Jumia, Africa's largest online retailer, is responding to strong competition from Chinese e-commerce companies like Temu and Shein by boosting its network of China-based merchants. CEO Francis Dufay noted that relationships with international sellers have been strengthened, and the supply chain is more robust. Temu and Shein are gaining market share in Nigeria and other African nations through aggressive marketing and appealing delivery promises, operating as non-resident Chinese platforms that do not require physical presence in the region.
"We have significantly strengthened our relationships with international sellers, especially from China," said Francis Dufay, Jumia's CEO, on a call with investors earlier this month. "Our Chinese vendor base is scaling rapidly, and the supply pipeline is more robust than ever."
Dufay referred to Temu and Shein as "non-resident Chinese platforms," highlighting their cross-border models that allow them to sell directly into African markets without establishing local operations.
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