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ESTHER KAMAU: Digital Transformation and How It Influences Scalability for MSMEs


Digital transformation has shaped the diversity of MSMEs who account for at least 40% of Kenya’s GDP. MSMEs in Kenya employ millions of people while creating numerous job opportunities more so for the youth. 

MSME supporters in the digital ecosystem revolutionize how small businesses access digital markets by using social media infrastructures to connect, create trust, build partnerships, gain capital, and make sales. 

It is for this reason that TWIVA – An influencer-powered social commerce platform was recognized as a disruptor in Digital Transformation for MSMEs and Influencers by Tally Solutions (a pioneer in the software products industry, delivering business management solutions for small and medium businesses (SMBs) for over three decades) during this year’s second edition of the ‘MSME Honours’.

The Twiva business model mitigates the challenge of accessing bigger digital markets for MSMEs by offering social commerce capabilities such as product multi-listing and automated omnichannel marketing on social media shops on Instagram, Facebook, Twitter, WhatsApp, and YouTube.

Peter N. Kironji, CEO of Twiva Media Group.

Social Commerce; a Sales Catalyst for MSMEs

With the future of shopping and social commerce projected to triple by 2025, the global sales opportunities are also expected to rise by $1.2 trillion in the same year. This accounts for at least 17% of total spending in the yearly $7 trillion e-commerce by brands.

With this in mind, it’s a no-brainer that social shopping would revolutionize a great deal the way MSMEs view social commerce. 

Majority of MSMEs now have the opportunity to now develop new types of shopping experiences, that also include the primary advantage of social media connections while engaging with influencers/content creators. 

Digital Transformation for Small Businesses

Social commerce is becoming the focal point and a democratization force for almost every MSME that has a desire to scale aggressively on the digitally space, considering the competitive Kenyan market.

A deep dive into the Kenyan market, reveals that at least 59% of social buyers would prefer buying from small businesses when shopping through social commerce. On the other hand, 44% would prefer to buy the same product but from a brand, they have encountered previously.

Arguably, we might say not everyone understands what social commerce is, however, once the knowledge is discovered no one wants to withdraw, unlike e-commerce.

It is for this reason that almost every MSME wants to at least have a pinch of the huge beef stake laid bare through the power of social commerce. 

Social Commerce Digest for MSMEs

Kenyan MSMEs appreciate that scalability for them is in tandem with embracing digital technology including collecting data insights, automating their marketing processes, and developing a relevant buyer persona of their consumers.

Social commerce as a digital MSME enabler allows businesses to address specific customer pain points to improve customer experience and service delivery.

Esther Kamau is the Marketing and Communications Lead at social commerce platform Twiva.

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