This archive report was first published on 13 July 2021.
According to a recent study by MasterCard, nearly 79% of Kenyan consumers have increased their online shopping since the onset of the COVID-19 pandemic. The study found that data, apparel, healthcare, banking, and other fast-moving consumer goods have seen the highest surge in online activity.
Women in business, however, are struggling to keep up with this shift. Patricia Okelo, founder of Kayana Creative, noted that women lack the technology know-how to develop e-commerce models when selling their products or services online. Cultural barriers and a scarcity mentality mindset also contribute to anxiety and fear when running a business online.
Okelo emphasized the importance of education in using online platforms effectively. She noted that many hybrid and virtual learning programs are available to equip women with essential knowledge on how to sell their products online. Women who have taken advantage of these trainings have built a diverse online presence and are running successful businesses thanks to social media platforms like WhatsApp, Instagram, and Facebook.
Asha Mweru, co-founder of WomenWork Kenya, stressed the need for women to build internal and external partnerships between businesses to drive innovation and solve technology challenges. This is essential to focus on immediate impact and needs by understanding that content is key when selling products and services online.
As Mweru noted, "People are beginning to realize that there are a lot of benefits in selling their products online. While digital platforms are like stages, all you need to do is to establish your customer base. Always remember that a journey of a thousand steps starts with products that people love and value."
The virtual session, dubbed "Market Exchange: Interventions through digital platforms," is part of an ongoing knowledge exchange series aimed at building collaborations and advancing women's resilience through cross-sector partnerships in East Africa with local government and successful women entrepreneurs.
