Jumia’s Retreat: The E-Commerce Giant Stumbles in Key African Markets

Jumia, once hailed as Africa’s e-commerce pioneer, is scaling back in key markets like South Africa, Tunisia and Uganda, raising questions about its business model. Despite early successes, the company’s struggles highlight the challenges of applying a one-size-fits-all strategy across Africa’s diverse economies. From the lack of localized credit systems to operational inefficiencies and stiff competition, Jumia’s retreat reflects broader issues facing global business models in the region. What went wrong, and what can we learn from it? Dive into the full story.