Africa E-commerce
24 verified facts tracked for this market — each with its source, reporting period and evidence tier. Tier 1 = primary institutions (central banks, statistical offices); tier 2 = disclosed industry panels.
| Metric | Value | Geo | Period | Tier | Source |
|---|---|---|---|---|---|
| Jumia quarterly GMV | 216.3USD million | AFRICA | 2026-Q2 | T1 | sec.gov |
| Online retail sales growth, South Africa | 22.5percent | ZA | 2026 | T3 | worldwideworx.com |
| Jumia third-party sales (revenue line) | 80.3USD million | AFRICA | 2025 | T1 | sec.gov |
| Jumia advertising revenue as a share of GMV | 1percent | AFRICA | 2026-Q1 | T1 | sec.gov |
| Paid online for an online purchase, Nigeria | 4.96percent | NG | 2024 | T1 | thedocs.worldbank.org |
| Jumia quarterly active customers | 2.6million | AFRICA | 2026-Q2 | T1 | sec.gov |
| Jumia annual GMV per active customer | 136.4USD/year | AFRICA | 2025 | T1 | sec.gov |
| Jumia sales and advertising expense as share of GMV | 2.4percent | AFRICA | 2025 | T1 | sec.gov |
| Jumia fulfillment expense per physical goods order | 2.04USD | AFRICA | 2026-Q2 | T1 | sec.gov |
| Online shoppers buying directly through TikTok, Instagram or WhatsApp, South Africa | 26.9percent | ZA | 2026 | T2 | stitch.money |
| Online card payment transaction success rate, South Africa | 80percent | ZA | 2026-Q1 | T2 | stitch.money |
| Jumia gross items sold from international sellers, growth year-over-year | 96percent | AFRICA | 2026-Q2 | T1 | sec.gov |
| Firms experiencing internet disruptions, Ethiopia, large firms | 79.57percent | ET | 2025 | T1 | data360api.worldbank.org |
| Failed deliveries as share of gross cash-on-delivery orders, Jumia | 25percent | AFRICA | 2025 | T1 | sec.gov |
| Household final consumption expenditure per capita, constant 2015 USD | 1,531.61USD | CI | 2025 | T1 | api.worldbank.org |
| Firms exporting at least some products via parcel service, Uganda, medium firms | 99.48percent | UG | 2025 | T1 | data360api.worldbank.org |
| Firms having their own website, Ethiopia, large firms | 87.11percent | ET | 2025 | T1 | data360api.worldbank.org |
| Youth literacy rate, ages 15-24 | 81.36percent | NG | 2024 | T1 | api.worldbank.org |
| Total VC funding (equity and debt), e-commerce startups, Africa | 312.1USD million | AFRICA | 2025 | T2 | partechpartners.com |
| Share of Jumia shipped packages fulfilled through pickup stations | 75percent | AFRICA | 2026-Q2 | T1 | sec.gov |
| Jumia physical goods orders | 22.6million | AFRICA | 2025 | T1 | sec.gov |
| Jumia logistics partners | 230count | AFRICA | 2025 | T1 | sec.gov |
| E-commerce users citing poor internet connectivity as a challenge, Kenya | 35percent | KE | 2025 | T1 | ca.go.ke |
| Cancellations, failed deliveries and returns (CFDR) as share of GMV, Jumia | 26percent | AFRICA | 2025 | T1 | sec.gov |
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