(NAIROBI, KENYA) – Jumia’s sales in Kenya reached a record KES 6.4 billion in the three months to June 2026. The figure is equal to about 49.7 million US dollars or 39.1 million British pounds. Strong demand for fashion and beauty items offset a fall in smartphone sales caused by supply problems and rising prices.
The sales marked an 84.1 percent increase from KES 3.5 billion in the second quarter of last year. The earlier figure is equal to about 27 million US dollars or 21.2 million British pounds. This is the highest sales figure since the e-commerce company began releasing data for individual markets in January 2025.
Kenya is the third largest of Jumia’s eight African markets. The latest quarterly sales accounted for 23 percent of the group’s 216.3 million US dollars in Gross Merchandise Value across Africa between April and June. The group figure is equal to about 170.2 million British pounds or 197.6 million euros. Gross Merchandise Value is the total value of goods and services sold on its website and mobile app.
Sales on the platform in Kenya stood at KES 4.6 billion between January and March. This is equal to about 35.9 million US dollars or 28.2 million British pounds. Sales were KES 5.4 billion between October and December 2025, equal to about 41.9 million US dollars or 33 million British pounds. The quarter to September 2025 recorded KES 3.8 billion, equal to about 29.6 million US dollars or 23.3 million British pounds.
Jumia said Gross Merchandise Value growth reflected a category mix shift. Fashion, beauty, home and living performed strongly. These categories have lower average item value but higher take rates for the company.
The New York Stock Exchange listed company reported 216.3 million US dollars in Gross Merchandise Value across Africa in the second quarter. This was a 20 percent increase from 180.2 million US dollars in the same period last year. The earlier figure is equal to about 141.8 million British pounds or 164.6 million euros.
Smartphones and electronics have been a key driver of Jumia sales. The recent global memory chip crisis and processor shortages linked to the rise of artificial intelligence have raised mobile phone prices. This has hurt online retailers.
Jumia did not disclose sales figures for its different categories. The artificial intelligence infrastructure boom has moved memory chips away from consumer electronics. This has pushed up handset prices and reduced demand in sensitive markets such as Kenya.
Rising prices for memory chips have challenged phone manufacturers. Chipmakers have shifted production towards high margin artificial intelligence data centres owned by companies like OpenAI and Anthropic. The crisis has been made worse by logistics problems linked to war in the Middle East. Airspace closures and flight cancellations in hubs like Dubai, Abu Dhabi and Doha have disrupted supply chains.
Jumia said the phones and electronics categories were hit by supply problems from memory chip and central processing unit shortages. Air freight disruption through the Gulf also affected the business.
Global smartphone shipments fell 11 percent year on year in the three months to June. This marked the lowest second quarter volumes since 2013 according to Counterpoint Research. Entry level and mid tier smartphones account for most global sales. These devices have become hard to sell at previous price points as makers face higher material costs.
In Kenya, prices of entry level smartphone models like the Chinese brand Vivo jumped 80 percent from KES 9,999 to KES 17,999. The earlier price is equal to about 77 US dollars or 61 British pounds. The new price is equal to about 139 US dollars or 110 British pounds. Mid range devices are up 28 percent from KES 35,000 to KES 45,000 in just two years. The earlier price is equal to about 270 US dollars or 213 British pounds. The new price is equal to about 348 US dollars or 274 British pounds.
Jumia was first launched in Nigeria in 2012. It delivered packages through local retailers. The company opened in Kenya in 2013. Since its launch, the online marketplace has struggled to make a profit. It has been cutting costs by reducing staff, leaving some markets and closing some product categories. The company now focuses on beauty items, clothes, smartphones, electronics and home appliances.
Jumia left Algeria at the start of this year. It had already left South Africa and Tunisia in late 2024. In 2023, the company removed grocery items and food delivery services in seven African markets including Kenya.
Jumia’s expansion into smaller upcountry towns has helped sales. Orders from upcountry regions were 61 percent of total orders in the second quarter of 2026. This is up from 59 percent in the same period last year.
The company expects to break even in the last quarter of 2026. It expects to record a full year profit next year.