In recent years, with the promotion and popularization of smartphones and mobile networks in Kenya, e-commerce in Kenya has gradually developed. Kenya is the 56th largest e-commerce market in the world and the third largest in Africa.
According to statistics, Kenya's total population in 2021 is 53.006 million, of which the population aged 0-14, the population aged 15-64, and the population over 65 account for 38.59%, 58.9%, and 2.51% of the total population, respectively. Overall, in Kenya, people under the age of 35 account for about 75% of the total population, and the population structure is younger, which has laid a good foundation for the development of e-commerce in Kenya.
In January 2022, Kenya had 23.35 million Internet users, with an Internet penetration rate of 42%. Among them, there were 11.75 million social media users, with a social media penetration rate of 21.1%. From 2021 to 2022, the number of social media users in Kenya has increased by 750,000. The popularity of the Internet and the growth of social media users have further promoted the development of local e-commerce.
In addition, in Kenya, the penetration rate of mobile wallets exceeds 70%, and active mobile wallet users account for 90% of them, which provides convenience for payments during e-commerce transactions.