Samsung launches direct-to-consumer digital store in Kenya
Samsung Electronics East Africa has launched a direct-to-consumer digital store in partnership with local retailer Housewives Paradise, expanding its retail footprint in the Kenyan market.
The Samsung Brand Store, accessible at samsungbrandstore.co.ke, is operated by Housewives Paradise and powered by a dedicated e-commerce technology and operations vendor.
The platform targets Kenya’s growing mobile-first consumer base, capitalising on high internet penetration and widespread mobile money usage. Samsung said the store is meant to complement existing retail channels rather than compete with them, generating additional brand demand and offering exclusive inventory to grow its category market share.
The store offers three main propositions. It carries an online-exclusive product range including unique colourways, specialised sizes and bespoke home appliances and mobile devices not sold elsewhere in the local market.
It also offers curated bundles that pair flagship smartphones with wearables or full home-entertainment systems at promotional pricing. Every home-appliance purchase includes Samsung’s Signature Service, which covers brand-certified installation, personalised assistance and priority support.
The platform integrates WhatsApp commerce into the shopping experience, letting customers initiate product consultations, get live sales support and track orders through the messaging app.
Samsung has also launched a business-to-business platform at samsungbrandstore.co.ke/b2b, targeting corporate clients, savings and credit co-operative societies, schools, hospitals and government agencies. The portal supports bulk device procurement alongside enterprise security tools including Samsung Knox Manage and Knox Guard.
“Today, we take a monumental step forward in how Samsung connects with, serves, and delivers value to our consumers across Kenya,” said Francis Modi, E-Commerce Manager at Samsung Electronics East Africa, at the launch. “Today, we officially open the digital doors to the Samsung Brand Store, redefining the e-commerce landscape in East Africa.”
The store is now live with inventory covering mobile devices, home displays and smart appliances, supported by nationwide delivery and customer support teams. Payment options include M-Pesa and major payment cards.
Enterprise clients can place bulk orders at https://samsungbrandstore.co.ke/b2b.
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