ORDER ARTICLE PERMISSIONS/REPRINTS/OFFPRINTS/TEACHING NOTES
To order inspection copies, and/or permissions to include this article in textbooks, edited volumes, course booklets, online/digital course packs, etc., and/or to order multiple individual hard copies for classroom use, please use the secure online payment, or the appropriate form available on the Order Forms page, or alternatively, contact the Publishing Editor, Peter Neilson, pneilson@neilsonjournals.com directly.
Jumia: Navigating Africa's E-commerce Frontier
Marta Szabo White
J. Mack Robinson College of Business, Georgia State University, USA
Glenwood Ross II
Andrew Young School of Policy Studies, Georgia State University, USA
Mourad Dakhli
J. Mack Robinson College of Business, Georgia State University, USA
Volume 20: 2025, pp. 579-606; ABSTRACT
Imagine navigating a market in which over 70% of transactions occur through mobile money, yet half of the population remains unbanked. Logistical challenges, such as unreliable roads and limited addressing, turn straightforward deliveries into complex operations. This is the battleground for Jumia, Africa’s e-commerce giant, which is striving to conquer a continent rich with potential but also with unique obstacles. As global titans, such as Amazon and Alibaba, set their sights on the African market, the question becomes: Can Jumia sustain its first-mover advantage, or will it be outpaced in this rapidly evolving digital frontier? This case focuses on Jumia’s unique position in the African e-commerce landscape to explore the immense opportunities and persistent challenges it faces, while addressing the central question of Jumia’s ability to maintain its competitive edge.
Keywords: logistics, online retail, first-mover advantage, African digital economy.
.jpg)
