Jumia Technologies AG: Navigating Currency Headwinds and Strategic Growth in 2025

Jumia Technologies AG (NYSE:JMIA), Africa's leading e-commerce platform, reported mixed results for the fourth quarter of 2024, with revenue declining 23% year-over-year to $45.7 million and GMV falling 12% to $206.1 million. However, the company's strategic focus on secondary cities and international sellers, coupled with operational improvements, sets the stage for growth in 2025.

Jumia's expansion into secondary cities has been a significant driver of growth, with orders from these areas increasing to 56% of the total, up from 49% in the previous quarter. This strategy has led to an 18% year-over-year increase in physical goods orders in core markets (excluding South Africa and Tunisia) without any increase in marketing costs. Additionally, Jumia's international seller penetration reached 31%, up 9.5 percentage points from the previous year, enhancing product selection and reducing inventory risk and working capital needs.



To improve its path to profitability in 2025, Jumia should focus on implementing cost-cutting measures and revenue-enhancing strategies. The company can enforce cost discipline and enhance operational efficiency by optimizing warehouse operations, reducing inventory risk, and improving supply chain management. Additionally, Jumia can reduce marketing expenses by optimizing its marketing spend and improving the efficiency of its advertising campaigns.

To drive revenue growth, Jumia should expand its product assortment with competitive pricing, strengthen relationships with international sellers, and double down on expansion outside main urban centers. By focusing on these strategic initiatives, Jumia can improve its gross margins and customer repurchase rates, ultimately driving sustainable growth and achieving profitability in 2025.

In conclusion, Jumia Technologies AG faces challenges in the form of currency headwinds and increased cash burn. However, the company's strategic focus on secondary cities and international sellers, coupled with operational improvements, positions it well for growth in 2025. By implementing cost-cutting measures and revenue-enhancing strategies, Jumia can navigate these challenges and achieve its long-term growth potential.