Black Friday Powers Exceptional Performance Across Key Markets
Jumia Technologies has posted a striking set of preliminary operational results for the two months ended November 30, 2025. The company’s annual Black Friday event acted as a major catalyst, fueling a 30% surge in physical goods orders and an impressive 41% year-over-year increase in GMV when excluding corporate sales. With a significant portion of this activity—63% of orders—driven by Black Friday, it’s clear that consumer engagement reached new highs this season.
Marketplace Metrics Reflect Robust Consumer Demand and Seller Engagement
Not only did physical goods orders hit 5.1 million for the two months (up 30% year-over-year), but active customers rose by 26% to 2.3 million. Growth was particularly evident in key categories such as electronics, beauty, and home & living. Expanded assortment from international sellers, which rose by 80%, further contributed to a diversified and attractive marketplace.
| Metric | Year-Over-Year Change | Key Insight |
|---|---|---|
| Physical Goods Orders | +30% | Black Friday accounted for 63% of total orders |
| Physical Goods GMV (ex-corp sales) | +41% | Deepened seller engagement, broadening categories |
| Active Customers | +26% | 2.3 million unique customers |
| Packages Handled | +28% | Jumia Logistics moved 7.2 million packages |
| International Assortment | +80% | Major increase in cross-border product availability |
Nigeria and Ghana Emerge as Performance Leaders
Nigeria, Jumia’s largest market, reported a 28% jump in orders and a remarkable 45% rise in GMV. This outperformance highlights both local consumer strength and effective execution. Ghana was the surprise leader with orders up 81% and GMV skyrocketing 132%, indicating accelerated adoption and higher-value purchases.
| Country | Order Growth | GMV Growth |
|---|---|---|
| Nigeria | +28% | +45% |
| Ghana | +81% | +132% |
| Ivory Coast | +17% | +26% |
Marketplace Expansion Extends Beyond Major Urban Centers
Jumia’s "upcountry" strategy is delivering: 61% of total orders came from outside capital cities and main urban centers, underscoring success in tapping rural and semi-urban markets. The logistics backbone continues to scale as Jumia handled 7.2 million packages in just two months—up from 5.6 million in the prior year period.
What Does This Mean for Jumia’s Trajectory?
The latest metrics support Jumia CEO Francis Dufay’s confidence in both growth and the push toward profitability. Robust execution in targeted marketing, logistics, and expanded assortment seems to be bearing fruit across Africa’s diverse consumer landscape.
While these preliminary numbers set a strong tone ahead of full Q4 financials (expected February 2026), investors and market watchers will be keen to see how Jumia can convert top-line momentum into sustained bottom-line improvements. The broad-based regional outperformance, especially in Ghana and Nigeria, provides optimism—but consistent delivery and operational leverage will remain critical watchpoints in 2026.
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