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Jumia’s Seed and Growth of Today’s Entrepreneurs

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By Ayomide Oriade

Decades after the internet and its accompanying digital offerings redefined world information dissemination, business operation and transaction model, the comfort and ease of online shopping was on the exclusive list of Nigerians who have the privilege of visiting clime where Amazon, Ebay and the likes run their services. To other Nigerians, it was a figment of imagination.

Africa was a huge market up for the taking, but venturing into an uncharted territory always comes with severe threats and jeopardy.

So when Jumia came with the idea of replicating the online shopping experience on the continent of Africa in 2012, many saw it as a wild goose chase. Who dares run ecommerce services on a continent with less than 5% internet penetration? Jumia has since proven to be the answer.

Nine years on, the seed planted by Jumia has since given rise to a league of sophisticated African digital consumers, as well as a league of digital market entrepreneurs.

Since the launching of the online shopping experience, e-commerce is increasingly disrupting the retail industry in Sub-Saharan Africa. Konga, Payporte, Jiji, Kusnap and several other players, have since invested in the sector and are treating customers to e-tailing experience.

The United Nations Conference on Trade and Development (UNCTAD) reported that the number of online shoppers in Africa surged annually by 18% since 2014.

The pillars needed for e-commerce are also beginning to fall in place. The International Telecommunication Union statistics revealed that the share of the population using the Internet increased from 2.1% in 2005 to 24.4% in 2018.

The ripple impact of this on SMEs has been enormous. Today, thousands of businesses thrive on online exposure and sales. In its nine years in Nigeria, Jumia being at the forefront of the market, has connected over 11,000 SMEs and brands to millions of consumers in Nigeria.

The company’s sales campaigns have become a major window for brands and sellers to reach wider audiences and experience record sales figures. For instance, Black Friday powered by e-commerce brands in Nigeria has a track record of being an assembly of brands and products.

In 2018, there were more than 10,000 small businesses on the Jumia platform for Black Friday. In 2019 this figure increased to more than 12,000 with over 10 million products on sale. More than 41,500 sellers participated in the 2020 edition and there were also commensurate figures of sales partnering brands, as top 20 sellers registered 141% growth in items sold.

Among the greatest beneficiaries of e-commerce on the continent is the fashion industry. Due to the borderless nature of online marketplace, several fashion entrepreneurs are emerging in Nigeria and Africa by the day, and are leveraging e-commerce platforms  to project their products to a global audience. A cursory look shows that the Nigerian fashion industry has produced notable entrepreneurs who have leveraged online sales platforms to grow multi-million Naira businesses in the last nine years.

Thanks to e-commerce, African fashion industry is beginning to optimize its potential. According to Euromonitor, Sub-Saharan Africa’s clothing and footwear market is worth $31bn.

“The growth has prompted the expansion of foreign and local brands into the African clothing market. Companies are fulfilling increasing orders from the African diaspora, particularly in Europe and America, while sales of Ankara gowns and African print dresses are also popular among non-African consumers. This has led to the creation of African-based e-fashion platforms,” the report said.

Just like in developed economies, e-commerce has rubbed off positively on logistics in Nigeria, creating a win-win situation for investors in the sector and businesses alike.

For instance, Jumia’s investment in the logistics sector has boosted hundreds of independent logistics companies by incorporating them into the Jumia logistics network.

The impact of this on SMEs is obvious. During the last Black Friday window, Jumia Logistics handled 4.8 million packages. To further extend its impact on SMEs, the company opened its logistics network to businesses outside its marketplace.

During the pilot conducted in 2020, Jumia shipped almost half a million packages on behalf of more than 270 clients including large corporations such as banks, FMCG companies, mobile network operators as well as SMEs from a broad range of industries.

E-commerce activities have also created thousands of direct and indirect employment opportunities. An instance of this is JForce initiative, a nationwide network of sales consultants with a profit-sharing scheme in which the agent, who is also a Jumia consumer, earns a certain percentage as commission for successful orders placed for self or for others on Jumia’s retail chains.

JForce has continued to serve as a source of income for thousands of Nigerian youth with basic online shopping skills, especially in rural communities. With over 5000 employees, Jumia and other ecommerce businesses are expected to generate over three million jobs in Africa by 2025.

Also key in its contribution is the huge empowerment tool e-commerce has become for the female gender. A report released by the PricewaterhouseCoopers (PwC) showed that women accounted for 41% ownership of micro businesses in Nigeria.

With apt knowledge of this crucial role of women in the SME subsector, Jumia has been empowering many women-owned businesses through various empowerment initiatives. The brand has been serving as a facilitator and enabler for women, especially fashion entrepreneurs. To achieve this, Jumia connects fashion entrepreneurs with acquisition managers who work with them to launch their fashion brands on Jumia platform, which is regarded as the foremost online fashion destination in Nigeria.

The Africa e-commerce unicorn is known for her partnership with Facebook for female owned SMEs by offering them a free master class on business growth accelerators, effective customer engagement strategy, and how to advertise their businesses and ultimately grow their businesses.

In addition to the brand’s initiative to bridge the unemployment gap, Jumia launched its ‘Women & Youth Empowerment’ pilot programme in Yaba, Lagos in June 2019. The programme is aimed at providing training and support to young women who are looking to expand their sources of income and also empower women through e-commerce.

Though e-commerce is still at its nascent stage in Nigeria and Africa with 1% penetration rate, it is already having a huge impact on entrepreneurs and businesses. It is thus safe to say that Nine years ago, Jumia planted the seed of growth for entrepreneurs and today, the seed is producing many crops.

Ayomide, a Public Relations Executive, writes from Lagos


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E-Business

Study Reveals Majority of IT Professionals Show Openness to Cyber Immunity

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The cybersecurity landscape is evolving rapidly, with organisations seeking more robust ways to protect their digital assets. A recent global study conducted by Kaspersky reveals a growing shift toward proactive security strategies, particularly the adoption of Secure by Design development and Cyber Immunity – an innovative approach that embeds resilience directly into system architecture.

The study highlights that 90% of cybersecurity professionals surveyed in the Middle East, Turkiye and Africa (META) region are familiar with Secure by Design development. This methodology integrates security into the very fabric of a system from its inception, rather than treating it as an afterthought.

Such an approach is already employed in high-stakes industries like aerospace, where security cannot be bolted on later – it must be intrinsic. Despite its advantages, however, adoption has been slow due to challenges related to standardisation and cost.

Cyber Immunity is the next frontier in cybersecurity

Building on Secure by Design principles, Cyber Immunity takes cybersecurity a step further by creating systems that inherently resist attacks without the need for constant patching or additional security layers. The study reveals that most experts are familiar with Cyber Immunity but interpret it differently.

When asked what they associate with the term, 64% of respondents in the META region linked it to Secure by Design systems that remain resilient under attack, while 56% viewed it as a combination of technology and policy measures that block cybercriminal access. Another 48% connected it to highly skilled cybersecurity teams, indicating that while awareness is high, a unified understanding is still developing.

The growing demand for proactive security

One of the most striking findings is the optimism surrounding inherently secure systems. Over half of respondents in the META region (63%) believe it is already possible or definitely achievable to design systems capable of withstanding cyberattacks without relying on additional security solutions.

Another 32% think it might be possible, reflecting openness to this idea despite some uncertainty. This shift in mindset aligns with a broader industry trend: traditional reactive security measures are no longer sufficient.

With AI-powered threats and increasingly sophisticated attacks, organisations need solutions that do more than just detect breaches—they must prevent them by design.

Integrating Cyber Immunity into security strategies

The study emphasises that resilience, expertise, and flexibility will define the next generation of cybersecurity. While Secure by Design provides the methodology, Cyber Immunity represents the ultimate goal—systems so robust that they minimise reliance on external defences.

“For companies looking ahead, Cyber Immunity offers more than just protection — it brings clear business benefits. When systems are built to be secure from the ground up, there’s less need for constant updates, patches, and extra security tools. That means fewer costs, less strain on IT teams, and stronger, more reliable protection over time,” said Dmitry Lukiyan, Head of KasperskyOS Business Unit.

Most importantly in today’s threat landscape, Cyber Immunity offers robust protection against next-generation challenges — including AI-driven attacks capable of outmaneuvering traditional security measures.

When security becomes an intrinsic property of system architecture rather than an external addition, businesses gain more than just protection—they secure a competitive market advantage.

This proactive approach future-proofs critical infrastructure, enabling organisations to operate confidently even as threats evolve. It transforms cybersecurity from a defensive necessity into a strategic differentiator that accelerates digital transformation while mitigating risk.

As the cybersecurity environment becomes more complex, Cyber Immunity is emerging as a vital strategy. Organisations that adopt it now will not only enhance their protection but also position themselves ahead of the curve in an increasingly volatile digital world.

 


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E-Business

Konga launches Jara sales with 25% discount on Starlink kits, free delivery

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Konga, Nigeria’s leading composite e-commerce platform, has launched its inaugural 2026 shopping campaign, Konga Jara, offering 25 per cent discount on Starlink internet kits alongside free nationwide delivery.

Konga launches Jara sales with 25% discount on Starlink kits, free delivery

Konga

The campaign, drawing from the Nigerian concept of “jara” — the extra value traders add to purchases — aims to deliver exceptional deals across categories, helping shoppers turn new year aspirations into reality through affordable technology and value-driven shopping.

To qualify for the Starlink discount, customers must purchase kits on Konga.com, activate them at starlink.com/activate, and email activation details to [email protected] for verification against Starlink’s records. Discounts are subject to terms and conditions.

Konga said spotlighting Starlink underscores reliable internet’s role in Nigeria’s digital economy, supporting work, learning, entrepreneurship and communication for households and businesses.

Mr Onochie Melvin, Head of Commercial Planning at Konga, said: “We listened carefully to what Nigerians said they needed to truly kickstart 2026 on the right footing. Reliable internet connectivity emerged as the foundation upon which other aspirations depend.”

He added: “Students need it for online learning, entrepreneurs need it to scale digital businesses, and professionals rely on it for remote work. This Starlink offer is not just about selling products; it is about removing barriers that prevent Nigerians from fully participating in the digital economy.”

Beyond connectivity, Konga Jara provides genuine products from original equipment manufacturers (OEMs) with transparent pricing, warranties and authenticity guarantees.

As a composite e-commerce ecosystem, Konga integrates shopping, payments and logistics for seamless nationwide access, with exclusive deals shared via its social media channels throughout the campaign.

Shoppers can explore offers at www.konga.com and follow Konga’s official pages for updates across the Konga Group.


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E-Business

Firm Identifies Global Scam Activity Linked to the Release of Avatar 3

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The premiere of Avatar 3 has taken place in several countries and has been accompanied by a noticeable increase in online interest. Amid the heightened attention surrounding the release, Kaspersky experts identified an increase in cyber-scam campaigns that exploit the movie’s launch and users’ desire to watch it online. The fraudulent websites target users across multiple regions, indicating attempts by attackers to reach a global audience.

The scam operates as follows: cybercriminals create suspicious websites that offer online access to the Avatar 3 movie. Attackers place particular emphasis on localisation, publishing the sites in multiple languages to attract users from different countries. However, the translations are often poorly executed and contain grammatical errors and inconsistencies, which may serve as indicators of fraudulent activity.

When users attempt to start the video, they are presented with a fake media player and prompted to register in order to obtain “full” or “unlimited” access to the film. As part of the registration process, users are asked to provide personal information, including an email address and mobile phone number.

At later stages, scammers may request additional data, including payment details, under the guise of activating a “free trial.” This creates risks of credential compromise, particularly if users reuse passwords across multiple services, and may also lead to financial losses.

“Cybercriminals consistently exploit major movie premieres to capture users’ attention and increase the effectiveness of their schemes. We advise accessing films only through official platforms and exercising caution when encountering websites that request personal or payment information. It is also important to use reliable security solutions to protect all devices, including mobiles,” comments Olga Altukhova, Senior web content analyst at Kaspersky.

 


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