{
  "id": 17229636,
  "title": "Jumia says two-thirds of Kenyan customers are outside Nairobi",
  "url": "https://urgent.news/2026/10/30/jumia-says-two-thirds-of-kenyan-customers-are-outside-nairobi",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-30T13:00:00.000Z",
  "source": {
    "name": "Capital Business",
    "slug": "capital-business",
    "url": "https://capitalfm.africa/jumia-says-two-thirds-of-kenyan-customers-are-outside-nairobi/"
  },
  "original_language": "en",
  "account": "NAIROBI, Kenya - Jumia, the e-commerce platform, reports that 67.6% of its active customers in Kenya are located outside Nairobi, setting the stage for its 2026 Black Friday campaign. The company's physical-goods sales, as measured by gross merchandise value (GMV), saw a 23% increase year-on-year in the second quarter of 2026, indicating a surge in demand for online shopping. Nairobi accounts for 32.4% of Jumia's active customers, while Kiambu, Mombasa, Nakuru, and Kajiado follow with 10.5%, 5.9%, 5%, and 4.2% respectively, according to the company's JForce data for the first half of the year. Vinod Goel, Jumia East Africa Managing Director, noted that these figures demonstrate online shopping is attracting customers beyond the capital city, with people purchasing household goods, everyday products, and electronics. Among Jumia's audience, 82% are aged between 18 and 44, highlighting the influence of younger consumers in online retail. The 2026 Black Friday campaign commences on October 30, featuring products spanning electronics, beauty, home appliances, telecommunications, and sports. Prominent brands participating in the campaign include Xiaomi, L’Oréal, Nivea, Itel, Oraimo, Hisense, Safaricom, and Decathlon. Jumia plans to leverage pickup stations, sales agents, and regional radio to engage customers beyond Nairobi, aiming to provide Kenyan small businesses and established brands with a platform to reach a broader customer base through its online marketplace.",
  "summary": "NAIROBI, Kenya, Oct 30 – Jumia says 67.6 percent of its active customers in Kenya are based outside Nairobi, as the e-commerce platform prepares to launch its 2026 Black Friday…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}