Abstract: This study addresses the critical challenge of optimizing service marketing strategies for e-commerce platforms operating in emerging economies, using Jumia Nigeria as a definitive case study. Given the unique mar- ket dynamics of Nigeria, which include infrastructural deficits and a need for building consumer trust, a tailored marketing approach is essential for achieving competitive advantage. The research employs a comprehensive case study methodology, drawing on available data sources, including Jumia’s public-facing business reports, existing academic literature on African e-commerce, and profes- sional case studies. Through a thematic analysis, this paper identifies and scrutinizes key service marketing strategies employed by Jumia, such as the strategic use of data- driven personalization and Artificial Intelligence (AI) for customer engagement, a robust multi-channel influencer marketing approach, and the role of its logistics and payment solutions in building consumer trust. The findings reveal that an adaptive mix marketing approach that integrates technology with solutions to local challenges is indispensable for sustained growth. This study contributes valuable insights to the ongoing academic research on service marketing and provides practical lessons for digital businesses aiming to thrive in similar markets.