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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

Nigeria Takes the Lead in the Global WSIS+20 Digital Agenda

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Nigeria has unveiled a comprehensive, multi-pronged strategy designed to localise WSIS+20 commitments. This roadmap accelerates national transformation by prioritising robust infrastructure, transparent internet governance, and advanced cybersecurity through deep stakeholder collaboration.

Unveiled in New York at the Nigerian high-level side event titled “Re-Imagining Digital Cooperation for Sustainable Development: From WSIS+20 Vision to Local Action,” the strategy cements Nigeria’s position as a primary architect of the world’s digital future.

Speaking at the event, the Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, CCIE represented by Director, Corporate Planning and Strategy, Dr. Dimie Shively Wariowei said Nigeria’s approach is deliberately aligned with the four core activity areas identified under the ongoing WSIS+20 review process.

According to him, the focus areas provide a practical framework for translating global digital commitments into measurable national outcomes, ensuring that international resolutions drive inclusive growth and sustainable digital development at the country level.

Inuwa identified digital infrastructure as the foundation of effective localisation, noting persistent challenges in extending connectivity to underserved and remote communities. Beyond infrastructure gaps, he highlighted affordability constraints and digital literacy deficits, stressing that addressing these issues remains central to Nigeria’s digital inclusion drive.

He explained that government alone cannot shoulder the burden of nationwide digital infrastructure deployment, given Nigeria’s vast geographical spread, hence the adoption of collaborative Public-Private Partnership (PPP) models. He disclosed that Nigeria, in collaboration with the World Bank, is implementing a major fibre-optic project spanning about 90,000 kilometres nationwide to boost connectivity.

The NITDA DG also revealed that the current National Broadband Plan, which has guided broadband expansion in recent years, is nearing completion, with plans underway to renew and reposition it for the next five years. The renewed plan, he said, will strategically target increased broadband penetration as a catalyst for digital access and economic growth.

On internet governance, Inuwa referenced Nigeria’s active participation in the Internet Governance Forum (IGF), noting that the country successfully hosted its annual national IGF. He said the forum operates on a multi-stakeholder model that brings together government, the private sector, civil society and the technical community to foster cooperation and informed policy dialogue.

Cybersecurity, he added, remains a critical pillar of Nigeria’s localisation efforts. He cited the existing Cybersecurity Act and ongoing efforts to strengthen the legal framework through a reviewed version currently awaiting parliamentary approval. These measures, he said, are designed to mitigate risks associated with increased internet use and to protect users and critical digital infrastructure.

Inuwa further stressed Nigeria’s ambition to play a leadership role in advancing digital cooperation across Africa through inclusive, multi-stakeholder engagement. He underscored the importance of coordinated national data collection, noting that reliable, country-specific data is essential for tracking progress and presenting Africa’s digital development story on the global stage.

He concluded that sustained engagement and follow-up actions arising from the WSIS+20 review would strengthen digital cooperation among African countries and ensure that global digital commitments translate into tangible national and regional impact.

Stakeholders commended Nigeria’s efforts in the digital space, acknowledging the country’s growing role in shaping Africa’s digital future.

Earlier, Ms. Jennifer Chung, Co-Convener of the Informal Multi-Stakeholder Sounding Board (IMSB), praised Nigeria for convening a broad-based, multi-stakeholder delegation and for its commitment to the meaningful implementation of WSIS+20 outcomes.

Chung stressed the growing demand for localised WSIS follow-up mechanisms, noting that platforms such as the annual IGF, National and Regional IGF Initiatives (NRIs), and youth-led forums are vital for tracking progress towards the 2030 Agenda and Africa’s Agenda 2063.

She described the WSIS+20 review as a critical step toward effective monitoring, reliable data collection and evidence-based evaluation, particularly for developing countries in the Global South. According to her, these measures are essential to achieving WSIS targets and ensuring that no region is left behind.

Drawing parallels with the Asia-Pacific region, Chung noted that challenges around affordable and meaningful connectivity remain widespread across developing economies. She emphasised that expanding broadband penetration and reducing the cost of access are crucial to closing digital divides in Africa, Asia-Pacific and other parts of the Global South.

She also highlighted the need to enable active citizen participation in emerging technologies, including artificial intelligence and future innovations such as quantum technologies, stressing that inclusive digital access is key to maximising the benefits of digital transformation.

Reflecting on the WSIS+20 review process, Chung praised the innovative and inclusive approach adopted through the informal multi-stakeholder sounding board, describing it as one of the first of its kind in global digital governance. She called for sustained collaboration among governments, the private sector, civil society and the technical community to carry the WSIS vision from global commitments to local action.


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UBA Partners CIG Motors, Lagride, Launches $100m “Drive to Own” Scheme

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United Bank for Africa (UBA) Plc has announced a $100 million financing partnership with CIG Motors, Lagride and the Lagos State Government to promote urban mobility and financial inclusion through a scheme tagged “Drive to Own.”

UBA Partners CIG Motors, Lagride, Launches $100m “Drive to Own” Scheme

Group Managing Director/CEO, United Bank for Africa(UBA) and, Chairman, LagRide, Chief Diana Chen, flagged by LagRide drivers, at the signing ceremony of $100 Million Expansion Facility, strengthening smart mobility, driver asset ownership of over 3,500 cars, financed by UBA in partnership with Lagos State Government and LagRide, held in Lagos on Tuesday.

 

The initiative, unveiled on Wednesday in Alausa, Lagos, will empower 3,500 drivers in the state by enabling them to own vehicles with an equity contribution of 10 per cent of the total cost, while the balance is payable over 48 months.

UBA’s Group Managing Director/CEO, Oliver Alawuba, described the scheme as transformational, noting that it would foster inclusive economic growth, support MSME development and create opportunities for the younger generation.

“This partnership with Lagride is transformational. It will drive inclusivity for economic growth and ensure progress for everyone,” he said.

Alawuba shared a personal story, recalling that his father worked as a driver and was able to fund his education through that income. He said the scheme would provide similar opportunities for many families.

UBA’s Head of SME Banking, Babatunde Ajayi, said the partnership reflected a rethinking of traditional banking models.

“Not every business has a shop. Some businesses have wheels. Every commercial driver is running a business, yet they have remained outside formal finance. We designed credit that fits their reality,” he said.

Chairman of Lagride, Diana Chen, said the company had built a data-driven and credit-ready mobility platform for drivers, stressing that transportation remained the backbone of Africa’s economic future.

“Lagride now stands as the most structured, data-driven and credit-ready mobility platform in Nigeria,” Chen said.

The partnership aligns the strengths of the three organisations, with UBA providing financial support, CIG Motors offering viable business opportunities, and Lagride delivering a technology-driven platform to ensure sustainable livelihoods for driver-partners.


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Check Point Reveals Nigeria as Second Most Targeted African Country for Cyberattacks in November

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The November 2025 Global Threat Intelligence report released by Check Point Research on Tuesday, shows Nigerian organisations faced an average of 3,374 cyberattacks per week.

Making the country as one of the primary targets for cybercriminals in Africa last month, with a record of a staggering volume of digital threats despite an overall decline in attacks across the continent.

The report shows that this figure places Nigeria second among the four major African nations analysed, trailing only Angola, which topped the list with 4,251 weekly attacks per organisation.

While Africa as a whole saw a 13 percent year-on-year decrease in cyber incidents, Nigeria’s high numbers reveal a persistent vulnerability within its digital infrastructure. Kenya and South Africa followed Nigeria with 2,384 and 1,863 weekly attacks, respectively.

The report also identified government institutions and financial services as the most targeted sectors across Africa. Globally, the education and research sector remained the most frequent victim, hit by an average of 4,656 attacks per week.

A significant highlight of the report is the emerging threat posed by Generative Artificial Intelligence (GenAI). Check Point Research found that one in every 35 GenAI prompts submitted within corporate networks globally posed a high risk of sensitive data leakage.

In Nigeria and abroad, employees are increasingly using AI tools that operate outside of formal security frameworks. The report noted that 87 percent of organisations using GenAI were affected by ‘high-risk’ prompts, which often included the input of proprietary code, customer data, or internal communications into public AI models.

Ransomware continues to be a primary tool for extortion, with global incidents rising by 22 percent year-on-year. While North America remains the most targeted region for ransomware, the impact is increasingly felt in emerging markets like Nigeria.

The most active ransomware groups identified in November were Qilin, Clop, and Akira, which primarily targeted industrial manufacturing and consumer goods sectors.


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