Jumia Replatforms Its Retail Media Program to Mirakl Ads to Enhance Marketplace Advertising
Jumia (NYSE:JMIA), Africa's leading e-commerce platform, has partnered with Mirakl to implement Mirakl Ads, a sophisticated retail media solution for marketplace advertising. The partnership aims to enhance advertising capabilities for both first-party and third-party sellers across nine African countries.
The implementation was completed in just two months, demonstrating rapid deployment capabilities. This strategic move positions Jumia to capitalize on the retail media sector, which is projected to reach $204 billion by 2027 with a 17.2% CAGR. The platform offers AI-powered optimization, advanced automation, and streamlined campaign management to improve seller performance and customer experience.
Jumia (NYSE:JMIA), la principale piattaforma di e-commerce in Africa, ha stretto una collaborazione con Mirakl per implementare Mirakl Ads, una soluzione avanzata di retail media per la pubblicità nei marketplace. Questa partnership mira a potenziare le capacità pubblicitarie sia per i venditori diretti che per quelli terzi in nove paesi africani.
L'implementazione è stata completata in soli due mesi, dimostrando una rapida capacità di deployment. Questa mossa strategica posiziona Jumia per sfruttare il settore del retail media, che si prevede raggiungerà un valore di 204 miliardi di dollari entro il 2027 con un CAGR del 17,2%. La piattaforma offre ottimizzazione basata su intelligenza artificiale, automazione avanzata e una gestione semplificata delle campagne per migliorare le performance dei venditori e l'esperienza dei clienti.
Jumia (NYSE:JMIA), la principal plataforma de comercio electrónico en África, se ha asociado con Mirakl para implementar Mirakl Ads, una solución sofisticada de medios minoristas para la publicidad en marketplaces. Esta colaboración busca mejorar las capacidades publicitarias tanto de vendedores propios como de terceros en nueve países africanos.
La implementación se completó en solo dos meses, demostrando una rápida capacidad de despliegue. Esta estrategia posiciona a Jumia para aprovechar el sector de medios minoristas, que se proyecta alcanzará los 204 mil millones de dólares para 2027 con una Tasa de Crecimiento Anual Compuesta (CAGR) del 17,2%. La plataforma ofrece optimización impulsada por IA, automatización avanzada y gestión simplificada de campañas para mejorar el rendimiento de los vendedores y la experiencia del cliente.
Jumia (NYSE:JMIA)는 아프리카를 대표하는 전자상거래 플랫폼으로, Mirakl과 협력하여 마켓플레이스 광고를 위한 정교한 리테일 미디어 솔루션인 Mirakl Ads를 도입했습니다. 이번 파트너십은 아프리카 9개국의 1차 및 3차 판매자 모두의 광고 역량을 강화하는 것을 목표로 합니다.
도입은 단 2개월 만에 완료되어 빠른 실행 능력을 입증했습니다. 이 전략적 조치는 Jumia가 2027년까지 2040억 달러에 달할 것으로 예상되는 리테일 미디어 분야를 선점할 수 있도록 합니다. 이 플랫폼은 AI 기반 최적화, 고급 자동화, 그리고 간소화된 캠페인 관리를 제공하여 판매자 성과와 고객 경험을 향상시킵니다.
Jumia (NYSE:JMIA), la principale plateforme de commerce électronique en Afrique, s'est associée à Mirakl pour déployer Mirakl Ads, une solution avancée de médias retail pour la publicité sur les marketplaces. Ce partenariat vise à renforcer les capacités publicitaires des vendeurs directs et tiers dans neuf pays africains.
La mise en œuvre a été réalisée en seulement deux mois, démontrant une capacité de déploiement rapide. Cette initiative stratégique positionne Jumia pour tirer parti du secteur des médias retail, qui devrait atteindre 204 milliards de dollars d'ici 2027 avec un Taux de Croissance Annuel Moyen (TCAM) de 17,2%. La plateforme offre une optimisation propulsée par l'IA, une automatisation avancée et une gestion simplifiée des campagnes afin d'améliorer la performance des vendeurs et l'expérience client.
Jumia (NYSE:JMIA), Afrikas führende E-Commerce-Plattform, hat eine Partnerschaft mit Mirakl geschlossen, um Mirakl Ads zu implementieren – eine ausgeklügelte Retail-Media-Lösung für Marktplatzwerbung. Ziel der Partnerschaft ist es, die Werbemöglichkeiten für Erst- und Drittanbieter in neun afrikanischen Ländern zu verbessern.
Die Umsetzung erfolgte in nur zwei Monaten, was eine schnelle Einführung demonstriert. Dieser strategische Schritt positioniert Jumia, um vom Retail-Media-Sektor zu profitieren, der bis 2027 voraussichtlich 204 Milliarden US-Dollar mit einer jährlichen Wachstumsrate (CAGR) von 17,2% erreichen wird. Die Plattform bietet KI-gestützte Optimierung, fortschrittliche Automatisierung und eine vereinfachte Kampagnenverwaltung zur Verbesserung der Verkäuferleistung und Kundenerfahrung.
- None.
- Current profitability status indicates ongoing financial challenges
- Success depends on seller adoption and advertising performance
Insights
Jumia's adoption of Mirakl Ads creates new monetization potential while addressing profitability challenges through retail media advertising, a high-growth revenue stream.
Jumia's strategic partnership with Mirakl represents a significant step in the company's monetization strategy. By implementing Mirakl Ads across its nine African markets, Jumia is tapping into the rapidly expanding retail media sector, projected to reach
The implementation timeframe is particularly noteworthy - completing the integration in just two months demonstrates operational efficiency and suggests minimal disruption to existing revenue streams. For Jumia, whose business model has faced profitability hurdles, this represents a potentially transformative addition to their marketplace ecosystem.
Retail media networks are becoming crucial profit engines for e-commerce platforms because they offer significantly higher margins compared to traditional merchandise sales. By creating an advertising ecosystem where sellers can promote their products, Jumia creates a virtuous cycle: sellers gain visibility, customers receive more personalized recommendations, and Jumia captures high-margin advertising revenue without the inventory and logistics costs associated with traditional retail.
The deployment across all nine of Jumia's operating countries (Ghana, Uganda, Kenya, Nigeria, Senegal, Egypt, Algeria, Morocco, and Ivory Coast) indicates a comprehensive approach rather than a limited test. The AI-powered optimization mentioned suggests potential for improved conversion rates and ad effectiveness compared to more basic advertising solutions.
While the press release doesn't provide specific revenue projections, CEO Francis Dufay's explicit connection between this initiative and accelerating "our path to profitability" signals that management views this as a material addition to their financial strategy rather than a minor operational enhancement.
Partnership marks a new chapter in Jumia's advertising strategy, accelerating monetization with AI-powered sponsored product ads
LAGOS, NIGERIA AND PARIS, FRANCE / ACCESS Newswire / July 8, 2025 / Jumia (NYSE:JMIA), a leading e-Commerce platform in Africa, has partnered with Mirakl to elevate its marketplace advertising capabilities by deploying Mirakl Ads, a retail media solution uniquely designed to optimize performance for both first-party and third-party sellers. This move strengthens Jumia's efforts to deliver more value to its sellers, enhance the customer experience, and unlock profitable and sustainable new sources of revenue. Retail media is a rapidly growing sector within the e-commerce industry, expected to reach
Jumia's adoption of Mirakl Ads positions the company at the forefront of digital advertising innovation in Africa, unlocking significant opportunities to increase revenue generation. With growing usage across its platform, Jumia is well-placed to capitalize on this momentum by delivering improved advertising tools to sellers and more relevant, personalized product recommendations to customers.
"Advertising is a key growth lever in our marketplace strategy, and this partnership with Mirakl allows us to accelerate that journey with speed and scale. By integrating Mirakl Ads, we're empowering our sellers with smarter tools and delivering a better, more personalized experience to our customers. It also positions us to unlock new revenue streams while deepening engagement across our platform. Importantly, this partnership supports our ambition to grow gross profit and accelerate our path to profitability," said Francis Dufay, CEO of Jumia.
The collaboration is a testament to Mirakl's ability to rapidly deploy enterprise-grade solutions, with Jumia launching Mirakl Ads in just two months. This showcases the platform's ease of integration and fast time-to-value. Now live, the solution equips Jumia's advertising ecosystem with advanced automation, AI-powered optimization, and seamless campaign management.
With Mirakl Ads, all advertisers - from the biggest brands to the smallest marketplace sellers - can now boost their sales by leveraging advertising campaigns in Ghana, Uganda, Kenya, Nigeria, Senegal, Egypt, Algeria, Morocco and Ivory Coast.
"Jumia's decision to replatform to Mirakl Ads is a powerful validation of our platform's ability to deliver immediate and measurable impact for leading marketplaces. By combining Mirakl's cutting-edge retail media technology with Jumia's deep market reach, we are enabling sellers to grow faster and customers to benefit from a more relevant, engaging experience. This partnership is a true milestone, not only for Jumia and Mirakl, but for the future of digital commerce across Africa." said Adrien Nussenbaum, cofounder and co-CEO of Mirakl.
Through this partnership, Jumia is taking a decisive step in accelerating monetization, improving customer engagement, and advancing its long-term financial performance and profitability across its African markets.
About Jumia
Jumia is a leading pan-African e-commerce platform, with operations across 9 African countries. Its mission is to improve the quality of everyday life in Africa by leveraging technology to deliver innovative, convenient and affordable online services to customers, while helping businesses grow as they use Jumia's platform to better reach and serve customers.
The Jumia platform consists of a marketplace, which connects approximately 70,000 sellers with customers, a vast logistics network, which enables the shipment and delivery of packages, and a proprietary payment service, JumiaPay, which facilitates transactions among participants active on the Jumia platform in select markets.
For more information: https://group.jumia.com/.
About Mirakl
Mirakl is the leading provider of e-Commerce software solutions. Mirakl's suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business.
Since 2012, Mirakl has been pioneering the platform economy, empowering retail and b2b enterprises with the most advanced, secure and scalable technology to digitize and expand product assortment through marketplace and dropship, improve efficiency in supplier catalog management and payments, personalize shopping experiences, and boost profits through retail media.
Mirakl is trusted by Macy's, Saks, Henry Schein, The Knot, 1800-Flowers, Best Buy, Lowe's, Ulta and 450+ industry-leading businesses worldwide. For more information: www.mirakl.com.
Press contacts
Abdesslam Benzitouni - Group Head of Communication and Public Affairs
abdesslam.benzitouni@jumia.com
Louise Melis - Associate Corporate Communications Manager
louise.melis@mirakl.com | +33 7 72 50 29 50
Forward Looking Statements (Jumia)
This release includes forward-looking statements. All statements other than statements of historical facts contained in this release, including statements regarding our future results of operations and financial position, industry dynamics, business strategy and plans and our objectives for future operations, are forward-looking statements. These statements represent our opinions, expectations, beliefs, intentions, estimates or strategies regarding the future, which may not be realized. In some cases, you can identify forward-looking statements by terms such as "may," "will," "should," "expects," "plans," "anticipates," "could," "intends," "targets," "projects," "believes," "estimates", "potential" or "continue" or the negative of these terms or other similar expressions that are intended to identify forward-looking statements. Forward-looking statements are based largely on our current expectations and projections about future events and financial trends that we believe may affect our financial condition, results of operations, business strategy, short-term and long-term business operations and objectives, and financial needs. These forward-looking statements involve known and unknown risks, uncertainties, changes in circumstances that are difficult to predict and other important factors that may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statement, including, without limitation, the risks described under Item 3. "Key Information-D. Risk Factors," in our Annual Report on Form 20-F as filed with the US Securities and Exchange Commission for the year ended December 31, 2024. Moreover, new risks emerge from time to time. It is not possible for our management to predict all risks, nor can we assess the impact of all factors on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements we may make. Considering these risks, uncertainties and assumptions, the forward-looking events and circumstances discussed in this release may not occur and actual results could differ materially and adversely from those anticipated or implied in the forward-looking statements. We caution you therefore against relying on these forward-looking statements, and we qualify all of our forward-looking statements by these cautionary statements.
The forward-looking statements included in this release are made only as of the date hereof. Although we believe that the expectations reflected in the forward-looking statements are reasonable, we cannot guarantee that the future results, levels of activity, performance or events and circumstances reflected in the forward-looking statements will be achieved or occur. Moreover, neither we nor our advisors nor any other person assumes responsibility for the accuracy and completeness of the forward-looking statements. Neither we nor our advisors undertake any obligation to update any forward-looking statements for any reason after the date of this release to conform these statements to actual results or to changes in our expectations, except as may be required by law. You should read this release with the understanding that our actual future results, levels of activity, performance and events and circumstances may be materially different from what we expect.
SOURCE: Jumia Technologies AG
View the original press release on ACCESS Newswire
FAQ
What is the partnership between Jumia (NYSE:JMIA) and Mirakl Ads?
How big is the retail media market potential for Jumia's new advertising platform?
Which African countries will Jumia's new advertising platform be available in?
How long did it take Jumia to implement the Mirakl Ads platform?
How will the Mirakl Ads partnership affect Jumia's profitability?
