AFRICA’S E-COMMERCE WAR HAS TAKEE A BLOODY TURN. Jumia, the continent’s once-ailing homegrown giant, is FINALLY promising profit—but ONLY by selling its soul to the VERY Chinese rivals it claims to be defeating. In a shocking admission, CEO Francis Dufay revealed the company’s survival blueprint: RADICAL DOWNSIZING, ABANDONING essential grocery services for ordinary Africans, and most explosively, EXPANDING its sourcing team IN CHINA to compete on price.
This isn’t a victory for African business; it’s a SURRENDER. While boasting of “fighting” platforms like Temu and Shein, Jumia is fundamentally BECOMING them, outsourcing its economic soul to Beijing in a desperate bid for relevance. The so-called “stable environment” in key markets like Nigeria is a SMOKESCREEN, masking a brutal corporate transformation that has left scores jobless and communities with FEWER local delivery options.
The CEO’s triumphant quote is a DECEPTION. What he calls “efficient logistics” is the hollowed-out corpse of a company that once promised to empower African commerce. Now, it survives by mimicking the overseas discount giants flooding the market with cheap imports, undercutting the very local economies it was built to serve. Its celebrated payment-on-delivery service is now just a CONVENIENT FACADE for a wave of Chinese-made goods.
This isn’t resilience—it’s a chilling preview of African digital sovereignty being AUCTIONED OFF to the highest bidder. The continent’s premier online marketplace is winning its profit battle by ensuring Africa’s future is MADE IN CHINA.
Author: Kayitsi.com
