XML 53 R31.htm IDEA: XBRL DOCUMENT
v3.25.4

Sales and advertising expense | 12 Months Ended
--- | ---
Dec. 31, 2025
Sales and advertising expense |
Sales and advertising expense | 25 Sales and advertising expense Sales and advertising expense is comprised of the following:
|  | For the year ended December 31,
In thousands of USD |  | 2023 |  | 2024 |  | 2025
Staff costs |  | 6,755 |  |  | 5,643 |  |  | 4,448 |
Advertising campaigns |  | 12,867 |  |  | 9,737 |  |  | 12,055 |
Selling expenses |  | 1,836 |  |  | 1,908 |  |  | 2,883 |
Sales and advertising expense |  | 21,458 |  |  | 17,288 |  |  | 19,386 |
Sales and advertising expense increase by 12.1% from USD 17.3 million in 2024 to USD 19.4 million in 2025, mostly as a result of an increase in marketing expenditure in 2025 compared to 2024. The increase reflects higher marketing investments to support customer acquisition and engagement, while maintaining efficiency through targeted and performance-driven campaigns.

X
- Definition The entire disclosure of information pertaining to sales and advertising expenses. + References No definition available. + Details
Name: | jmia_DisclosureOfSalesAndAdvertisingExpenseExplanatoryTextBlock
Namespace Prefix: | jmia_
Data Type: | dtr-types1:textBlockItemType
Balance Type: | na
Period Type: | duration

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