Jumia Technologies AG (JMIA): Business Model Canvas [Jan-2025 Mis à jour]

Dans le paysage dynamique du commerce électronique africain, Jumia Technologies AG (JMIA) apparaît comme un marché numérique transformateur, révolutionnant la façon dont les consommateurs et les entreprises interagissent en ligne. En pontant ingénieusement l'innovation technologique avec une compréhension localisée du marché, Jumia a conçu un modèle commercial unique qui relève les défis complexes du commerce numérique sur les marchés émergents. Cette exploration de la toile du modèle commercial de Jumia révèle un plan stratégique qui va au-delà des plateformes de commerce électronique traditionnelles, offrant des informations sur la façon dont l'entreprise navigue sur les défis technologiques, logistiques et de consommation à travers le continent africain.

Jumia Technologies AG (JMIA) - Modèle d'entreprise: partenariats clés

Sociétés de logistique locale et de livraison

Jumia s'associe à plusieurs fournisseurs de logistique locaux sur les marchés africains:

Pays	Partenaire de logistique	Volume de livraison annuel
Nigeria	Logistique de concert	3,2 millions de packages par an
Egypte	Aramex	1,8 million de packages par an
Kenya	Envoyer	1,1 million de packages par an

Paiement des fournisseurs de passerelle et plates-formes de finment mobile

Les partenariats technologiques stratégiques comprennent:

• Stripe - Intégration de traitement des paiements
• Flutterwave - Mobile Money Solutions
• Paystack - Infrastructure de paiement numérique

Technologie du commerce électronique et fournisseurs de services cloud

Partenariats sur les infrastructures technologiques:

Fournisseur	Type de service	Investissement annuel
Services Web Amazon	Infrastructure cloud	2,4 millions de dollars
Google Cloud	Analyse des données	1,7 million de dollars

Marques locales et internationales pour les inventaires du marché

Partenariats de marque Marketplace:

• Samsung - électronique
• Unilever - Goods de consommation
• Nike - Vêtements

Sociétés de télécommunications pour l'intégration de la plate-forme mobile

Partenariats de télécommunications de plate-forme mobile:

Fournisseur de télécommunications	Marché	Les utilisateurs mobiles ont atteint
Groupe MTN	Nigéria, Ghana, Cameroun	58 millions d'utilisateurs
Orange	Égypte, Côte d'Ivoire	42 millions d'utilisateurs

Jumia Technologies AG (JMIA) - Modèle d'entreprise: activités clés

Développement et maintenance de la plate-forme de commerce électronique

Jumia investit dans une amélioration continue de la plate-forme avec 16,3 millions de dollars dépensés pour le développement technologique en 2022. La plate-forme dessert 11 pays africains avec 8,3 millions de consommateurs actifs.

Métrique de la plate-forme	2022 données
Visites totales de plate-forme	639 millions
Téléchargements d'applications mobiles	24,7 millions
Investissement technologique	16,3 millions de dollars

Gestion du marché numérique

Jumia gère un marché numérique diversifié avec 102 000 vendeurs actifs à travers l'Afrique en 2022.

• Total Marketplace GMV: 1,1 milliard de dollars
• Catégories de produits: 14 catégories distinctes
• Régions d'intégration du vendeur: 11 pays africains

Logistique et coordination de livraison de dernier mile

Jumia exploite une infrastructure logistique étendue avec 12 entrepôts et plus de 500 centres de livraison à travers l'Afrique.

Métrique logistique	2022 Performance
Packages expédiés	22,4 millions
Couverture du réseau logistique	600+ villes
Efficacité de livraison	Taux de livraison à 72%

Stratégies d'acquisition et de rétention des clients

Jumia se concentre sur l'acquisition agressive des clients avec 41,2 millions de dollars dépensés en marketing en 2022.

• Dépenses de marketing: 41,2 millions de dollars
• Taux de rétention de la clientèle: 38%
• Nouvelle acquisition de clients: 3,4 millions en 2022

Innovation technologique et optimisation des plateformes

Mises à niveau technologiques continues avec des investissements de R&D dédiés de 12,7 millions de dollars en 2022.

Métrique de l'innovation technologique	2022 données
Investissement en R&D	12,7 millions de dollars
Intégration AI / ML	Algorithmes de recommandation
Technologie de paiement	Portefeuille numérique jumiapay

Jumia Technologies AG (JMIA) - Modèle d'entreprise: Ressources clés

Infrastructure technologique du marché numérique

L'infrastructure technologique de Jumia en 2024 comprend:

• Plate-forme basée sur le cloud hébergeant plus de 250 000 vendeurs actifs
• Pile de technologie de commerce électronique avancée soutenant 6 pays en Afrique
• Traitement du système de gestion des stocks en temps réel 2,3 millions de listes de produits

Métriques des infrastructures technologiques	Données quantitatives
Total des serveurs de plate-forme	48 serveurs cloud dédiés
Investissement technologique annuel	12,4 millions de dollars
Time de disponibilité de la plate-forme	99.87%

Application mobile et plate-forme Web

Spécifications de la plate-forme mobile:

• Téléchargements d'applications mobiles: 5,2 millions d'utilisateurs actifs
• Tradition mensuelle de la plate-forme Web: 24,6 millions de visiteurs uniques
• Taux de transaction mobile: 73% du total des transactions de plate-forme

Réseau de logistique et de distribution étendue

Paramètres du réseau logistique	Détails quantitatifs
Entrepôts	12 centres de distribution stratégiquement situés
Couverture de livraison	1 200 villes dans 6 pays africains
Investissement logistique annuel	8,7 millions de dollars

Solide reconnaissance de la marque

• Valeur de la marque estimée à 340 millions de dollars
• Leadership du marché dans 6 pays africains
• Les médias sociaux suivent: 2,1 millions d'adeptes

Technologie qualifiée et main-d'œuvre opérationnelle

Composition de la main-d'œuvre	Données quantitatives
Total des employés	1 850 personnel à temps plein
Taille de l'équipe technologique	420 ingénieurs logiciels
Expérience moyenne des employés	5,6 ans dans le commerce électronique

Jumia Technologies AG (JMIA) - Modèle d'entreprise: propositions de valeur

Expérience d'achat en ligne pratique pour les consommateurs africains

Au quatrième trimestre 2023, Jumia a opéré dans 11 pays africains avec 1,3 million de consommateurs actifs. Plateforme a traité 8,3 millions de commandes au total en 2023.

Métrique	2023 données
Consommateurs actifs	1,3 million
Commandes totales	8,3 millions
Pays d'opération	11

Sélection de produits larges dans plusieurs catégories

Jumia propose plus de 4 millions de listes de produits entre les catégories:

• Électronique: 35% de la gamme totale de produits
• Mode: 25% de la gamme de produits totale
• Maison & Appareils: 20% de la gamme totale de produits
• Épicerie: 10% de la gamme totale de produits
• Autres catégories: 10% de la gamme totale de produits

Prix ​​abordables et offres de marché concurrentiel

Valeur moyenne de la transaction en 2023: 15,40 $. Les taux de commission de marché varient entre 7 et 15% par transaction.

Tarification métrique	Valeur 2023
Valeur de transaction moyenne	$15.40
Gamme de commission de marché	7-15%

Solutions localisées de commerce électronique pour les marchés émergents

Jumia prend en charge 15 langues locales et propose plusieurs méthodes de paiement, y compris l'argent mobile, qui représente 45% du total des transactions.

Options de paiement et de livraison numériques sans couture

Pénétration du paiement numérique: 65% du total des transactions. Le réseau de livraison couvre 85% des zones urbaines dans les pays opérationnels.

Livraison & Métrique de paiement	Pourcentage de 2023
Transactions de paiement numérique	65%
Couverture de zone urbaine	85%

Jumia Technologies AG (JMIA) - Modèle d'entreprise: relations avec les clients

Plates-formes numériques en libre-service

Jumia exploite une plate-forme de commerce électronique complète avec 14,4 millions de consommateurs actifs au troisième trimestre 2023. La plate-forme numérique permet aux clients de:

• Parcourir les produits dans 6 catégories différentes
• Comparez les prix
• Faire des achats en ligne directs

Support client via plusieurs canaux numériques

Canal de support	Disponibilité
Chat en direct	24/7
Assistance par e-mail	Dans les 24 heures
Support téléphonique	Heures de bureau dans 6 pays africains
Plateformes de médias sociaux	Plusieurs canaux, y compris WhatsApp, Facebook

Systèmes de recommandation personnalisés

Jumia utilise des algorithmes de recommandation dirigés par l'IA qui traitent plus de 500 000 transactions quotidiennes pour suggérer des recommandations de produits personnalisés.

Programmes de fidélité et campagnes promotionnelles

Jumia opère Jumia Prime Programme de fidélité avec les fonctionnalités suivantes:

• Livraison gratuite
• Remises exclusives
• Accès précoce aux ventes

Interfaces mobiles et Web conviviales

Plate-forme	Utilisateurs actifs mensuels	Taux de conversion
Application mobile	9,2 millions	3.7%
Plate-forme Web	5,2 millions	2.9%

Jumia Technologies AG (JMIA) - Modèle d'entreprise: canaux

Application mobile

Au quatrième trimestre 2023, l'application mobile de Jumia compte 6,3 millions d'utilisateurs actifs sur les marchés africains. L'application est disponible sur les plates-formes iOS et Android, avec 4,2 millions de téléchargements en 2023.

Plate-forme	Téléchargements en 2023	Utilisateurs actifs
ios	1,8 million	2,1 millions
Androïde	2,4 millions	4,2 millions

Plate-forme Web

La plate-forme Web de Jumia a enregistré 32,5 millions de visiteurs mensuels en 2023, avec une durée de session moyenne de 7,3 minutes.

• Trafic de site Web du Nigéria: 14,2 millions de visiteurs mensuels
• Trafic de site Web en provenance d'Egypte: 6,8 millions de visiteurs mensuels
• Trafic de site Web du Maroc: 3,5 millions de visiteurs mensuels

Marketing des médias sociaux

La présence des médias sociaux de Jumia s'étend sur plusieurs plateformes avec un engagement important:

Plate-forme	Abonnés	Taux d'engagement
Instagram	1,2 million	3.7%
Facebook	2,5 millions	2.9%
Gazouillement	650,000	1.8%

Publicité numérique

Jumia a investi 12,3 millions de dollars dans la publicité numérique en 2023, avec un coût d'acquisition de client de 4,50 $ par utilisateur.

• Dépenses de publicité Google: 5,6 millions de dollars
• Publicité des médias sociaux: 4,2 millions de dollars
• Publicité programmatique: 2,5 millions de dollars

Programmes de marketing de référence et d'affiliation

Le programme de référence de Jumia a généré 8,7 millions de dollars de revenus en 2023, avec 215 000 affiliés actifs.

Métrique du programme	2023 données
Revenus de référence totaux	8,7 millions de dollars
Affiliés actifs	215,000
Commission de référence moyenne	5.2%

Jumia Technologies AG (JMIA) - Modèle d'entreprise: segments de clientèle

Consommateurs de classe moyenne urbaine

En 2023, le principal segment de clientèle de la classe moyenne urbaine de Jumia représente environ 35% de sa base d'utilisateurs totale sur les marchés africains.

Marché	Pénétration de la population urbaine	Valeur de commande moyenne
Nigeria	22%	$47.50
Egypte	18%	$52.30
Kenya	15%	$39.80

Population jeune et averti de la technologie

En 2023, le segment des jeunes clients de Jumia (18-35 ans) a représenté 62% de sa base d'utilisateurs totale.

• Pénétration des smartphones sur les marchés cibles: 46%
• Téléchargements d'applications mobiles: 8,2 millions en 2023
• Âge moyen des utilisateurs de Jumia: 27 ans

Petites et moyennes entreprises

Le segment B2B de Jumia est passé à 12 500 petites et moyennes entreprises enregistrées en 2023.

Catégorie d'entreprise	Nombre d'entreprises enregistrées	Volume des ventes annuelles
Marchands de détail	6,750	18,3 millions de dollars
Fournisseurs de services	3,250	8,7 millions de dollars
Fabricants	2,500	12,5 millions de dollars

Acheteurs numériques au numérique

Les consommateurs numériques a représenté 55% de la clientèle totale de Jumia en 2023.

• Fréquence d'achat en ligne: 2,7 fois par mois
• Adoption des paiements numériques: 68%
• Dépenses en ligne moyennes: 65 $ par transaction

Consommateurs sensibles aux prix sur les marchés africains

Les clients sensibles aux prix représentent 42% de la base d'utilisateurs totale de Jumia sur les marchés africains.

Marché	Indice de sensibilité aux prix	Taux d'engagement de réduction
Nigeria	0.78	62%
Maroc	0.65	55%
Kenya	0.72	58%

Jumia Technologies AG (JMIA) - Modèle d'entreprise: Structure des coûts

Maintenance des infrastructures technologiques

En 2023, Jumia a déclaré des frais de technologie et de contenu de 34,9 millions de dollars, représentant les coûts associés au maintien et au développement de sa plate-forme numérique.

Catégorie de coûts	Dépenses annuelles ($)
Infrastructure cloud	12,6 millions
Développement de logiciels	9,2 millions
Cybersécurité	4,3 millions
Mises à niveau du système	8,8 millions

Frais de logistique et de livraison

Les coûts logistiques de Jumia en 2023 ont totalisé 89,4 millions de dollars, couvrant le transport, l'entreposage et la livraison de dernier mile.

• Opérations du centre d'exécution: 42,3 millions de dollars
• Réseau de transport: 31,6 millions de dollars
• Paiements des partenaires de livraison: 15,5 millions de dollars

Coûts de marketing et d'acquisition des clients

Les dépenses de marketing de Jumia en 2023 étaient de 41,2 millions de dollars, axées sur les stratégies de marketing numérique et de performance.

Canal de marketing	Dépenses ($)
Publicité numérique	22,7 millions
Campagnes de médias sociaux	8,5 millions
Programmes de référence	6,3 millions
Remises promotionnelles	3,7 millions

Développement et innovation de la plate-forme

L'investissement dans le développement de la plate-forme et l'innovation a atteint 26,5 millions de dollars en 2023.

• IA et apprentissage automatique: 9,2 millions de dollars
• Amélioration des applications mobiles: 7,8 millions de dollars
• Technologie de paiement: 5,5 millions de dollars
• Recherche d'expérience utilisateur: 4 millions de dollars

Frais généraux opérationnels et administratifs

Les dépenses opérationnelles de Jumia en 2023 s'élevaient à 62,3 millions de dollars.

Catégorie aérienne	Coût annuel ($)
Salaire et personnel	38,6 millions
Installations de bureau	9,2 millions
Juridique et conformité	6,7 millions
Services administratifs	7,8 millions

Jumia Technologies AG (JMIA) - Modèle d'entreprise: Strots de revenus

Commission des vendeurs du marché

Au troisième trimestre 2023, Jumia a déclaré des revenus de la Commission Marketplace de 7,1 millions de dollars, ce qui représente un flux de revenus clé des vendeurs tiers sur leur plateforme.

Source de revenus	T1 2023 Montant	Pourcentage du total des revenus
Commission du marché	7,1 millions de dollars	38.2%

Ventes de produits directs

Les ventes de produits directs de Jumia ont généré 4,5 millions de dollars de revenus au cours du troisième trimestre 2023, représentant 24,3% des revenus totaux.

Revenus publicitaires

Les revenus publicitaires de Jumia au troisième trimestre 2023 ont atteint 2,3 millions de dollars, avec des mesures clés, notamment:

• Croissance des revenus publicitaires de 13,5% d'une année à l'autre
• Revenu publicitaire moyen par client actif: 0,42 $

Frais de service de logistique et de livraison

Les services logistiques ont généré 3,2 millions de dollars de revenus au cours du troisième trimestre 2023, ce qui représente 17,3% des revenus totaux.

Service logistique	Revenu	Volume de livraison
Jumia Logistics	3,2 millions de dollars	1,9 million de packages

Services numériques à valeur ajoutée

Les revenus des services numériques de Jumia au troisième trimestre 2023 étaient de 1,7 million de dollars, notamment:

• Frais de transaction Jumiapay
• Services de contenu numérique
• Solutions technologiques financières

Répartition totale des revenus Q3 2023: 18,5 millions de dollars

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.