E-Business
E-Commerce for All: Jumia’s Role in Bridging the Digital Divide
E-commerce today has become as pervasive as universal languages and global trends. Yet, as far-reaching as this commercial phenomenon is, there remains a segment of society that has not experienced the thrill of shopping virtually and fast home delivery services. This segment is largely situated in rural communities, locations that are not yet immersed in the global digital economy.
While inhabitants of these rural communities are still largely underserved when it comes to e-commerce, Jumia — Africa’s leading online marketplace — has been making inroads into these regions, taking e-commerce and its advantages to the doorsteps of people who were previously overlooked.
Localising E-commerce
The digital divide refers to the gap between those who have access to modern information and communication technologies, particularly the internet, and those who do not. It’s a divide that extends beyond mere connectivity; it encompasses disparities in digital literacy, access to devices, and opportunities for economic participation. While the world has witnessed exponential growth in internet penetration, vast segments of the population, particularly in emerging economies, remain excluded from the digital revolution. The digital economy offers a plethora of opportunities, from e-commerce to remote work, providing individuals with the means to participate in the global marketplace. By enabling access to digital platforms, economies can thrive, creating a more equitable distribution of wealth.
In 2o23, Jumia released its “E-commerce in Rural Areas” report — a document that details Jumia’s efforts in making e-commerce easily accessible to everyone, regardless of geographical location and purchasing power. According to this report, one tactic Jumia leverages so effectively is one most Nigerians have experienced at some point — grassroots activations or in Jumia terminologies, the JForce.
Launched in 2016, JForce is a network of over 40,000 independent sales consultants that help thousands of Nigerians in rural communities surmount the digital divide. Through the Force, Jumia leverages a communal, offline marketing approach that enables individuals without access to the internet to access Jumia’s sprawling catalogue of products.
Eliminating Logistic Barriers
Supplying the other half of the e-commerce equation, Jumia also established pick-up stations and forged partnerships to surmount logistic challenges to rural communities. More specifically, the online marketplace brand set up 250+ pick-up stations and established alliances with several third-party logistic partners to facilitate product delivery to secondary cities and rural areas.
The strategic placement of pick-up stations across various towns ensures that inhabitants of even the most remote corners of Nigeria are not relegated. This initiative has been a viable pathway to help rural communities overcome geographical limitations and tap into the global economy, effectively enriching these communities.
Investing in the Local Economy
Further underscoring Jumia’s drive for accessibility and inclusivity, Jumia has invested in training local entrepreneurs as agents to bolster their income through its commission structure. Through this tactic, the company has created many jobs and business opportunities for rural entrepreneurs, fostering economic growth within these communities. As a testament to the impact of this strategy, Jumia has thousands of individuals signed up as JForce agents in these regions that were once cut off from global commerce — bolstering both the economic powers of denizens and the targeted communities as a whole.
According to the “E-commerce in Rural Areas” report, Jumia’s efforts at bridging the existing digital divide have been felt not only by rural entrepreneurs but also by families. The report reveals that about half of orders made on the Jumia marketplace platform, and delivered through its impressive network of pick-up stations and logistic services, are bound for either rural areas or secondary cities (23% rural areas, 22% secondary cities in 2023). Families in these regions are taking advantage of Jumia’s extensive catalogue of over 50 million products and on-ground agents, saving themselves time and money while ordering essential items either directly to their doorsteps or nearby pick-up stations.
Jumia’s strategies have undoubtedly had a far-reaching impact. Since launching its aggressive crusade to take e-commerce to underserved communities, people who had limited to no digital literacy have had opportunities to participate in the global digital ecosystem. Now, more individuals can learn and harness skills such as online shopping, online payments, and navigating e-commerce platforms that have proven not only useful for personal interests but also for increasing their incomes and purchasing power. By promoting digital inclusion and literacy, Jumia helps bridge the digital divide and enables communities to fully participate in the benefits of the digital age.
Nigeria’s data protection industry has grown into a N16.3 billion ecosystem within three years of formal regulation, according to the Nigeria Data Protection Commission (NDPC).
Olufemi Ibitayo, head of Finance Management and Control, NDPC, announced the milestone at the Regional Data Governance Exchange in Nairobi, Kenya, where he represented Dr Vincent Olatunji, national commissioner and chief executive officer, NDPC.
Presenting Nigeria’s progress, Ibitayo said the country’s strong regulatory framework and the establishment of an independent data protection authority have strengthened confidence in the digital economy and enhanced Nigeria’s reputation as a destination for foreign investment.
The Regional Data Governance Exchange, organised by the Data Governance in Africa Initiative and hosted by the Office of the Data Protection Commissioner in Nairobi, brought together African data protection authorities to strengthen institutional capacity, deepen collaboration and promote peer learning on data governance. Photo: NDPC
He said the Commission’s “Compliance First, Not Punishment” approach encourages organisations to meet their obligations through dialogue and voluntary compliance, while ensuring effective regulatory oversight.
Ibitayo added that the NDPC is developing regulatory technology solutions, a regulatory sandbox and a data privacy innovation laboratory to further strengthen Nigeria’s data governance ecosystem and support future growth.
United Nations Commission on International Trade Law (UNCITRAL)
The ongoing UNCITRAL session has brought together delegates from Nigeria, Australia, China, Ghana, France, the United States and other member states to develop harmonised legal frameworks aimed at facilitating secure, trusted and efficient cross-border digital commerce. Photo: NDPC
Meanwhile, Olatunji reaffirmed Nigeria’s commitment to global data governance during a meeting with Nigeria’s Permanent Representative to the United Nations, Ambassador Jimoh Ibrahim.
He made the remark on the sidelines of the ongoing United Nations Commission on International Trade Law (UNCITRAL), where Nigeria is participating alongside delegates from several member states to advance harmonised legal frameworks for secure and trusted cross-border digital commerce.
The NDPC boss highlighted the Commission’s achievements since its establishment, noting that strategic institutional reforms have positioned Nigeria as a leading voice in the global data protection ecosystem.
He said the country’s data protection framework has continued to earn international recognition, adding that the Commission remains committed to promoting trusted data governance as a driver of digital transformation, economic growth, innovation and sustainable development in line with the Renewed Hope Agenda of President Bola Ahmed Tinubu.
During the meeting, Ambassador Ibrahim commended the Commission’s progress since the enactment of the Nigeria Data Protection Act 2023 and called for the establishment of a comprehensive national data bank to support evidence-based policymaking, research and national development.
National Identity Management Commission (NIMC) has said thet more than 136 million Nigerians and legal residents have been enrolled in the National Identity Database (NIDB).
In a statement on Tuesday, Kayode Adegoke, head of corporate communications, NIMC, said Abisoye Coker-Odusote, chief executive officer (CEO) of the commission, announced the milestone during a courtesy visit to the ministry of budget and economic planning.
In April 2025, NIMC said over 117.36 million Nigerians had been enrolled as of February 28, 2025.
The visit was part of the commission’s ongoing stakeholder engagements with ministries, departments and agencies (MDAs) on the implementation of the NIMC Act 2026.
Presenting the new Act, Coker-Odusote said the legislation repeals and replaces the 2007 NIMC Act, modernising Nigeria’s digital identity ecosystem by positioning the national identification number (NIN) as the country’s foundational identity under the “one person, one identity” policy.
She said the law also establishes NIMC as the root certificate authority for the national digital infrastructure and introduces stronger data protection and cybersecurity measures, as well as digital credentials.
“The Federal Government remains committed to enrolling and issuing NINs to all Nigerians and legal residents within the shortest possible time,” Coker-Odusote said.
She added that NIMC is ready to collaborate with the ministry of budget and economic planning to leverage the NIN for economic planning and national development initiatives.
Speaking during the visit, Abubakar Atiku Bagudu, the minister of budget and economic planning, reaffirmed the federal government’s commitment to the implementation of the NIMC Act 2026.
Bagudu described the legislation as “a transformative milestone” that would strengthen Nigeria’s digital identity ecosystem and accelerate national planning and development.
He commended the NIMC director-general and the commission’s leadership for their efforts in securing the passage of the legislation, noting that it provides “a solid legal foundation for a trusted, secure, and inclusive national identity management system”.
The minister, however, said the true measure of the Act’s success would lie in its implementation and the benefits it delivers to Nigerians.
“The true measure of the Act’s success will lie in its effective implementation and the tangible benefits delivered to citizens,” he said.
Bagudu also called for stronger collaboration across the federal, state and local governments to build public confidence in the national identity system and eliminate the duplication of identity databases across government institutions.
He said the NIN should serve as Nigeria’s single, universally accepted identity standard, supporting efficient service delivery and good governance.
On June 26, President Bola Tinubu signed the NIMC Act 2026 into law, repealing the commission’s 2007 establishing Act.
At the time, Olubunmi Tunji-Ojo, minister of interior, said the legislation would strengthen Nigeria’s legal framework for digital identity management, cybersecurity and secure digital authentication, while reinforcing the NIN as the country’s foundational identity credential under the “one person, one identity” principle.
Plateau State Public Complaints Commission (PCC), an agency of the state established to investigate complaints of abuse of office, administrative injustice and other forms of official misconduct is allegedly collecting personal information from members of the public through its website with no privacy policy.
According to investigation by Foundation for Investigative Journalism (FIJ), PCC is falling short of a key transparency requirement under Nigeria’s data protection laws.
FIJ found on Tuesday that PCC collects personal information from members of the public through its website despite providing no privacy policy explaining how that information is collected, processed, stored or protected.
The commission serves as the state’s ombudsman, receiving complaints free of charge against public institutions and private organisations on issues including wrongful dismissal, victimisation and administrative negligence.
Yet, while its online complaint portal requests personal information such as names, phone numbers, email addresses, subject lines and complaint details, visitors are given no privacy notice explaining what becomes of that information after it is submitted.
The omission means visitors are not told why their information is being collected, how long it will be retained, the legal basis for processing it or the rights available to them as data subjects.
WHAT IS THE POSITION OF THE LAW?
The guidelines issued by the National Information Technology Development Agency (NITDA) are explicit: every government website is required to have a privacy policy.
Section 10.4 (i, ii) of the NITDA guidelines mandates all government websites to exercise diligence when collecting personal details or information about visitors on their websites.
The requirement is intended to ensure transparency and accountability in the handling of personal information, allowing visitors to understand why their data is collected, how it will be used and the safeguards in place to protect it.
Similarly, the Nigeria Data Protection Act (NDPA) 2023 requires data controllers to provide privacy notices to individuals before, or at the point of, collecting their personal information.
Such notices are expected to disclose, among other things, the purpose for collecting the data, the legal basis for processing it, the period for which it will be retained and the rights available to data subjects.
Section 27 of the NDPA states:
(1) Before a data controller collects personal data directly from a data subject, the data controller shall inform the data subject of the – (a) identity, residence or place of business of, and means of communication with the data controller and its representatives, where necessary;
(b) specific lawful basis of processing under section 25(1) or 30(1) of this Act, and the purposes of the processing for which the personal data are intended;
(c) recipients or categories of recipients of the personal data, if any;
(d) existence of the rights of the data subject under Part VI;
(e) retention period for the personal data;
(f) right to lodge a complaint with the Commission in accordance with section 46 (1) of this Act; and
(g) existence of automated decision-making, including profiling, the significance and envisaged consequences of such processing for the data subject, and the right to object to and challenge such processing.
Without a privacy policy, visitors have no way of knowing the commission’s data-handling practices or the safeguards, if any, in place to protect the personal information they submit through the website.
At press time, the Plateau State Public Complaints Commission’s website had no privacy policy.
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