Why we left Tunisia and South Africa in 2024 – Jumia
- Jumia ceased operations in South Africa and Tunisia in October 2024.
- The exit was driven by political and economic developments impacting consumer spending.
- Jumia's total number of operating countries shrank from 11 to 9.
Jumia's strategic exit from underperforming markets reflects a pragmatic approach to resource allocation in a challenging economic landscape. While the decision may seem harsh for affected employees, focusing on more promising markets could ultimately strengthen Jumia's position in the competitive e-commerce sector in Africa. Future discussions should consider the long-term implications of such exits on brand loyalty and market presence.
