Why Jumia Must Master the Logistics Challenge to Win Jumia finds itself in a maze of rising logistical costs that continue to eat into its margins. Therefore, for it to insulate its bottom-line from being buffeted, it has to build a logistical model that will survive Africa’s brutal infrastructure environment. Jumia's future will not be written in downloads, orders, or revenue alone. It will be written on the roads, delivery routes, and warehouses where Africa’s e-commerce future will either rise or stall.

As Jumia Africa unveiled its 2025 second quarter results, a familiar tension came into focus: the company is growing, but still losing money. On the surface, the numbers look promising. Orders are up. Active customers are rising. Revenue continues to grow. In many ways, the African e-commerce pioneer appears to be regaining momentum after years of restructuring. But its growth is running up against a hard barrier. The high cost of deliveries across a continent where logistics are not only underdeveloped but often unpredictable is a key challenge. This is the real battlefield – not the mobile app, not the…