Overview
The Official Store badge on Jumia represents a guarantee of authenticity, quality, and service for our customers.
To uphold this promise consistently across all markets, Jumia has introduced an updated Official Store Standards Framework.
This article outlines everything Official Store vendors need to know: eligibility requirements, performance standards, quality controls, and what happens if standards are not met.
Who Qualifies as an Official Store?
To be eligible for Official Store status, a vendor must be either:
- The brand owner, or
- An officially authorized distributor or reseller, supported by valid documentation such as a Letter of Authorization or Trademark proof
Important: Only approved vendors and approved SKUs are eligible. Mixing authorized and non-authorized products under an Official Store account is not permitted.
Performance Requirements
Official Store vendors are monitored monthly through a Vendor Scorecard.
To maintain Official Store status, vendors must meet all of the following:
| Metric | Minimum Requirement |
| Vendor Score | ≥ 4.0 |
| Customer Rating | ≥ 4.0 |
| Cancellation Rate | ≤ 2% |
| Returns & Customer Complaints | ≤ 0.5% |
Vendors who do not meet these thresholds in any given month will receive a Quality Report detailing their performance and areas for improvement.
Quality & Authenticity Controls
Jumia takes product authenticity seriously. The following controls are in place for all Official Store vendors:
- Periodic mystery shopping and quality audits are conducted by Jumia
- Customer feedback referencing “fake,” “different item,” or quality mismatch triggers an immediate review
- Vendors are expected to sell only new, authentic, and approved products at all times
- Branding & Physical Authentication: Products must feature permanent brand identification (embroidered, screen-printed, engraved, or sealed manufacturer packaging). Generic or rebranded items are not allowed.
Enforcement & Escalation Process
Failure to meet Official Store standards is handled through a structured escalation process:
| Strike | Action |
| Strike 1 | Written warning + remediation period |
| Strike 2 | Removal of Official Store badge |
| Strike 3 | Temporary removal from Official Store visibility and badge |
| Strike 4 | Permanent removal from the Official Store program |
Vendors who have been removed may apply for reinstatement once corrective actions have been implemented and validated by Jumia.
What You Should Do
To stay compliant and protect your Official Store status:
- Review your current assortment and confirm all listed products are authorized
- Ensure your documentation (Letter of Authorization or Trademark proof) is up to date
- Monitor your performance metrics monthly in Vendor Center
- Contact your Jumia account manager or raise a claim if you need clarification on any requirement
Why These Standards Exist
These measures are in place to:
- Protect customers from counterfeit or misrepresented products
- Safeguard brand equity and authorized distribution channels
- Maintain consistent Official Store standards across all Jumia markets
- Clearly differentiate Official Stores from general marketplace sellers
Strong Official Store standards ultimately support sustainable, long-term growth for verified brand partners on Jumia.
Need Help?
- 📩 Raise a claim to reach our team
