Very few Kenyan households have a desktop or laptop computer or landline internet, but smartphone ownership expanded rapidly during the review period. With social distancing the norm in Kenya in 2020 and 2021 due to the COVID-19 pandemic, mobile internet browsing was increasingly the first point of contact between retailers and shoppers.
One of the main boosts for mobile e-commerce is the on-demand grocery delivery services. Strategic partnerships with operators such as UberEats and Glovo have helped modern outlets improve their delivery services.
Since the outbreak of COVID-19, the widespread adoption of platforms such as M-PESA has set the path for mobile e-commerce. In response to the shift, Safaricom has cut focus on growing its e-commerce platform Masoko.
Over the forecast period, the performance of mobile e-commerce will largely benefit from the improvements in mobile internet and infrastructure. This will provide a platform for digital operators to expand their services across the channel.
The future of mobile e-commerce will benefit from the inflow of lower income groups through services such as Copia, that allow users to order products using WhatsApp. This trend will also be supported by the government’s initiatives to offer relatively affordable mobile data compared with fibre optics, as well as the influx of entry level smartphones which are typically more affordable than PCs, laptops, and tablets.
Cash on delivery is expected to gradually decline in popularity as a payment method for throughout the forecast period. Both the government and the industry itself want to shift away from this model, which is both inefficient and a security risk.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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