Jumia Nigeria has launched an aggressive retail strategy to make online shopping a daily habit for millions of Nigerians, signalling a decisive shift from survival-driven resilience to expansion and digital acceleration. The e-commerce platform aims to become a trusted, routine retail destination, leveraging its “Just Jumia It” campaign. According to Temidayo Ojo, the Chief Executive Officer of Jumia Nigeria, the company is seeing confidence return, and confidence translates into spending, and more importantly, it translates into habit.

The strategy focuses on accessibility, infrastructure expansion, and customer-centric innovation, with investments in fulfilment centres, last-mile delivery networks, and digital tools. Jumia recorded strong year-on-year growth in Gross Merchandise Value (GMV) and order volumes, reflecting rising adoption across the country. The company plans to expand its community-based sales networks to connect digital commerce with offline consumers, particularly in underserved areas, improving pricing transparency and delivery speed, and deepening national reach and unlocking economic opportunities for SMEs and logistics partners. Jumia’s locally grounded strategy is reinforced by governance standards from its parent company, Jumia Technologies AG, ensuring global alignment while maintaining local relevance.