Jumia Report shows increase in Rural E-Commerce adoption across Nigeria
L-R: MR. Manji Pious Lawan, Special Assistant to the Director General/Chief Executive (Strategy), Standard Organisation of Nigeria (SON); Oladipupo Adeniyi, Director Admin & Human Resources, Lagos State Ministry of Commerce, Cooperatives, Trade and Investment; Chief Executive Officer of Jumia Nigeria, Temidayo Ojo; Tejumola Abisoye, Special Adviser and National Coordinator, National Talent Export Programme, Federal Ministry of Industry, Trade and Investment; at the second edition of Jumia’s E-Commerce in Rural Areas Report on Thursday, 9th October in Lagos, Nigeria.
Nigeria’s leading e-commerce platform, Jumia, has unveiled the second edition of its flagship report, E-Commerce in Rural Areas, highlighting the growing influence of digital retail in underserved communities across the country.
The report, launched at Jumia’s Lagos head office on September 9, 2025, brought together media professionals, government representatives, logistics partners, vendors, and members of the Jumia community.
It presents new data showing how rural consumers are increasingly embracing online shopping, supported by improved logistics and community-driven initiatives.
According to the report, rural areas now account for nearly half of all packages delivered through the Jumia platform.
Demand continues to surge for categories such as Phones, Beauty & Perfumes, Home Essentials, Men’s Clothing, and Men’s Shoes.
The company’s Q2 2025 earnings showed strong momentum, with orders up 25 per cent and gross merchandise value (GMV) climbing 36 per cent year-on-year.
Jumia’s infrastructure expansion—comprising more than 350 Pickup Stations and 67 logistics partners—has extended its reach to towns such as Gaya (Kano), Akpakpava and Ekpoma-Eguare (Edo), Owerri (Imo), and Wurukum (Benue), where GMV growth is accelerating.
Reaffirming the company’s commitment to inclusive growth, Temidayo Ojo, CEO of Jumia Nigeria, said:
“Our mission has always been to make everyday life easier for Nigerians, regardless of where they live. This report reaffirms the power of digital commerce to improve lives, support small businesses, and create economic opportunity in areas long underserved by traditional retail.”
The report also underscores the impact of JForce, Jumia’s community-based sales network, which now boasts over 32,000 active agents helping rural consumers navigate digital retail through product discovery, order placement, and digital literacy support.
Marking 13 years of operations in Nigeria, Jumia said the latest report reflects its continued role in fostering a more connected and economically empowered society through e-commerce.
