Protecting Consumer Data Is Core To How We Operate And Earn Trust — Says Jumia CEO

At its simplest, data protection refers to how organisations collect, use, store, and safeguard personal information. But in practice, it goes much deeper. For e-commerce platforms, it shapes consumer confidence, whether people feel safe enough to transact online, return repeatedly, and make digital services part of everyday life.

This matters deeply in Nigeria, where millions of consumers are adopting e-commerce for the first time. As smartphone usage grows and online shopping extends beyond major cities into secondary and emerging markets, trust becomes the most valuable currency in the system. “Once trust is broken, adoption slows, and confidence is hard to rebuild,” says Temidayo Ojo, Chief Executive Officer of Jumia Nigeria.

For Jumia, one of Africa’s leading e-commerce platforms, data protection is treated as a core operational responsibility rather than a box-ticking exercise. Operating at scale means managing sensitive customer information across multiple touchpoints, from browsing and checkout to payments and delivery. This responsibility is reinforced by Nigeria’s Data Protection Act (NDPA), which sets clear standards for transparency and security.

But regulation is only part of the picture. As a company listed on the New York Stock Exchange, Jumia is also subject to strict international compliance requirements. “We fully implement GDPR principles across our operations and comply with country-specific legislation aligned with global best practices,” Ojo explains. “That’s essential in a connected digital economy where trust must travel across borders.”

Still, policies alone do not protect data. Effective data protection requires continuous investment in systems, processes, and people. Jumia combines secure technology with strong internal governance, including strict access controls that limit who can view sensitive information. “We have clear internal ‘Chinese walls,’ so data is only accessed when there is a legitimate business need,” Ojo notes.

The regulatory and risk landscape continues to evolve, demanding constant vigilance. “Protecting consumer information isn’t just about compliance for us,” Ojo adds. “It’s embedded in how we operate and central to maintaining trust with the people who use our platform.”

As Nigeria’s digital economy grows, that trust will remain foundational. Platforms that prioritise security and transparency are not only protecting consumers, they are helping build a digital ecosystem that is resilient, inclusive, and built for long-term growth.