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Jumia Partners with Mirakl to Revolutionize Marketplace Advertising in Africa

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Jumia has taken a significant step forward in enhancing its marketplace advertising capabilities by partnering with Mirakl to deploy Mirakl Ads across nine African countries. This strategic move positions the leading e-commerce platform to better serve its 70,000 sellers while tapping into the rapidly growing retail media market expected to reach $204 billion by 2027.

Fast Implementation Delivers Immediate Results

The partnership showcases Mirakl’s ability to deliver enterprise-grade solutions quickly, with Jumia successfully launching Mirakl Ads in just two months. This rapid deployment demonstrates how modern advertising technology can be integrated seamlessly into existing marketplace infrastructure, providing immediate value to both sellers and customers.

The solution is now live across Jumia’s operations in Ghana, Uganda, Kenya, Nigeria, Senegal, Egypt, Algeria, Morocco, and Ivory Coast. This comprehensive rollout enables advertisers of all sizes, from major brands to individual marketplace sellers, to leverage advanced advertising campaigns across these markets.

Empowering Sellers with Advanced Advertising Tools

Mirakl Ads brings AI-powered optimization and automated campaign management to Jumia’s advertising ecosystem. The platform equips sellers with sophisticated tools previously available only to large enterprises, democratizing access to advanced advertising capabilities across African markets.

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The retail media sector is experiencing unprecedented growth, with a projected compound annual growth rate of 17.2%. This expansion reflects the increasing importance of marketplace advertising in driving sales and customer engagement in the digital economy.

Strategic Focus on Profitability

For Jumia, this partnership represents more than just technological advancement. CEO Francis Dufay emphasized that advertising serves as a key growth lever in their marketplace strategy, supporting their ambition to grow gross profit and accelerate their path to profitability.

The move aligns with broader trends in African e-commerce, where platforms are increasingly focusing on diversifying revenue streams beyond traditional transaction fees. Similar to how Glovo launched its advertising platform in Kenya, Jumia’s partnership with Mirakl represents a strategic pivot toward retail media as a sustainable revenue source.

Technology Integration and Market Impact

The collaboration leverages Mirakl’s retail media technology, which is designed to optimize performance for both first-party and third-party sellers. This dual approach ensures that brands selling directly through Jumia and independent sellers using the platform can both benefit from enhanced advertising capabilities.

Adrien Nussenbaum, co-founder and co-CEO of Mirakl, highlighted how the partnership validates their platform’s ability to deliver immediate and measurable impact for leading marketplaces. The integration combines Mirakl’s cutting-edge retail media technology with Jumia’s extensive market reach across Africa.

Building on African E-Commerce Growth

This partnership comes at a time when African e-commerce is experiencing significant growth. The continent’s digital economy continues to expand, with increasing smartphone penetration and improved internet connectivity driving online shopping adoption.

The timing aligns with observations that Nairobi’s same-day delivery convenience and similar e-commerce infrastructure developments across Africa are creating more sophisticated marketplace environments that can support advanced advertising solutions.

Future Prospects for Marketplace Advertising

The successful deployment of Mirakl Ads across Jumia’s network demonstrates the potential for sophisticated advertising technology to thrive in African markets. As the platform enables sellers to grow faster and provides customers with more relevant, engaging experiences, it sets a precedent for how marketplace advertising can evolve across the continent.

The partnership also reflects broader industry trends where major e-commerce platforms are investing heavily in advertising technology to create new revenue streams while improving user experience. This approach has proven successful in other markets and is now being adapted for African consumers and businesses.

Supporting Economic Growth

Beyond revenue generation, this partnership supports economic empowerment by giving small and medium-sized enterprises access to advanced marketing tools. By democratizing access to AI-powered advertising optimization, Jumia and Mirakl are helping level the playing field for businesses across Africa.

The collaboration represents a significant milestone not only for the companies involved but for the future of digital commerce across Africa, as it demonstrates how international technology partnerships can be tailored to meet the specific needs of African markets while driving sustainable growth and profitability.

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The Analyst

The Analyst delivers in-depth, data-driven insights on technology, industry trends, and digital innovation, breaking down complex topics for a clearer understanding. Reach out: Mail@Tech-ish.com

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