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Introduction
When Jumia (JMIA 1.91%) went public four years ago, it was hailed as the “Amazon of Africa.” The e-commerce company had already established its marketplace in 14 countries, representing 72% of Africa’s GDP, and the continent’s e-commerce sales were expected to grow. However, Jumia’s stock price has since plummeted due to slower revenue growth, widening losses, and a shift in investor sentiment away from speculative growth stocks.
Jumia’s Revenue and Losses
Jumia started as a first-party online retailer but transitioned into a third-party marketplace in 2016 to reduce expenses. However, its operating and adjusted EBITDA losses continued to increase. In 2020, Jumia’s revenue was $159.4 million, with an operating loss of $170.3 million and an adjusted EBITDA loss of $136.3 million. These losses widened in 2021 and are projected to continue in 2022.
Challenges Faced by Jumia
Jumia’s revenue declined by 13% in 2020 due to the pandemic’s impact on consumer spending and supply chain disruptions. To attract lower-income shoppers, Jumia downsized its first-party marketplace and focused on selling lower-margin consumer staples. Although Jumia’s revenue grew by 12% in 2021 and 25% in 2022, its gross merchandise volume (GMV) only increased by 6%. Additionally, its growth in orders, annual active customers, and total payment volume (TPV) decelerated.
Competition and Future Outlook
Jumia faces competition from regional players like Konga.com and from global giant Amazon, which plans to launch its marketplace in South Africa and Nigeria. Jumia’s slowing growth is concerning, as it needs to outpace the market leader to be a promising growth play. Analysts predict a decline in Jumia’s revenue in 2023, while Amazon’s revenue is expected to rise. Although the African e-commerce market has potential for growth, Jumia may struggle to stay relevant in the increasingly crowded market.
Conclusion
While Jumia remains in operation and has made efforts to narrow its losses, it still faces challenges in generating consistent profits. Compared to other overseas e-commerce companies with stronger revenue growth and profits, Jumia’s outlook is less optimistic. As the African e-commerce market continues to grow, Jumia’s ability to survive and thrive remains uncertain. At present, Jumia does not appear to be the next Amazon, but rather a struggling online marketplace among many that Amazon has surpassed in its rise to become the world’s largest e-commerce company.
