{
  "slug": "africa-ecommerce",
  "name": "Africa E-commerce",
  "updated": "2026-11-02",
  "page": "https://godofstartups.com/atlas/markets/africa-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Jumia quarterly GMV",
      "value": "216.3",
      "unit": "USD million",
      "geo": "AFRICA",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000019/os-jumiaxex991q12026.htm"
    },
    {
      "metric": "Online retail sales growth, South Africa",
      "value": "22.5",
      "unit": "percent",
      "geo": "ZA",
      "period": "2026",
      "tier": 3,
      "status": "ready",
      "url": "https://www.worldwideworx.com/onlineretail2024/"
    },
    {
      "metric": "Jumia third-party sales (revenue line)",
      "value": "80.3",
      "unit": "USD million",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "Jumia advertising revenue as a share of GMV",
      "value": "1",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2026-Q1",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000025/os-jumiaxex991q22026.htm"
    },
    {
      "metric": "Paid online for an online purchase, Nigeria",
      "value": "4.96",
      "unit": "percent",
      "geo": "NG",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://thedocs.worldbank.org/en/doc/be6615202d1f08a25855c8ac2d615122-0050012025/related/GlobalFindexDatabase2025.csv"
    },
    {
      "metric": "Jumia quarterly active customers",
      "value": "2.6",
      "unit": "million",
      "geo": "AFRICA",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000019/os-jumiaxex991q12026.htm"
    },
    {
      "metric": "Jumia annual GMV per active customer",
      "value": "136.4",
      "unit": "USD/year",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "Jumia sales and advertising expense as share of GMV",
      "value": "2.4",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "Jumia fulfillment expense per physical goods order",
      "value": "2.04",
      "unit": "USD",
      "geo": "AFRICA",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000025/os-jumiaxex991q22026.htm"
    },
    {
      "metric": "Online shoppers buying directly through TikTok, Instagram or WhatsApp, South Africa",
      "value": "26.9",
      "unit": "percent",
      "geo": "ZA",
      "period": "2026",
      "tier": 2,
      "status": "proxy",
      "url": "https://stitch.money/blog/report-how-south-africans-shop-and-pay-online-in-2026"
    },
    {
      "metric": "Online card payment transaction success rate, South Africa",
      "value": "80",
      "unit": "percent",
      "geo": "ZA",
      "period": "2026-Q1",
      "tier": 2,
      "status": "proxy",
      "url": "https://stitch.money/blog/how-south-africans-shop-in-2026-key-insights-from-our-annual-consumer-report"
    },
    {
      "metric": "Jumia gross items sold from international sellers, growth year-over-year",
      "value": "96",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000019/os-jumiaxex991q12026.htm"
    },
    {
      "metric": "Firms experiencing internet disruptions, Ethiopia, large firms",
      "value": "79.57",
      "unit": "percent",
      "geo": "ET",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://data360api.worldbank.org/data360/data?DATABASE_ID=WB_ES&REF_AREA=ETH&INDICATOR=WB_ES_T_BREADY_IN21&top=300&TIME_PERIOD=2025"
    },
    {
      "metric": "Failed deliveries as share of gross cash-on-delivery orders, Jumia",
      "value": "25",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "Household final consumption expenditure per capita, constant 2015 USD",
      "value": "1,531.61",
      "unit": "USD",
      "geo": "CI",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/KE;NG;GH;ZA;EG;MA;SN;CI;TZ;UG;ET;RW;ZM/indicator/NE.CON.PRVT.PC.KD?format=json&per_page=5000&mrv=5"
    },
    {
      "metric": "Firms exporting at least some products via parcel service, Uganda, medium firms",
      "value": "99.48",
      "unit": "percent",
      "geo": "UG",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://data360api.worldbank.org/data360/data?DATABASE_ID=WB_ES&REF_AREA=UGA&INDICATOR=WB_ES_T_BREADY_TR19&top=300&TIME_PERIOD=2025"
    },
    {
      "metric": "Firms having their own website, Ethiopia, large firms",
      "value": "87.11",
      "unit": "percent",
      "geo": "ET",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://data360api.worldbank.org/data360/data?DATABASE_ID=WB_ES&REF_AREA=ETH&INDICATOR=WB_ES_T_T5&top=300&TIME_PERIOD=2025"
    },
    {
      "metric": "Youth literacy rate, ages 15-24",
      "value": "81.36",
      "unit": "percent",
      "geo": "NG",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/NG;KE;EG;ZA;GH;ET;TZ;UG;RW;SN;CI;MA;TN;DZ;CM;ZM;MZ;AO/indicator/SE.ADT.1524.LT.ZS?format=json&per_page=5000&mrv=6"
    },
    {
      "metric": "Total VC funding (equity and debt), e-commerce startups, Africa",
      "value": "312.1",
      "unit": "USD million",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 2,
      "status": "proxy",
      "url": "https://partechpartners.com/africa-reports/2025-africa-tech-venture-capital-report"
    },
    {
      "metric": "Share of Jumia shipped packages fulfilled through pickup stations",
      "value": "75",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000025/os-jumiaxex991q22026.htm"
    },
    {
      "metric": "Jumia physical goods orders",
      "value": "22.6",
      "unit": "million",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "Jumia logistics partners",
      "value": "230",
      "unit": "count",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    },
    {
      "metric": "E-commerce users citing poor internet connectivity as a challenge, Kenya",
      "value": "35",
      "unit": "percent",
      "geo": "KE",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.ca.go.ke/sites/default/files/2025-12/Customer%20Satisfaction%20Survey%20Report%202024-2025.pdf"
    },
    {
      "metric": "Cancellations, failed deliveries and returns (CFDR) as share of GMV, Jumia",
      "value": "26",
      "unit": "percent",
      "geo": "AFRICA",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1756708/000175670826000015/jmia-20251231.htm"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}