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E-commerce is poised to grow with more incentives, according to latest Jumia survey

By on November 1, 2022 0
Online sales represent only 2% of total retail sales in Kenya. [iStockphoto]

The majority of Kenyans are still dependent on incentives to shop online, which is preventing e-commerce from coming of age in the country, according to new shopping research.

According to current online shopping data from Jumia, online shopping still accounts for only 2% of total retail sales in Kenya, underscoring the place of incentives in the trend revolution.

This has prompted major e-commerce platforms such as Jumia to offer annual sales events, including the now popular “Black Fridays”, in a bid to shore up revenue while fueling the growth of e-commerce in the country. .

Jumia Kenya Managing Director, Juan Seco, while unveiling the company’s seventh Black Friday this week, said e-commerce sites have a big role to play in disrupting the current trend of catching up with more mature markets like the United Kingdom, where residents earn more than 50 percent. cent of their online purchases.

“Online sales represent only 2% of total retail sales in Kenya. These types of offers entice online shoppers to make purchases and facilitate the expected transition to online shopping,” Seco said.

Scheduled to go live on November 4, Jumia’s 26-day promotion is designed to offer platform visitors up to three flash sales every Friday with an 11% discount at checkout on all products on November 11. , free nationwide pick up on the 18th, and sales clearance on the last Friday.

Jumia has also integrated some banks to offer incentives through card payments, although consumers get a 20% discount for Mastercard payments.