Jumia, one of Africa’s leading e-commerce platforms, has launched the second edition of its flagship report titled “E-Commerce in Rural Areas,” highlighting how digital retail is transforming underserved communities across Nigeria.
The launch event, held at Jumia’s Lagos headquarters, brought together key stakeholders including government officials, media professionals, logistics partners, vendors, and members of the Jumia community. The report builds on insights from the first edition and focuses on how rural consumers are increasingly adopting digital commerce, supported by infrastructure expansion and inclusive initiatives such as JForce and community-based logistics.
According to the report, Nigeria’s e-commerce market is maturing, and rural areas as well as secondary cities are emerging as strong contributors to industry growth. Nearly half of all packages delivered through Jumia now originate from these regions, underscoring the growing digital inclusion beyond major urban centres like Lagos, Abuja, and Port Harcourt.
Consumer demand in rural communities has grown significantly, particularly in product categories such as mobile phones, beauty and perfume products, home essentials, men’s clothing, and shoes. This reflects a shift in buying behaviour as Nigerians in remote areas increasingly prefer the convenience and affordability that online platforms provide.
Jumia’s performance data also supports this trend. In its second-quarter 2025 financial results, Jumia reported a 25 percent year-on-year increase in total orders and a 36 percent rise in Gross Merchandise Value (GMV) in Nigeria. The figures indicate growing consumer trust in e-commerce and the effectiveness of Jumia’s ongoing efforts to improve logistics and accessibility across the country.
Over the past year, Jumia has expanded its physical presence, establishing more than 350 pickup stations across hundreds of towns and communities. With the support of 67 logistics partners nationwide, the company has strengthened its last-mile delivery network, ensuring that goods reach even the most remote locations.
Communities such as Gaya in Kano State, Akpakpava and Ekpoma-Eguare in Edo State, Owerri in Imo State, and Wurukum in Benue State are now recording significant increases in e-commerce activity and GMV, reflecting how online retail is boosting local economies and supporting small businesses.
Speaking at the event, Jumia Nigeria’s Chief Executive Officer, Temidayo Ojo, said the company remains focused on promoting inclusive digital growth and expanding access to modern retail opportunities. “Our mission has always been to make everyday life easier for Nigerians, regardless of where they live,” Ojo said. “This report reaffirms the power of digital commerce to improve lives, support small businesses, and create economic opportunity in areas long underserved by traditional retail.”
A central focus of the new report is JForce, Jumia’s community-based sales and marketing network that connects rural consumers to the e-commerce ecosystem. With more than 32,000 active agents nationwide, JForce helps customers discover products, place orders, and learn about digital shopping, while empowering local entrepreneurs through commissions and training.
The initiative has become a vital tool for promoting digital literacy and inclusion in rural areas. By leveraging local networks, Jumia has enabled residents who lack smartphones or internet access to benefit from the convenience of online shopping. This has also provided thousands of Nigerians with an additional source of income through JForce partnerships.
Jumia’s efforts are supported by continuous investment in technology and logistics. The company’s model promotes cashless transactions, financial inclusion, and micro-entrepreneurship, creating a ripple effect that benefits entire communities. As more Nigerians adopt e-commerce, rural areas are seeing improved access to essential goods and services once limited to major cities.
Marking over 13 years of operation in Nigeria, Jumia continues to play a major role in shaping the country’s digital economy. The E-Commerce in Rural Areas report demonstrates how innovation, logistics infrastructure, and community engagement are driving social and economic transformation nationwide.
Temidayo Ojo noted that Jumia’s success story goes beyond profit and sales. “Our journey is not just about business growth but about creating value and enabling prosperity for all Nigerians. We remain deeply committed to ensuring that no community is left behind in the digital transformation sweeping across the country,” he said.
With its expanding logistics network, strong partnerships, and community-focused approach, Jumia is redefining how e-commerce operates in Nigeria. The company’s investments continue to turn rural areas into vibrant hubs of digital commerce and innovation, bridging the gap between urban and rural economies and opening new opportunities for inclusive growth.
