Kenyans embrace online shopping since start of pandemic: research

Data, apparel, healthcare, banking, and other FMCG (fast-moving consumer goods) have seen the highest surge of online activity

Kenya online shopping

Kenyans embrace online shopping since start of pandemic: research. Source;

A Mastercard study has revealed that nearly 4 out of 5 surveyed consumers in Kenya are shopping more online since the onset of the COVID-19 pandemic.

In fact, 92% of consumers in Kenya said they had paid for data top-ups online, 67% for clothing, and over 56% said they had bought computers and other equipment.

And, with fewer opportunities to browse in the mall or on the high-street, social media has emerged as the main platform for finding the most attractive products and offers. For instance, 78% and 56% of respondents saying they had discovered new sellers through Facebook and Instagram respectively.

According to data, 80% of typical in-store bargain hunters said they spend hours searching different sites to find the best deals.

When it comes to paying for goods or services online, speed is a key factor for shoppers in Kenya, with 84% quoting this a major consideration when choosing a business to buy from.

In this post-COVID world, we are seeing an undisputable transformation in the way everyday transactions are being conducted. As people increasingly lean on e-commerce for their shopping, businesses that will remain relevant must ensure their customers continue to enjoy a safe, convenient and secure experience when shopping with them. At Mastercard, we are leveraging our network, insights, technology, and partnerships with fintechs, banks, and other key players across Kenya to support businesses as they make the most of this new reality and optimize to thrive
Kari Tukur, Vice President, Products, Sub Saharan Africa, Mastercard

With the rapid rise in online shopping, consumers are also becoming increasingly aware of the associated risks. This way, with 77% of consumers now managing their banking needs online, 68% have said that a secure checkout was fundamental for a good shopping experience.

We’ve reported that sentimental spending in Kenya is up 240% over the past 10 years.


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