Jumia CEO Emphasizes Data Protection as Key to Consumer Trust in Nigeria’s Digital Economy

As digital platforms broaden access to goods and services across Nigeria, discussions around data protection have shifted from the periphery to the forefront of the conversation. For many consumers, trust now determines whether digital engagement feels empowering or risky. Without robust safeguards, the promise of online access can quickly turn into digital vulnerability.

At its core, data protection involves how organizations collect, use, store, and secure personal information. However, in practice, it goes far beyond that. For e-commerce platforms, it is fundamental to building consumer confidence—whether people feel safe enough to shop online, make repeat transactions, and incorporate digital services into their daily routines.

This issue is especially significant in Nigeria, where millions of consumers are venturing into e-commerce for the first time. As smartphone adoption accelerates and online shopping extends from major cities into secondary and emerging markets, trust becomes the most valuable currency. “Once trust is broken, adoption slows, and confidence is hard to rebuild,” says Temidayo Ojo, Chief Executive Officer of Jumia Nigeria.

For Jumia, one of Africa’s leading e-commerce platforms, safeguarding consumer data is regarded as a core operational obligation rather than a mere compliance task. Operating at scale involves managing sensitive customer information across various touchpoints—from browsing and checkout to payments and delivery. This commitment is reinforced by Nigeria’s Data Protection Act (NDPA), which establishes clear standards for transparency and security.

However, regulation is just one aspect. As a publicly listed company on the New York Stock Exchange, Jumia also adheres to strict international compliance standards. “We fully implement GDPR principles across our operations and comply with country-specific legislation aligned with global best practices,” Ojo explains. “That’s essential in a connected digital economy where trust must travel across borders.”

Yet, policies alone are insufficient. Effective data protection demands ongoing investment in systems, processes, and personnel. Jumia combines secure technology with robust internal governance, including strict access controls that limit who can view sensitive data. “We have clear internal ‘Chinese walls,’ so data is only accessed when there is a legitimate business need,” Ojo notes.

As the regulatory and risk landscape continues to evolve, constant vigilance remains essential. “Protecting consumer information isn’t just about compliance for us,” Ojo adds. “It’s embedded in how we operate and central to maintaining trust with the people who use our platform.”

With Nigeria’s digital economy expanding rapidly, that trust will remain a cornerstone. Platforms that prioritize security and transparency are not only safeguarding consumers but also fostering a resilient, inclusive digital ecosystem poised for sustainable growth.