Jumia Calls For Payment Harmonisation, Stronger Policies To Boost Africa’s Digital Trade

Jumia Nigeria has reaffirmed its role as one of the leading forces driving the adoption of e-commerce in Nigeria, saying sustained investment in consumer trust, local logistics and digital infrastructure has helped expand online shopping while laying the foundation for Africa’s broader digital commerce ecosystem.

Speaking during a panel discussion at the AfCFTA Digital Trade Forum 2026, the Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, said the company’s experience over the years shows that building consumer confidence remains the single most important factor in accelerating e-commerce adoption across the continent.

According to him, while millions of Nigerians have embraced online shopping, significant opportunities still exist to bring many more consumers into the digital marketplace through stronger consumer protection, seamless payment systems and supportive public policies.

Ojo noted that Jumia’s growth has mirrored the increasing acceptance of e-commerce in Nigeria, with the company consistently investing in technologies, logistics capabilities and customer experience initiatives that have made online shopping more accessible, convenient and reliable for consumers.

He explained that one of the biggest challenges facing digital commerce remains consumer trust, particularly among first-time online shoppers who are unable to physically inspect products before making purchases. To address this, Jumia has continuously strengthened its customer experience through reliable delivery, transparent order tracking, quality assurance and responsive dispute resolution processes that encourage repeat purchases and long-term confidence in online retail.

“Trust is the currency of digital commerce,” Ojo said, adding that stronger consumer protection frameworks across African markets would further accelerate the growth of the sector by giving consumers greater confidence whenever issues such as payment disputes, delayed deliveries or product quality concerns arise.

Beyond consumer confidence, Ojo identified fragmented payment systems as one of the major obstacles limiting intra-African digital trade. Despite significant innovation within Africa’s fintech ecosystem, varying regulations and limited interoperability continue to make cross-border transactions more complex than necessary.

He called for greater harmonisation of payment frameworks across the continent, noting that seamless digital payments would make it easier for businesses to scale beyond their domestic markets while allowing consumers to transact effortlessly across borders.

Ojo also emphasised the importance of stronger collaboration between governments and the private sector in creating an enabling environment for digital businesses. According to him, coordinated policies and regulatory certainty would accelerate investment, encourage innovation and strengthen confidence in Africa’s digital economy.

As one of Africa’s largest e-commerce platforms, Jumia sees regional integration as a significant growth opportunity. The company already connects tens of thousands of merchants with consumers across several African markets and believes improved cross-border trade policies would enable many more local businesses to reach new customers beyond their national boundaries.

Such integration, he said, has the potential to unlock access to a combined consumer market of more than 500 million people, creating new opportunities for African enterprises to trade with one another and strengthen the continent’s digital economy.

He added that while many first-time shoppers initially prefer cash-on-delivery because of perceived risks, their confidence in digital payments increases significantly after experiencing reliable service, quality products and efficient deliveries.

According to Ojo, Jumia’s journey reflects the broader evolution of e-commerce in Nigeria, one driven by sustained investments in trust, technology and local partnerships. He maintained that with stronger consumer protection, harmonised regulations and deeper collaboration between governments and the private sector, Africa is well positioned to unlock the next phase of digital commerce growth.