Jumia Nigeria’s 2024 Black Friday Campaign Accelerates E-commerce Growth Beyond Major Cities

Jumia, Nigeria’s leading e-commerce platform, wraps up its 2024 Black Friday campaign tomorrow, celebrating remarkable success. Spanning from November 1 to November 30, the month-long event featured discounts of up to 50 percent across categories such as mobile phones, electronics, home and living, fashion, and beauty, drawing millions of shoppers nationwide.

This year’s campaign highlighted the positive impact of Jumia’s ongoing efforts to expand e-commerce accessibility across Nigeria.
Hinterlands like Enugu, Calabar are growing by over three times year-on-year, with over half of Black Friday orders originating from secondary cities and rural areas. These trends underscore the growing trust in online shopping among rural communities and Jumia’s commitment to bridging the retail gap.

Jumia’s logistics network, supported by over 200 pick-up stations nationwide, played a key role in enabling access to affordable goods for customers outside urban centers.

During the campaign, the share of orders to pick-up stations grew by nearly two-third, showing the increasing need for additional pick-up points. This further reflects the company’s rapid growth and influence in secondary cities and rural areas.

Chief Executive Officer of Jumia Nigeria, Sunil Natraj, said: “We are delighted with the results of this year’s Black Friday campaign. The surge in orders from upcountry regions demonstrates how e-commerce is transforming communities by making affordable and quality goods accessible to all. This growth reaffirms our commitment to expanding our logistics network and opening more pick-up stations to serve our growing customer base.”

Since pioneering Black Friday in Nigeria in 2014, Jumia has transformed the way Africans shop online.

As it marks 10 years of Black Friday, Jumia continues to enhance its offerings, including streamlined logistics, diverse payment methods, and improved supply from international sellers. These innovations have solidified Jumia’s role as a leader in Nigeria’s retail ecosystem, making online shopping more convenient, accessible, and reliable than ever before.

Jumia’s 2024 Black Friday campaign reflects not just a successful sales event but a testament to the transformative power of e-commerce in reshaping access to quality products across Nigeria.