The article explores how a big African online shopping company, Jumia, uses smart strategies to gain trust in places where rules and systems are not well established. They found that Jumia faces challenges due to missing infrastructure, unclear laws, and different cultural beliefs. To overcome these obstacles, Jumia uses specific strategies to show that their business is trustworthy and follows the rules. By doing this, they gain different types of trust from people and governments. This study combines different ideas in business to show how companies can succeed in uncertain environments by being smart about how they present themselves.