Jumia Technologies AG (JMIA): Modelo de negócios Canvas [Jan-2025 Atualizado]

No cenário dinâmico do comércio eletrônico africano, a Jumia Technologies AG (JMIA) surge como um mercado digital transformador, revolucionando como os consumidores e os negócios interagem online. Ao preencher engenhosamente a inovação tecnológica com a compreensão do mercado localizada, Jumia criou um modelo de negócios exclusivo que aborda os complexos desafios do comércio digital em mercados emergentes. Essa exploração do modelo de negócios de Jumia, Canvas, revela um plano estratégico que vai além das plataformas tradicionais de comércio eletrônico, oferecendo informações sobre como a empresa navega por desafios de engajamento tecnológico, logístico e do consumidor em todo o continente africano.

Jumia Technologies AG (JMIA) - Modelo de negócios: Parcerias -chave

Empresas de logística e entrega locais

A Jumia faz parceria com vários provedores de logística local nos mercados africanos:

País	Parceiro de logística	Volume anual de entrega
Nigéria	Logística de Gig	3,2 milhões de pacotes por ano
Egito	Aramex	1,8 milhão de pacotes por ano
Quênia	Sendy	1,1 milhão de pacotes por ano

Fornecedores de gateway de pagamento e plataformas de dinheiro móvel

As parcerias estratégicas de tecnologia financeira incluem:

• Stripe - Integração de processamento de pagamento
• Flutterwave - soluções de dinheiro móvel
• PayStack - Infraestrutura de pagamento digital

Tecnologia de comércio eletrônico e provedores de serviços em nuvem

Parcerias de infraestrutura de tecnologia:

Provedor	Tipo de serviço	Investimento anual
Amazon Web Services	Infraestrutura em nuvem	US $ 2,4 milhões
Google Cloud	Análise de dados	US $ 1,7 milhão

Marcas locais e internacionais para inventário de mercado

Marketplace Brand Partnerships:

• Samsung - Eletrônica
• Unilever - bens de consumo
• Nike - vestuário

Empresas de telecomunicações para integração de plataforma móvel

Mobile Platform Telecommunications Partnerships:

Provedor de telecomunicações	Mercado	Usuários móveis alcançaram
Grupo MTN	Nigéria, Gana, Camarões	58 milhões de usuários
Laranja	Egito, Costa do Marfim	42 milhões de usuários

Jumia Technologies AG (JMIA) - Modelo de negócios: Atividades -chave

Desenvolvimento e manutenção da plataforma de comércio eletrônico

Jumia investe em aprimoramento contínuo da plataforma com US $ 16,3 milhões gastos em desenvolvimento de tecnologia em 2022. A plataforma atende 11 países africanos com 8,3 milhões de consumidores ativos.

Métrica da plataforma	2022 dados
Visitas totais da plataforma	639 milhões
Downloads de aplicativos móveis	24,7 milhões
Investimento em tecnologia	US $ 16,3 milhões

Gerenciamento de mercado digital

Jumia gerencia um mercado digital diversificado com 102.000 vendedores ativos em toda a África em 2022.

• GMV total do mercado: US $ 1,1 bilhão
• Categorias de produtos: 14 categorias distintas
• Regiões de integração do vendedor: 11 países africanos

Logística e coordenação de entrega de última milha

A Jumia opera uma extensa infraestrutura logística com 12 armazéns e mais de 500 hubs de entrega na África.

Métrica de logística	2022 Performance
Pacotes enviados	22,4 milhões
Cobertura de rede de logística	600+ cidades
Eficiência de entrega	72% de taxa de entrega no tempo

Estratégias de aquisição e retenção de clientes

Jumia se concentra na aquisição agressiva de clientes com US $ 41,2 milhões gastos em marketing em 2022.

• Despesas de marketing: US $ 41,2 milhões
• Taxa de retenção de clientes: 38%
• Nova aquisição de clientes: 3,4 milhões em 2022

Inovação tecnológica e otimização da plataforma

Atualizações tecnológicas contínuas com investimentos dedicados a P&D de US $ 12,7 milhões em 2022.

Métrica de Inovação em Tecnologia	2022 dados
Investimento em P&D	US $ 12,7 milhões
Integração AI/ML	Algoritmos de recomendação
Tecnologia de pagamento	Carteira Digital Jumiapay

Jumia Technologies AG (JMIA) - Modelo de negócios: Recursos -chave

Infraestrutura de tecnologia do mercado digital

A infraestrutura tecnológica de Jumia em 2024 inclui:

• Plataforma baseada em nuvem hospedando mais de 250.000 vendedores ativos
• Pilha avançada de tecnologia de comércio eletrônico, apoiando 6 países na África
• Processamento do sistema de gerenciamento de inventário em tempo real 2,3 milhões de listagens de produtos

Métricas de infraestrutura de tecnologia	Dados quantitativos
Total de servidores de plataforma	48 servidores em nuvem dedicados
Investimento de tecnologia anual	US $ 12,4 milhões
Tempo de atividade da plataforma	99.87%

Aplicativo móvel e plataforma da web

Especificações da plataforma móvel:

• Downloads de aplicativos móveis: 5,2 milhões de usuários ativos
• Tráfego mensal da plataforma da web: 24,6 milhões de visitantes únicos
• Taxa de transação móvel: 73% do total de transações da plataforma

Extensa rede de logística e distribuição

Parâmetros de rede de logística	Detalhes quantitativos
Armazéns	12 centros de distribuição estrategicamente localizados
Cobertura de entrega	1.200 cidades em 6 países africanos
Investimento de logística anual	US $ 8,7 milhões

Forte reconhecimento de marca

• Valor da marca estimado em US $ 340 milhões
• Liderança de mercado em 6 países africanos
• A seguir nas mídias sociais: 2,1 milhões de seguidores

Tecnologia qualificada e força de trabalho operacional

Composição da força de trabalho	Dados quantitativos
Total de funcionários	1.850 funcionários em tempo integral
Tamanho da equipe de tecnologia	420 engenheiros de software
Experiência média dos funcionários	5,6 anos em comércio eletrônico

Jumia Technologies AG (JMIA) - Modelo de negócios: proposições de valor

Experiência conveniente de compra on -line para consumidores africanos

A partir do quarto trimestre de 2023, Jumia operava em 11 países africanos com 1,3 milhão de consumidores ativos. A plataforma processou 8,3 milhões de pedidos totais em 2023.

Métrica	2023 dados
Consumidores ativos	1,3 milhão
Pedidos totais	8,3 milhões
Países de operação	11

Ampla seleção de produtos em várias categorias

Jumia oferece mais de 4 milhões de listagens de produtos em categorias:

• Eletrônica: 35% da gama total de produtos
• Moda: 25% da gama total de produtos
• Lar & Aparelhos: 20% da gama total de produtos
• Mercearia: 10% da gama total de produtos
• Outras categorias: 10% da gama total de produtos

Preços acessíveis e ofertas competitivas de mercado

Valor médio da transação em 2023: $ 15,40. As taxas de comissão do Marketplace variam entre 7-15% por transação.

Métrica de precificação	2023 valor
Valor médio da transação	$15.40
Faixa da Comissão Marketplace	7-15%

Soluções localizadas de comércio eletrônico para mercados emergentes

A Jumia suporta 15 idiomas locais e oferece vários métodos de pagamento, incluindo dinheiro móvel, o que representa 45% do total de transações.

Opções de pagamento e entrega digitais sem costura

Penetração de pagamento digital: 65% do total de transações. A rede de entrega abrange 85% das áreas urbanas em países operacionais.

Entrega & Métrica de pagamento	2023 porcentagem
Transações de pagamento digital	65%
Cobertura da área urbana	85%

Jumia Technologies AG (JMIA) - Modelo de Negócios: Relacionamentos do Cliente

Plataformas digitais de autoatendimento

A Jumia opera uma plataforma abrangente de comércio eletrônico com 14,4 milhões de consumidores ativos no terceiro trimestre de 2023. A plataforma digital permite que os clientes:

• Navegue produtos em 6 categorias diferentes
• Compare preços
• Fazer compras online diretas

Suporte ao cliente através de vários canais digitais

Canal de suporte	Disponibilidade
Bate -papo ao vivo	24/7
Suporte por e -mail	Dentro de 24 horas
Suporte telefônico	Horário de negócios em 6 países africanos
Plataformas de mídia social	Vários canais, incluindo o WhatsApp, Facebook

Sistemas de recomendação personalizados

A Jumia utiliza algoritmos de recomendação orientados pela IA processando mais de 500.000 transações diárias para sugerir recomendações personalizadas de produtos.

Programas de fidelidade e campanhas promocionais

Jumia opera Jumia Prime Programa de fidelidade com os seguintes recursos:

• Frete grátis
• Descontos exclusivos
• Acesso antecipado às vendas

Interfaces móveis e web amigáveis

Plataforma	Usuários ativos mensais	Taxa de conversão
Aplicativo móvel	9,2 milhões	3.7%
Plataforma da Web	5,2 milhões	2.9%

Jumia Technologies AG (JMIA) - Modelo de Negócios: Canais

Aplicativo móvel

A partir do quarto trimestre de 2023, o aplicativo móvel de Jumia possui 6,3 milhões de usuários ativos nos mercados africanos. O aplicativo está disponível nas plataformas iOS e Android, com 4,2 milhões de downloads em 2023.

Plataforma	Downloads em 2023	Usuários ativos
iOS	1,8 milhão	2,1 milhões
Android	2,4 milhões	4,2 milhões

Plataforma da Web

A plataforma da Web de Jumia gravou 32,5 milhões de visitantes mensais em 2023, com uma duração média da sessão de 7,3 minutos.

• Tráfego do site da Nigéria: 14,2 milhões de visitantes mensais
• Tráfego do site do Egito: 6,8 milhões de visitantes mensais
• Tráfego do site do Marrocos: 3,5 milhões de visitantes mensais

Marketing de mídia social

A presença de mídia social de Jumia abrange várias plataformas com engajamento significativo:

Plataforma	Seguidores	Taxa de engajamento
Instagram	1,2 milhão	3.7%
Facebook	2,5 milhões	2.9%
Twitter	650,000	1.8%

Publicidade digital

A Jumia investiu US $ 12,3 milhões em publicidade digital em 2023, com um custo de aquisição de clientes de US $ 4,50 por usuário.

• Gastos do Google Ads: US $ 5,6 milhões
• Publicidade de mídia social: US $ 4,2 milhões
• Publicidade programática: US $ 2,5 milhões

Programas de marketing de referência e afiliados

O programa de referência de Jumia gerou US $ 8,7 milhões em receita em 2023, com 215.000 afiliados ativos.

Métrica do programa	2023 dados
Receita total de referência	US $ 8,7 milhões
Afiliados ativos	215,000
Comissão Média de Referência	5.2%

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

Consumidores de classe média urbana

A partir de 2023, o segmento de clientes da classe média urbana principal de Jumia representa aproximadamente 35% de sua base total de usuários nos mercados africanos.

Mercado	Penetração da população urbana	Valor médio do pedido
Nigéria	22%	$47.50
Egito	18%	$52.30
Quênia	15%	$39.80

População jovem e experiente em tecnologia

Em 2023, o segmento de jovens clientes da Jumia (18-35 anos) constituiu 62% de sua base de usuários total.

• Penetração de smartphone nos mercados -alvo: 46%
• Downloads de aplicativos móveis: 8,2 milhões em 2023
• Idade média dos usuários de Jumia: 27 anos

Pequenas e médias empresas

O segmento B2B de Jumia cresceu para 12.500 pequenas e médias empresas registradas em 2023.

Categoria corporativa	Número de empresas registradas	Volume anual de vendas
Comerciantes de varejo	6,750	US $ 18,3 milhões
Provedores de serviços	3,250	US $ 8,7 milhões
Fabricantes	2,500	US $ 12,5 milhões

Compradores digitais primeiro

Os consumidores digitais representaram 55% da base total de clientes da Jumia em 2023.

• Frequência de compras on -line: 2,7 vezes por mês
• Adoção de pagamento digital: 68%
• Gastos online médios: US $ 65 por transação

Consumidores sensíveis ao preço nos mercados africanos

Os clientes sensíveis ao preço representam 42% da base total de usuários da Jumia nos mercados africanos.

Mercado	Índice de Sensibilidade ao Preço	Taxa de engajamento com desconto
Nigéria	0.78	62%
Marrocos	0.65	55%
Quênia	0.72	58%

Jumia Technologies AG (JMIA) - Modelo de negócios: estrutura de custos

Manutenção de infraestrutura de tecnologia

Em 2023, Jumia relatou despesas de tecnologia e conteúdo de US $ 34,9 milhões, representando os custos associados à manutenção e desenvolvimento de sua plataforma digital.

Categoria de custo	Despesa anual ($)
Infraestrutura em nuvem	12,6 milhões
Desenvolvimento de software	9,2 milhões
Segurança cibernética	4,3 milhões
Atualizações do sistema	8,8 milhões

Despesas de logística e entrega

Os custos logísticos de Jumia em 2023 totalizaram US $ 89,4 milhões, cobrindo o transporte, o armazenamento e a entrega de última milha.

• Operações do centro de atendimento: US $ 42,3 milhões
• Rede de transporte: US $ 31,6 milhões
• Pagamentos do parceiro de entrega: US $ 15,5 milhões

Custos de marketing e aquisição de clientes

As despesas de marketing para Jumia em 2023 foram de US $ 41,2 milhões, com foco em estratégias de marketing digital e de desempenho.

Canal de marketing	Gastos ($)
Publicidade digital	22,7 milhões
Campanhas de mídia social	8,5 milhões
Programas de referência	6,3 milhões
Descontos promocionais	3,7 milhões

Desenvolvimento e inovação de plataforma

O investimento em desenvolvimento e inovação da plataforma atingiu US $ 26,5 milhões em 2023.

• AI e aprendizado de máquina: US $ 9,2 milhões
• Melhoramento de aplicativos móveis: US $ 7,8 milhões
• Tecnologia de pagamento: US $ 5,5 milhões
• Pesquisa de experiência do usuário: US $ 4 milhões

Overhead operacional e administrativo

As despesas operacionais para Jumia em 2023 totalizaram US $ 62,3 milhões.

Categoria de sobrecarga	Custo anual ($)
Salário e pessoal	38,6 milhões
Instalações de escritório	9,2 milhões
Legal e conformidade	6,7 milhões
Serviços administrativos	7,8 milhões

Jumia Technologies AG (JMIA) - Modelo de negócios: fluxos de receita

Comissão de vendedores de mercado

No terceiro trimestre de 2023, a Jumia registrou a receita da Comissão de Marketplace de US $ 7,1 milhões, representando um fluxo de renda chave de vendedores de terceiros em sua plataforma.

Fonte de receita	Quantidade de 2023 Q3 2023	Porcentagem da receita total
Comissão de Marketplace	US $ 7,1 milhões	38.2%

Vendas diretas de produtos

As vendas diretas de produtos da Jumia geraram US $ 4,5 milhões em receita durante o terceiro trimestre de 2023, representando 24,3% da receita total.

Receita de publicidade

A receita de publicidade para Jumia no terceiro trimestre de 2023 atingiu US $ 2,3 milhões, com as principais métricas, incluindo:

• Crescimento da receita de publicidade de 13,5% ano a ano
• Receita média de publicidade por cliente ativo: $ 0,42

Taxas de serviço de logística e entrega

Os serviços de logística geraram US $ 3,2 milhões em receita durante o terceiro trimestre de 2023, representando 17,3% da receita total.

Serviço de logística	Receita	Volume de entrega
Jumia Logistics	US $ 3,2 milhões	1,9 milhão de pacotes

Serviços digitais de valor agregado

A receita de serviços digitais de Jumia no terceiro trimestre de 2023 foi de US $ 1,7 milhão, incluindo:

• Taxas de transação Jumiapay
• Serviços de conteúdo digital
• Soluções de Tecnologia Financeira

Redução de receita total Q3 2023: $ 18,5 milhões

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.