Lead image for To lead in e-commerce sector, Kenya must get its policy right.
Kenya’s next digital growth story will be determined as much by policy as it is by technology. Kenya has built one of Africa’s strongest digital foundations, with a population of 57 million, internet penetration of 48 percent, more than 42 million smartphones in use, and 45 million mobile money subscriptions.
E-commerce is growing at an estimated 16–18 percent annually, supported by a young, connected and increasingly digital population.
Yet despite these advantages, e-commerce still accounts for only 2–5 percent of retail sales, far below mature markets such as China and the United States.
The opportunity ahead is immense, but only if policy enables growth rather than unintentionally constraining it. Digital commerce is no longer simply about online shopping; it is becoming a powerful engine for economic inclusion, SME growth and market formalisation.
Nearly 70 percent of Kenyans live in rural areas, and digital marketplaces are increasingly connecting these communities to products, services and economic opportunities previously beyond their reach.
Orders from secondary cities and rural regions now account for 60 percent of Jumia’s total orders, highlighting the rapid expansion of digital participation across the country.
Digital commerce is also helping small businesses grow. SMEs now account for 60 percent of sellers on Jumia’s platform, up from 40 percent, while the broader ecosystem supports more than 80,000 livelihoods.
These figures demonstrate how digital platforms help entrepreneurs access wider markets, formalise their operations and participate more fully in the economy.