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Jumia Lays off 20% Staff as Part of Plans to Reduce Losses

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Francis Dufay
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Jumia, Africa’s leading e-tailer, has taken major steps to reduce losses and accelerating progress towards profitability, even if it means selling to fewer customers.

Francis Dufay

Jumia, which emphasises that cost reduction is a key priority of its strategy, undertook significant headcount reductions in the fourth quarter of 2022. This resulted in over 900 position terminations, the company says, corresponding to a 20 percent headcount reduction.

“We have streamlined our organizational structure, creating leaner, more effective teams, fully committed to the execution of our strategy,” Jumia explained in its latest results publication.

As part of the streamlining efforts, Jumia says it has also significantly reduced its presence in Dubai where certain management functions were located, reducing headcount by over 60 percent. It is understood that most of the remaining staff are being relocated to African offices, closer to consumers, sellers and operations.

“We expect these headcount reductions to allow us to save over 30 percent in monthly staff costs starting from March 2023, as compared to the October 2022 staff cost baseline,” the company estimates while also noting that an expense of USD 3.7 M was incurred in the restructuring process. Notwithstanding, Jumia insists it is working across the full cost structure to drive efficiencies.

These changes, coupled with efforts at prioritising fundamentals-led growth and gutting underperforming business units amongst other factors, did affect Jumia’s sales.

In the just-released fourth quarter and Full Year 2022 results, active customers amounted to 3.2 million for the three months ended December 31, down 15 percent year-over-year. The company says this was partly a reflection of a challenging macro environment across countries that is putting pressure on consumer spend while affecting sellers’ ability to secure supply.

Another factor cited as being responsible for the subdued showing is the deliberate action on Jumia’s side to reduce promotional/marketing intensity behind categories with more challenging unit economics, including a number of digital services on the JumiaPay app. “We remain disciplined around customer acquisition with a focus on profitability,” the e-tailer emphasised.

The combination of the above factors, macro environment and deliberate category rationalisation, also drove a decline in orders by 12 percent year-over-year, to 9.9 million in the fourth quarter of 2022, the company notes. Gross Merchandise Value (GMV) also slowed to USD 283.1 M, down 14 percent year-over-year and flat on a constant currency basis.

However, Francis Dufay (previously appointed Acting CEO and now appointed CEO of Jumia by the Supervisory Board) maintains it’s no cause for panic as one of Jumia’s immediate priorities is to significantly improve resource allocation, focusing on core areas with attractive returns on investments and clear ecosystem benefits.

“In the fourth quarter of 2022, we started implementing our strategy to accelerate our path to profitability and further strengthen our fundamentals. While the fourth quarter results only reflect a fraction of the actions we are taking, we are seeing early signs of success and remain focused on execution,” Dufay commented.

In its earlier Q3 2022 results released in the middle of November last year shortly after the exit of long-standing co-CEOs Sacha Poignonnec and Jeremy Hodara, Jumia announced its intention to cease a number of activities that do not yield attractive returns.

These business exits, the company now says, have largely been completed: Jumia Prime has been discontinued; the logistics-as-a-service offering is off in all but three countries; first-party grocery has been scaled back in four markets; food delivery discontinued in Egypt, Ghana, Senegal, and Tunisia.

Some of these changes appear to already be yielding fruit in some ways as operating loss in Q4 2022 was USD 49.8 M, down 41 percent year-over-year while gross profit accelerated to USD 41 M in the fourth quarter of 2022, up 22 percent year-over-year. Also, with its marketplace revenue hitting a record USD 41.2 M and fulfilment and other expenses continuing to fall, Jumia appears to be taking the slow and steady route; an increased focus on sustainability after years of unbridled growth-chasing spending.

Jumia, which has its African headquarters in Lagos, Nigeria, while serving 11 countries on the continent, has been the dominant e-tailer in these parts for more than a decade but continues to struggle to make the numbers work, failing to turn profitable and accumulating around USD 2 B in losses. Its share price has tumbled nearly 70 percent since its historic 2019 IPO as shareholders and analysts continue to express unease over the viability of its Amazon-style business model in challenging African markets.

The ongoing reset that is apparent at Jumia, thus, seems in order though it remains to be whether it would be enough to turn things around.


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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

Nigeria’s $618m Tech Incubator Debuts

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Nigeria made its first direct investment to support technology-enabled startups, as it seeks to back a sector that has already grown commercial capital Lagos into a key tech hub for Africa, according to  Bloomberg.

Nigeria’s $618m Tech Incubator Debuts

iDICE – as the government’s $618 million Investment in Digital and Creative Enterprises is known — is the anchor investor in a $75 million capital-raising exercise by Lagos-based Ventures Platform, said Ventures’ founding partner Kola Aina.

It staked an undisclosed amount alongside the International Finance Corp, the UK’s British International Investment, France’s Proparco and Standard Bank Group during a first funding round that closed at $64 million, Aina said.

Nigeria’s tech startups are a major draw for capital on the continent, and several have grown into so-called unicorns with valuations above $1 billion.

But there has been little direct government support until now.

iDICE will boost “the Nigerian technology and creative sectors by catalysing strategic investments in high-growth, technology-enabled enterprises” said Olasupo Olusi, chief executive officer of Bank of Industry, which oversees the fund for the government.

Ventures Platform will serve as the technology equity investment partner, he said.

Co-financed by Bank of Industry, African Development Bank, the Agence Française de Développement and the Islamic Development Bank, iDICE aims to support Nigerians aged between 15 and 35 in “innovative, early-stage” tech startups, according to its website.

Startups struggle to raise capital and iDICE will give them “the kind of foundation that they need to grow,” said Ife Adebayo, fund’s national coordinator.

It will invest up to $137 million as equity and $110 million as debt in startups, mainly via other funds on the basis that whatever it puts in is matched at a minimum of one-to-one by the fund’s manager.

Private sector partners have pledged to raise another $217 million, said Adebayo.

 

 

 

 


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Black Friday: How Konga Yakata is Defying Global Inflation

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We have been taught that economics is a force of nature, an invisible hand that giveth and, more recently, taketh away. We watch global indices, inflation charts, and the shrinking purchasing power of our currency with a sense of resigned inevitability. But what if a company decided to push back? What if, instead of merely responding to market forces, it created a counter-force?

That is the story of Konga Yakata, Nigeria’s boldest retail response to inflation. Far from being a shopping festival, Yakata has evolved into a nationwide economic intervention. In the face of rising prices and tightening wallets, Konga’s month-long sales event has emerged as a stabilizing force, helping households stretch their Naira further.

For years, the traditional 24-hour Black Friday rush has felt misaligned with Nigerian realities. A single day of discounts cannot solve month-long financial pressure. Yakata changes the model, transforming it into a 30-day strategic purchasing window. This isn’t a marketing gimmick; it is economic practicality. It gives families time to plan, prioritize, and purchase essentials without panic or strain.

Nigeria’s inflation has driven up the cost of food, housing, and household essentials. Konga Yakata provides relief. By offering genuine products at real and sustained discounts, the campaign helps families save, spend wisely, and maintain their quality of life.

Independent retail analytics show that households that shopped strategically during last year’s Yakata saved up to 35% on essential items: refrigerators, generators, laptops, and groceries. These are not luxuries; they are investments in stability and productivity, made possible by Konga’s pricing and flexible payment options.

Beyond savings, Yakata has reshaped consumer behaviour. It has taught shoppers to anticipate value, plan ahead, and expect quality without compromise. It has evolved into a trusted national tradition.

Industry data reinforces its scale. The 2024 edition generated over ₦12 billion in transaction value across electronics, fashion, appliances, and groceries, with small and medium sellers benefiting through Konga’s marketplaces.

In essence, Konga Yakata is not just a sales event, it is a market stimulus. It challenges the narrative of helplessness in the face of inflation by creating a commercial environment built on trust, affordability, and value. Through innovation, efficient logistics, and consumer-focused fintech, Konga has turned Yakata into a lever of national economic resilience.

As global prices rise and budgets tighten, Konga Yakata stands firm, not only as a celebration of shopping, but as a purposeful act of support for Nigerian households.

Indeed, Konga Yakata 2025 is more than Black Friday Reloaded, it is proof that innovation, empathy, and strategy can rewrite the rules of economics, one household at a time.


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Report Reveals DLL Hijacking Attacks have Doubled since 2023

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Dynamic link library (DLL) hijacking is a common technique in which attackers replace a library loaded by a legitimate process with a malicious one.

It is used by creators of mass-impact malware, like stealers and banking Trojans, as well as by APT (advanced persistent threat) and cybercrime groups behind targeted attacks. Kaspersky reports that DLL hijacking attacks have doubled in the past two years.

Kaspersky has observed this technique and its variations, like DLL sideloading, in targeted attacks on organisations in Russia, Africa, South Korea, as well as other countries and regions.

To further enhance its protection capabilities against this threat, Kaspersky SIEM has introduced a specialised AI-based subsystem that continuously analyses information about all loaded libraries.

The new feature has already proven effective, helping to detect an attack by the APT group ToddyCat. It enabled the threat to be identified and blocked at an early stage, preventing any impact on the targeted organisations. The model also uncovered attempts to infect potential victims with an infostealer and a malicious loader.

“We are seeing DLL hijacking attacks become more common, where a trusted program is tricked into loading a fake library instead of the real one. This gives attackers a way to secretly run their malicious code.

“This technique is difficult to detect, and this is where AI can help. Using advanced protection techniques empowered with AI is now essential to staying ahead of these evolving threats and keeping critical systems safe,” says Anna Pidzhakova, Data Scientist at Kaspersky’s AI Research Center.

Securelist has published two related articles: the first explains how a machine-learning model was developed to detect DLL hijacking attacks, while the second describes how this model was integrated into the Kaspersky SIEM platform. The updated Kaspersky SIEMnow features AI functionality for detecting signs of DLL hijacking attacks, improving detection efficiency.

 


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