How AI is Shaping the Future of E-commerce in Africa

Artificial Intelligence (AI) is often described as the next big leap in technology. But in Africa, it is already beginning to influence how millions of people shop online. At Jumia, we see AI not as a buzzword, but as a practical tool to make shopping more relevant, accessible, and inclusive for customers across the continent.

If we had to describe the customer of the future in one word, it would be fluid (and connected). Tomorrow’s African shopper won’t fit into a single box. They’ll be budget-conscious one day, premium-focused the next, and convenience-driven over the weekend. They will move seamlessly between online and offline, mobile and desktop, social media and marketplaces.

This reality drives us to build and integrate AI solutions that adapt to every shift, ensuring flexibility and customer-first experiences.

The most visible example of AI at Jumia today is our AI-powered virtual assistants and conversational bots, now live across WhatsApp, social media, and live chat. These bots already manage more than half of our customer interactions. From tracking an order to processing a refund, they provide fast, round-the-clock support that scales in ways traditional customer service cannot. Soon, they will also help to finalize an order.

By integrating AI into platforms that customers already use every day, like WhatsApp, we make online shopping feel simpler and more familiar.

Exploring What Comes Next

While our virtual assistants are live, much of our AI work is still in the development stage. We are actively deploying AI across multiple fronts to improve the customer and vendor experience. Some of the areas we are exploring include:

• Visual Search and Recommendations: Imagine uploading a photo of a product and instantly finding something similar on Jumia. We are testing this alongside smarter recommendation engines that personalize shopping experiences.

• Virtual Try-Ons: Sizing is one of the biggest challenges in fashion e-commerce. Tools like SizeKick could help customers find the right fit the first time, reducing returns and boosting confidence.

• Knowledge Hubs for Operations: Behind the scenes, we are building AI agents to support complex tasks like tax compliance and legislation monitoring, freeing our teams to focus more on innovation.

• Price and Vendor Tools: We are experimenting with AI-driven insights to help vendors optimize pricing and consolidate their tools into more user-friendly platforms.

Opportunities Unique to Africa

Africa’s e-commerce landscape is unlike any other:

• Mobile-first shopping means AI can deliver personalized experiences through apps, SMS, and lightweight platforms.

• Informal markets still dominate, and AI tools can help small businesses better understand and retain their customers.

• Cultural and linguistic diversity opens opportunities for hyper-local personalization, shopping experiences that feel human, even when powered by machines.

Challenges We’re Solving For

Of course, building AI for Africa comes with its own challenges:

• Fragmented data makes it harder to train accurate models.

• Connectivity gaps require solutions that work well in low-bandwidth environments.

• Language diversity often means combining AI with human support, especially in voice-based channels.

• Trust and digital literacy remain critical as we build systems that handle personal data responsibly. Human Interaction still remains important.

The Road Ahead

AI in African e-commerce is still in its early days, but its potential is immense. At Jumia, we believe success lies in designing tools that don’t just showcase technology, but solve real problems.

Our journey is ongoing, and while many of our projects are still in testing, one thing is clear: AI will play a defining role in making e-commerce in Africa more seamless, inclusive, and rewarding for everyone.

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Richard Mulandi

Product Manager, Jumia

Based in Kenya, Richard Mulandi is a Product Manager at Jumia focused on customer support automation. He ships voice, WhatsApp, and live chat experiences that plug into Jumia’s order systems, so customers get help fast with fewer handoffs. He partners with Ops and Engineering across multiple African markets and tracks impact with KPIs like containment and IPGO. Richard is also pursuing the OMSCS at Georgia Tech and tinkers with practical AI agents on the side.