There was never a time in history that e-commerce has become extremely relevant to the everyday lives of Africans than 2020. A year best described by the outbreak of COVID-19, brought to the fore the indispensable role of e-commerce as consumers across Africa relied on its delivery system to access essential products. Africa’s leading online marketplace, Jumia did not disappoint its consumers in this regard. The company swiftly swung into action by launching various initiatives that provided consumers access to essentials and guaranteed safe delivery of products to customers. A crucial aspect of the company’s various initiatives is the effort of Jumia Heroes consisting of frontline workers who ensured the continuous function of the platform for customers’ convenience and satisfaction during lockdown and social distancing enforcement.