Recent research by Jumia Kenya has revealed a remarkable surge in the rural digital economy, highlighting a shift in e-commerce activity from urban to rural areas.
The report, “E-commerce in Rural Kenya,” indicates that rural regions now account for over 60% of all orders on the Jumia platform, a figure expected to rise further in the next two years. This shift marks a significant change in consumer behavior, with rural households increasingly embracing online shopping due to the availability of affordable smartphones, mobile money services, and improved delivery networks.
The growth of rural e-commerce has also prompted businesses to expand their presence into smaller towns and rural markets. The report notes a nationwide trend of companies establishing branches and pickup points in rural areas to meet growing demand. This expansion has contributed to faster delivery times, now averaging just 2–4 days for rural shoppers, and has enabled over 50,000 people—including vendors, delivery riders, JForce agents, and pickup station operators—to benefit economically from the platform’s growth.
A key factor driving adoption in rural areas is the JForce agent program, which has grown to over 26,000 agents. These agents provide digital literacy support, assist first-time online shoppers, and build trust within their communities, acting as a vital bridge between technology and consumers. At the same time, small businesses and SMEs are reaping the benefits of the digital shift, now representing 60% of all sellers on Jumia. This gives them access to national markets and revenue streams that would be difficult to achieve through traditional physical stores.
Looking ahead, the report projects continued expansion of rural e-commerce, supported by the rollout of 4G and 5G networks. Rural e-commerce penetration could surpass 60% in the coming years, positioning this sector as one of Kenya’s fastest-growing digital economies. However, the report also emphasizes that sustained growth will require a supportive regulatory environment, particularly as policymakers continue to discuss taxation and other rules affecting online marketplaces.