Jumia’s sales in Kenya climbed to Sh15.8 billion ($122.8 million) in the year to December 2025, buoyed by strong holiday-season demand and Black Friday promotions in the final quarter.
Sales on the e-commerce platform surged 48 percent between October and December to Sh5.4 billion ($41.9 million), marking its strongest quarterly performance. Earlier in the year, Kenya recorded sales of Sh3.1 billion in the first quarter, which grew by 31 percent to Sh3.5 billion in the second quarter and by 38 percent to Sh3.8 billion in the third.
Kenya ranked as Jumia’s third-largest market in 2025, contributing 15 percent of the group’s $818.6 million (Sh105.6 billion) gross merchandise value across its eight African markets. Group-wide GMV for the fourth quarter rose 36 percent year-on-year to $279.5 million, driven by higher consumer demand and seasonal discounts.
Jumia chief executive Francis Dufay said demand strengthened as the quarter progressed, supported by tighter execution, improvements to the customer experience and a successful Black Friday campaign.
Ivory Coast and Nigeria remained Jumia’s biggest markets, accounting for about a quarter each of total GMV in 2025. The New York-listed company did not publish Kenya’s annual figures for 2024 when it reported a group GMV of $720.6 million.
Group revenue in the final quarter rose 34 percent year-on-year to $61.4 million, while operating losses narrowed 39 percent to $10.6 million as cost controls took hold. The company also reported a significant reduction in cash burn, reflecting improved operating leverage and tighter working capital management.
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Founded in Nigeria in 2012 and launched in Kenya a year later, Jumia has yet to post a profit. The firm has since undertaken restructuring measures, including workforce reductions and exits from some markets, to stem losses.
In its latest disclosures, Jumia said it will shut down operations in Algeria this month, following exits from South Africa and Tunisia in late 2024. Algeria accounted for two percent of GMV in 2025. In 2023, the company also discontinued grocery and food delivery services in several markets, including Kenya.
Jumia now expects to break even in the fourth quarter of 2026 and achieve full-year profitability in 2027. Group revenue for 2025 increased 13 percent to $188.9 million, while annual operating losses narrowed slightly to $63.2 million.
