Jumia Digital Trade Africa: CEO Calls for Payment Harmonisation and Stronger Policies
Jumia digital trade Africa took centre stage at the AfCFTA Digital Trade Forum 2026, where Jumia Nigeria called for harmonised payment systems, stronger consumer protection, and supportive government policies to unlock the full potential of digital commerce across the continent.
Speaking during a panel session, Jumia Nigeria Chief Executive Officer Temidayo Ojo said the company’s experience has shown that building consumer trust is the most important factor in expanding e-commerce adoption and strengthening Africa’s digital economy.
Jumia Says Consumer Trust Drives E-Commerce Growth
Ojo explained that Jumia’s growth in Nigeria reflects the increasing acceptance of online shopping, supported by continuous investment in technology, logistics, and customer experience.
According to him, millions of Nigerians now shop online, but there is still significant room to attract more consumers by improving trust in digital commerce.
He noted that many first-time online shoppers remain cautious because they cannot physically inspect products before buying them. To address this challenge, Jumia has invested in reliable delivery services, transparent order tracking, quality assurance, and responsive customer support to build long-term confidence among shoppers.
“Trust is the currency of digital commerce,” Ojo said, adding that stronger consumer protection laws across Africa would encourage more people to embrace online shopping by providing greater confidence when dealing with payment disputes, delayed deliveries, or product quality issues.
Jumia Digital Trade Africa Needs Better Payment Systems
Ojo identified fragmented payment systems as one of the biggest barriers to cross-border digital trade in Africa.
Although the continent has experienced rapid fintech innovation, different regulations and limited payment interoperability continue to make transactions between African countries more difficult than necessary.
He called for greater harmonisation of payment frameworks across the continent, saying seamless digital payments would allow businesses to expand into new African markets more easily while enabling consumers to make cross-border purchases without unnecessary obstacles.
According to Ojo, improving payment interoperability is essential to achieving the goals of the African Continental Free Trade Area (AfCFTA) and creating a truly integrated digital marketplace.
Public and Private Sectors Must Work Together
Beyond payment systems, Ojo stressed the need for closer collaboration between governments and private businesses to create a stronger environment for digital commerce.
He said consistent policies, regulatory certainty, and supportive business frameworks would encourage investment, promote innovation, and strengthen confidence in Africa’s growing digital economy.
As one of the continent’s largest e-commerce platforms, Jumia believes regional integration presents significant opportunities for businesses of all sizes.
The company currently connects tens of thousands of merchants with customers across multiple African countries and believes improved cross-border trade policies would allow many more local businesses to reach new markets beyond their home countries.
Regional Integration Could Unlock New Growth
Ojo said greater regional cooperation could open access to a consumer market of more than 500 million people, creating new opportunities for African businesses to trade with customers across the continent.
He also observed that many first-time customers initially choose cash-on-delivery because they have concerns about online payments. However, after experiencing reliable deliveries, quality products, and good customer service, many gradually become more comfortable using digital payment methods.
According to Ojo, Jumia’s journey reflects the broader development of Nigeria’s e-commerce sector, driven by sustained investments in technology, logistics, customer trust, and local partnerships.
He concluded that with stronger consumer protection, harmonised payment regulations, and deeper collaboration between governments and the private sector, Africa is well positioned to accelerate the next phase of digital commerce growth.
