Rural Kenya Goes Past Urban Centers in Online Activities and Growth

The latest digital market report has indicated a surge in the rural digital economy, following research by Jumia Kenya that highlighted positive growth.

In the report, “E-commerce in Rural Kenya,” rural areas are now leading in e-commerce-related activities, surpassing many urban settings.

The report states that rural areas now account for over 60 percent of all orders on the Jumia platform, and this percentage could rise further within the next two years.

“E-commerce in Rural Kenya” also revealed a significant increase in rural digital marketplaces, with buyers now concentrated more in rural areas than in cities. This trend has driven businesses nationwide to expand their branches and pickup points into rural markets and towns.

Rise in Numbers Supported

The Jumia Kenya study highlights that the platform now supports over 50,000 livelihoods, including vendors, delivery riders, JForce agents, and pickup station operators.

Vinod Goel, Jumia’s Regional CEO for East Africa, described the findings as evidence of a “historic behavioral shift” among rural and small-town consumers.

“This report is not just about online shopping; it’s about livelihoods, inclusion, and opportunity,” said Goel. “Rural Kenya has become the driving force of e-commerce. With affordable smartphones, mobile money, and faster delivery networks, millions of households can now access a broader range of goods at fairer prices.”

The report attributes the rural boom to the rapid expansion of logistics and a dedicated agent network. Jumia has grown its footprint to over 300 pickup stations, serving more than 100 towns across all 47 counties. This expansion has successfully reduced average delivery times for rural shoppers to just 2–4 days.

A key driver of this adoption is the JForce agent program, which has expanded to over 26,000 agents. These agents act as a crucial human bridge for first-time online shoppers, providing digital literacy support, assisting with orders, and building trust within local communities.

Remarkable 60% for SMEs

The digital shift is also proving to be a major boon for small businesses. According to the report, Small and Medium-sized Enterprises (SMEs) now constitute 60% of all sellers on Jumia, allowing them to tap into new revenue streams and gain national reach that would be impossible through traditional brick-and-mortar channels.

With 4G and 5G connectivity continuing to expand, the report projects that rural e-commerce penetration could exceed 60% in the coming years, positioning the sector as one of Kenya’s fastest-growing digital economies.

While optimistic, the report cautions that continued growth depends on a supportive regulatory environment, particularly as discussions around marketplace taxation continue.