This presentation the past and current status of e-commerce and online shopping in Kenya and offers insights on how organisations can take full advantage of the vast opportunities available going forward into 2015

1. Online Shopping In Kenya – Debugging
the Myths, Knowing What Works
!
Moses Kemibaro!
December 05, 2014!

2. 2!
Moses
Kemibaro
East Africa Manager @ Goal.com 2014
Founder @ Dotsavvy since 2002
Producer @ PIVOT East 2013
Sales Director @ InMobi 2012
Founder @ Dealfish (OLX KE) 2010/11
TechBlogger @ MosesKemibaro.com
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

3. 3!
3! Kenya’s Internet & Mobile Landscape
Key Drivers Behind Online Shopping Adoption!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

4. 4!
The Online Shopping Digital Roadmap
01!
Acquire!
02!
Onboard!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
03!
Engage!

5. 5!
67% smartphone!
sales in kenya as!
a percentage of !
all new phones !
inexpensive !
androids !
driving!
sales !
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
32.2M mobile
subscribers for
79.2% penetration!
22.3M internet users
for 53% penetration !
Broadband Internet
is 2.9M users!
99% of Internet usage in
Kenya is mobile!
Source: Communications Authority Kenya Q4 Sector Statistics!

6. 6!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
4.2M!
0.8M!
1M!
3.5M!
5M+!
!
!
SOCIAL MEDIA USERS !
!
IN KENYA!
!

7. 7!
IPSOS 2013 Research Internet Consumption In Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Social
Media Is
LOVED In
Kenya!!

8. 8!
IPSOS 2013 Research Internet Demographics In Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Core
Demographic!
Core
Demographic!
Core
Demographic!

9. 9!
Google 2013 Key Categories Search Trends In Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

10. 10!
SimilarWeb.Com Top 50 Websites In Kenya /1
OLX!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

11. 11!
SimilarWeb.Com Top 50 Websites In Kenya /2
Jumia!
Safaricom!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

12. 12!
SimilarWeb.Com Top 50 Websites In Kenya /3
Amazon!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

13. 13!
Opera Mini Top Mobile Sites In Kenya (Feb 2014)
OLX!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

14. 14!
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1
OLX!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

15. 15!
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /2
Jumia!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

16. 16!
Game Changing Inexpensive Android Devices
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

17. 17!
Is Equitel A Game Changer In The Making?
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Estimated
400K+
subscribers
with zero
marketing! !

18. 18!
Kenya Online Shopping Data Insights /1
26.2M
Number of Mobile
Money In Users In
Kenya – Safaricom’s M-Pesa
Kes 4.3B
Estimated size
of e-commerce
in Kenya by
C.A. of Kenya
has 12.8M
9.7M
(MAUS) Monthly Active Users
The Combined
number of credit
cards and debit
cards in Kenya in
2013
US$ 49.7
Average transaction value for
combined credit card & debit
card holders in Kenya in 2013.
Kes. 1.5T transaction value in
2013. Kenya recorded 0.22
cards per inhabitant in 2013.
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

19. 19!
Kenya Online Shopping Data Insights /2
182%
Increased average
revenue per user (ARPU)
that Safaricom sees when
users upgrade from
feature phones to
smartphones
May 2015
Expected launch
of Safaricom M-Pesa
API in
Kenya with 2nd
Generation
3.1M
Smartphones that
are active on the
Safaricom network
as of November
2014
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
50%
The percentage of mobile
device market share that
smartphones have in Kenya as
of November 2014 – Up from
30% in November 2014
according to GFK research

20. 20!
Jumia Kenya Black Friday 2014 Insights
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

21. 21!
21! Online Shopping In Kenya Pioneers
Where It All Started…!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

22. 22!
Mamamikes /1
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

23. 23!
MamaMikes /2
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

24. 24!
Kenya Airways
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

25. 25!
Kenya Airways /2
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

26. 26!
Kenya Airways 2013/4 E-Commerce Revenues
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
US$ 49.4M! !

27. 27!
I&M Bank E-Commerce Integration
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

28. 28!
PesaPal E-Commerce Integration
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

29. 29!
29! Kenya’s Online Shopping Heavyweights
Leaving Waves In Their Wake!!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

30. 30!
Equity Bank & PayPal E-Commerce Integration
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

31. 31!
Kenya’s Airways JamboJet
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

32. 32!
Smart Baby /1
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

33. 33!
Smart Baby /2
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

34. 34!
Smart Baby Facebook
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
82,198
Likes !

35. 35!
FabGuru /1
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

36. 36!
FabGuru /2
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

37. 37!
FabGuru Facebook
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
157,741
Likes !

38. 38!
OLX Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

39. 39!
OLX Kenya Facebook
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
615,021
Likes !

40. 40!
Jumia Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

41. 41!
Jumia Kenya Facebook
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
916,070
Likes !

42. 42!
Cheki Kenya
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

43. 43!
Cheki Kenya Facebook
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
55,841
Likes !

44. 44!
Chandarana Supermarkets
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

45. 45!
45! Key Insights On What Works In Kenya
Kenyans Are A ‘Peculiar’ Lot With Online Shopping –
Therefore, Read The Signs!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014

46. 46!
Key Insights About Online Shopping In Kenya
ONE!
The majority of
transactions for online
shopping in Kenya are
done ‘offline’ via cash
on delivery and mobile
money (and especially
via Safaricom’s M-Pesa).
Fears of fraud
deters card-based
transactions!
TWO!
Social Media and
digital advertising is
major factor in driving
awareness and sales
for online shopping
websites in Kenya.
Social media in some
instances the only
platform some vendors
use to sell online!
THREE!
Mobile devices are by
far the preferred and
predominant channel
for online shopping for
most consumers
meaning that brands
have to have mobile
compatible websites
and/or mobile apps!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014
FOUR!
Increased smartphone
penetration in Kenya
as a result of
inexpensive Android
devices has become a
major driver of Internet
uptake leading to
increased online sales!

47. 47!
moseskemibaro!
@moseskemibaro!
moses@moseskemibaro.com!
Thank You!
Lets Talk Some More…!
Online Shopping In Kenya Consumer Insight Reja Workshop 2014