Jumia Partners with Mirakl to Enhance Marketplace Advertising Across Africa

Jumia partners with Mirakl to deploy Mirakl Ads, enhancing marketplace advertising capabilities across nine African countries. The retail media sector is projected to reach $204 billion by 2027, representing a significant growth opportunity for Jumia. The integration was completed in just two months, showcasing rapid deployment capabilities. This move positions Jumia to capitalize on the lucrative market and unlock new revenue streams through AI-powered optimization and streamlined campaign management.

Jumia, a leading e-commerce platform in Africa, has partnered with Mirakl to deploy Mirakl Ads, a retail media solution designed to optimize advertising performance for both first-party and third-party sellers. This strategic move aims to elevate Jumia’s marketplace advertising capabilities across its nine African countries, positioning the company at the forefront of digital advertising innovation in the region.

The retail media sector is projected to reach $204 billion by 2027, with a compound annual growth rate (CAGR) of 17.2% [1]. Jumia’s adoption of Mirakl Ads is a significant step toward capitalizing on this lucrative market. The integration was completed in just two months, demonstrating Mirakl’s rapid deployment capabilities and showcasing the platform’s ease of integration and fast time-to-value.

Mirakl Ads equips Jumia’s advertising ecosystem with advanced automation, AI-powered optimization, and seamless campaign management. This solution allows all advertisers, from major brands to small marketplace sellers, to boost their sales through targeted advertising campaigns in Ghana, Uganda, Kenya, Nigeria, Senegal, Egypt, Algeria, Morocco, and Ivory Coast.

Jumia CEO Francis Dufay emphasized the importance of this partnership, stating, “Advertising is a key growth lever in our marketplace strategy, and this partnership with Mirakl allows us to accelerate that journey with speed and scale. By integrating Mirakl Ads, we’re empowering our sellers with smarter tools and delivering a better, more personalized experience to our customers. It also positions us to unlock new revenue streams while deepening engagement across our platform. Importantly, this partnership supports our ambition to grow gross profit and accelerate our path to profitability” [2].

The collaboration is a testament to Mirakl’s ability to deliver immediate and measurable impact for leading marketplaces. By combining Mirakl’s cutting-edge retail media technology with Jumia’s deep market reach, the partnership enables sellers to grow faster and customers to benefit from a more relevant, engaging experience. This move is a significant milestone for both companies and the future of digital commerce across Africa.

References:
[1] https://channelx.world/2025/07/jumia-replatforms-its-retail-media-program-to-mirakl-ads/
[2] https://finance.yahoo.com/news/jumia-replatforms-retail-media-program-121500268.html