Ndiho Media,LLC.

By Ndiho Media

This piece appears in Ndiho Media’s African CEO Series. It was published some time ago and recounts how Jumia spearheaded innovations in e-commerce in Africa.
Often described as the “Amazon of Africa,” Jumia has become one of Africa’s most ambitious digital platforms. In its most significant and oldest market, Nigeria, the company broke new frontiers by expanding beyond big cities like Lagos and Abuja to connect rural communities to the digital economy.
“Nigeria was the initial country in which we started,” explained Massimiliano Spalazzi, then CEO of Jumia in Nigeria, in an interview conducted by Ndiho Media before he resigned from the company. “That’s the oldest, it has the largest potential out of all the countries in which we have been operating.”
Jumia built more than a marketplace. It had an ecosystem, including JumiaPay for cashless payments, Jumia Logistics for fulfillment, and Jumia Advertising for partners and merchants. It had more than 260 pickup points throughout Kenya and aimed to provide retail access to rural areas and underserved communities. “We particularly wanted to show our presence in rural areas, to provide retail where there isn’t,” said Spalazzi

One of those initiatives was Jumia Force, a series of private agents who helped consumers without internet connectivity place orders and learn about online shopping. “In case you’re in a village without access to the internet or someone who doesn’t have a telephone, there’s a Jumia Force representative who can order on your behalf. They also educate consumers on how e-commerce works,” he added.
Trustworthiness and affordability made it easy for people to continue patronizing Jumia. “You have a trusted and safe haven here where you can shop. We’re obsessively focused on pricing it just right, shipping being competitive, and you having whatever it is you want as a customer. If not, you can return it as easily as possible,” explained Spalazzi.
Jumia has been a significant driver of employment in Nigeria. The company directly employs hundreds of people and indirectly supports thousands of vendors, logistics providers, and agents in the digital economy. The rapid potential of digital platforms to promote growth and jobs, notably in Nigeria, can be underscored.
Despite having been in Nigeria for over 11 years, Spalazzi explained that Jumia was still in its early days of life. “Although in Nigeria for 11 years, I think it’s still day one. There’s still a lot to build, and still to develop,” he explained.
This overview illustrates how Jumia’s innovation has extended beyond e-commerce. It built trust, created opportunities, and showed how technology could transform communities across Africa’s largest nation.