This archive report was first published on 20 June 2020.
As the COVID-19 pandemic continues to shape consumer behavior, online shopping in Kenya has emerged as a key trend. According to recent research, men have made the switch to online-first shopping faster than women, with 70% of shoppers using their mobile devices to shop, 28% using computers, and the remaining 2% using other smart gadgets like tablets.
Notably, internet penetration in Kenya is driven by mobile devices, making a mobile-first strategy crucial for businesses to succeed online. The pandemic has also led to a surge in demand for protective clothing, masks, and medical equipment, with book sales growing by as much as 500% compared to the three months before the pandemic.
As people look for ways to stay engaged during the lockdown, the demand for electronic devices such as TVs, gaming equipment, and audio & video equipment has increased. Additionally, furniture, home decor, laptops, and computer accessories have seen a rise in demand, as more people opt to work from home and set up a proper home office environment.
However, the pandemic has also had a negative impact on certain categories, including fashion and beauty, car parts, bags, shoes, and baby clothes. Event planning, equipment hiring, and car hire services have also been affected, as well as larger investments such as houses, land, and cars.
As the pandemic continues to unfold, it will be interesting to see if the shift to online shopping remains in place once it passes. One thing is certain, however: online shopping has significantly improved in Kenya, and businesses must adapt to this new reality to remain competitive.
