Exiting low-potential or unprofitable markets to concentrate resources on core countries with stronger growth and profitability trajectories. This included the strategic decision to cease operations in South Africa and Tunisia in late 2024, followed by the exit from Algeria in February 2026.

Expected impact: Enhanced operational efficiency and resource allocation, allowing the company to focus on its 8 core markets (such as Nigeria, Egypt, Kenya, and Morocco) to accelerate the path to profitability.

Implementing broad-based increases in commissions across most operating countries at the start of 2026, leveraging Jumia's scale and improved service levels with sellers.

Expected impact: Significant expansion of gross profit margins (which grew by 160 bps year-over-year to 13.9% of GMV in Q1 2026) and improved marketplace monetization.

Driving down fulfillment expenses per order through productivity gains, economies of scale, increased call center automation, and renegotiating rates with third-party logistics partners.

Expected impact: Fulfillment expense per order fell from $3.50 in 2022 to approximately $2.00 in 2025, with further efficiency gains expected throughout 2026.