Issouf Sanogo/AFP via Getty ImagesJumia, Africa’s biggest online retailer, is ramping up the number of Chinese merchants on its platforms as it struggles to counter fierce competition from China’s e-commerce giants Temu and Shein. “We have significantly strengthened our relationships with international sellers, especially from China,” said Francis Dufay, Jumia’s CEO, on a call with investors this month. “Our Chinese vendor base is scaling rapidly, and the supply pipeline is more robust than ever.” Temu launched in Nigeria in November 2024, gaining traction through aggressive advertising, deep discounts, and promises of delivery within two weeks. Shein, while more targeted, is using influencer-driven marketing to expand in major urban centers across Ghana, Kenya, and South Africa. Neither retailer has established full physical operations on the continent. The timing of growing Chinese competition is especially difficult for Jumia at a time when it is less flush with capital than in its early years. Its market capitalization has tumbled to under $400 million from $1.5 billion less than three years ago. |