The Chief Executive Officer of Jumia Nigeria,
Temidayo Ojo, has said the changing nature of
Black Friday shopping in the country is a clear
indication that Nigeria’s e-commerce sector is
becoming more mature.
Speaking during a review of Jumia’s 2025 year-
end shopping season, Ojo explained that Black
Friday has evolved from a short-lived sales rush
into a structured and highly anticipated retail
period for Nigerian shoppers. He noted that
consumers now approach the event with clearer
plans and expectations rather than making
impulsive purchases.
According to early performance figures covering
the two-month period ending November 30, 2025,
Jumia recorded solid year-on-year growth in both
order volumes and Gross Merchandise Value
(GMV). The company added that GMV grew at a faster pace than the number of orders, a trend that points to shoppers buying more items per transaction and spending more per purchase.
Nigeria also emerged as one of the Jumia Group’s
better-performing markets during the Black
Friday campaign. The company observed steady
customer participation throughout the sales
period, instead of the sharp spikes and quick
drop-offs seen in earlier years.
Ojo attributed this consistent performance to
growing consumer confidence in online
shopping. He said more Nigerians now plan their
purchases in advance, using tools such as saved
shopping carts, brand storefronts and price-
comparison features. According to him, this shift
shows that e-commerce is increasingly becoming
part of everyday consumer habits rather than a
once-a-year activity.
He further highlighted the role of Jumia’s JForce
agent network, which supports last-mile delivery
and improves access to customers across major
urban centres, smaller towns and remote
communities. Ojo said the agents were
instrumental in ensuring smooth operations,
efficient deliveries and wider customer reach
during the peak shopping season.
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