Rural Kenya Now Driving 60% of Online Shopping, Jumia Report Shows

Rural Kenya has overtaken major cities as the country’s e-commerce growth engine, now accounting for 60% of all Jumia orders, according to a new report that highlights the sector’s expanding economic impact across the counties. The report by Jumia Kenya dubbed “E-commerce in Rural Kenya: Expanding Access, Driving Inclusion, Connecting Border to Border” shows that digital retail has shifted from a largely urban convenience to a nationwide driver of jobs, SME expansion and consumer access. The platform now supports more than 50,000 livelihoods, including vendors, JForce agents, pickup-station operators and delivery riders. Jumia’s Regional CEO for East Africa, Vinod Goel, said the numbers reflect 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.” Jumia Kenya has grown its network to more than 300 pickup stations, serving over 100 towns across all 47 counties. As a result, delivery for rural shoppers has dropped to 2–4 days on average, significantly improving access to essential and higher-value products such as mobile phones, televisions, appliances and home essentials. A key driver of this adoption is the JForce agent programme, which has expanded to over 26,000 agents nationwide. These agents act as a trusted, human bridge for first-time online shoppers, supporting digital literacy, assisted ordering and product awareness. Many agents now support whole communities by placing bulk orders, helping rural residents, and keeping local customers updated on deals. The report also highlights rising participation by small businesses. SMEs now represent 60% of all sellers on Jumia, gaining national reach that would be otherwise impossible through local brick-and-mortar channels. Sellers are tapping into new revenue streams by listing products that can now reach consumers across Kenya. With expanding 4G and 5G connectivity and ongoing investments in localised logistics hubs, rural e-commerce penetration is projected to exceed 60% in the next few years, positioning the sector as one of Kenya’s fastest-growing digital economies. The report notes that continued growth will depend on supportive policies that encourage small-business digital adoption and protect consumers, especially as discussions around marketplace taxation continue. “E-commerce is widening market access for small businesses and giving rural households affordable choices,” said Goel. “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.” The report highlights concerns around the proposed Withholding Tax (WHT) on marketplace transactions, warning that it may unintentionally shift SMEs back into informal channels, reducing compliance and limiting their reach. Goel added that supportive regulation — coupled with growing connectivity, improved logistics and mobile-money adoption — could position Kenya as one of Africa’s most inclusive digital economies within the next five years.