Case Study: Jumia achieves major ROI growth and higher average cart value with Criteo's Revenue Optimization

Jumia Drastically Improves ROI With New Optimization Model

Jumia, Africa’s largest ecommerce retailer, expanded beyond electronics and fashion into travel, cars, jobs and food. As the business matured across multiple markets, Jumia needed to shift from maximizing sales volume to increasing revenue per product line—raising average basket value, boosting sales revenue and ROI, and ensuring scalable performance across countries.

Criteo converted its engine from Conversion Optimization to a Revenue Optimization model that targeted Cost of Sale and maximized order value using personalized ads, advanced bidding, cross‑device reach and continuous machine learning. In H2 vs H1 2017, Jumia saw major gains across markets: ROI up 63–120% (Egypt–Nigeria), average cart value up 14–30%, conversion rates and new customer acquisition also increased significantly (e.g., new customers +57–64%).

Jumia

Paul Midy

CMO