Jumia Kenya
Kenya's biggest online marketplace.
Jumia Kenya at a glance
Jumia Kenya is an e-commerce website and one of the most visited sites in Kenya, currently ranked #5 in the country. It was founded in 2013 and is headquartered in Nairobi, Kenya. Today Jumia Kenya is owned by Jumia Technologies AG. Our estimates put its audience at ≈ 8 million visits per month. The business earns money mainly through marketplace commissions, first-party retail, seller advertising. Its closest rivals include kilimall.co.ke, amazon.com, temu.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 7.5 million / month | +2% |
| Q2 | ≈ 7.8 million / month | +3% |
| Q3 | ≈ 8 million / month | +3% |
| Q4 | ≈ 8.5 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Kenya, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Kenya86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 2.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Kenya
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| jumia kenya | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Kenya web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Kenya
Company information
- Website
- jumia.co.ke
- Sector
- E-commerce
- Owner
- Jumia Technologies AG
- Owner type
- Subsidiary of a public company
- Founded
- 2013
- Headquarters
- Nairobi, Kenya
- Ownership
- Jumia Technologies AG controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English, Swahili
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Subsidiary of a public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Jumia Kenya operates an online retail and marketplace platform focused on Kenya. Kenya's biggest online marketplace. Revenue comes mainly from marketplace commissions, supported by the other lines listed below.
- Marketplace commissions
- First-party retail
- Seller advertising
- Logistics fees
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Kenya
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Kenya)
- #5 in this index
- Sector rank
- Leading e-commerce site in Kenya
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| kilimall.co.ke | ≈ 4.8 million / month | #6 class competitor | — |
| amazon.com | ≈ 3.6 million / month | #7 class competitor | — |
| temu.com | ≈ 2.4 million / month | #8 class competitor | — |
What is Jumia Kenya?
Jumia Kenya (jumia.co.ke) is an online retail and marketplace platform serving users in Kenya. Kenya's biggest online marketplace. It ranks #5 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Jumia Kenya?
The site is operated by Jumia Technologies AG. The company was established in 2013 and is headquartered in Nairobi, Kenya.
Traffic and audience
Traffic estimates place Jumia Kenya at roughly 8 million visits per month, about 0.3 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Jumia Kenya makes money
Revenue comes primarily from marketplace commissions, alongside first-party retail, seller advertising, logistics fees.
Competitors in Kenya
Its closest rivals include kilimall.co.ke, amazon.com, temu.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2013
Jumia Kenya is founded in Nairobi, Kenya.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #5 among the most visited websites in Kenya.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Jumia Kenya?
Jumia Kenya is operated by Jumia Technologies AG. Subsidiary of a public company structure, based on public filings and press reporting.
Where is Jumia Kenya headquartered?
Jumia Kenya is headquartered in Nairobi, Kenya.
When was Jumia Kenya founded?
Jumia Kenya was founded in 2013.
What is Jumia Kenya's revenue?
Jumia Kenya does not publish standalone revenue; income comes from marketplace commissions, first-party retail, seller advertising, logistics fees.
Who are Jumia Kenya's competitors?
Main competitors in Kenya include kilimall.co.ke, amazon.com, temu.com.
How does Jumia Kenya make money?
Mainly marketplace commissions, first-party retail, seller advertising, logistics fees.
Is Jumia Kenya publicly traded?
Jumia Kenya's ownership: Subsidiary of a public company.
How many visitors does Jumia Kenya get?
Third-party estimates place Jumia Kenya at roughly 8 million visits per month, mostly from Kenya, with 76% mobile traffic.
Is Jumia Kenya safe?
Jumia Kenya is an established e-commerce site founded in 2013 and ranked #5 in Kenya; use the official domain jumia.co.ke and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsjumia.co.ke
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageKenya and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos