NAIROBI, Kenya– Rural Kenya is no longer just catching up in the digital economy — it’s leading it.
A new Jumia Kenya report shows that rural shoppers now make up 60pc of all orders on the platform, marking a dramatic power shift from Kenya’s major cities and redefining how e-commerce grows in the country.
Rural Kenya Becomes the New E-commerce Powerhouse
The report, E-commerce in Rural Kenya, paints the picture of an economy where online shopping has moved far beyond urban convenience.
According to Jumia, the platform now supports more than 50,000 livelihoods — from vendors and delivery riders to JForce agents and pickup station operators across the country.
Jumia’s Regional CEO for East Africa, Vinod Goel, described the findings as a “historic behavioural shift.”
“This report is not just about online shopping, it’s about livelihoods, inclusion, and opportunity,” he said. “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.”
Logistics and JForce Agents Fuel the Boom
The backbone of this rural surge is logistics. Jumia has expanded its pickup network to 300+ stations, serving more than 100 towns across all 47 counties.
Rural delivery times have dropped to between 2 and 4 days, a significant improvement that has boosted trust and repeat purchases.
A big part of this transformation is the JForce programme, now boasting over 26,000 agents. These agents act as human guides for first-time online shoppers — teaching digital skills, helping place orders, and demystifying the buying process.
In many communities, they are the direct link between e-commerce and households navigating digital services for the first time.
For small businesses, the shift is even more impactful. SMEs now make up 60pc of all sellers on Jumia, gaining national visibility and new revenue streams that would be difficult — or impossible — through traditional retail channels.
With 4G and 5G connections spreading rapidly, Jumia projects that rural e-commerce penetration could exceed 60pc in the coming years, positioning Kenya among Africa’s most inclusive digital economies.
But the report comes with a caution: growth depends heavily on a supportive regulatory environment.
Jumia flagged concerns over the proposed Withholding Tax on marketplace transactions, warning that it could push SMEs back into informal channels and limit gains made in digital adoption.
“E-commerce is widening market access for small businesses and giving rural households affordable choices,” Goel noted. “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.”
He added that with the right policies in place, Kenya could become one of Africa’s most inclusive digital economies within the next five years.
