Head-To-Head Comparison: Jumia Technologies (JMIA) versus Baozun (BZUN)

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Jumia Technologies (NYSE:JMIA) and Baozun (NASDAQ:BZUN) are both retail/wholesale companies, but which is the superior stock? We will contrast the two companies based on the strength of their valuation, risk, profitability, institutional ownership, analyst recommendations, dividends and earnings.

Analyst Recommendations

This is a breakdown of recent ratings and target prices for Jumia Technologies and Baozun, as reported by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Jumia Technologies 1 3 3 0 2.29
Baozun 0 0 0 0 N/A

Jumia Technologies currently has a consensus target price of $37.33, indicating a potential upside of 87.42%. Given Jumia Technologies’ higher probable upside, analysts plainly believe Jumia Technologies is more favorable than Baozun.

Earnings and Valuation

This table compares Jumia Technologies and Baozun’s top-line revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Jumia Technologies N/A N/A N/A N/A N/A
Baozun $784.38 million 2.80 $39.23 million $0.66 60.06

Baozun has higher revenue and earnings than Jumia Technologies.


This table compares Jumia Technologies and Baozun’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Jumia Technologies N/A N/A N/A
Baozun 4.93% 13.32% 7.82%

Insider & Institutional Ownership

57.8% of Baozun shares are owned by institutional investors. 59.2% of Baozun shares are owned by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company will outperform the market over the long term.


Baozun beats Jumia Technologies on 6 of the 8 factors compared between the two stocks.

About Jumia Technologies

Jumia Technologies AG operates an e-commerce platform in Africa. The company's platform consists of marketplace, which connects sellers with consumers; logistics service that enables the shipment and delivery of packages from sellers to consumers; and payment service, which facilitates transactions to participants active on the company's platform in selected markets. Its marketplace offers various products in a range of categories, including fashion and apparel, smartphones, home and living, consumer packaged goods, beauty and perfumes, and other electronics, as well as access to various services, such as restaurant food delivery, hotel and flight booking, classified advertising, airtime recharge, and instant delivery. The company was formerly known as Africa Internet Holding GmbH and changed its name to Jumia Technologies AG in January 2019. Jumia Technologies AG was founded in 2012 and is headquartered in Berlin, Germany.

About Baozun

Baozun Inc. provides brand e-commerce service to brand partners in the People's Republic of China. It offers end-to-end e-commerce solutions, including IT infrastructure setup and integration, sale of apparel, home and electronic products, online store design and setup, visual merchandising and marketing, online store operations, customer services, warehousing, and order fulfillment. The company also operates Maikefeng mobile application that offers various branded products. It serves brand partners in the apparel and accessories; appliances; electronics; home and furnishings; food and health products; beauty and cosmetics; fast moving consumer goods and mother and baby; and insurance and automobiles categories. The company was formerly known as Baozun Cayman Inc. and changed its name to Baozun Inc. in March 2015. Baozun Inc. was founded in 2007 and is headquartered in Shanghai, the People's Republic of China.

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