Jumia drastically improves ROI with new optimization model

ROI Nigeria
ROI Morocco
ROI Egypt


Jumia is Africa’s largest ecommerce retailer, currently operating in multiple African countries. The company started out focusing on electronics and fashion, but has since expanded into travel, cars, jobs, and food.

As Jumia has grown and become more sophisticated, the challenge was to switch from focusing on driving the volume of sales, to increasing sales revenue per product line. Specifically, Jumia was looking to increase average basket value, increase sales revenue and achieve a greater ROI, and achieve scalability across multiple markets.


Criteo worked hand-in-hand with Jumia to adapt Criteo’s engine from a Conversion Optimization to a Revenue Optimization model. The new model focused on optimizing retargeting audiences against Cost of Sale and maximizing order value which delivered amazing results across the board.

How it works:

  • Highly personalized ads showed products that a shopper was most likely to be interested in, when they were most likely to buy.
  • Advanced bidding technology focuses bids on those who are most likely to convert.
  • Ads seamlessly connected with every shopper across devices, apps, and the web through insights from our pooled data and the 1.2 billion shoppers Criteo sees each month.
  • Machine-learning technology worked continuously to improve the campaign’s performance, based on specific goals.


“We need to rely on flexible partners that can adapt fast. As the CMO, I’m always looking for partners like Criteo that can bring reach, efficiency and flexibility. Criteo solution enables Jumia to reach the right customer, with the right message at the right time. Jumia is a very much data driven company, so in this regards we share the same DNA as Criteo. Criteo has been an important partner that supported Jumia’s growth, so I would definitely recommend Criteo.”

– Paul Midy, Jumia, CMO

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