Jumia Kenya is expanding its reach beyond Nairobi as online retail demand grows across the country. The e-commerce platform's physical-goods gross merchandise value in Kenya grew 23% year-on-year in the second quarter of 2026. This growth comes after Copia Global, a retailer that delivered consumer goods to underserved communities, collapsed in May 2024 due to funding struggles. A Kenyan court ordered the business into liquidation in October 2026.
According to Jumia's company data, 67.6% of its active customers were based outside Nairobi. Kiambu accounted for 10.5% of active customers in the first half of 2026, followed by Mombasa at 5.9%, Nakuru at 5%, and Kajiado at 4.2%. This data suggests online retail demand remains distributed well beyond the capital. Jumia's customer base is growing, with Kenya contributing 15% of Jumia's physical-goods GMV across its markets in the second quarter.
Reaching customers outside major cities requires investment in distribution networks, collection points, and last-mile delivery. Lower order volumes and geographically dispersed customers can increase fulfilment costs. Jumia has invested in physical infrastructure to complement its digital marketplace, operating more than 300 pickup stations across Kenya, with a presence in about 100 towns. These collection points provide an alternative to home delivery and help serve customers beyond areas with established urban logistics networks.
Vinod Goel, managing director of Jumia East Africa, highlighted the company's growth, stating that two in three of its active customers are now outside Nairobi. He also mentioned that the company's Black Friday campaign would give Kenyan sellers, small and medium-sized enterprises, and established brands an opportunity to reach consumers at scale. The campaign will feature brands including Xiaomi, L’Oréal, and Haier.
Jumia's shopping data shows that mobile accessories, smart televisions, smartphones, and electric kettles are among the leading entry products for new customers. Consumers aged 18 to 44 account for 82% of its audience, highlighting the role of younger, mobile-first shoppers in its business. The company will launch its 2026 Black Friday campaign on October 30, featuring a range of products spanning electronics, beauty, household appliances, and telecommunications.
The campaign will be extended beyond digital channels through pickup-station activations, agents, and regional radio, seeking to engage consumers across different parts of Kenya. For the country's e-commerce sector, the challenge is building a distribution model that can serve customers consistently and profitably. Copia's collapse showed how difficult that can be; Jumia's expanding customer base suggests the opportunity remains.
Whether Jumia can capture some of the demand previously served by Copia remains an open question. The company's long-term value will depend on whether growth translates into sustainable economics. The economics of serving customers across the country will depend on order frequency, average spending, delivery costs, and the extent to which the company can fulfil orders efficiently.
Key points
- Jumia Kenya sees 67.6% of its active customers based outside Nairobi.
- The company's physical-goods gross merchandise value in Kenya grew 23% year-on-year in the second quarter of 2026.
- Jumia operates more than 300 pickup stations across Kenya, with a presence in about 100 towns.
