This archive report was first published on 15 October 2021.
Kenya has solidified its position as the market leader in the direct selling industry in East Africa, according to the latest data from QNET, released on October 14, 2021.
The country's high smartphone penetration and internet connectivity have contributed to its success, with locals adopting digital technologies at an exponential rate.
QNET Chief Executive Malou Caluza attributed the growth to the increasing adoption of digital technologies, which has boosted productivity and employment opportunities in the region.
"We saw record-breaking growth of up to 65 percent in some African markets led by Kenya, Tanzania, Ivory Coast, Comoros, and Ghana," she explained.
East Africa has been projected to be the new frontier of direct selling, with a 3-year Compound Annual Growth Rate of 6 percent.
According to Caluza, the region's economy will benefit from remote work and gig opportunities, which will be key to integrating digitisation into the current economy.
"How well digitisation is integrated into the current economy, allowing businesses to leverage their digital commerce infrastructure and local know-how to provide new gainful income opportunities, will be key to this process," she said.
As of 2020, the number of individuals involved in direct selling in Africa had increased by 17.3 percent year-on-year, bringing the total to 6.3 million distributors.
