African e-commerce company Jumia is increasing imports from Chinese vendors as it pushes toward profitability by the end of 2026. The company began sourcing from Chinese vendors two years ago to address a shortage of local suppliers capable of delivering large, affordable orders—and to counter rising competition from Chinese rivals Temu and Shein. The strategy has resulted in Nigeria overtaking Côte d’Ivoire as Jumia’s largest market in the first quarter, with gross merchandise value rising 42% year over year. During the period, sales from international sellers, mainly from China and Turkey, jumped 87%. Quarterly revenue also rose 39% to $50.6 million, although pre-tax losses continued. Despite operational strains from high fuel prices linked to the Iran war, the company remains optimistic about achieving positive cash flow by Q4 2026, bolstered by a leaner structure that recently saw it exit South Africa, Tunisia, and Algeria.
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