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Behind the Money

Is there a future for the ‘Amazon of Africa’?

Behind the Money

Topher Forhecz

Markets, Investing, News, Banking, Finance, Business, Business News, Crypto

4.4350 Ratings

🗓️ 17 September 2025

⏱️ 26 minutes

🧾️ Download transcript

Summary

Ecommerce start-up Jumia was supposed to become the “Amazon of Africa”. Its prospects seemed promising after raising close to $800mn prior to its IPO in 2019 — more than any African start-up. But in the years since, things haven’t gone the way investors probably hoped. The FT’s west and central Africa correspondent Aanu Adeoye explains Jumia’s plans to turn the business around, and what its challenges say about applying western business models in Africa. 


Clip from New York Stock Exchange 


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For further reading:

Is there a future for the ‘Amazon of Africa’?

‘Amazon of Africa’ Jumia fights to rebuild investor trust  

Complaints that Jumia is not African ring hollow


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Follow Aanu Adeoye on X (@aanuadeoye). Michela Tindera is on X (@mtindera07) and Bluesky (@mtindera.ft.com), or follow her on LinkedIn for updates about the show and more. 


Read a transcript of this episode on FT.com


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Transcript

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And if you aren't already part of a professional subscription,

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find out more at professional.ft.com.

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Thank you. Find out more at professional.fte.com. I'm watching a video with my colleague Anu Adioje.

1:23.5

In it, a bunch of executives from a company called Jumea have gathered in downtown Manhattan, inside the New York Stock Exchange.

1:31.9

Everyone is happy, everyone's clapping.

1:34.1

They all look very excited.

1:35.8

There's some fist pumping, clapping, clapping, you know, they all works.

1:39.8

Everyone is very excited.

...

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