Nigeria powers Jumia’s revenue jumped by 13% to $188.9 million in 2025

Jumia Technologies AG, Africa’s leading e-commerce company, has reported a 13% year-on-year (YoY) surge in revenue from $167.5 million to $188.9 million in 2025. The performance was attributed to a strong Gross Merchandise Volume (GMV) and an increase in orders for physical goods.

Its fourth quarter and full-year 2025 results, released yesterday, showed that Jumia’s gross profit grew by 2% to $101.8 million. Gross profit as a percentage of GMV increased by 8.1% in 2025, reflecting continued progress in marketplace monetisation. 

Jumia recorded GMV of $818.6 million, up 14% YoY from $720.6 million in 2024, reflecting growth momentum throughout the year. 

Operating loss reduced by 4% to $63.2 million, compared to a loss of $66.0 million in 2024, driven by strong usage growth partially offset by reduced corporate sales. Similarly, adjusted EBITDA loss reduced to $50.5 million, from $51.3 million in 2024, maintaining a consistent trend with operating performance.

Francis Dufay

Reacting, Jumia’s Chief Executive Officer, Francis Dufay, noted that these are indications of its continued progress towards profitability.

“Demand strengthened as the quarter progressed, driven by disciplined execution across our markets and ongoing enhancements to our value proposition and customer experience, resulting in a successful Black Friday campaign,” he added. 

In 2025, orders grew by 24% to 22.6 million. Adjusted for perimeter effects, which relates to its exit from South Africa and Tunisia, saw physical goods GMV and Orders grew by 27% and 16% YoY, respectively.

Amid push for profitability, Jumia continues to streamline its workforce. It noted that the total headcount has declined by 7% since December 31, 2024, with about 2,010 employees on payroll as of December 31, 2025.

Also Read: Jumia records 25% revenue growth YoY as order surges in Q2 2025.

Nigeria powers Jumia’s performance in Q4’25 

Nigeria has been Jumia’s largest market and continues to fuel its earnings and operational performance. Jumia’s investments in logistics, including a new 30,000-square-metre warehouse in Lagos, have streamlined operations and reduced delivery times in Nigeria.

During the quarter, orders grew 32%, reflecting disciplined execution and resilient consumer demand across its key categories.

Amid this, the Nigerian market delivered a standout performance, with Orders up 33% and GMV up 50% YoY.

The company saw its revenue increase by 34% to $61.4 million compared to $45.7 million in the fourth quarter of 2024. GMV was up by 36% YoY to $279.5 million compared to $206.1 million in Q4 2024.

Operating loss during the quarter was down by 39% YoY to $10.6 million from $17.3 million in the fourth quarter of 2024. Adjusted EBITDA loss reduced by 47% YoY to $7.3 million compared to $13.7 million in Q4 2024.

2026 forecast and beyond 

Jumia has said that its goal is to deepen customer engagement by continuing to improve availability, affordability, and reliability. Dufay noted that the company remains “focused on unlocking operating leverage, optimising our cost structure and refining our market footprint.”

The e-commerce company said that it wants to breakeven by the fourth quarter of 2026 and deliver full-year profitability and positive cash flow in 2027. It seeks to achieve this by driving usage growth in core markets such as Nigeria.

“We remain committed to delivering profitable growth in 2026 by scaling usage, improving operational efficiency, and continuing to reduce cash burn,” it said in the full-year result.

For the Q1 2026 forecast, the company said GMV is projected to grow between 27% and 32% YoY, adjusted for perimeter effects. 

For the full year, GMV is projected to grow between 27% and 32% year-over-year, adjusted for perimeter effects. Also, adjusted EBITDA loss is expected to be between $25 million and $30 million.

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