Jumia Maroc, a leading e-commerce platform in Morocco, is seeking to regain its growth momentum under the leadership of its new General Director, Marcelle Monkam Siayojie. Appointed on August 7, 2026, Monkam Siayojie has outlined a strategy to revive the company's fortunes in a highly competitive market. With over 200 pickup points, an extensive logistics network, and a large base of vendors and customers, Jumia Maroc has a solid foundation to build on.
However, the company's financial performance has been declining, with its revenue dropping from 224.4 million Moroccan dirhams (MDH) in 2022 to 139.6 MDH in 2023, and further to 133.5 MDH in 2024. Monkam Siayojie attributes this decline to the need for Jumia Maroc to "transform the existing" and take its business to the next level. She emphasizes that the company's goal is to achieve hyper-growth while remaining profitable.
Monkam Siayojie highlights that the group's revenue increased by around 13% in 2025, with the first half of 2026 showing a 27.8% growth in physical goods orders and a 25.2% increase in revenue. She stresses that Jumia's strategy is focused on affordability, with a wider range of products and improved delivery times. The company aims to achieve equilibrium in adjusted EBITDA and positive cash flow by the fourth quarter of 2026.
To achieve its goals, Jumia Maroc is focusing on four key areas: expanding its product range, improving price competitiveness, enhancing delivery times, and providing a better customer experience. Monkam Siayojie explains that the company has launched a campaign, "Jumia Dima M3ak," to remind Moroccan consumers of its presence in the market. The platform offers almost a million references across various categories.
The company is also working to improve its price competitiveness by providing recommendations to vendors and using artificial intelligence to suggest prices. Monkam Siayojie notes that prices can vary significantly between vendors, but Jumia's algorithm helps to boost products with good customer reviews and competitive pricing.
Delivery times are also being improved, with Jumia Maroc aiming to deliver products within 24 to 48 hours, and in some cases, as quickly as four hours in certain areas of Casablanca. Monkam Siayojie emphasizes that the company is focused on providing a seamless customer experience, from the moment a customer places an order to the delivery of their product.
The customer experience is a key area of focus for Jumia Maroc, with Monkam Siayojie stressing that it goes beyond just delivery times. The company offers a seven-day return policy, allowing customers to easily return products if they are not satisfied. With its solid foundation and new strategy in place, Jumia Maroc is poised to regain its momentum in the Moroccan market.
Key points
- Jumia Maroc's new General Director, Marcelle Monkam Siayojie, aims to revive growth by focusing on affordability, improving delivery times, and enhancing the customer experience.
