Jumia Egypt CEO Highlights Responsible Innovation at ESLSCA University’s “Fail Fast, Learn Faster” Session
Under the theme Fail Fast… Learn Faster, Abdel Latif Oulma, CEO of Jumia Egypt, took part in a panel organized by ESLSCA University during the Education Summit held on 22–23 November. In his keynote remarks, Oulma underscored the importance of creating a safe and responsible experimentation environment in the e-commerce sector—one that enables innovation without compromising consumers or the broader economic ecosystem. He stressed that user experience is no longer a secondary concern or a luxury but a fundamental pillar in the success of any digital platform.
Oulma explained that the rapid evolution of consumer behavior and the intensifying regional competition require companies to deliver constant innovation—yet innovation grounded in balance, discipline and responsibility. He noted that every idea at Jumia begins with a deep understanding of the market and its needs, followed by an assessment of what the company can deliver within its technological, organizational and legal frameworks, before moving into experimentation and continuous analysis.
Drawing on his experience leading digital transformation across Egypt and multiple Arab, African, European and American markets, Oulma emphasized that each market has its own dynamics: some allow for rapid movement, while others require greater caution. Understanding these differences, he said, is key to determining what can be implemented and what should be avoided.
He cautioned that the most serious challenge companies face is making rushed decisions in sensitive sectors involving large digital and financial transactions. A small error, he noted, can affect millions of users and jeopardize market trust. For this reason, Jumia follows a gradual product-development model: listening to the market, analyzing customer behavior, running controlled pilots, then conducting objective evaluations before full-scale rollout.
Oulma explained that some innovations stem directly from customer needs, while others emerge from studying competitors’ experiences and adapting them to fit the local market in a way that delivers real consumer value.
He stressed that the success of any experiment depends on teams that understand consumer rights and know how to build products that do not create financial or operational burdens. Undisciplined innovation, he warned, can lead to crises that are difficult to contain, while responsible innovation ensures sustainable and healthy growth.
Oulma concluded by noting that the coming period will bring even greater shifts in technology and consumer behavior. The companies that will thrive, he said, are those able to combine bold experimentation with disciplined responsibility—a balance that lies at the heart of Jumia’s strategy as it continues to strengthen its leadership in the Egyptian and African markets.