Black Friday is still four weeks away, on 27 November, but Jumia is starting now. Its Nigerian site says the sale begins on 29 October at 11.59pm, with "Deals, Games, Freebies" and a run of brand days from 31 October. Early-bird listings already show discounts of 50% to 60% on items such as laptop stands and USB-C hubs. Jumia Kenya's Black Friday page shows a countdown that ends on 31 October.
What last year looked like
Jumia's preliminary figures for the two months to 30 November 2025, reported by Reuters in December, give a sense of the stakes. Physical goods orders rose 30% to 5.1 million, and 3.2 million of them, or 63%, came during the Black Friday event. Gross merchandise value for physical goods rose 35%, or 41% excluding corporate sales.
- Nigeria: orders up 28%, gross merchandise value up 45%.
- Ghana: orders up 81%, gross merchandise value up 132%.
- Côte d'Ivoire: orders up 17%, gross merchandise value up 26%.
- International sellers: items sold up 80%.
- Jumia Logistics: 7.2 million packages handled, up 28%.
One number stands out for sellers: 61% of orders came from outside capital cities and main urban centres.
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For merchants selling on Jumia or advertising their own Black Friday deals, a few things follow from last year's numbers and this year's changes:
- Plan stock and delivery for buyers outside Lagos, Nairobi and other capitals, where most of last year's orders came from.
- Expect most of the season's volume to land in the event itself: last year it was nearly two in three orders.
- If you run Facebook or Instagram ads, check the product browsing setting. Meta began switching it on by default for existing ads on 28 October, so a tap on your ad may open an in-app product page before your website, according to PPC Land.
- Watch for fake deals: Jumia runs its promotions on its own app, website and official social pages.
Jumia has not published targets for this year's event. Its next quarterly results will show whether the early start and the brand days are lifting orders as much as last year's season did.
