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Sales and advertising expense (Details) - EUR (€) € in Thousands | 12 Months Ended
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Dec. 31, 2020 | Dec. 31, 2019 | Dec. 31, 2018
Sales and advertising expense |  |  |
Staff costs | € 8,514 | € 8,183 | € 5,830
Advertising campaigns | 21,697 | 43,156 | 36,192
Selling expense | 2,261 | 4,680 | 3,994
Sales and advertising expense | € 32,472 | € 56,019 | € 46,016

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- Definition The amount of expense arising from advertising. + References Reference 1: http://www.xbrl.org/2009/role/commonPracticeRef -Name IAS -Number 1 -IssueDate 2020-01-01 -Paragraph 112 -Subparagraph c -URI http://eifrs.ifrs.org/eifrs/xifrs-link?type=IAS&num=1&code=ifrs-tx-2020-en-r&anchor=para_112_c&doctype=Standard -URIDate 2020-01-01 + Details
Name: | ifrs-full_AdvertisingExpense
Namespace Prefix: | ifrs-full_
Data Type: | xbrli:monetaryItemType
Balance Type: | debit
Period Type: | duration

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- Definition The amount of expense relating to the marketing and selling of goods or services. + References Reference 1: http://www.xbrl.org/2009/role/commonPracticeRef -Name IAS -Number 1 -IssueDate 2020-01-01 -Paragraph 85 -URI http://eifrs.ifrs.org/eifrs/xifrs-link?type=IAS&num=1&code=ifrs-tx-2020-en-r&anchor=para_85&doctype=Standard -URIDate 2020-01-01 + Details
Name: | ifrs-full_SalesAndMarketingExpense
Namespace Prefix: | ifrs-full_
Data Type: | xbrli:monetaryItemType
Balance Type: | debit
Period Type: | duration

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- Definition The amount of expense relating to selling activities of the entity. + References Reference 1: http://www.xbrl.org/2009/role/commonPracticeRef -Name IAS -Number 1 -IssueDate 2020-01-01 -Paragraph 112 -Subparagraph c -URI http://eifrs.ifrs.org/eifrs/xifrs-link?type=IAS&num=1&code=ifrs-tx-2020-en-r&anchor=para_112_c&doctype=Standard -URIDate 2020-01-01 + Details
Name: | ifrs-full_SellingExpense
Namespace Prefix: | ifrs-full_
Data Type: | xbrli:monetaryItemType
Balance Type: | debit
Period Type: | duration

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- Definition The amount of employee benefit expenses incurred during period relating to sales and marketing. + References No definition available. + Details
Name: | jmia_SalesAndAdvertisingEmployeeBenefitExpense
Namespace Prefix: | jmia_
Data Type: | xbrli:monetaryItemType
Balance Type: | debit
Period Type: | duration

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- References No definition available. + Details
Name: | jmia_SalesAndAdvertisingExpenseAbstract
Namespace Prefix: | jmia_
Data Type: | xbrli:stringItemType
Balance Type: | na
Period Type: | duration