Jumia sees 28% record sales in orders and 45% GMV across Nigeria and Ghana during Black Friday

Jumia Technologies AG posted strong gains during its Black Friday 2025 campaign, marking another step in the company’s multi-year turnaround. Across Africa, physical goods orders for the two months ending November 30 rose 30% year-over-year. In Nigeria, the platform saw 28% growth in orders, while Gross Merchandise Value jumped 45%, underlining how the holiday shopping surge is spreading beyond Lagos and Abuja into smaller cities.

The promotion itself drove the bulk of activity. Of the 5.1 million orders placed over two months, 3.2 million happened during Black Friday. GMV rose 35% overall, and 41% when excluding corporate sales. Active customers buying physical goods climbed 26% to 2.3 million, suggesting growing trust in Jumia’s marketplace even as Africa’s e‑commerce ecosystem contends with logistics and payment hurdles.

CEO Francis Dufay emphasised operational execution as key: “We are encouraged by the strong momentum in the first two months of the fourth quarter, highlighted by the success of our Black Friday event. This momentum reflects both the improving operating environment and the quality of our execution, particularly in assortment expansion, targeted marketing, and logistics reliability.”

The numbers reflect a deliberate strategy. International sellers supplied more products than the previous year, and orders outside capital cities now make up 61% of total sales. This confirms that Jumia’s push to expand delivery networks and reach smaller towns is taking hold.

Jumia’s Black Friday performance suggests its mix of lean operations, selective AI, and expanded delivery reach is paying off. Record volumes rolled through smoothly, and orders from smaller cities pushed GMV higher in Nigeria and Ghana. Earlier this year, Chowdeck experimented with AI-driven operations before returning to human support ahead of the holiday rush, showing that different operational models are testing how tech scales with demand.

The company plans to release its full fourth-quarter financial results in February 2026. For now, the Black Friday figures indicate that Jumia’s focus on core markets, logistics expansion, and seasonal promotions is translating into measurable growth, reinforcing the platform’s relevance in an increasingly competitive African retail sector.