Jumia Nigeria Expands Digital Commerce Reach with Second “E-Commerce in Rural Areas” Report
Jumia Nigeria has launched the second edition of its groundbreaking “E-Commerce in Rural Areas” report, unveiling new insights into how online shopping continues to transform lives and stimulate growth beyond the country’s major cities. The report highlights Jumia’s progress in driving digital inclusion, empowering entrepreneurs, and expanding access to essential goods and services across underserved communities.
According to the new report, rural areas now account for nearly half of all Jumia deliveries in Nigeria, underscoring the growing embrace of digital shopping outside major urban centers. Categories such as phones, beauty and perfumes, home essentials, men’s clothing, and men’s shoes were among the most ordered items, reflecting a strong shift in consumer habits across smaller towns and villages.
The report also revealed that in the second quarter of 2025, Jumia recorded a 25% increase in orders and a 36% rise in total Gross Merchandise Value (GMV) compared to the previous year. These gains were made possible by the company’s robust logistics network, which includes over 350 pickup stations and partnerships with 67 delivery firms operating nationwide. This network ensures last-mile delivery even in remote areas such as Gaya in Kano, Akpakpava and Ekpoma-Eguare in Edo, Owerri in Imo, and Wurukum in Benue.
At the report’s launch event, held at Jumia’s Lagos headquarters, key stakeholders were in attendance, including government representatives, vendors, logistics partners, and members of the Jumia community. The event featured discussions on rural development, infrastructure, and how e-commerce is bridging the gap between urban and rural economies.
Speaking during the launch, Jumia Nigeria’s Chief Executive Officer, Temidayo Ojo, emphasized the company’s mission to make life easier for all Nigerians, regardless of where they live. “Our mission has always been to make everyday life easier for Nigerians, no matter 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,” Ojo said.
A key highlight of the report is the success of Jumia’s JForce initiative, a community-based sales program designed to promote entrepreneurship and digital inclusion. With over 32,000 active agents nationwide, JForce has helped thousands of individuals earn income while introducing new consumers to the benefits of online shopping.
As Jumia celebrates 13 years of operations in Nigeria, the company continues to expand its impact through innovative programs and data-driven strategies. With the upcoming Black Friday 2025 campaign themed “Do Pass Yourself,” Jumia aims to extend its influence even further by bringing affordable products and exciting deals to millions of Nigerians, from bustling cities to the most remote rural areas.
This latest edition of the “E-Commerce in Rural Areas” report marks a significant step forward in understanding Nigeria’s evolving digital economy. It showcases how technology and entrepreneurship can work together to unlock economic potential, promote inclusion, and build stronger connections between urban and rural communities.
