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Discontinuing Food Delivery: Jumia Shifts Focus to Growing Physical Goods Business in Seven Markets

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Pan-African e-commerce platform Jumia has disclosed its intention to discontinue its food delivery service, Jumia Food. As a result, Jumia will cease its food delivery operations across these markets by the end of December 2023. Jumia is redirecting its focus towards the core physical goods business and maintaining its JumiaPay operations across all 11 markets, as outlined in a recent statement. Jumia’s decision to discontinue its food delivery business aligns with a broader trend in the industry, mirroring the recent exit of another food delivery competitor, Bolt Food, from Nigeria and South Africa. Both exits seem to be influenced by current macroeconomic headwinds, high inflation and intensified competition within the food delivery sector across the continent.