Jumia Nigeria has unveiled the second edition of its flagship “E-Commerce in Rural Areas” report, offering new insights into how digital commerce is transforming economic participation and livelihoods in underserved communities across the country.
According to the report, rural areas now account for nearly half of all Jumia deliveries in Nigeria — a milestone that underscores the rapid adoption of online shopping beyond major urban centres. The findings reveal how expanding digital infrastructure, increased smartphone access, and Jumia’s growing logistics network are fueling the next phase of Nigeria’s e-commerce evolution.
The report was launched at an event held at Jumia’s Lagos head office, attended by government officials, media representatives, vendors, logistics partners, and members of the Jumia community. Discussions focused on the growing impact of technology in rural economies, as well as the challenges and opportunities ahead for Nigeria’s digital retail ecosystem.
A major highlight of the report is the JForce program — Jumia’s community-based sales network that empowers local entrepreneurs to drive e-commerce adoption in their regions. With over 32,000 active JForce agents across Nigeria, the program continues to promote digital inclusion, financial literacy, and grassroots entrepreneurship by helping customers in areas with limited internet access place and track online orders.
Jumia’s logistics infrastructure has also expanded significantly, now comprising more than 350 Pickup Stations and 67 logistics partners spread across the country. This extensive network has enabled efficient last-mile delivery to remote areas, reducing barriers to access and helping small businesses reach customers in locations that were previously underserved.
Speaking at the event, Jumia Nigeria CEO Sunil Natraj emphasized that the company’s long-term mission is to make digital commerce accessible to all Nigerians — regardless of geography or income level.
“Our goal is to ensure that every Nigerian, no matter where they live, can participate in the digital economy. E-commerce is not just about convenience; it’s about inclusion, empowerment, and creating new opportunities for growth.”
The report also explores how changing consumer behavior, growing trust in online transactions, and localized logistics solutions are redefining retail dynamics across rural Nigeria. As more communities come online, Jumia’s data shows a growing preference for everyday essentials such as groceries, fashion, and electronics — signaling a broadening of product demand beyond traditional categories.
With this latest publication, Jumia reinforces its role as a key player in advancing Nigeria’s digital economy — not only by facilitating commerce but by creating pathways for inclusive growth, employment, and innovation in regions often overlooked by traditional retail channels.
