Jumia Resurrected: The Local Playbook Beating Global Giants Across Africa This Holiday Season

Jumia's Lagos distribution center amid the Black Friday rush. Credit: Pelumi Salako

“This company was as good as dead,” Jumia Technologies ($JMIA) CEO Francis Dufay told Hunterbrook Media. Now, the e-commerce upstart once known as the failed “Amazon of Africa” is mounting a quiet comeback, beating Goliaths like Shein and Temu in Nigeria with pickup stations and support tailored to the local communities it serves. This Black Friday, will Jumia prove it has won its home turf?

 

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