E-commerce platform Jumia has reinforced its commitment to consumer protection, outlining a multi-layered strategy that combines technology, policy enforcement, and seller accountability to combat counterfeit and substandard products in Nigeria’s digital marketplace.
The company made this known on Tuesday during a high-level panel organised by the Lagos State Consumer Protection Agency at the Lagos Marriott Hotel, Ikeja, as part of activities marking World Consumer Rights Day.
Speaking at the event, Peters Afebuame, Group Head of Content and Production at Jumia, emphasised that safeguarding product authenticity requires an integrated system that spans the entire product lifecycle.
“Ensuring product authenticity on our platform requires a combination of technology, policy enforcement, and continuous seller engagement,” Afebuame said.
“At Jumia Nigeria, we have implemented a multi-layered process that begins with rigorous seller onboarding and policy agreements, followed by catalogue configuration controls, AI-driven product attribute verification, and the use of global product identification standards.
These systems are reinforced by ongoing quality moderation, brand protection mechanisms, and strict enforcement actions, including product and seller delisting, ensuring that customers can shop on our platform with confidence.”
At the core of Jumia’s consumer protection architecture is a stringent seller verification process. Vendors must provide proof of compliance with legal and regulatory standards before being granted access to the platform. Non-compliant sellers risk penalties, including permanent removal.
The company also highlighted its focus on transparency, noting that product listings are designed to include verified descriptions, high-quality images, and detailed specifications to support informed purchasing decisions.
Beyond platform controls, Jumia is investing in consumer education. According to Afebuame, the company deploys instructional videos, platform guides, and social media campaigns to help Nigerians navigate online shopping safely.
Payment security remains another critical pillar. Jumia’s proprietary payment solution, JumiaPay, adheres to internationally recognised frameworks such as the European Union’s General Data Protection Regulation and local standards set by the Nigeria Data Protection Commission, ensuring the secure handling of user data.
The company also maintains a customer-centric return and refund policy, supported by responsive service channels including phone support and social media engagement, aimed at resolving complaints efficiently.
“As e-commerce continues to grow across Nigeria, we remain committed to building a marketplace that prioritises fairness, transparency, and consumer safety,” Afebuame said.
“Through continuous investment in technology, strong policy enforcement, and ongoing consumer engagement, we aim to strengthen trust and confidence in Nigeria’s digital commerce ecosystem.”
