Selling on Jumia gets your products in front of shoppers who are already looking to buy. Your own shop keeps more of each sale, but you have to bring the buyers yourself. The right choice depends on your category's commission, your margin, and whether you already have followers. Here are the 2026 numbers.
What Jumia Kenya charges sellers in 2026
Signing up is free. Jumia says there are no monthly fees, and it earns a commission on each successful sale. To register you need your national ID (or business registration documents for a company) and bank details. Jumia says verification usually takes 2–3 business days, and new sellers must complete its seller training before they start.
Commission depends on the category. The rates below come from Jumia Kenya's 2026 commission sheet, which sets a rate for each product category. Jumia states that commissions include VAT (16%).
| Category | Commission |
|---|---|
| Mobile phones and smartphones | 6% |
| TVs, laptops, desktops, monitors | 8% |
| Tablets; large appliances (fridges, washers, cookers) | 10% |
| Small appliances; audio and hi-fi; gaming consoles | 12% |
| Fashion: clothes, shoes, fashion accessories, bags | 15% |
| Phone and computer accessories; make-up tools; hair tools and beauty appliances | 15% |
| Furniture; kids and baby | 16% |
| Health and beauty; make-up; hair extensions; home; kitchen; sporting goods; toys; automotive | 18% |
| Grocery; books, movies and music; pet supplies; musical instruments | 20% |
Some categories have exceptions on individual sub-categories. Check the exact path of your product in Jumia's sheet before you set prices.
Shipping contribution. On top of commission, Jumia deducts a shipping cost contribution per order. In its own worked example, a KSh 16,000 phone at 6% costs the seller KSh 960 commission plus a KSh 120 shipping contribution: KSh 1,080 in total. Check the contribution that applies to your item and delivery option.
Payouts. Jumia says seller payments are made weekly, by bank transfer to your registered account. Sales, commissions and deductions appear in the Account Statements tab of the Vendor Center. The bank account name must match your registered business name, or payments can be delayed.
How returns work on Jumia
- Jumia accepts returns when the product is not what was ordered or is defective. Its own policy also gives customers a withdrawal period.
- These categories cannot be returned: innerwear, swimwear, perfumes, jewellery, and items shipped from overseas.
- Returned items come back to a Jumia drop-off station. Check each return before you leave the hub. If an item is damaged or has been used, you have 24 hours to raise a claim, with photos or video. Jumia says valid claims are refunded within 7–14 working days.
- Selling items that are out of stock leads to cancellations, which count against you. Jumia tells sellers to update stock in the Vendor Center every day.
Fulfilment: who stores and ships
- Jumia Express (fulfilled by Jumia): you send stock to Jumia, and it stores, packs and delivers.
- Dropship: you keep the stock and take each order to a Jumia drop-off station after it comes in.
One sale, side by side
Take a KSh 2,000 dress, in the 15% fashion category:
| Jumia | Own shop on Duka | |
|---|---|---|
| Sale price | KSh 2,000 | KSh 2,000 |
| Commission / payment fee | KSh 300 (15%, VAT included) | KSh 30 (1.5% checkout) |
| Shipping contribution | KSh 120 (Jumia's example figure) | None; you arrange and price delivery |
| You receive before delivery and marketing | KSh 1,580 | KSh 1,970 |
| When you're paid | Weekly, to your bank | Through your checkout provider |
| Who finds the buyer | Jumia's shoppers | You: WhatsApp, TikTok, Instagram, word of mouth |
The KSh 390 gap per sale is what you pay Jumia for its traffic, its checkout and its delivery network. If those buyers would never have found you, it's worth paying. If they are your own followers buying through Jumia, you are paying for buyers you already had.
Run your own numbers with the profit margin calculator, and see till and Pochi charges in the M-Pesa charges calculator.
Pros and cons
Jumia, for:
- shoppers already on the site searching for products;
- delivery and a returns process already in place;
- buyers who trust the Jumia name more than a shop they don't know;
- strong for low-commission categories such as phones (6%) and TVs and laptops (8%).
Jumia, against:
- 15–20% commission on fashion, beauty, home and groceries, where small sellers usually trade;
- you compete on the same page as every other seller of the same item, mostly on price;
- the customer belongs to Jumia, so you can't easily sell to them again;
- payouts are weekly and come with deductions, so your cash comes in later;
- returns, cancellation rates and claim deadlines are set by Jumia's rules.
Your own shop, for:
- you keep almost all of each sale;
- the customer's number and order history are yours, so repeat sales cost nothing;
- you set your own prices, returns policy and delivery options;
- one link works for WhatsApp, TikTok and Instagram.
Your own shop, against:
- you have to bring every buyer yourself;
- you arrange delivery and handle returns;
- new buyers may be wary of a shop they haven't heard of, so good photos, clear policies and a proper checkout matter.
Use both, for different jobs
Many sellers use Jumia to be found and their own shop to keep customers. List the items that sell well in searches on Jumia, and put a note in the parcel inviting the buyer to your shop or WhatsApp for re-orders. Your best customers then come back to the channel where you keep the most.
Where Duka helps
A Duka shop is free to set up. It gives you product pages, one link for WhatsApp, TikTok and Instagram, and M-Pesa or card checkout at 1.5%. You can take orders on WhatsApp and send parcels through Pickup Mtaani agents, and every order and payment shows up in one dashboard. See how to start an online store in Kenya.