E-commerce in Kenya

E-commerce

E-commerce market: E-commerce in Kenya has grown significantly over the last few years, especially among small and medium businesses. However, the market is still developing. Although the formal retail penetration in Kenya is estimated at 30%, the fraction of Kenyans buying products online was only 0.5% (but that number is expected to grow). There are no official figures on e-commerce revenue in Kenya. According to the Communications Authority of Kenya and the Kenya National Bureau of Statistics, about 27% of companies sold their products online in 2017. The use of apps in e-Commerce have gathered rapid penetration in the market and plays a significant role in the promotion of online shopping. Consumers are now able to use apps to purchase goods and services such as food, clothing, vehicles, real estate, and transportation services. More players are entering the e-Commerce market due to the high turnovers, with estimates pointing to turnovers 25 times higher than traditional retail stores, as well as the fact that setting up an online shop does not require expensive infrastructure or a high initial investment. On the other hand, many Kenyans still do not believe in buying goods online, and online payment options are still unexplored (credit cards have a 10% penetration rate in Kenya), with most transactions being carried out in cash. Some of the most popular e-commerce websites in the country include Jumia, Kilimall, Masoko, Avechi, and Skygarden.

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