With a population known for its mobile-first approach, Kenya has witnessed significant strides in financial inclusion and digital adoption. Spearheaded by the ubiquitous M-Pesa platform, Kenyan consumers exhibit a strong affinity for mobile commerce, with close to 60% of online purchases being completed using mobile devices like smartphones or tablets. 

Between 2020 and 2022, the proportion of Kenyans with a bank account surged from 56% to an impressive 79%, reflecting a tangible expansion in access to formal financial services. Concurrently, the online population experienced a notable uptick, growing by 4 million individuals during the same period. This surge in digital connectivity has propelled Kenya’s eCommerce market into prominence, with projections indicating a robust growth trajectory. By 2027, the Kenyan eCommerce market is forecasted to reach a substantial value of USD 4.4 billion.