Overview

The Jumia official flagship store logo indicates that the store is operated by the brand or its authorized entity.

To further standardize the platform’s brand ecosystem and strengthen consumer trust, Jumia is now launching an upgraded “Official Flagship Store Standard Framework.”

This document explains everything that official flagship store suppliers need to know: entry qualifications, performance standards, quality control, and procedures for handling non-compliance.

Updated Goals and Core Values

• Combating Counterfeits: Building on the platform-wide ban on counterfeit goods, official flagship stores must undergo brand authorization verification before going live, providing consumers with clearer source assurance.
• Building Brand Assets: Protecting partners’ intellectual property and channel interests through rigorous authorization verification.
• Standardized Operations: Unifying standards across all Jumia-covered markets reduces the complexity of cross-regional operations for suppliers.
• Clarifying Logo Meaning: Helping consumers clearly understand the scope covered by the official flagship store logo.

1. Official Flagship Store Eligibility

To obtain and maintain official flagship store status, suppliers must be:

• The brand owner, or
• A formally authorized distributor/retailer with valid supporting documentation (e.g., authorization letter or trademark certificate).

Scope of Business: Only approved suppliers and approved SKUs are eligible for official flagship store status. Mixing authorized and unauthorized products under the official flagship store is not permitted.

Official Flagship Store Application Process: Please contact your merchant manager.

2. Performance Requirements

Jumia will monitor official flagship stores based on the “Monthly Store Rating.” Suppliers must consistently meet all of the following indicators to maintain official flagship store status:

Assessment Dimensions	Meeting the minimum standards
Seller Score	≥ 4.0
Average Customer Rating	≥ 4.0
Order Cancellation Rate	≤ 2%
Quality Return Rate	≤ 0.5%

Stores that fail to meet the above standards in any month will receive a quality report outlining the month’s performance data and areas for improvement.

3. Quality Control and Counterfeit Authentication

Jumia places great emphasis on the authenticity of its products. The following control measures apply to all official flagship stores:

• Jumia will conduct regular customer feedback and quality audits;
• Immediate review will be triggered for any buyer feedback mentioning “counterfeit goods,” “products not matching descriptions,” or quality discrepancies;
• Stores should always sell only brand-new, authentic, and approved products;
• Brand recognition and physical verification: Products must have a permanent brand identity (embroidered, screen-printed, engraved, or sealed manufacturer packaging). Unbranded or relabeled items are not permitted.

4. Exit and Reinstatement Rules

Failure to meet the official flagship store standards will result in mandatory measures according to the following tiered process:

Violation Stage	Violation Behavior	Penalty and Rectification Measures
First Violation	1. Unsatisfactory store rating 2. Unsatisfactory cancellation rate 3. Unsatisfactory quality return rate 4. Unsatisfactory buyer rating 5. Expired documents 6. Selling counterfeit/infringing products 7. Frequent buyer complaints during shopping follow-ups 8. Non-compliant product brand printing 9. Selling unauthorized products, etc. If the store is confirmed to be selling counterfeit/infringing products, only one penalty is required: the product will be taken offline, and the official flagship store’s weight and logo will be directly removed. A formal written warning will be issued, and a 30-day rectification period will begin.	Formal written warning issued, 30-day rectification period initiated; Supplier must submit a rectification plan within the rectification period
Second Violation		Cancellation of the official flagship store logo.
Third Violation		Temporary cancellation of the official flagship store’s display weight and logo.
Fourth Violation		Permanent removal from the official flagship store project.

Note: We encourage sellers to actively conduct self-checks and complete rectification as soon as possible. After completion, submit the materials for restoring official flagship store status to your merchant manager. Your store will be given priority review.

5. Action Recommendations

To maintain compliance and protect your official flagship store status, please complete the following self-check promptly:

• Review your current product selection, supporting documentation, and performance metrics.
• Ensure all listed products are authorized, accurate, and compliant.
• If you require clarification on any requirements, please contact your Jumia Merchant Manager or submit an RAC