Jumia is an e-commerce platform that's popular in Morocco. In this context, "dial Jumia" refers to an item of a cheaper build than the one that is being talked about. This is due to the fact that people often order items based on their pictures, but they tend to be embellished to make the product look more appealing and the customers end up being disappointed.

Can also be applied to individuals or animals.

Closest English equivalent: from wish.com