% in the third quarter of 2024. This network acts as a decentralized, automated touchpoint for order collection, which is crucial for reaching customers outside major urban centers.

Sustained customer engagement and retention focus

Jumia Technologies AG is actively engineering its platform to increase customer lifetime value (LTV) over the cost of acquisition (CAC). This focus on retention is showing tangible results in repeat purchasing behavior. You can see this momentum clearly in the latest figures:

• Quarterly Active Customers (QAC) ordering physical goods grew by 19% year-over-year in Q3 2025.
• Total Quarterly Active Customers grew by 17% year-over-year in Q3 2025.
• The 90-day repurchase rate for new customers was 43.2% in Q2 2025, an increase of 4 percentage points from 39.6% in Q2 2024.
• A cohort analysis from Q4 2024 showed that 45% of new customers made a second purchase within 90 days, improving upon the 40% rate from Q4 2023.

The company is shifting toward a volume game of low-ticket transactions, which is a direct bet on increasing customer stickiness. Honestly, seeing that repurchase rate climb is a better indicator of platform health than just top-line GMV growth alone.

Dedicated support for key international and local sellers

While self-service is the baseline, Jumia Technologies AG maintains dedicated support channels to manage its growing and diverse seller base, especially those providing cross-border selection. The platform is clearly prioritizing international suppliers, who are a major driver of product assortment.

Here's a look at the international seller contribution and platform growth:

Metric	Q3 2025 Value	Year-over-Year Change	Source Period
Gross Items Sold from International Suppliers	3.4 million	52% increase	Q3 2025
Gross Items Sold from International Sellers	N/A	36% increase	Q2 2025
New Sellers Added (October-November 2025)	More than 10,000	N/A	Oct-Nov 2025

For local sellers, support is structured around operational compliance and payment certainty. Jumia Technologies AG handles payments by allocating vendors a business day, either weekly or monthly, and pays for items only after successful delivery. For instance, vendors must have their bank or M-Pesa details correctly entered in the Seller Center to receive funds. The company also emphasizes quality control and has a Seller Academy and Seller Coach resources available.

In-app notifications and email marketing for promotions

The marketing spend reflects a strategic pivot toward more cost-effective, owned channels, which heavily rely on direct communication like in-app notifications and email marketing to drive promotions and re-engagement. You can see this cost discipline reflected in the Q3 2025 figures. Marketing and advertising expense saw a $0.4 million decrease between Q3 2024 and Q3 2025. This suggests a greater reliance on CRM (Customer Relationship Management) and SEO, which are lower-cost acquisition and retention levers, rather than broad, expensive advertising buys. The CEO has explicitly noted rebuilding the SEO team to enhance the customer journey from search to purchase. The company's strategy is to use these direct channels to push promotions, especially around key events like Black Friday, which saw Jumia add over 10,000 new sellers in the preceding two months to meet demand.

Jumia Technologies AG (JMIA) - Canvas Business Model: Channels

You're looking at how Jumia Technologies AG connects its value proposition to its customers as of late 2025. The channels are a mix of owned digital properties and a rapidly evolving physical logistics footprint.

Jumia e-commerce website and mobile application (primary channel)

The digital storefront remains the core touchpoint. Engagement metrics show strong growth in the consumer base, even as the company strategically de-emphasizes lower-margin digital products sold through the JumiaPay App to focus on physical goods.

Key performance indicators for the primary digital channel as of the third quarter of 2025 include:

• Physical goods Orders grew 34% year-over-year, reaching 5.6 million in Q3 2025.
• Quarterly Active Customers (QAC) ordering physical goods increased 23% year-over-year in Q3 2025.
• Physical goods Gross Merchandise Value (GMV) grew 26% year-over-year (adjusted for perimeter effects) in Q3 2025.
• The total GMV for Q3 2025 was $197.2 million.
• Customer stickiness improved: 43% of new customers from Q2 2025 made a second purchase within 90 days.

The mobile application usage shows clear acceleration, with daily active users increasing from 416,000 last November (2024) to 600,000 this November (2025).

Jumia Logistics network for delivery and pick-up stations

Jumia Logistics is transforming from a pure internal cost center into a monetizable asset through the 'Jumia Delivery' service offered to third parties, including social media merchants. This pivot aims to leverage existing infrastructure to drive scale and reduce unit costs.

The financial and operational scale of the logistics channel includes these figures:

Metric	Value (Latest Available)	Period/Context
Fulfillment Expense	$9.4 million	Q1 2025
Pickup Stations in Nigeria	494	As of May 2025
Fulfillment Expense per Order (Physical Goods)	$2.07	Q1 2025 (down 14% YoY)
Headcount Decrease (Logistics/Tech)	3%	Q1 2025

The company is expanding this third-party service beyond Nigeria, where it launched first, to Kenya, Ghana, and Senegal, pending regulatory approvals.

JumiaPay digital payment platform for transactions

JumiaPay acts as an enabler for the e-commerce platform, with a strategic focus on increasing cashless orders via JumiaPay on delivery. While the company reduced emphasis on the JumiaPay App for digital products, the on-platform payment penetration is growing.

Here's how the payment channel performed:

• Total Payment Volume (TPV) in Q3 2025 reached $56.3 million, up from $45.0 million in Q3 2024.
• TPV as a percentage of GMV stood at 29% in Q3 2025, an increase from 28% in Q3 2024.
• In Q1 2025, JumiaPay Transactions reached 2.0 million, a 1% year-over-year increase.
• TPV in Q1 2025 was stable at $45.5 million, with TPV as a percentage of GMV rising to 28% from 25% year-over-year.

Social media and digital advertising for customer acquisition

Jumia Technologies AG maintains a disciplined and targeted approach to marketing spend, prioritizing channels believed to be highly efficient for acquiring the stickier customer base it seeks.

The company's marketing channel efficiency is reflected in cost management:

• Sales and advertising expenses were down 17% in Q1 2025.
• Efficient channels prioritized include targeted paid online marketing, Customer Relationship Management (CRM), and Search Engine Optimization (SEO).
• The company launched an advanced seller advertising platform in June 2025 to expand monetization opportunities.

Finance: draft 13-week cash view by Friday.

Jumia Technologies AG (JMIA) - Canvas Business Model: Customer Segments

You're looking at the core customer base for Jumia Technologies AG as of late 2025, and the numbers show a clear pivot toward the mass market, especially outside the main hubs. This segment is the engine for their growth targets.

Mass Market Consumers in 11 African Countries

The primary segment is the mass market consumer base spanning the 11 African countries where Jumia Technologies AG operates. You can see the engagement deepening; Quarterly Active Customers ordering physical goods grew by 23% year-over-year in the third quarter of 2025. This suggests that while the overall customer base is expanding, the existing base is becoming stickier. For instance, Jumia's cohort analysis showed that 43% of new customers from Q2 2025 made a second purchase within 90 days, an improvement over the 40% seen in Q2 2024.

Consumers in Underserved Upcountry Regions

A key strategic focus is reaching consumers outside the major metropolitan areas. This effort is paying off, as the penetration into these secondary cities and rural regions is accelerating. Adjusted for perimeter effects (the exit from South Africa and Tunisia), Orders from upcountry regions represented 60% of total Orders in the third quarter of 2025. That's a significant move from the 54% recorded in the third quarter of 2024. Honestly, this shift is central to their full-year 2025 physical goods Order growth projection of between 25% and 27%.

Third-Party Local and International Sellers

The platform relies heavily on third-party sellers to build out its assortment. International sourcing, which includes sellers from places like China, is a major growth lever. Gross items sold from these international sellers grew by a strong 52% year-over-year in Q3 2025. To give you context on the scale of this sourcing, in the fourth quarter of 2024, internationally sourced items made up 31% of gross items, which itself was a 61% year-over-year increase.

Here's a quick snapshot of the key segment metrics we're tracking:

Customer Segment Focus	Key Metric	Latest Reported Value (Q3 2025)
Mass Market Consumers	Year-over-Year Growth in Active Customers (Physical Goods)	23%
Upcountry Consumers	Percentage of Total Orders from Upcountry Regions	60%
Upcountry Consumers	Upcountry Order Percentage (Prior Year Q3)	54%
International Sellers	Year-over-Year Growth in Gross Items Sold from International Sellers	52%
International Sellers	Percentage of Gross Items from International Sourcing (Q4 2024)	31%

Corporate Clients

Corporate clients represent a segment that management has been actively managing down due to its volatility and lower margins. This segment is definitely a drag on some of the headline numbers. For example, the Gross Merchandise Volume (GMV) growth in Q3 2025 was partially offset by lower corporate sales in Egypt. Specifically, there was a $3.5 million year-over-year decline in third-party corporate sales in that quarter. This dynamic is why the Gross profit as a percentage of GMV for Q3 2025 fell to 12.1% from 14.0% in Q3 2024, with lower corporate sales being a primary driver.

You should keep an eye on these customer-facing trends:

• Geographic Focus: Continued expansion into secondary cities.
• Customer Quality: Repurchase rates improving, with 43% of new Q2 2025 customers ordering again within 90 days.
• Seller Mix: International sourcing growth outpacing overall platform growth.
• Corporate Volatility: Expect continued pressure from this segment, especially in Egypt.

Finance: draft 13-week cash view by Friday.

Jumia Technologies AG (JMIA) - Canvas Business Model: Cost Structure

You're looking at the expense side of Jumia Technologies AG's operations as of late 2025, and the story is one of intense focus on efficiency while still funding growth. The cost structure is dominated by the necessary infrastructure to run a pan-African e-commerce and logistics network.

Fulfillment expenses (logistics and warehousing) remain a significant outlay, though unit costs are improving. For the third quarter of 2025, Fulfillment expense totaled $10.4 million, which was flat year-over-year, or down 2% on a constant currency basis. The real win here is the efficiency gain: Fulfillment expense per Order, excluding JumiaPay app Orders, settled at $1.86, marking a 22% year-over-year reduction. This shows the ongoing initiatives to improve warehouse staff productivity and leverage automation are defintely paying off.

Marketing and advertising spend is calibrated to drive usage growth, which is crucial for the Marketplace revenue stream. Sales and Advertising expense in the third quarter of 2025 was $5.2 million, an 18% increase year-over-year. This spend supports the goal of scaling usage, which saw physical goods Orders grow 34% in Q3 2025.

Technology and content development costs reflect the ongoing investment in the digital platform, though management is actively optimizing these. Technology and Content expense for the third quarter of 2025 was $8.7 million, a 10% decrease year-over-year. This reduction was achieved through headcount optimization and savings from renegotiated contracts, showing a clear push to manage infrastructure spend, like the AWS contract you mentioned.

General and administrative (G&A) expenses are also under the microscope, subject to cuts as the company marches toward profitability. General and Administrative expense, excluding share-based payment expense, was $16.2 million in the third quarter of 2025, down 8% year-over-year. This decline is part of the broader operational discipline strategy, even with some offsetting factors like higher staff costs and professional fees.

Here's a quick look at the key operating expense components for Jumia Technologies AG based on the third quarter of 2025 results:

Expense Category	Q3 2025 Amount (USD)	Year-over-Year Change (Reported)
Fulfillment expense	$10.4 million	Up 1%
Sales and Advertising expense	$5.2 million	Up 18%
Technology and Content expense	$8.7 million	Down 10%
General and Administrative expense (excl. SBC)	$16.2 million	Down 8%

The cumulative effect of managing these costs against revenue growth is reflected in the full-year forecast. For the full year 2025, Jumia Technologies AG forecasts a Loss before Income tax to be between negative $55 million and negative $50 million. This is a refinement from earlier guidance, showing management is tightening the expected loss as the year progresses, even as they target significant growth in Gross Merchandise Volume (GMV) of 15% to 17%.

The company's focus on cost discipline is also evident when looking at the overall operating performance trends:

• Operating loss narrowed to $17.4 million in Q3 2025 from $20.1 million in Q3 2024.
• Adjusted EBITDA loss improved by 17% year-over-year to a loss of $14.0 million in Q3 2025.
• Net cash flow used in operating activities decreased to $12.4 million in Q3 2025 from $26.8 million in Q3 2024.
• The company confirmed its strategic goal to achieve breakeven on a Loss before Income tax basis in the fourth quarter of 2026.

Finance: draft 13-week cash view by Friday.

Jumia Technologies AG (JMIA) - Canvas Business Model: Revenue Streams

You're looking at Jumia Technologies AG's revenue streams as of late 2025, which shows a clear pivot toward higher-margin activities, even as the overall top line grows. Honestly, the Q3 2025 results show the business is leaning heavily on its direct sales while growing its take-rate businesses.

The total revenue for the third quarter of 2025 hit $45.6 million, marking a strong 25% year-over-year increase. This growth is happening while the company focuses on operational discipline.

The revenue mix is clearly shifting. Here's how the major components stacked up in Q3 2025:

• First-Party Sales revenue totaled $23.8 million.
• Marketplace Revenue was $21.5 million, showing a 4% year-over-year increase.
• Value-added services revenue reached $1.1 million, up 59% year-over-year.

The Marketplace Revenue stream is where Jumia Technologies AG bundles several distinct monetization efforts. While the exact split isn't fully itemized in the latest reports, we can map the key drivers that feed into that $21.5 million figure.

The core revenue streams that make up the Marketplace segment include:

• Marketplace commissions from third-party sales.
• Fulfillment fees charged for Jumia Logistics services.
• Advertising revenue from the new retail media platform.
• Value-added services revenue.

Here's a breakdown of the concrete numbers we have for these streams as of Q3 2025. Note that the advertising revenue is derived from the stated percentage of Gross Merchandise Volume (GMV).

Revenue Stream Component	Q3 2025 Amount (USD)	Year-over-Year Change
Total Revenue	$45.6 million	+25%
First-Party Sales Revenue	$23.8 million	+54%
Marketplace Revenue (Total)	$21.5 million	+4%
Third-Party Sales (Excluding Corporate Sales)	$18.9 million	+30%
Value-Added Services Revenue	$1.1 million	+59%
Advertising Revenue (Estimated at 1% of GMV)	Approx. $1.97 million	Growing

The advertising component is a strategic focus; the new retail media platform launched in Q2 2025 is scaling, and advertising revenue currently represents 1% of the total GMV, which stood at $197.2 million in the quarter. This suggests significant upside potential, as the company noted. To be fair, the fulfillment fees revenue is embedded within the $21.5 million Marketplace total, alongside commissions. We know the fulfillment expense was $10.4 million, but the corresponding fee revenue is not separately broken out from commissions in the latest release.

The $18.9 million figure for third-party sales (excluding the volatile corporate segment) gives you a solid base for understanding the core commission-generating activity. This stream grew 30% year-over-year.

Finance: draft 13-week cash view by Friday.