Rural Kenya has overtaken major cities as the strongest driver of e-commerce growth, accounting for 60 percent of all orders on Jumia, according to a new sector report that underscores the expanding economic impact of digital retail across the country.
The report, titled E-commerce in Rural Kenya: Expanding Access, Driving Inclusion, Connecting Border to Border, highlights a shift from e-commerce being an urban convenience to becoming a national engine of jobs, SME growth and consumer access. Jumia Kenya reports that its platform now supports more than 50,000 livelihoods, including vendors, JForce agents, pickup-station operators and delivery riders.
Vinod Goel, Jumia’s Regional CEO for East Africa, described the findings as evidence of a historic behavioural shift among rural and small-town consumers.
He noted that the transformation is broader than online shopping habits. He said rural Kenya is now the driving force of e-commerce, supported by the spread of affordable smartphones, mobile money and faster delivery networks that allow households to access a wide range of goods at fair prices.
To support this growth, Jumia has expanded its physical and logistics footprint to more than 300 pickup stations across over 100 towns in all 47 counties. This network has reduced delivery times to rural areas to an average of two to four days, significantly improving access to essential items and higher-value goods such as phones, televisions, appliances and home essentials.
One of the strongest contributors to rural adoption is the JForce agent programme, which has grown to more than 26,000 agents nationwide. These agents help first-time online shoppers with assisted ordering, digital literacy and product awareness. Many also coordinate community bulk orders, helping entire villages and neighbourhoods discover deals and navigate online shopping.
The report shows a major rise in SME participation. Small businesses now make up 60 percent of all sellers on the platform. Through Jumia, these SMEs gain national visibility and reach consumers far beyond their local markets.
With rising 4G and 5G coverage and investment in county-level logistics hubs, rural e-commerce penetration is expected to rise further. The sector is projected to remain one of Kenya’s fastest-growing digital economies over the next few years.
However, the report cautions that continued progress will depend on supportive policies that encourage SME digital adoption and protect consumers. Jumia notes concerns over the proposed Withholding Tax on marketplace transactions, warning that it may push SMEs back into informal trading channels, slow compliance and limit their ability to scale.
Goel urged policymakers to recognise the growing importance of digital marketplaces in supporting SMEs, expanding consumer choice and widening access for rural communities. He said that with the right regulatory environment, Kenya could become one of Africa’s most inclusive digital economies within the next five years.
