Over 100 Jobs at Risk as Jumia Exits South Africa, Tunisia in Strategic Shift

Jumia Technologies, Africa’s leading e-commerce company, is set to shut down its South African fashion retailer Zando and wind down operations in Tunisia by the end of the year, The Telegraph has learned. CEO Francis Dufay announced the move as part of Jumia’s broader effort to streamline operations and focus on more profitable markets.

In pursuit of profitability, Jumia is reducing its workforce, discontinuing services like grocery and food delivery, and narrowing delivery options to support its core e-commerce activities. These changes reflect the company’s aim to improve efficiency across Africa.

“The trajectory of these countries didn’t align with our strategy,” Dufay said, citing tough macroeconomic conditions, competitive pressures, and limited growth potential. Jumia will now concentrate on stronger markets such as Egypt, Kenya, Morocco, and Nigeria.

The decision comes as Jumia acknowledges that South Africa and Tunisia contributed just 2.7% of total orders and 3% of Gross Merchandise Value (GMV) in the first half of the year. Despite Zando’s established presence in South Africa, no plans to sell either entity have been made, and both platforms will hold clearance sales before closing.

The closures will result in approximately 110 job losses, though some employees may be redeployed within the company.

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