E-commerce platforms continue to face challenges related to consumer trust, particularly concerning product authenticity and payment security. These challenges often result in inconsistent purchasing behaviour, constrained sales growth, and weakened customer loyalty. This study investigates the influence of consumer trust on e-commerce growth using the Jumia platform as a case study, with a specific focus on product quality perception and perceived payment security. A quantitative research approach was adopted using a cross-sectional survey design. Data were collected from 385 Jumia customers through structured questionnaires measured on a five-point Likert scale. Reliability and validity tests confirmed the robustness of the research instrument (Cronbach’s alpha = 0.85). Data analysis using SPSS (version 27) employed descriptive statistics and simple linear regression. The findings reveal that product quality perception significantly influences sales volumes, while perceived payment security has a significant effect on customer loyalty. The study concludes that consumer trust is a critical driver of sustainable e-commerce growth and recommends that platforms strengthen product verification processes and payment security systems to enhance consumer confidence..
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