Jumia's Q1 results show narrowing losses but sliding revenue. As urban momentum stalls, the e-commerce company is expanding into rural markets, testing whether leaner tactics and a local focus can outlast pressure from investors, costs, and past missteps.
KEY POINTS
Losses Narrow, Revenue Falls: The pre-tax loss shrank to $16.5m—its best in two years—but revenue fell 26% year on year.
Rural Orders Surge: 58% of orders come from outside major cities, driven by SEO, radio ads, and lower-cost...