A newly released Jumia report has said that e-commerce in Africa is set to surpass half a billion users by 2025.
The report titled “Top Trends Defining 2025’s E-commerce Future” highlighted that these trends signal new opportunities for inclusivity, innovation, and customer-centric strategies.
According to the report, e-commerce is poised for a transformative year in 2025, driven by technological advancements, evolving consumer behaviour, and the urgent need for innovation.
“With online retail projected to account for 23 per cent of global purchases by 2027, businesses must adapt swiftly to remain competitive in this dynamic landscape,” the report said.
“In Nigeria, where over half the population resides in rural areas, access to reliable e-commerce services has been limited,” it noted.
The report, however, noted that companies are now addressing this gap through hyper-local distribution hubs and community-driven networks.
For instance, Jumia’s expansion into areas like Nnewi and Yenagoa, supported by 60 logistics partners and 210 pickup stations, bridges the urban-rural divide and unlocks new markets.
“The adoption of digital payment solutions is revolutionising e-commerce. Mobile wallets, fintech innovations, and partnerships with local and global payment platforms are making transactions faster, safer, and more accessible,” the report stated.
The Chief Executive Officer of Jumia Nigeria, Sunil Natraj, said, “Infrastructure challenges are opportunities for innovation. We are simplifying operations to ensure seamless experiences for consumers and sellers alike.”
“By 2025, digital payments will be indispensable, driving thrust and efficiency in online transactions,” the report further stated and also highlighted that social media platforms were transitioning from marketing tools to direct sales channels.
Meanwhile, it said Instagram, TikTok, and Facebook now offer in-app shopping, with micro and nano-influencers boosting product discovery and conversions through authentic engagement.
The report asserted, “For small and medium enterprises, this trend offers an affordable way to reach niche markets. By leveraging storytelling, user-generated content, and interactive shopping experiences, businesses can deepen engagement and boost sales.”
“In 2025, social commerce will redefine how brands connect with tech-savvy, younger audiences,” it added, also emphasising how artificial intelligence is revolutionising customer support.
It added that advanced chatbots now provide personalised recommendations, resolve issues, and facilitate sales, enhancing customer satisfaction and loyalty. Businesses embracing AI-driven customer service will excel in 2025’s competitive e-commerce market.
“E-commerce trends in 2025 blend technology, consumer needs, and market potential. Companies embracing innovation, inclusivity, and customer focus will lead the future,” the report said.
