In the heart of Nigeria’s commercial capital, Jumia is quietly scripting one of the most intriguing comeback stories in Africa’s digital economy. Once seen as a cautionary tale after a dramatic post-IPO slide, the e-commerce pioneer is now on a mission to restore investor confidence and achieve profitability by 2027.

Under CEO Francis Dufay, the company has made tough but deliberate choices cutting losses, exiting unprofitable markets, and trimming operational excess. Jumia has now narrowed its footprint from 14 to just 9 markets, focusing on key countries like Nigeria, Kenya, and Egypt. The move, insiders say, isn’t retreat but realignment.

What’s changed most is the company’s approach to sourcing. Leveraging a new team in Shenzhen, Jumia has begun onboarding Chinese merchants directly, offering affordable goods to African buyers and increasing product variety. Today, nearly one-third of all Jumia sales come from these overseas vendors.

To some investors, this shift has brought renewed optimism. Axian Group, a Madagascar-based telecom giant, recently boosted its stake to over 9%. Analysts say the firm’s new clarity in strategy targeting rural and peri-urban consumers while leaning on mobile payments and logistics is helping rebuild trust.

With losses now dramatically reduced and a streamlined business model in place, Jumia appears to be regaining its footing. Whether it can stay the course in a hyper-competitive space dominated by global giants remains to be seen, but its story is once again being taken seriously.