Broadcasting
Jumia’s Expansion Plans Set to Dominate the E-Commerce Market in 2024
Nigeria’s e-commerce scene is ever-growing, projected to reach $22 billion by 2024. But this digital revolution isn’t confined to bustling metropolises; it’s quietly transforming the lives of millions of consumers in secondary cities and rural areas. At the forefront of this rural e-commerce push is Jumia, Africa’s leading online marketplace. By strategically expanding beyond the bright lights of Lagos and Abuja, Jumia is connecting previously underserved communities with the vast array of goods and services available online, bridging the retail gap and empowering rural Nigerians like never before.
Prior to the creation of companies like Jumia that made it possible for consumers to shop without geographical restrictions, purchases of several commodities required lengthy trips, increased costs and risks that accompanied traversing unsafe roads. E-commerce has grown over the past decade with the increased penetration of smartphones and the internet. As of 2020, GSMA reported a mobile subscriber count of 173 million in Nigeria, indicating an 85% penetration rate. The prevalent use of smartphones enables consumers to conveniently access e-commerce platforms and make purchases from anywhere in the world.
Recognizing the growing number of rural Nigerians with internet access, the company embarked on a strategic expansion into secondary cities and rural areas. This involved establishing logistical networks, partnering with local agents and businesses, and tailoring product offerings to cater to the specific needs of rural communities. Jumia launched the JForce programme — a grassroots initiative launched by Jumia to take e-commerce to secondary cities within Nigeria — to meet this need. Under the aegis of the JForce programme, Jumia has established efficient delivery infrastructure, including partnerships with local logistics service providers and leveraging community pick-up stations, reaching even the most remote villages.
Modifying existing strategies, Jumia combined online and offline operations to cater to both those who have access to the internet and those who don’t. Through this tactic, the company has taken e-commerce to hundreds of Nigerians in rural communities, where digital literacy is limited.
Leveraging the age-long art of marketing by mouth, Jumia, through its JForce initiative has bridged the digital divide in rural communities and increased accessibility to e-commerce. JForce adopts a very communal model – local sales representatives who are tech-savvy give community members who lack access to smartphones or are digitally illiterate access to product catalogues on the Jumia Marketplace platform and place orders on their behalf. Strengthening the pillars of JForce, Jumia simultaneously established more than 250 pickup stations and collaborated with reliable logistic partners to fast-track product deliveries to secondary cities and rural areas. The deliberate positioning of these pick-up stations in diverse towns guarantees accessibility to even the most remote corners of Nigeria, thereby enabling customers in rural areas to overcome geographical limitations and access various products. This initiative has been a vital way to enable many rural communities to leapfrog economic and geographical barriers, stimulating growth and development with target communities and the e-commerce sector.
But the communities are not the only beneficiaries. Through JForce, Jumia works with local entrepreneurs, training them as agents to facilitate online purchases and deliveries, creating jobs and fostering economic growth within the communities. To date, Jumia has over 35,000 active JForce agents who earn a living through commissions earned from introducing consumers to shop online.
Transforming Lives, One Click at a Time
Jumia’s impact in rural Nigeria is undeniable. Families can order essential items directly to their doorstep, saving them time and money. Jumia’s “E-Commerce in Rural Areas in Nigeria” report highlights these positive changes. It reveals a significant rise in online purchases from rural areas, with a growing demand for smartphones, home appliances, and fashion items. The report also showcases the positive impact on rural entrepreneurs, with many Jumia agents reporting increased income and business opportunities.
Challenges and the Road Ahead:
Despite the success, challenges remain. Limited internet connectivity and digital literacy in some rural areas can hinder adoption. Additionally, reliable electricity supply and efficient payment systems are crucial for sustained growth.
Jumia is actively addressing these challenges. Last year, the company partnered with Starlink, a satellite internet service, to retail the Starlink Residential Kit in Nigeria to bridge the digital divide by delivering Starlink’s high-speed, low-latency internet to previously underserved regions.
In the third quarter of 2023, Jumia experienced significant growth in Gross Merchandise Volume (GMV) for physical goods across five countries, a surge that can be partially credited to its intensified expansion into rural areas and secondary cities. With the recent appointment of a new CEO in Nigeria, the company’s focus is on driving expansion initiatives across the country, aiming to replicate the successes observed in those five countries. Doubling down on this expansion strategy, Jumia aims to broaden its reach, linking more consumers to the e-commerce sphere, extending beyond the confines of major cities and into previously untapped regions within the country.
With pillars for growth and expansion solidly set in place in 2023, it is left to be imagined what the e-commerce leader will achieve this year.
Dr.Shaibu Husseini, the Executive Director/Chief Executive Officer of the National Film and Video Censors Board (NFVCB), has called for stronger distribution frameworks within Nigeria’s film industry to ensure that locally produced content achieves global visibility.
He urged film festivals across the country to evolve beyond networking platforms into active marketplaces where filmmakers could secure distribution deals. He stressed that festivals must attract distributors, exhibitors, streaming platforms, and marketers to create tangible opportunities for filmmakers.
Husseini made this call while delivering the keynote address at the opening ceremony of the 2026 edition of the Coal City Film Festival held in Enugu.
“Film festivals must become gateways to distribution where filmmakers leave not just with applause, but with real opportunities,” he said.
Husseini expressed personal delight at hosting the event in Enugu, his birth state, noting the city’s rich cultural heritage and longstanding contribution to Nigeria’s creative landscape.
He commended the festival organisers, particularly the Festival Director, Uche Agbo, for their resilience and commitment in sustaining the
initiative. According to him, the Coal City Film Festival has grown into a significant cultural platform and a must-attend cinematic event in South East Nigeria.
Speaking on the festival’s theme, “Local Stories, Global Screens,” Husseini emphasised the importance of authenticity in storytelling. He noted that films rooted in local realities, languages, and cultural truth often resonate more strongly with global audiences.
He cited notable Nigerian productions such as King of Boys by Kemi Adetiba, The Wedding Party by Mo Abudu, Anikulapo by Kunle Afolayan,
“Black Book” by Editi Effiong, and “Lionheart” by Genevieve Nnaji as examples of culturally grounded stories that have gained international recognition on platforms such as Netflix and at global film festivals.
While acknowledging the growth in film production across Nigeria, the NFVCB boss identified distribution as a major bottleneck in the industry. He observed that many high-quality films struggle to reach audiences both locally and internationally due to limited distribution channels.
Reaffirming the Board’s commitment to industry development, Husseini stated that the NFVCB has continued to reposition itself as a partner in progress by engaging stakeholders, improving classification processes, and promoting a balance between creative freedom and social responsibility.
However, he raised concerns over increasing non-compliance with regulatory requirements, noting that some filmmakers bypass the Board by releasing unclassified films or operating without proper licensing.
He said all films and video works must be submitted to the NFVCB for classification and registration before being released on any platform, including digital platforms such as YouTube.
“This is a legal obligation, and the Board will not hesitate to take decisive action against defaulters,” he warned, adding that regulation is essential for protecting the industry, audiences, and national values.
Looking ahead, Husseini assured stakeholders of the Board’s continued collaboration with filmmakers and festival organisers to build a structured, sustainable, and globally competitive Nigerian film industry.
He concluded by commending the organisers of the Coal City Film Festival for their vision and contribution to Nigeria’s cultural economy, urging filmmakers to continue telling authentic stories that can resonate across global screens.
Mr. Charles Ebuebu, director General of the National Broadcasting Commission (NBC), has called on Nigerian content creators to actively participate in the country’s Digital Switchover (DSO), describing the transition as a major opportunity for visibility, revenue growth, and industry collaboration.
Mr. Charles Ebuebu, DG, NBC
Speaking as Special Guest of Honour at the induction ceremony of the Electronic Media Content Owners Association of Nigeria (EMCOAN) in Lagos, Ebuebu stressed that the success of the DSO depends on engaging content to populate the nation’s new digital channels.
“Without content, the DSO’s success would be incomplete. We are urging content owners to collaborate with the Commission to ensure Nigeria’s digital future is rich, diverse, and sustainable,” he said.
The NBC boss highlighted that the upcoming FreeTV Direct-to-Home (DTH) platform, along with its mobile applications, would provide content creators with nationwide reach, advanced analytics, and brand partnership opportunities.
Nigeria’s DSO, which marks the shift from analogue to digital broadcasting, is being implemented by the NBC using the Nigcomsat satellite infrastructure. The programme aims to deliver over 100 nationwide channels and expand access to Nigerians in remote areas via hybrid decoders, addressing long-standing infrastructure and funding challenges. The project, which has experienced delays since 2012, now has strong government backing and is scheduled for launch in April 2026.
Ebuebu commended EMCOAN members for their contributions to strengthening Nigeria’s creative economy and encouraged them to leverage the opportunities offered by the DSO to promote local stories, culture, and creativity on both national and global stages.
During the ceremony, EMCOAN honoured its distinguished members, naming Wale Adenuga, MFR, as Grand Patron and Mr. Yinka Adebayo as Patron.
Prominent figures in the broadcasting content industry, including Wale Adenuga, Opa Williams, Agatha Amata, Jibe Ologeh, High Chief Emeka Ossai, Debbie Odetayo, Amina Mohammed, and Frank Elaboya, attended the event.
Representing the NBC at the event was Mr. Ralph Akpan, director of the Lagos Zone, while EMCOAN president, Mr. Adeniji Omirin, MD of ADNOM Media, urged members to fully engage in the digital switchover.
Canal+ is to cut jobs at MultiChoice as part of a sweeping restructuring plan aimed at stabilising the African pay-TV operator, following years of operational and financial pressure.
The move comes alongside a planned $115 million capital injection, underscoring the urgency of efforts to revive the business after the French media group took control.
The planned layoffs are expected to form a core element of a broader cost-cutting and efficiency drive, as Canal+ seeks to streamline MultiChoice’s operations and improve profitability.
The restructuring signals a shift toward leaner operations, with a focus on eliminating redundancies and optimising the company’s cost base.
MultiChoice has struggled in recent years with declining subscriber numbers across key African markets, weighed down by macroeconomic pressures, currency volatility, and changing consumer behaviour.
The rise of global streaming platforms has intensified competition, chipping away at the company’s traditional pay-TV dominance.
Canal+’s intervention marks a pivotal moment for MultiChoice, reflecting a more aggressive approach to repositioning the business.
By combining fresh capital with structural reforms, the new owners are aiming to both stabilise short-term performance and lay the groundwork for longer-term growth.
The $115 million injection is expected to provide immediate financial relief, supporting operations and potential strategic initiatives.
However, the accompanying job cuts highlight the depth of the challenges facing the company and the scale of transformation required to restore competitiveness.
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