Jumia: Gross Merchandise Value (GMV) from Q3 2020 to Q3 2021

• Jumia's highest sales are typically recorded in the fourth quarter of the year due to Jumia Black Friday, except in 2022.
• Black Friday sales generally run through November.
• GMV represents the total value of orders for products and services, including shipping fees and VAT, before discounts and irrespective of cancellations or returns.
• GMV tracks platform usage and is not influenced by whether sales are first-party or third-party, or by the payment method used.
• The lowest GMV in six years was recorded in 2024 at $720 million.
• A major factor behind the GMV decline is foreign exchange depreciation, as 8 out of 10 local currencies in Jumia’s markets lost value against the US dollar, especially in Nigeria.

• Jumia launched JumiaPay in 2016 as a third-party payment solution.
• Jumia partnered with Mastercard in 2016, and in 2019, Mastercard invested €50 million.
• In June 2024, Jumia ended its commercial deal with Mastercard Asia/Pacific but still accepts Mastercard as payment method.
• JumiaPay is available in nine countries, including Nigeria, Ghana, Kenya, and Egypt.
• The JumiaPay app offers bill payments, airtime recharge, transport ticketing, and financial services.
• JumiaPay’s digital and financial services category is its fastest-growing by GMV.
• JumiaPay’s highest transaction share was 44.4% in 2024.

• Jumia's highest active customers was recorded in the year 2022 with a total of 8.4 million users.
• Jumia's highest number of orders was recorded in 2021 with a total of 39.4 million orders.
• Jumia's lowest order record was in 2023, with numbers as low as 23.2 million, its lowest in seven years.
• Jumia's fastest growing categories in terms of items sold are the food delivery and the FMCG, supported by the momentum of the grocery sub-category.
• Fashion is the largest category of which orders are made in terms of items sold.
• Jumia's largest markets are in Nigeria and Egypt.

• iPhone was the most searched shopping query globally in 2024.
• Half of the top 12 search queries were phone-related, showing phones dominated online shopping interest.
• iPhone (100) and Samsung (88) were highly searched, signalling active consumer comparison between phone models.
• Nike (84) and Adidas (46) maintained strong brand appeal in fashion and retail.
• Amazon (52) ranked high despite being a platform, not a specific product.
• Apple (30) appeared lower in rank than specific Apple products, suggesting searchers prioritised items over brand pages.
• Laptops (21) remained a significant product category globally, despite mobile dominance.

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