Jumia has announced the discontinuation of its food delivery service, Jumia Food, in all operational countries, including Nigeria, Kenya, Morocco, Ivory Coast, Tunisia, Uganda, and Algeria, with effect from the end of December 2023.

The company, focusing on its core physical goods business and the Jumia Pay platform, has faced challenges in making Jumia Food profitable, despite contributing 11% to Jumia’s Gross Merchandise Value in the first nine months of 2023.

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The decision reflects a strategic shift toward prioritizing more sustainable and profitable aspects of the business.