Why Did Jumia Fail In Tanzania?Why Did Jumia Fail In Tanzania?

In recent years, the e-commerce landscape across Africa has been dynamic and ever-evolving. Among the prominent players in this arena, Jumia, often hailed as “Africa’s Amazon,” has had a noteworthy journey. However, not all its ventures have been successful. In particular, Jumia’s exit from Tanzania in 2019 raises critical questions about the challenges faced by e-commerce businesses in Africa. As someone with a background in Nigeria’s e-commerce business, I bring a unique perspective to this discussion, offering insights into why Jumia, despite its strong presence in other African countries, failed to sustain its operations in Tanzania.

Detailed Insights into Jumia’s Challenges in Tanzania

Market Dynamics and Consumer Behavior

Understanding the market dynamics and consumer behavior in Tanzania is crucial. Unlike Nigeria, where e-commerce has seen a relatively quicker adoption, Tanzania’s market had its complexities. The preference for traditional shopping methods, lower internet penetration compared to Nigeria, and reluctance towards online payments posed significant barriers for Jumia in Tanzania.

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Competition and Local Market Understanding

Another critical factor was the competition from local players. Tanzanian e-commerce startups, deeply rooted in local consumer habits and preferences, provided stiff competition to Jumia. These local companies often had better insights into the needs of Tanzanian consumers and could tailor their services more effectively than Jumia.

Operational and Logistic Challenges

Logistics is a backbone of e-commerce, and in Tanzania, Jumia faced considerable logistical hurdles. The country’s geographical layout, with a significant portion of the population living in rural areas, made delivery logistics complex and expensive. Furthermore, Jumia’s one-size-fits-all approach, borrowed from its success in other countries like Nigeria, did not align well with the unique logistical challenges in Tanzania.

Financial Sustainability

The financial aspect cannot be overlooked. Maintaining an e-commerce platform requires substantial investment, especially in a challenging market like Tanzania. Jumia’s decision to exit Tanzania was also influenced by its global strategy to cut down losses and focus on markets with a clearer path to profitability.

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Related FAQs

Q1: How did local competition affect Jumia’s operations in Tanzania?

Local competitors in Tanzania were more attuned to the unique needs and shopping behaviors of the Tanzanian market, offering more localized solutions than Jumia could provide. This led to a preference for local platforms over Jumia.

Q2: Why is logistics a significant challenge in Tanzanian e-commerce?

Tanzania’s geographical diversity and rural population distribution make logistics a significant challenge. The lack of well-established delivery networks outside urban areas added to the complexity of providing efficient e-commerce services.

Q3: How does internet penetration impact e-commerce in Tanzania?

Lower internet penetration limits the reach of e-commerce platforms. In Tanzania, where internet usage is not as widespread as in other African countries like Nigeria, this posed a barrier to the adoption of online shopping platforms like Jumia.

Q4: What lessons can other e-commerce businesses learn from Jumia’s exit from Tanzania?

Other e-commerce businesses can learn the importance of understanding local market dynamics, the need for tailored logistical solutions, and the significance of financial sustainability in challenging markets.

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Q5: What is Jumia’s current focus after exiting markets like Tanzania?

Post its exit from several African markets, including Tanzania, Jumia has shifted its focus to markets where it sees a clearer path to profitability. This involves concentrating on regions with higher internet penetration and a more robust infrastructure for e-commerce.


Jumia’s exit from Tanzania is a poignant reminder of the challenges that e-commerce faces in diverse markets. It underscores the importance of understanding local consumer behaviors, tailoring operational strategies to specific market needs, and the criticality of logistical and financial planning. For e-commerce businesses eyeing African markets, Jumia’s Tanzanian experience offers valuable lessons and insights. As the digital landscape continues to evolve, adaptability and local market understanding will remain key to success in the dynamic world of e-commerce.

By Sunday Black

Sunday Black is an e-commerce expert and seasoned blogger based in Nigeria. With a sharp understanding of the digital marketplace, he's become a trusted guide for online shopping enthusiasts and vendors across the country. At Payza.ng, Sunday shares actionable tips and in-depth reviews that help readers navigate the complex world of online transactions with ease and confidence. Off the keyboard, he enjoys exploring local cuisines and immersing himself in the latest tech innovations. His writing not only reflects his expertise but also his passion for connecting people with the right online tools and resources.

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