Jumia, Africa’s leading e-commerce platform, has reported strong Q4 and full-year 2025 results, signalling renewed commercial momentum and setting the foundation for expanded investment in Kenya, one of the company’s most strategic and digitally advanced markets.
Jumia’s Q4 2025 revenue grew 34% year-on-year to $61.4 million (Ksh7.9 billion), driven by increased marketplace activity, improved customer engagement, and operational efficiencies across its network.
Gross Merchandise Value (GMV) rose 36% to $279.5 million (Ksh36 billion), underscoring rising consumer demand for online shopping across its markets.
The company reported a 39% reduction in operating loss to $10.6 million (Ksh1.4 billion) and a 47% improvement in adjusted EBITDA loss, outcomes that strengthen Jumia’s capacity to reallocate resources toward high-potential growth markets.
Kenya is expected to be one of the largest beneficiaries due to its advanced digital adoption, strong fintech ecosystem, and expanding SME participation in online commerce.
Jumia’s improved cash position, highlighted by a reduction in net cash used in operating activities to $1.7 million (Ksh219.3) in Q4, gives the company headroom to deepen its investments in Kenya, particularly in logistics, category expansion, and SME empowerment.
Group CEO Francis Dufay said the company closed 2025 “with clear momentum, delivering strong GMV and revenue growth, improving customer engagement, and continued progress on our path to profitability,” noting that enhanced execution and customer experience improvements delivered results across key markets.
Jumia is set to deepen its focus on the Kenyan market through targeted initiatives supporting consumers, SMEs, and logistics partners.
Recent Jumia data shows that rural Kenya now accounts for 60% of all Jumia orders nationwide. Jumia Kenya has expanded its logistics network to more than 300 pickup stations serving over 100 towns across all 47 counties, reducing average delivery times in rural areas to between two and four days.
The platform supports over 50,000 livelihoods, including vendors, J-Force agents, pickup-station operators, and delivery riders.
SMEs now account for 60% of sellers on Jumia, gaining national market access beyond traditional brick-and-mortar channels. A key driver of adoption is the JForce agent programme, which has grown to over 26,000 agents nationwide, providing assisted ordering and digital literacy support for first-time and rural shoppers.
Read: Jumia: Rural Shoppers Overtake Cities in E-Commerce Boom
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