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Jumia Kenya's 2nd Rural E-Commerce Report: Expanding Access, Driving Inclusion, Connection Border to Border
November 18, 2025Report
Kenya's rural e-commerce model is fast becoming a blueprint for Africa's digital future.
A few highlights below:
- Rural adoption is accelerating faster than urban growth - now 60% of total orders.
- 26,000+ JForce agents and 300+ pick-up stations driving last-mile engagement.
- Popular categories: beauty, home essentials, mobile phones, TVs - reflecting rising aspirations.
- 70% of Kenyans living in rural areas, this transformation is more than commerce - it's economic empowerment, digital literacy and nationwide inclusion.
- Government support for digital infrastructure is strengthening logistics and inclusion.
About Jumia
Jumia is a leading e-commerce platform in Africa. Our marketplace is supported by our proprietary logistics business, Jumia Logistics, and our digital payment and fintech platform, JumiaPay. Jumia Logistics enables the seamless delivery of millions of packages while JumiaPay facilitates online payments and the distribution of a broad range of digital and financial services.
Follow us on, Linkedin Jumia Group and X @Jumia_Group
For more information about Jumia:
Abdesslam Benzitouni
[email protected]
