Rural Kenya has surged past major cities to become the country’s primary e-commerce growth engine, now accounting for 60% of all orders on the Jumia platform, according to a new report.
The report, titled “E-commerce in Rural Kenya,” details a fundamental shift in the nation’s digital economy, moving from a largely urban convenience to a nationwide driver of jobs and small business expansion. The Jumia Kenya study highlights that the platform now supports over 50,000 livelihoods, including vendors, delivery riders, JForce agents, and pickup station operators.
Vinod Goel, Jumia’s Regional CEO for East Africa, called the findings evidence of a “historic behavioural shift” among rural and small-town consumers.
“This report is not just about online shopping, it’s about livelihoods, inclusion, and opportunity,” said Goel. “Rural Kenya has become the driving force of e-commerce. With affordable smartphones, mobile money, and faster delivery networks, millions of households can now access a broader range of goods at fairer prices.”
The report attributes the rural boom to a rapid expansion of logistics and a dedicated agent network. Jumia has grown its footprint to over 300 pickup stations, serving more than 100 towns across all 47 counties. This expansion has successfully reduced average delivery times for rural shoppers to just 2–4 days.
A key driver of this adoption is the JForce agent programme, which has expanded to over 26,000 agents. These agents act as a crucial, human bridge for first-time online shoppers, providing digital literacy support, assisting with orders, and building trust within local communities.
The digital shift is also proving to be a significant boon for small businesses. According to the report, Small and Medium-sized Enterprises (SMEs) now constitute 60% of all sellers on Jumia. This allows them to tap into new revenue streams and gain a national reach that would be impossible through traditional brick-and-mortar channels.
With 4G and 5G connectivity continuing to expand, the report projects that rural e-commerce penetration could exceed 60% in the next few years, positioning the sector as one of Kenya’s fastest-growing digital economies.
While optimistic, the report cautions that continued growth depends on a supportive regulatory environment, particularly as discussions around marketplace taxation continue.
Jumia highlighted concerns over the proposed Withholding Tax (WHT) on marketplace transactions, warning that it could unintentionally push SMEs back into informal channels, thereby reducing compliance and limiting their new-found market access.
“E-commerce is widening market access for small businesses and giving rural households affordable choices,” Goel concluded. “To protect that progress, policies should recognise the role of marketplaces, support SMEs, and create a level playing field for both local and global digital platforms.”
Goel added that with supportive regulation, Kenya is on track to become one of Africa’s most inclusive digital economies within the next five years.
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