Jumia sold $818.6 million worth of goods in 2025, up 14% on the year before. The company is now guiding towards EBITDA break even by the fourth quarter of 2026.
That’s a big promise from a company that has lost money every year since it started. Jumia has spent the last few years shrinking to get there. It left South Africa in October 2024 and now runs in Nigeria, Côte d’Ivoire, Senegal, Ghana, Kenya, Uganda, Tanzania, Morocco and Egypt.
The quarter that decides it is the one we’re in. Black Friday and the December rush will make or break the target, and Jumia will want every brand on its platform spending on promotion.
For marketers, that’s the angle. Jumia’s retail media business, the sponsored listings and banners inside the app, is one of the ways it plans to make money. PwC expects retail paid search in Nigeria to grow 17.2% a year. If you sell on Jumia and you haven’t tested sponsored products, this quarter is when the shoppers are there.
Whether Jumia hits break even or not, its survival matters for everyone selling online in Africa. A healthy local marketplace keeps the big global players honest on fees.
