Mobile connectivity developing rapidly
Kenya’s mission to develop its internet infrastructure is an ongoing journey with several challenges, such as reaching rural and urban areas. Nevertheless, the number of internet users is forecast to increase significantly between 2024 and 2028. By then, it is estimated that the user rate will increase by 72 percent to 38.71 million internet users. However, it is mobile connectivity that has developed rapidly over the last decade. In 2023, mobile internet penetration amounted to nearly 32 percent; in 2013, this was less than one percent. Furthermore, with more people having mobile connectivity, mobile money accounts also increased swiftly. In fact, it dominates the financial service sector in Kenya. This can be seen as well in the number of registered mobile money accounts. In September 2019, the country counted nearly 56 million accounts; by 2023, this grew to roughly 77 million accounts. Moreover, not only do providers profit from this development, but so does the e-commerce sector.
Fashion and electronics most bought e-commerce categories
Mobile internet made it easier to shop and buy products online. Especially during the COVID-19 pandemic, the usage of e-commerce increased rapidly. According to Statista’s Digital Market Insights, the revenue per user of the e-commerce market amounted to 163 U.S. dollars in 2021. Although it is estimated to decrease in the following years, it remains a crucial part in the shopping behavior of Kenyans. The most popular categories for online purchases were fashion and electronics. Statista’s Global Consumer Survey showed that 44 percent of the respondents indicated buying clothes online as of June 2023. 43 percent mentioned shoes as products bought online, whereas 35 percent said to purchase bags and accessories and consumer electronics, respectively. From the same survey, when asked about “Attitudes towards online shopping”, most Kenyan respondents answered, “Customer reviews on the internet are very helpful”. Interestingly, 26 percent indicated wanting to see and touch an item before buying it.
Usage of social media platforms
Besides shopping online, people use the internet to communicate and share their thoughts and experiences through social media. According to Statista’s Consumer Insights, Instant messengers like WhatsApp and Facebook Messenger were most popular and used by 86 percent of Kenyan respondents in 2023. 74 percent mentioned using social networks (e.g. Facebook), whereas 71 percent said to use media sharing platforms such as YouTube or Instagram.
