Jumia Technologies AG (JMIA): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el panorama dinámico del comercio electrónico africano, Jumia Technologies AG (JMIA) surge como un mercado digital transformador, revolucionando cómo los consumidores y las empresas interactúan en línea. Al unir ingeniosamente la innovación tecnológica con la comprensión localizada del mercado, Jumia ha creado un modelo de negocio único que aborda los complejos desafíos del comercio digital en los mercados emergentes. Esta exploración del lienzo de modelo de negocio de Jumia revela un plan estratégico que va más allá de las plataformas tradicionales de comercio electrónico, ofreciendo información sobre cómo la compañía navega por los desafíos tecnológicos, logísticos y de participación del consumidor en todo el continente africano.

Jumia Technologies AG (JMIA) - Modelo de negocios: asociaciones clave

Compañías locales de logística y entrega

Jumia se asocia con múltiples proveedores de logística local en los mercados africanos:

País	Socio de logística	Volumen de entrega anual
Nigeria	Logística del concierto	3.2 millones de paquetes por año
Egipto	Aramex	1.8 millones de paquetes por año
Kenia	Sendy	1.1 millones de paquetes por año

Proveedores de pasarela de pago y plataformas de dinero móvil

Las asociaciones estratégicas de tecnología financiera incluyen:

• Stripe - Integración de procesamiento de pagos
• Flutterwave - Soluciones de dinero móvil
• PayStack - Infraestructura de pago digital

Proveedores de tecnología de comercio electrónico y servicios en la nube

Asociaciones de infraestructura tecnológica:

Proveedor	Tipo de servicio	Inversión anual
Servicios web de Amazon	Infraestructura en la nube	$ 2.4 millones
Google Cloud	Análisis de datos	$ 1.7 millones

Marcas locales e internacionales para el inventario del mercado

Asociaciones de marca Marketplace:

• Samsung - Electrónica
• Unilever - Bienes de consumo
• Nike - ropa

Compañías de telecomunicaciones para la integración de plataformas móviles

Partnia de telecomunicaciones de plataforma móvil:

Proveedor de telecomunicaciones	Mercado	Los usuarios móviles llegaron
Grupo MTN	Nigeria, Ghana, Camerún	58 millones de usuarios
Naranja	Egipto, costa marfil	42 millones de usuarios

Jumia Technologies AG (JMIA) - Modelo de negocio: actividades clave

Desarrollo y mantenimiento de la plataforma de comercio electrónico

Jumia invierte en la mejora continua de la plataforma con $ 16.3 millones en desarrollo de tecnología en 2022. La plataforma atiende a 11 países africanos con 8.3 millones de consumidores activos.

Métrica de plataforma	Datos 2022
Visitas totales de la plataforma	639 millones
Descargas de aplicaciones móviles	24.7 millones
Inversión tecnológica	$ 16.3 millones

Gestión del mercado digital

Jumia administra un mercado digital diverso con 102,000 vendedores activos en África en 2022.

• Total Marketplace GMV: $ 1.1 mil millones
• Categorías de productos: 14 categorías distintas
• Regiones de incorporación del vendedor: 11 países africanos

Logística y coordinación de entrega de última milla

Jumia opera una amplia infraestructura logística con 12 almacenes y más de 500 centros de entrega en África.

Métrica logística	Rendimiento 2022
Paquetes enviados	22.4 millones
Cobertura de red logística	600+ ciudades
Eficiencia de entrega	72% de tasa de entrega a tiempo

Estrategias de adquisición y retención de clientes

Jumia se centra en la adquisición agresiva de los clientes con $ 41.2 millones gastados en marketing en 2022.

• Gastos de marketing: $ 41.2 millones
• Tasa de retención de clientes: 38%
• Nueva adquisición de clientes: 3.4 millones en 2022

Innovación tecnológica y optimización de plataformas

Actualizaciones tecnológicas continuas con inversiones dedicadas de I + D de $ 12.7 millones en 2022.

Métrica de innovación tecnológica	Datos 2022
Inversión de I + D	$ 12.7 millones
Integración de ai/ml	Algoritmos de recomendación
Tecnología de pago	Billetera digital jumiapay

Jumia Technologies AG (JMIA) - Modelo de negocios: recursos clave

Infraestructura de tecnología del mercado digital

La infraestructura tecnológica de Jumia a partir de 2024 incluye:

• Plataforma basada en la nube que aloja más de 250,000 vendedores activos
• Pila de tecnología de comercio electrónico avanzado que respalda 6 países en África
• Sistema de gestión de inventario en tiempo real procesando 2.3 millones de listados de productos

Métricas de infraestructura tecnológica	Datos cuantitativos
Servidores de plataforma total	48 servidores de nubes dedicados
Inversión tecnológica anual	$ 12.4 millones
Tiempo de actividad de la plataforma	99.87%

Aplicación móvil y plataforma web

Especificaciones de plataforma móvil:

• Descargas de aplicaciones móviles: 5.2 millones de usuarios activos
• Plataforma web Tráfico mensual: 24.6 millones de visitantes únicos
• Tasa de transacción móvil: 73% de las transacciones de plataforma total

Red de logística y distribución extensa

Parámetros de la red logística	Detalles cuantitativos
Almacenes	12 centros de distribución ubicados estratégicamente
Cobertura de entrega	1.200 ciudades en 6 países africanos
Inversión logística anual	$ 8.7 millones

Reconocimiento de marca fuerte

• Valor de marca estimado en $ 340 millones
• Liderazgo del mercado en 6 países africanos
• A continuación de las redes sociales: 2.1 millones de seguidores

Tecnología calificada y fuerza laboral operativa

Composición de la fuerza laboral	Datos cuantitativos
Total de empleados	1.850 personal de tiempo completo
Tamaño del equipo tecnológico	420 ingenieros de software
Experiencia promedio de los empleados	5.6 años en comercio electrónico

Jumia Technologies AG (JMIA) - Modelo de negocio: propuestas de valor

Experiencia de compra en línea conveniente para consumidores africanos

A partir del cuarto trimestre de 2023, Jumia operaba en 11 países africanos con 1,3 millones de consumidores activos. La plataforma procesó 8.3 millones de pedidos totales en 2023.

Métrico	2023 datos
Consumidores activos	1.3 millones
Total de pedidos	8.3 millones
Países de operación	11

Selección de productos amplios en múltiples categorías

Jumia ofrece más de 4 millones de listados de productos en todas las categorías:

• Electrónica: 35% del rango total de productos
• Moda: 25% de la gama de productos totales
• Hogar & Aplicaciones: 20% del rango total de productos
• Comestibles: 10% de la gama de productos totales
• Otras categorías: 10% del rango total de productos

Precios asequibles y ofertas competitivas del mercado

Valor de transacción promedio en 2023: $ 15.40. Las tasas de comisión del mercado oscilan entre 7 y 15% por transacción.

Métrico de fijación de precios	Valor 2023
Valor de transacción promedio	$15.40
Gama de comisiones del mercado	7-15%

Soluciones de comercio electrónico localizados para mercados emergentes

Jumia admite 15 idiomas locales y ofrece múltiples métodos de pago, incluido el dinero móvil, que representa el 45% de las transacciones totales.

Opciones de pago digital y entrega sin problemas

Penetración de pago digital: 65% de las transacciones totales. La red de entrega cubre el 85% de las áreas urbanas en los países operativos.

Entrega & Métrico de pago	2023 porcentaje
Transacciones de pago digital	65%
Cobertura del área urbana	85%

Jumia Technologies AG (JMIA) - Modelo de negocios: relaciones con los clientes

Plataformas digitales de autoservicio

Jumia opera una plataforma integral de comercio electrónico con 14.4 millones de consumidores activos en el tercer trimestre de 2023. La plataforma digital permite a los clientes:

• Explorar productos en 6 categorías diferentes
• Comparar precios
• Realizar compras directas en línea

Atención al cliente a través de múltiples canales digitales

Canal de soporte	Disponibilidad
Chat en vivo	24/7
Soporte por correo electrónico	Dentro de las 24 horas
Soporte telefónico	Horario comercial en 6 países africanos
Plataformas de redes sociales	Múltiples canales que incluyen whatsapp, facebook

Sistemas de recomendación personalizados

Jumia utiliza algoritmos de recomendación impulsados ​​por la IA procesamiento de más de 500,000 transacciones diarias para sugerir recomendaciones personalizadas de productos.

Programas de fidelización y campañas promocionales

Jumia opera Jumia Prime Programa de fidelización con las siguientes características:

• Envío gratis
• Descuentos exclusivos
• Acceso temprano a las ventas

Interfaces móviles y web fáciles de usar

Plataforma	Usuarios activos mensuales	Tasa de conversión
Aplicación móvil	9.2 millones	3.7%
Plataforma web	5.2 millones	2.9%

Jumia Technologies AG (JMIA) - Modelo de negocios: canales

Aplicación móvil

A partir del cuarto trimestre de 2023, la aplicación móvil de Jumia tiene 6.3 millones de usuarios activos en los mercados africanos. La aplicación está disponible en plataformas iOS y Android, con 4.2 millones de descargas en 2023.

Plataforma	Descargas en 2023	Usuarios activos
iOS	1.8 millones	2.1 millones
Androide	2.4 millones	4.2 millones

Plataforma web

La plataforma web de Jumia registró 32.5 millones de visitantes mensuales en 2023, con una duración de sesión promedio de 7.3 minutos.

• Tráfico del sitio web desde Nigeria: 14.2 millones de visitantes mensuales
• Tráfico del sitio web de Egipto: 6.8 millones de visitantes mensuales
• Tráfico del sitio web desde Marruecos: 3.5 millones de visitantes mensuales

Marketing en redes sociales

La presencia de las redes sociales de Jumia abarca múltiples plataformas con un compromiso significativo:

Plataforma	Seguidores	Tasa de compromiso
Instagram	1.2 millones	3.7%
Facebook	2.5 millones	2.9%
Gorjeo	650,000	1.8%

Publicidad digital

Jumia invirtió $ 12.3 millones en publicidad digital en 2023, con un costo de adquisición de clientes de $ 4.50 por usuario.

• Gasto en anuncios de Google: $ 5.6 millones
• Publicidad en las redes sociales: $ 4.2 millones
• Publicidad programática: $ 2.5 millones

Programas de referencia y marketing de afiliación

El programa de referencia de Jumia generó $ 8.7 millones en ingresos en 2023, con 215,000 afiliados activos.

Métrico de programa	2023 datos
Ingresos totales de referencia	$ 8.7 millones
Afiliados activos	215,000
Comisión de referencia promedio	5.2%

Jumia Technologies AG (JMIA) - Modelo de negocios: segmentos de clientes

Consumidores de clase media urbana

A partir de 2023, el segmento de clientes de clase media urbana primaria de Jumia representa aproximadamente el 35% de su base de usuarios totales en los mercados africanos.

Mercado	Penetración de la población urbana	Valor de pedido promedio
Nigeria	22%	$47.50
Egipto	18%	$52.30
Kenia	15%	$39.80

Young, población experta en tecnología

En 2023, el segmento de clientes jóvenes de Jumia (18-35 años) constituyó el 62% de su base de usuarios totales.

• Penetración de teléfonos inteligentes en los mercados objetivo: 46%
• Descargas de aplicaciones móviles: 8.2 millones en 2023
• Usuarios promedio de la edad de Jumia: 27 años

Empresas pequeñas y medianas

El segmento B2B de Jumia creció a 12,500 empresas pequeñas y medianas registradas en 2023.

Categoría empresarial	Número de empresas registradas	Volumen de ventas anual
Comerciantes minoristas	6,750	$ 18.3 millones
Proveedores de servicios	3,250	$ 8.7 millones
Fabricantes	2,500	$ 12.5 millones

Compradores digitales

Los consumidores digitales representaban el 55% de la base total de clientes de Jumia en 2023.

• Frecuencia de compra en línea: 2.7 veces al mes
• Adopción de pagos digitales: 68%
• Gasto promedio en línea: $ 65 por transacción

Consumidores sensibles a los precios en los mercados africanos

Los clientes sensibles a los precios comprenden el 42% de la base de usuarios totales de Jumia en los mercados africanos.

Mercado	Índice de sensibilidad de precios	Tasa de compromiso de descuento
Nigeria	0.78	62%
Marruecos	0.65	55%
Kenia	0.72	58%

Jumia Technologies AG (JMIA) - Modelo de negocio: Estructura de costos

Mantenimiento de la infraestructura tecnológica

En 2023, Jumia reportó tecnología y gastos de contenido de $ 34.9 millones, lo que representa los costos asociados con el mantenimiento y el desarrollo de su plataforma digital.

Categoría de costos	Gasto anual ($)
Infraestructura en la nube	12.6 millones
Desarrollo de software	9.2 millones
Ciberseguridad	4.3 millones
Actualizaciones del sistema	8.8 millones

Gastos de logística y entrega

Los costos de logística de Jumia en 2023 totalizaron $ 89.4 millones, cubriendo el transporte, el almacenamiento y la entrega de última milla.

• Operaciones del Centro de cumplimiento: $ 42.3 millones
• Red de transporte: $ 31.6 millones
• Pagos de socios de entrega: $ 15.5 millones

Costos de marketing y adquisición de clientes

Los gastos de marketing para Jumia en 2023 fueron de $ 41.2 millones, centrados en estrategias de marketing digital y de rendimiento.

Canal de marketing	Gasto ($)
Publicidad digital	22.7 millones
Campañas de redes sociales	8.5 millones
Programas de referencia	6.3 millones
Descuentos promocionales	3.7 millones

Desarrollo e innovación de la plataforma

La inversión en el desarrollo y la innovación de la plataforma alcanzaron los $ 26.5 millones en 2023.

• AI y aprendizaje automático: $ 9.2 millones
• Mejora de la aplicación móvil: $ 7.8 millones
• Tecnología de pago: $ 5.5 millones
• Investigación de experiencia del usuario: $ 4 millones

Gastos generales operativos y administrativos

Los gastos operativos para Jumia en 2023 ascendieron a $ 62.3 millones.

Categoría de gastos generales	Costo anual ($)
Salario y personal	38.6 millones
Instalaciones de oficina	9.2 millones
Legal y cumplimiento	6.7 millones
Servicios administrativos	7.8 millones

Jumia Technologies AG (JMIA) - Modelo de negocios: flujos de ingresos

Comisión de vendedores del mercado

En el tercer trimestre de 2023, Jumia reportó ingresos por comisión del mercado de $ 7.1 millones, que representa un flujo de ingresos clave de los vendedores externos en su plataforma.

Fuente de ingresos	Q3 2023 Cantidad	Porcentaje de ingresos totales
Comisión del mercado	$ 7.1 millones	38.2%

Ventas directas de productos

Las ventas de productos directos de Jumia generaron $ 4.5 millones en ingresos durante el tercer trimestre de 2023, lo que representa el 24.3% de los ingresos totales.

Ingresos publicitarios

Los ingresos publicitarios para Jumia en el tercer trimestre de 2023 alcanzaron $ 2.3 millones, con métricas clave que incluyen:

• Crecimiento de ingresos publicitarios del 13.5% año tras año
• Ingresos publicitarios promedio por cliente activo: $ 0.42

Tarifas de servicio de logística y entrega

Los servicios logísticos generaron $ 3.2 millones en ingresos durante el tercer trimestre de 2023, lo que representa el 17.3% de los ingresos totales.

Servicio logístico	Ganancia	Volumen de entrega
Logística de Jumia	$ 3.2 millones	1.9 millones de paquetes

Servicios digitales de valor agregado

Los ingresos por servicios digitales de Jumia en el tercer trimestre de 2023 fueron de $ 1.7 millones, que incluyen:

• Tarifas de transacción de Jumiapay
• Servicios de contenido digital
• Soluciones de tecnología financiera

Desglose total de ingresos Q3 2023: $ 18.5 millones

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.