Leading African e-commerce platform Jumia has partnered with retail technology company Mirakl in deploying Mirakl Ads, an enterprise-grade advertising solution aimed at enhancing its marketplace advertising across nine key African markets.
The partnership marks a strategic move to improve seller performance, elevate the customer experience, and unlock new revenue streams as part of Jumia’s push toward long-term profitability.
The integration of Mirakl Ads is designed to support both first-party and third-party sellers by offering automated, AI-driven campaign management tools, allowing for more personalized product recommendations and improved sales performance across Jumia’s platform. The service is now live in Ghana, Uganda, Kenya, Nigeria, Senegal, Egypt, Algeria, Morocco, and Ivory Coast.
“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,” said Francis Dufay, CEO of Jumia. “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.”
The global retail media market is projected to reach $204 billion by 2027, growing at a compound annual rate of 17.2%, according to industry estimates. Jumia’s adoption of Mirakl Ads positions it at the forefront of retail media innovation on the continent, capitalizing on the rapid expansion of digital advertising within e-commerce.
The rollout was completed in just two months, demonstrating the agility of both companies and the ease of integration of Mirakl’s technology. The platform equips Jumia with tools such as advanced automation, AI-powered ad optimization, and centralized campaign management, benefiting both major brands and small-scale sellers.
“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,” said Adrien Nussenbaum, co-founder and co-CEO of Mirakl. “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.”
With its growing seller base and consumer reach, Jumia views digital advertising as a critical revenue and engagement driver. The collaboration with Mirakl is expected to support the company’s broader financial strategy, helping it scale monetization efforts and drive sustainable growth in Africa’s fast-evolving digital economy.
