Jumia Nigeria is preparing to host the 2026 edition of its annual Brand Festival from September 4 to September 20, with this year’s campaign centred on the theme, “Beta Prices, Direct From Source.”

The 20-day shopping campaign is designed to connect consumers across Nigeria with authentic products supplied by leading local and international manufacturers through their official brand stores. Shoppers will have access to discounted offers across a broad range of categories.

The festival will focus on reducing the effect of middleman markups by providing customers with more direct access to products sold through official brand partners. Available categories will include smartphones, power solutions, home appliances, computing devices, fashion and beauty products.

Jumia will also provide nationwide delivery during the campaign, alongside flexible payment options such as Klump, giving customers additional ways to complete their purchases.

Temidayo Ojo, CEO of Jumia Nigeria, said the initiative is intended to combine product authenticity with financial relief for consumers dealing with rising prices.

“Every year, our goal with the Brand Festival is simple: guarantee authenticity while delivering financial relief to our customers. With Beta Prices, Direct From Source, we are working hand-in-hand with our brand partners to cut through the inflation prices, ensuring Nigerians can buy genuine products without overstretching their budgets,” Ojo said.

According to Jumia, shoppers will further benefit from official brand stores and established operational processes intended to strengthen confidence in the authenticity and availability of products throughout the festival.

Marilyn Oruwari, Chief Operations Officer, Jumia Nigeria, said the company is concentrating on ensuring that customers receive a smooth experience throughout the purchasing process, from finding products to receiving their orders.

“For us, great value goes beyond price. Customers want confidence that their orders are authentic, available and delivered as promised. We are focused on making the shopping experience seamless from discovery to delivery,” she said.

Jumia said it is preparing for increased demand by deploying its nationwide logistics network and working with its brand partners to improve product availability and fulfilment during the campaign.

Richmond Otu, Chief Supply Chain Officer, Jumia Nigeria, said the company’s supply chain teams are coordinating closely with participating brands to support efficient order fulfilment and delivery.

“Behind every great deal is a supply chain that must deliver on its promise. Our teams are working closely with brand partners to ensure strong product availability, efficient fulfilment and reliable delivery throughout the festival. Our nationwide logistics network will help connect customers with products from trusted brands, wherever they are,” Otu said.

The 2026 Brand Festival will include official brand partners such as Nivea, Xiaomi, Silvercrest and Hikers, among others. Their participation will give consumers access to products spanning several popular shopping categories.

Oluwafemi Ajulo, Chief Commercial Officer, Jumia Nigeria, said the campaign seeks to make quality products from trusted brands more accessible to Nigerian shoppers.

“This year, we are bringing together a strong portfolio of official brand partners and compelling offers across categories that matter most to our customers. ‘Beta Prices, Direct From Source’ reinforces our commitment to helping shoppers access genuine products at prices that deliver real value, while making the shopping experience exciting, convenient and rewarding,” Ajulo said.

During the three-week campaign, customers will be able to participate in daily Brand Days offering exclusive deals from participating brands. The festival will also feature Flash Sales, voucher drops and live shopping events across Jumia’s digital channels.

Source: msme Africa online