E-commerce giant Jumia has posted impressive figures for its Kenyan unit, clocking Sh15.8 billion in sales as its ruthless "efficiency first" strategy begins to pay dividends.

In a tech landscape often defined by "growth at all costs," Jumia has pivoted to a new mantra: disciplined survival. The company’s latest financial disclosures reveal that its Kenyan operation—one of its crown jewels—generated Sh15.8 billion (approx. USD 120 million) in sales during the holiday shopping season and fiscal year 2025. This resilience comes even as the group slashed its footprint, exiting South Africa and Tunisia to protect its balance sheet.

The figures suggest that the Kenyan consumer’s appetite for digital commerce remains robust, despite inflationary pressures. Jumia Kenya now accounts for roughly 15% of the group’s total Gross Merchandise Value (GMV), solidifying Nairobi’s status as a top-tier digital economy hub alongside Lagos and Cairo.

Cutting the Fat, Keeping the Muscle

The "Jumia 2.0" strategy has been painful but effective. By shutting down underperforming markets, the company has channeled its resources into high-potential zones like Kenya. The result is a significant narrowing of losses and a clearer path to profitability—the holy grail that has eluded African tech unicorns for a decade.

“We are seeing higher basket sizes and more frequent purchases from our loyal Kenyan customer base,” the report notes. The holiday season, driven by "Black Friday" campaigns, proved that Kenyans are increasingly trusting online platforms for everything from electronics to groceries.

The Road Ahead

However, challenges remain. The exit from other markets places immense pressure on the Kenyan and Nigerian teams to perform. There is no longer a safety net of diverse geography; the East African engine must fire on all cylinders.

• The Number: Sh15.8 Billion in Kenyan sales.
• The Context: Part of a group-wide $818.6M GMV.
• The Pivot: Exiting weak markets to dominate key strongholds.

For now, Jumia has weathered the storm. The Sh15.8 billion figure is not just a statistic; it is proof of concept that e-commerce in East Africa is no longer a novelty—it is a staple.