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E-Commerce for All: Jumia’s Role in Bridging the Digital Divide

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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.

Jumia

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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

E-Business

Identy.io, US Firm Eyes 1Bn Biometric Verification Transactions in Nigeria

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Identy.io, a United States-based cybersecurity and mobile biometric authentication company, has announced plans to process one billion biometric identity verification transactions in Nigeria within the next few years as digital banking adoption continues to expand across the country.

Identy.io, US Firm Eyes 1Bn Biometric Verification Transactions in Nigeria

The company said increasing demand for secure digital identity systems within the banking, telecommunications, and public sectors is creating fresh opportunities for biometric authentication solutions, especially as financial institutions strengthen compliance and anti-fraud measures.

Speaking at an executive roundtable on mobile biometric innovation in Lagos, Jesus Aragon, chief executive officer, Identy.io, said Nigeria’s fast-growing digital financial services sector requires more reliable and scalable identity verification technology to support customer onboarding and transaction security.

He explained that the company’s mobile biometric solution enables users to verify their identities directly from their smartphones without depending on physical scanners, external devices, or centralized processing infrastructure.

The technology supports fingerprint and facial verification while functioning effectively in areas with limited internet connectivity.

According to Aragon, the platform is designed to integrate with Nigeria’s Bank Verification Number (BVN) system and the Nigeria Inter-Bank Settlement System (NIBSS), allowing financial institutions to carry out secure remote identity authentication.

He stated that the company’s technology includes liveness detection and deepfake identification features capable of detecting fake fingerprints, manipulated images, masks, and other fraudulent identity attempts during digital onboarding processes.

The Identy.io boss added that the company’s offline verification capability distinguishes it from several existing solutions in the market, noting that biometric authentication can be completed entirely on users’ mobile devices without constant internet access.

He further disclosed that biometric information captured during authentication remains on the user’s device instead of being transferred to external servers or centralized databases, reducing exposure to data breaches and cyberattacks.

Industry stakeholders at the roundtable also discussed the increasing pressure on Nigerian banks to improve customer verification processes following stricter regulatory directives by the Central Bank of Nigeria on Know Your Customer (KYC) compliance and fraud prevention.

Participants noted that agency banking operations in rural and low-connectivity locations continue to face security and onboarding challenges, creating demand for stronger and more flexible authentication systems.

Aragon maintained that biometric authentication could significantly reduce fraud associated with passwords and one-time passwords (OTPs), stressing that biometrics provide stronger identity assurance for financial transactions.

The company also confirmed that it has expanded its footprint across Africa, Latin America, and the United States, with operational presence already established in Nigeria and Kenya.

Aragon expressed confidence that Nigeria’s banking and telecom industries would generate massive biometric verification volumes in the coming years as financial inclusion and digital payment systems continue to deepen nationwide.


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TD Africa, HPE Drive Conversations on the Future of Intelligent Networking

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TD Africa, in collaboration with Hewlett Packard Enterprise (HPE) Operated by Selectium, hosted a high-level partner engagement event on May 14, 2026, focused on emerging trends shaping the future of enterprise networking and infrastructure transformation.

TD Africa, HPE Drive Conversations on the Future of Intelligent Networking

TD Africa

The engagement brought together key partners to explore how organisations can build smarter, faster, and more secure network infrastructures capable of supporting today’s rapidly evolving digital economy. Central to the discussions was the growing relevance of WiFi 7 and the shift from traditional networking models to intelligent, AI-driven infrastructure ecosystems.

As businesses continue to accelerate digital transformation, conversations at the event centred on a critical question: Is your infrastructure ready for the speed of transformation? From edge-to-cloud connectivity and IoT integration to AI-enabled networking and advanced security frameworks, the session highlighted the increasing demand for agile, scalable, and resilient enterprise solutions.

Speaking at the event, Dr. Ifee Kojo, Country Manager, HPE Operated by Selectium, highlighted HPE’s commitment to helping organisations modernise their infrastructure and navigate the future of connectivity. “HPE is driving transformation across the entire technology ecosystem, from the data centre to the edge, from IoT to AI-powered connectivity.

“Our focus is on helping businesses strengthen security, improve scalability, and build intelligent infrastructures that support innovation and growth.

“Through our strong partner TD Africa, we can extend these solutions more effectively into the market, ensuring organisations have access to the right technologies needed to compete and thrive in a rapidly evolving digital world,” she said.

Also speaking, Chioma Chimere, Coordinating Managing Director at TD Africa, emphasised the importance of future-ready networking in enabling business resilience and long-term digital growth. “Networking today is no longer just about connectivity; it has become the backbone of enterprise transformation.

“As organisations embrace AI, cloud environments, remote operations, and data-driven systems, the need for secure, intelligent, and scalable infrastructure becomes even more critical.

“TD Africa is committed to ensuring our partners are equipped with the right technologies, insights, and support needed to navigate this shift successfully.

“Our collaboration with HPE reflects our shared commitment to helping businesses modernise confidently and prepare for the future of digital innovation,” she stated.

Through strategic collaborations with global Original Equipment Manufacturers (OEMs) like HPE, TD Africa continues to strengthen its position as a key distributor of enterprise and networking solutions across Africa, enabling partners and organisations to access cutting-edge technologies backed by technical expertise, market reach, and ecosystem support.


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Jumia Nigeria Records Strong Q1 2026 Growth as Technology-Led Strategy Drives Market Expansion

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Jumia has announced strong first-quarter 2026 performance results, with Nigeria emerging as one of the company’s standout growth markets across Africa, reinforcing the country’s position as a critical driver of the company’s long-term expansion strategy.

According to the company’s Q1 2026 financial results released May 7th, 2026, Nigeria recorded a 42% year-on-year increase in physical goods Gross Merchandise Value (GMV), making it one of Jumia’s strongest-performing markets during the period.

Commenting on the performance, Temidayo Ojo, CEO of Jumia Nigeria, said, “Nigeria continues to demonstrate the strength and resilience of its digital commerce ecosystem. The growth we recorded in Q1 reflects increasing consumer confidence, stronger engagement across our platform, and our continued investment in technology, logistics, and customer experience.”

“We are seeing more Nigerians embrace e-commerce not just for convenience, but as a trusted part of everyday life. Our focus remains on building a platform that is more accessible, more reliable, and more relevant to the evolving needs of Nigerian consumers and sellers,” Ojo further mentioned.

The company attributed its broader growth trajectory to disciplined execution, operational efficiency, and increased deployment of technology and AI-driven systems across its operations.

According to the report, Jumia leveraged artificial intelligence and automation across operations, finance, customer support, cybersecurity, seller management, logistics, and technology teams to improve service quality while reducing operational costs company-wide.

The company also noted that technology and content expenses declined year-on-year due to ongoing headcount optimisation and savings from renegotiated technology contracts, while operational leverage continued to improve. They further highlighted increased use of AI tools among its technology teams, alongside automation in call centres and operational systems, as part of efforts to scale sustainably while improving efficiency across African markets.

Across the platform, Jumia reported significant gains in customer retention and marketplace engagement. Quarterly Active Customers reached 2.5 million, while physical goods orders climbed to 5.9 million in Q1 2026.

The company also expanded usage beyond major urban centres, with 62% of total orders now coming from secondary cities and upcountry regions, emphasising the growing reach of digital commerce across Africa.

Despite global economic pressures, including rising memory chip and CPU prices and supply chain disruptions linked to ongoing Middle East conflicts, the company reaffirmed its path toward profitability. Jumia stated that it remains on track to achieve Adjusted EBITDA breakeven and positive cash flow in Q4 2026, with full-year profitability targeted for 2027.


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