Online shopping in Kenya is booming, with electronics orders, and mobile phones in particular, being the most popular items purchased, according to a new survey by local research firm e-Ensures. The survey revealed that 58% of all orders were for mobile phones, with fashion items a distant second at 18%. Samsung and Tecno were the most popular brands with buyers, with more than 50% of phone orders online. Computer hardware, television sets, home appliances, fashion items, accessories, and interior decoration materials were also popular among buyers.
Most of the shoppers, according to the survey, bought a product after seeing an online advertisement, while 21% acquired the items on referrals from friends or relatives. Overall, online shopping in Kenya is becoming increasingly popular due to the convenience and the wide selection of products it affords buyers. However, trust, poverty, and illiteracy remain a challenge for online malls, as around 30% of Kenyans are yet to make a purchase online due to these reasons.
Jumia and Chinese-backed Kilimall were found to be the most popular online shopping sites, with a market share of 38% and 22%, respectively. Jumia is the most popular, commanding a 40% market share. Cash on Delivery remained the most popular mode of payment followed by mobile money. Only 3% and 2% preferred paying using credit and debit cards, respectively. This is in contrast to South Africa, where 46% of people pay for goods bought online using debit cards, with 25% using credit cards and just 21% opting for cash on delivery. Mobile money is unpopular in South Africa, with only 4% of people using it to pay for goods bought online.
Online shoppers say the medium makes it convenient to compare product description and pricing. However, 39% of the respondents said that pricing was their main attraction in buying online, where more than 70% said they can spend a maximum of Sh20,000 on an e-order. The ability to shop anywhere and anytime, the ability to locate more information about a product, and the added product choice were among the key ratings, according to the survey.
While global e-commerce malls have set up shop in Kenya, the growth of e-commerce has also fuelled the development of local online-based companies such as Electrohub and MissKerre, a clothing e-shop.
In conclusion, online shopping in Kenya is growing rapidly, with mobile phones, computer hardware, television sets, and home appliances being the most popular items purchased. However, trust, poverty, and illiteracy remain major challenges for online malls. With the convenience and wide selection of products it affords buyers, e-commerce in Kenya is expected to continue its rapid growth trajectory.
