Jumia, a leading e-commerce platform in Kenya, has reported that 67.6 percent of its active customers in the country are based outside Nairobi. This represents a significant shift in online shopping trends, with more people from outside the capital city embracing e-commerce. According to the company's JForce data for the first half of the year, Nairobi accounts for 32.4 percent of Jumia's active customers.
The company's physical-goods sales, measured by gross merchandise value (GMV), grew by 23 percent year-on-year in the second quarter of 2026. This growth reflects increased demand for online shopping, with Kenyans buying a wide range of products, including household goods, everyday products, and electronics. Jumia East Africa Managing Director Vinod Goel said the figures showed that online shopping was gaining customers beyond the capital.
Regional distribution of Jumia's active customers in Kenya shows that Kiambu has 10.5 percent, Mombasa 5.9 percent, Nakuru 5 percent, and Kajiado 4.2 percent. The company's data also reveals that smartphones, mobile accessories, smart TVs, and electric kettles were among the products that attracted new customers to its platform. These products have become increasingly popular among Kenyans.
Jumia's customer demographics indicate that about 82 percent of its audience is aged between 18 and 44. This points to the role of younger consumers in online retail, driving growth and adoption of e-commerce in Kenya. The company's customer base is largely made up of young adults who are active online and are driving demand for a wide range of products.
Jumia is preparing to launch its 2026 Black Friday campaign, which starts on October 30. The campaign will feature products across various categories, including electronics, beauty, home appliances, telecommunications, and sports. Participating brands include Xiaomi, L'Oréal, Nivea, Itel, Oraimo, Hisense, Safaricom, and Decathlon. The campaign aims to provide an opportunity for Kenyan small businesses and established brands to reach more customers.
To reach customers outside Nairobi, Jumia plans to use pickup stations, sales agents, and regional radio. This strategy will enable the company to expand its reach and provide customers with more convenient shopping options. By leveraging these channels, Jumia aims to make online shopping more accessible and convenient for Kenyans.
The 2026 Black Friday campaign is expected to drive growth and adoption of e-commerce in Kenya. With more Kenyans embracing online shopping, Jumia is well-positioned to capitalize on this trend. The company's focus on providing a wide range of products and convenient shopping options is likely to attract more customers and drive sales.
Key points
- 67.6pc of Jumia's active customers in Kenya are based outside Nairobi.
- Jumia's physical-goods sales grew by 23pc year-on-year in the second quarter of 2026.
- The 2026 Black Friday campaign starts on October 30 and will feature products across various categories.
