Inside the Temu–Jumia battle for Africa’s digital market

For over a decade, Jumia was the ‘Amazon’ of Africa, pioneering logistics in infrastructure-poor regions and building trust in markets wary of online payments. But a new phase has begun, characterized by guerilla warfare for market share, and an existential battle against a deep-pocketed rival from the East: Temu.

The conflict is defined by Jumia’s need for profitability and Temu’s pursuit of ubiquitous presence.

In February 2026, Jumia confirmed its exit from Algeria. Despite its potential, the country accounted for barely 2% of Jumia’s total Gross Merchandise Value (GMV), yet required significant operational overhead to maintain local warehousing and delivery fleets.

Last updated: February 18, 2026