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Online Shopping In Kenya – Debugging the Myths, Knowing What Works!Moses Kemibaro!
December 05, 2014!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
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
Moses Kemibaro
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
3! Kenya’s Internet & Mobile LandscapeKey Drivers Behind Online Shopping Adoption!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
The Online Shopping Digital Roadmap
01!Acquire!
02!Onboard!
03!Engage!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
67%smartphone!
sales in kenya as!a percentage of !all new phones !
inexpensive !androids !driving!sales !
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!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
0.8M!
4.2M!
1M!
3.5M!
5M+! !!
SOCIAL MEDIA USERS !!IN KENYA!!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
IPSOS 2013 Research Internet Consumption In Kenya
Social Media Is LOVED In
Kenya!!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
IPSOS 2013 Research Internet Demographics In Kenya
Core Demographic!
Core Demographic!
Core Demographic!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Google 2013 Key Categories Search Trends In Kenya
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
SimilarWeb.Com Top 50 Websites In Kenya /1
OLX!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
SimilarWeb.Com Top 50 Websites In Kenya /2
Jumia!
Safaricom!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
SimilarWeb.Com Top 50 Websites In Kenya /3
Amazon!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Opera Mini Top Mobile Sites In Kenya (Feb 2014)
OLX!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1
OLX!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /2
Jumia!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Game Changing Inexpensive Android Devices
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Is Equitel A Game Changer In The Making?
Estimated 400K+
subscribers with zero
marketing! !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya Online Shopping Data Insights /1
26.2M Number of Mobile Money In Users In
Kenya – Safaricom’s M-Pesa has 12.8M
Monthly Active Users (MAUS)
9.7M The Combined
number of credit cards and debit
cards in Kenya in 2013
Kes 4.3B Estimated size of e-commerce
in Kenya by C.A. of Kenya
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.
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya Online Shopping Data Insights /2
182% Increased average
revenue per user (ARPU) that Safaricom sees when
users upgrade from feature phones to
smartphones
3.1M Smartphones that are active on the
Safaricom network as of November
2014
May 2015 Expected launch of Safaricom M-
Pesa API in Kenya with 2nd
Generation
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
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Jumia Kenya Black Friday 2014 Insights
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
21! Online Shopping In Kenya PioneersWhere It All Started…!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Mamamikes /1
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
MamaMikes /2
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya Airways
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya Airways /2
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya Airways 2013/4 E-Commerce Revenues
US$ 49.4M! !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
I&M Bank E-Commerce Integration
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
PesaPal E-Commerce Integration
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
29! Kenya’s Online Shopping HeavyweightsLeaving Waves In Their Wake!!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Equity Bank & PayPal E-Commerce Integration
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Kenya’s Airways JamboJet
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Smart Baby /1
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Smart Baby /2
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Smart Baby Facebook
82,198 Likes !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
FabGuru /1
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
FabGuru /2
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
FabGuru Facebook
157,741 Likes !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
OLX Kenya
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
OLX Kenya Facebook
615,021 Likes !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Jumia Kenya
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Jumia Kenya Facebook
916,070 Likes !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Cheki Kenya
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Cheki Kenya Facebook
55,841 Likes !
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
Chandarana Supermarkets
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
45! Key Insights On What Works In KenyaKenyans Are A ‘Peculiar’ Lot With Online Shopping – Therefore, Read The Signs!
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
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!
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!
Key Insights About Online Shopping In Kenya
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Online Shopping In Kenya Consumer Insight Reja Workshop 2014
moseskemibaro!
@moseskemibaro!
Thank You!Lets Talk Some More…!