In 2019, Masoko, the e-commerce platform backed by Safaricom, launched a delivery initiative utilizing Kenya's M-PESA agent network to address challenges faced by working Kenyans who frequently missed deliveries during business hours. The service enables customers to collect packages from nearby M-PESA agents, offering greater flexibility for those with busy schedules.
The platform has focused on vetting legitimate vendors and improving delivery efficiency compared to competitors like Kilimall and Jumia. While some users reported delayed shipments, Masoko claimed to have resolved most logistical issues through this new model. The company operates in 45 of Kenya's 47 counties, leveraging Safaricom's network of over 160,000 M-PESA agents to expand its reach.
Details of the implementation remain unspecified, but customers would receive notifications about nearby pickup locations. A small fee applies for this service, which follows persistent user requests for more flexible delivery solutions. Industry analysts noted the strategic alignment with Kenya's mobile money infrastructure, a key component of digital commerce.
