Jumia Eyes Expansion: Tanzania and Angola Next for the E-commerce Giant
E-commerce leader Jumia is considering a strategic shift back toward expansion, identifying Tanzania and Angola as potential new markets. This move, revealed during its investor day presentation on November 13, 2025, comes just a year after the company streamlined operations by exiting South Africa and Tunisia. This signals a change in strategy, from focusing on a smaller number of markets to selective growth. Jumia hopes to capitalize on enhanced efficiency, automation, and a developed logistics network to push towards profitability, with a target date of 2027.
Strategic Pivot: From Consolidation to Selective Growth
Jumia’s 2024 decision to withdraw from South Africa and Tunisia was driven by the desire to accelerate overall growth and enhance efficiency. These two markets contributed a relatively small portion of Jumia’s total orders, with South Africa accounting for only 3.5% and Tunisia for just 2.7%. The company cited challenging competitive and macroeconomic conditions in both countries as limiting their growth prospects. The potential expansion into Tanzania and Angola suggests that Jumia believes it has now reached a point where it can begin to strategically broaden its footprint again, leveraging its existing infrastructure and lessons learned from past experiences. This strategic approach aligns with Jumia’s long-term goal of sustained growth.
In conclusion, Jumia’s renewed interest in expanding into Tanzania and Angola is a testament to the company’s evolving strategy in the dynamic African e-commerce landscape. This move underlines the company’s commitment to achieving profitability through efficiency and strategic market selection. The success of this expansion hinges on Jumia’s ability to navigate the unique challenges and opportunities within the Angolan and Tanzanian markets while utilizing its existing infrastructure.
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