Mobile data services such as m-commerce and m-banking are widely used by consumers in Kenya. These provide affordable and convenient alternatives to going to a mall to shop.
The further growth of mobile internet retailing is expected to be driven by the busy on-the-go lifestyles of many urban dwellers, who are wanting to shop quickly and easily. This need is being supported by both online customer service agents as well as easy-to-use apps and mobile-optimised websites.
Smartphones in Kenya are becoming increasingly popular and widely available at reasonable prices. On the other hand, retailers are increasingly adapting their websites to capitalise on this and enable consumers to browse and purchase goods quickly via their mobile devices.
A local online shopping platform called Orion Online Mall opened in 2018, selling products such as smartphones, digital smart televisions, laptops and desktops as well as computer and printer accessories. It is posing direct competition to Jumia, Kilimall and Masoko.
Consumers in Kenya enjoy shopping through online sites, including social media platforms such as Facebook. Largely, urban millennials and well-connected middle-class consumers use their smartphones rather than their desktops for most of their online transactions.
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