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

The Story of Money