Jumia Nigeria on Tuesday underscored its dedication to consumer protection as the world observed World Consumer Rights Day, highlighting technology-driven safeguards and robust policies to ensure product authenticity on its platform.
Speaking at a high-level panel hosted by the Lagos State Consumer Protection Agency at the Lagos Marriott Hotel in Ikeja, Peters Afebuame, Group Head of Content and Production at Jumia, said the company has implemented comprehensive systems across the product lifecycle to shield customers from counterfeit or substandard goods.
“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.”
Jumia’s consumer protection framework includes a stringent seller verification process that mandates proof of legal and regulatory compliance before access to the platform. Non-compliant vendors face penalties, including permanent delisting.
Transparency also remains a key focus, with product listings featuring verified descriptions, detailed images, and clear specifications to help shoppers make informed decisions. Afebuame noted that consumer education initiatives, including instructional videos, platform guides, and social media campaigns, further empower Nigerians to shop online safely.
Jumia also highlighted the role of its proprietary payment solution, JumiaPay, in safeguarding transactions. The platform adheres to internationally recognised standards such as the European Union’s General Data Protection Regulation and local frameworks set by the Nigeria Data Protection Commission, ensuring secure handling of customer data.
Beyond transactions, the company maintains a customer-centric return and refund policy and provides dedicated support through multiple channels, including phone and social media, to swiftly resolve consumer complaints.
“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.”
