Consumers are bracing for the peak shopping season with the December holidays on the horizon. The thought of long queues and crowded malls may put shoppers off, but more consumers are opting to shop online.
E-commerce is becoming increasingly popular in Kenya. New data from Aleph Group, a leader in the digital and technology fields, reveals new insights and changes in Kenyan consumer trends, with the numbers pointing to solid growth in the online shopping industry.
‘Social media and e-commerce have reshaped Kenyan consumer behaviour, notably during peak shopping seasons,” said Rachel Karanu, Client Partner Lead for East Africa, Aleph Group.
“Online shopping has provided access to a global marketplace, fueling informed purchasing decisions, price comparisons, and a heightened demand for convenience. As online engagement increases, Kenyan consumers become more connected and empowered to seek value, highlighting digital platforms’ importance in the African retail industry.”
Deals motivate Kenyan online shoppers
An increasing number of consumers turn to online shopping during peak seasons, such as the holidays or similar periods. With more deals and discounts than at other times of the year, consumers are more inclined to purchase products, services, or experiences online. 29.8% of Kenyans surveyed by Aleph said they always buy something during the online shopping season, while 28.7% noted they wait for great deals before buying anything.
A further 29.8% claimed they were not actively aware of any peak season online shopping periods but would purchase something if there was a good deal, such as a discount or incentive.
Social media used for research and brand discovery
85% of Kenyan respondents claim to use online shopping in some form, while 83% use the Internet to research products or services they intend to purchase.
These substantial numbers highlight the surge in popularity e-commerce has enjoyed in several African nations. Online shopping rose to prominence during the COVID-19 pandemic but has remained a part of Kenyans’ lives ever since.
In Kenya, social media platforms play a significant role in alerting consumers to new products and brands, with 54% of respondents learning about new items via social media. Targeting videos, such as those on YouTube – is also essential, with 46% of consumers claiming they discover new products while streaming video content.
However, social media remains the most effective way to influence shoppers, with 40.9% claiming these networks have the biggest impact on purchasing decisions.
In-store purchase decisions aided by online research
When consumers shop in traditional stores, the Internet and online shopping play a pivotal role in their decision-making. 22.3% of Kenyan consumers say they use the internet “very frequently” to compare prices, while 20.2% use online shopping services to read product reviews.
Even if some consumers aren’t ready to embrace e-commerce, the Internet still shapes their decisions.
Convenience is the most significant motivating factor to shop online
Convenience is the biggest drawcard of online shopping, with 50.3% of consumers highlighting this as the main reason to purchase goods online. 43% highlight competitive pricing, discounts, and promotions as another positive factor; other reasons include greater product variety, privacy, and the ability to see customer reviews and ratings.
Online shopping heralds a new era for Kenyan retail
As Kenya’s e-commerce landscape continues to blossom, the rapid rise in online shopping highlights the importance of digital platforms (such as social media) in shaping consumer practices.
The pandemic brought on the shift from traditional retail to online shopping, but this continues to be fueled by tech-conscious individuals who understand the convenience afforded by e-commerce platforms.
Businesses that want to be successful in the future will adapt now, endeavour to understand customer preferences, and tap into this market to ensure future success.
The surge in online shopping not only highlights changing consumer habits but also heralds a new era for Kenya’s retail landscape, where digital commerce plays an essential part in shaping the economy.
By Nikki Chennells
Khusoko provides market insights into Africa's business investment as well as global trends that impact East African businesses.