Jumia Kenya Black Friday targets shoppers beyond Nairobi
Jumia Kenya will launch its 2026 Black Friday campaign on 30 October, targeting consumers across the country as the e-commerce platform expands beyond Nairobi.
According to Jumia, its physical-goods gross merchandise value (GMV) in Kenya grew by 23% year-on-year in the second quarter of 2026. Kenya accounted for 15% of the company’s physical-goods GMV during the quarter.
The company said 67.6% of its active customers in Kenya are now based outside Nairobi. Data for the first half of 2026 shows Kiambu County accounts for 10.5% of active customers, followed by Mombasa at 5.9%, Nakuru at 5% and Kajiado at 4.2%.
“The bigger story is where Kenya’s online growth is coming from. Two in three of our active customers are now outside Nairobi, while physical-goods GMV grew 23% in the second quarter. That tells us e-commerce is becoming a more national retail channel,” said Vinod Goel, MD of Jumia East Africa.
“At the same time, the online basket is broadening from smartphones and televisions to household and everyday products. Black Friday brings these shifts into focus and gives Kenyan sellers, SMEs and brands an opportunity to reach consumers at scale.”
The figures point to opportunities for businesses, particularly small and medium-sized enterprises (SMEs), that want to use online marketplaces to reach customers beyond their immediate location.
Umesh Bhojwani, founder of Vision Plus Kenya, said partnering with Jumia had been a significant catalyst for the company. It has helped Vision Plus grow its market share without a large physical retail presence. He added that customer feedback through the platform helps the company understand demand and see where to improve its products.
During the campaign, customers will be able to shop across electronics, beauty, telecoms and sports. Participating brands include Xiaomi, L’Oréal, Nivea, Vision Plus, Itel, Oraimo, Haier, Hisense, Lyons, Electromate, Decathlon, Safaricom and Nairobi Sports House.
This year’s line-up also includes household appliances and livestock such as cows. Jumia said this reflects its aim to offer locally relevant products through the platform.
According to Jumia’s data, 82% of its audience is aged between 18 and 44, which shows the importance of younger, mobile-first consumers to Kenya’s online retail market.
To reach customers outside Nairobi, the company plans to use pick-up station activations, its agent network and regional radio.
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