Jumia’s international sales, largely driven by China, grew 82% in the fourth quarter of 2025, according to its financial results, as the e-commerce giant strengthens its 2027 profitability strategy. After more than a decade of losses, Jumia has shifted its business model from chasing Africa’s aspirational middle class to repositioning itself for Africa’s lower-middle-income consumers, where 85% of the population lives on less than $5.50 a day, according to the World Bank. The company is rebuilding its business around affordability and mass-market volume, using Chinese supply chains as the engine, with a simple bet: cheaper goods move faster, generate more orders, improve unit economics, and create a clearer path to profitability than premium brands. That shift is now visible in the numb...