Jumia’s sales in Kenya hit Sh15.8 billion ($122.79 million) in the year ended December 2025, helped by holiday shopping and Black Friday deals in the fourth quarter. Sales on the e-commerce platform in the country rose by a record 48 percent between October and December to Sh5.4 billion ($41.9 million).
In last year’s first quarter (January to March), Kenya generated Sh3.1 billion ($24.2 million) in sales value, rising 31 percent to Sh3.5 billion ($27 million) in the second quarter and 38 percent to Sh3.8 billion ($29.6 million) in the quarter to September.
Kenya is the third-largest of Jumia’s eight African markets, accounting for 15 percent of the group’s $818.6 million (Sh105.6 billion) Gross Merchandise Value (GMV) – the total value of goods and services sold on its website and mobile app – in 2025.
The New York Stock Exchange-listed company reported its group’s total quarterly GMV of $279.5 million (Sh36 billion), a 36 percent year-on-year growth from $206.1 million (Sh26.6 billion) in the fourth quarter of 2024, driven by increased consumer demand and holiday-season discounts across its markets.
“Demand strengthened as the quarter progressed, driven by disciplined execution across our markets and ongoing enhancements to our value proposition and customer experience, resulting in a successful Black Friday campaign,” said CEO Francis Dufay.
Jumia did not release the 2024 annual figures for Kenya when it reported a $720.6 million (Sh92.9 billion) GMV across its markets. In 2025, Ivory Coast and Nigeria remained Jumia's largest markets, contributing 24.5 per cent and 24 per cent, respectively, to the platform's total goods and services sold in 2025.
Group revenue for the last quarter increased 34 percent year-on-year to $61.4 million, while operating losses narrowed 39 percent year-on-year to $10.6 million from $17.3 million, which the company attributed to improved cost management.
“We also meaningfully reduced cash burn, reflecting improving operating leverage as volumes scale and better working capital management,” Mr Dufay said.
The online marketplace was first launched in Nigeria in 2012, enabling the delivery of packages through local partners. It opened shop in Kenya in 2013. Since its launch, the company has struggled to turn a profit. It has been cutting costs by shedding headcount, restructuring and exiting some markets.
In the latest financial disclosures, Jumia revealed it has decided to cease operations in Algeria this month, which in 2025 accounted for two percent of its GMV. This comes after it exited South Africa and Tunisia in late 2024. In 2023, it removed grocery items and food delivery services in seven African markets, including Kenya.
Jumia said it expects to break even in the last quarter of 2026 and finally turn a full-year profit next year.
“Our priority is driving usage growth in our core markets with the objective of achieving Adjusted EBITDA breakeven and positive cash flow in the fourth quarter of 2026, and delivering full-year profitability and positive cash flow in 2027,” Mr Dufay said.
The group’s 2025 revenue rose 13 percent to $188.9 million from $167.5 million the previous year. Operating losses narrowed four percent to $63.2 million from $66.0 million in 2024.
The company said its expansion into secondary cities continued to deliver results, with orders from upcountry regions accounting for 61 percent of total orders in the fourth quarter, up from 56 percent during a similar period a year earlier.
