With more than 70,000 sellers operating across nine countries, and a vast array of languages and dialects, Jumia faced a complex challenge.
To maintain its growth trajectory and support its sellers, Jumia needed a more robust and agile retail media solution that could handle this massive scale and complexity.
By integrating Mirakl Ads, Jumia accelerated its third-party (3P) revenues and provided new, simplified advertising tools to its vast network of sellers — all while replacing a legacy solution and showcasing lightning-fast speed-to-market.
#1
Largest eCommerce platform in Africa
70K
Sellers on the Jumia marketplace
9
Countries Jumia and its sellers serve across Africa
Why Jumia needed to replace its retail media solution
Retail media is the critical component of modern eCommerce, offering a powerful way for retailers to generate revenue and for sellers to increase visibility.
As Jumia sought to accelerate its gross margin and achieve profitability more quickly, a sophisticated retail media strategy became a key priority, and one their previous platform could not support.
To achieve their goals, Jumia needed a retail media platform that could help them:
- Unlock new revenue streams: Jumia needed to enhance monetization through advanced advertising tools that could surpass their existing platform's capabilities.
- Empower sellers: They wanted to provide user-friendly, AI-powered tools to help their over 70,000 sellers effectively promote their products and increase sales effortlessly.
- Rapidly deploy: Jumia needed a lightning-fast transition to increase the value of retail media growth quickly.
Why Jumia chose Mirakl Ads
Jumia chose to replace its legacy retail media platform, Mabaya, with Mirakl Ads.
This decision was a testament to Mirakl's ability to provide a superior solution for any marketplace, even those not built on Mirakl's core marketplace platform, and the ability to integrate with Jumia's existing ecosystem was a crucial strategic advantage.
To meet their objectives, Jumia partnered exclusively with Mirakl Ads. This partnership showcased Mirakl's responsiveness and speed-to-market capabilities, as the platform went live in nine countries in just two months, despite significant regional challenges.
Mirakl's highly competent team and streamlined integration tools made it possible to rapidly deploy localized site versions for Jumia across multiple nations, languages and currencies. The tools can also be adapted to any retailer's specifications, so they easily matched Jumia's specific requirements.
The key features that made Mirakl Ads the right choice for Jumia included:
- AI-powered, flexible tools: Advanced automation and optimization for all sellers, regardless of their digital maturity.
- Full-funnel placements: The ability to offer sponsored products on multiple website pages — product detail pages (PDPs), search results, home page and category pages.
- Seamless personalization: delivering customized product recommendations for each shopper was a fundamental requirement from Jumia, and Mirakl Ads provides ad personalization at every step of the purchasing funnel.
"Advertising is a key growth driver in our marketplace strategy. This partnership with Mirakl allows us to accelerate faster and at a larger scale. By integrating Mirakl Ads, we provide our sellers with smarter tools and offer a better, more personalized experience to our customers. This also enables us to unlock new revenue streams while enhancing engagement across our entire platform. This partnership supports our ambition to increase our gross margin and achieve profitability faster." — Francis Dufay, Jumia CEO
The results: How Mirakl Ads transformed Jumia's retail media performance
The launch of Mirakl Ads with Jumia was a swift success and after just six weeks, the platform was already outperforming Jumia's legacy solution.
Mirakl Ads drove a 28% increase in ad revenue compared to the previous platform, a significant achievement given that the replaced solution was already designed for third-party sellers.
Furthermore, Mirakl Ads sparked a powerful, virtuous cycle. With smarter, more targeted ads, sellers saw their sales soar, delivering a 12% boost in seller's sales.
This success demonstrates that Mirakl Ads is not just a solution for platforms looking to start their retail media journey, but the best solution for marketplaces seeking to optimize and grow an existing strategy.
The initial performance metrics for sponsored products demonstrate the immediate positive impact:
- CTR (Click-Through Rate): 0.7%
- ROAS (Return on Ad Spend): 9:1 (11% of ACoS)
- Rapid deployment: Jumia needed a lightning-fast transition to increase the value of retail media growth quickly, and saw results in just weeks.
These results reflect the effectiveness of the Mirakl Ads platform in helping sellers achieve a significant return on their advertising investment, while simultaneously driving growth and enhanced engagement for Jumia.
Bottom line: A blueprint for marketplace success
+28%
Increased in Ad revenue
+12%
GMV growth
9:1
Avg. Return on Ad Spend
Jumia's partnership with Mirakl is a blueprint for how a major eCommerce marketplace can successfully implement a robust retail media strategy.
By providing powerful, yet simplified, advertising tools to its vast seller network, Jumia is not only creating new revenue streams but also empowering its partners to grow their businesses. The ability to launch in multiple countries in a short timeframe highlights the agility and scalability of the Mirakl Ads platform.
Learn how Mirakl Ads can help you more quickly reach your growth potential by contacting us today.
