Jumia partners Mirakl to launch AI-powered advertising platform across Africa

byWilfrey Morena -
0

 Africa’s leading e-commerce platform, Jumia, has announced a strategic alliance with Mirakl to roll out Mirakl Ads ,  a cutting-edge retail media solution designed to transform marketplace advertising across the continent.



This partnership marks a significant step forward in Jumia’s digital innovation drive, equipping both first-party and third-party vendors with advanced, AI-powered advertising capabilities while offering consumers a more tailored and intuitive shopping experience.

The deployment of Mirakl Ads is anticipated to unlock new and profitable revenue streams for Jumia, bolstering its journey towards sustained profitability.

“Advertising is a critical catalyst in our marketplace growth strategy,” said Francis Dufay, Chief Executive Officer of Jumia. “By adopting Mirakl Ads, we are equipping our sellers with intelligent tools and providing our customers with a more customised experience. This also enhances our capacity to generate new revenue and strengthen engagement across our platform.”

Retail media is emerging as a dominant trend in global e-commerce, with projections indicating it will reach $204 billion by 2027, growing at a compound annual rate of 17.2%.

Jumia’s rapid two-month implementation of Mirakl Ads demonstrates both the company’s adaptability and Mirakl’s ability to deploy robust, scalable enterprise technology.

With this integration, advertisers in nine African countries ,  including Nigeria, Kenya, Egypt, Morocco, and Ghana ,  can now activate automated, data-driven campaigns with ease. The platform features AI-led campaign optimisation, real-time performance tracking, and dynamic product recommendations.

Adrien Nussenbaum, co-founder and co-CEO of Mirakl, welcomed the collaboration, saying, “Jumia’s move to adopt Mirakl Ads affirms the platform’s ability to deliver immediate, tangible results for major online marketplaces. This partnership is a defining moment for the evolution of digital commerce in Africa.”

As Jumia continues to expand its marketplace footprint, the alliance with Mirakl is set to improve customer engagement, enhance seller outcomes, and support stronger financial performance across its key markets.

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