Jumia Kenya has launched its 2026 Black Friday campaign, featuring a wide range of products from electronics and household appliances to less conventional offerings. The campaign, set to begin on October 30, 2026, aims to provide small and medium-sized enterprises with an opportunity to reach customers beyond their immediate markets. According to East Africa Managing Director Vinod Goel, the campaign will extend beyond digital platforms through pickup-station activations, agents, and regional radio to reach consumers nationwide.
Smartphones, televisions, and mobile accessories remain among the most popular online purchases in Kenya, according to Jumia Kenya. The company's data shows that customers are increasingly shopping for products beyond electronics, with demand growing for household appliances and everyday products. Mobile accessories, smart TVs, smartphones, and kettles are among the leading purchases by new customers, reflecting demand for both technology and household goods.
Jumia's physical-goods gross merchandise value (GMV) grew 23 per cent year-on-year in the second quarter of 2026, with Kenya accounting for 15 per cent of the company's physical-goods GMV during the period. The company's data also shows that 67.6 per cent of its active customers are outside Nairobi, compared with 32.4 per cent in the capital. Kiambu accounts for 10.5 per cent of active customers, followed by Mombasa at 5.9 per cent, Nakuru at 5 per cent, and Kajiado at 4.2 per cent.
The shift in online shopping trends comes as e-commerce expands beyond Nairobi, with Jumia's data indicating that it is becoming a more national retail channel. According to Goel, "That tells us e-commerce is becoming a more national retail channel." The company's audience is predominantly made up of younger, mobile-first consumers, with 82 per cent of its audience aged between 18 and 44.
This year's Black Friday campaign will feature products from various brands, including Xiaomi, L’Oréal, Nivea, Vision Plus, Itel, Oraimo, Haier, Hisense, Lyons, Electromate, Decathlon, Safaricom, and Nairobi Sports House. The campaign aims to provide a platform for small and medium-sized enterprises to reach customers across the country, with participating brands spanning technology, beauty, home appliances, telecommunications, and sports.
Jumia's Black Friday campaign will include a range of activities, including pickup-station activations, agents, and regional radio outreach, to reach consumers nationwide. The company's goal is to make online shopping more accessible and convenient for customers across Kenya, while also providing a platform for businesses to expand their reach.
The growth of online shopping in Kenya is driven by increasing demand for convenience and accessibility, with more customers turning to digital platforms to make purchases. Jumia's expanded Black Friday campaign is expected to further boost online shopping in the country, with a wider range of products and services available to customers.
Key points
- Jumia Kenya's 2026 Black Friday campaign features a wide range of products and nationwide outreach.
- Smartphones, TVs, and mobile accessories remain among the most popular online purchases in Kenya.
- Jumia's physical-goods GMV grew 23 per cent year-on-year in the second quarter of 2026.
