Dufay, who took the helm in November 2022, inherited a business on the brink of running out of funds with less than $62 million in cash. He has implemented significant cost-cutting measures, including laying off 900 employees and reducing management expenses.

Jumia's challenges stem from a fragmented e-commerce landscape in Africa, slowed economic growth in key markets like Nigeria, and a flawed operating model that prioritized geographical scale over value proposition. Despite these hurdles, Dufay is determined to reposition the company for sustainability and growth.

His strategy includes focusing on cost reduction, particularly workforce and management expenses. Although these changes have already resulted in a 60% reduction in operating losses, revenue has also declined, and the platform lost 1 million shoppers in the past year.

To ensure long-term success, Jumia must shift its focus to platform growth, especially in key markets like Nigeria and Egypt. Increasing marketplace revenue and improving brand perception through marketing and awareness campaigns are essential steps in this journey.

Despite the challenges, Dufay remains optimistic about Jumia's potential in the growing African e-commerce market. He believes the company is on the path to recovery and is committed to building the right fundamentals for future success. 

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