Jumia Technologies (JMIA) CEO Francis Dufay once told Hunterbrook Media that “this company was as good as dead,” but now the e-commerce upstart once known as the failed Amazon (AMZN) of Africa is mounting a quiet comeback, beating the likes of Shein and Temu (PDD) in Nigeria with pickup stations and support tailored to the local communities it serves, Hunterbrook’s Pelumi Salako and Sam Koppelman write. After a corporate coup, the sweeping removal of the old growth-at-all-costs regime, and a pivot that forced executives to relocate to Africa and rebuild the company around what customers actually wanted, Jumia is back, the authors note.
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