This archive report was first published on 5 September 2019.
Published on September 5, 2019, a report by Ogilvy Social Lab revealed that social commerce is poised to become the next big thing in Kenya.
As social media consumers in Kenya become increasingly unresponsive to paid advertising, the integration of e-commerce within social media functionalities is expected to rise rapidly in the next years.
“Social media is already a key part of product discovery, with over half of users finding products in social media channels,” said Riku Vassinen, Managing Partner, Customer Management.
He noted that instant messaging functions of social platforms will be connected to buying of products, making social media a sales channel.
Addressing digital managers, Christophe Chantraine, Managing Director of Ogilvy Social Lab Cape Town, said that with constant connectivity and smartphones, everything is set to turn into a shop.
“From the new checkout feature on Instagram to Snapchat’s recent partnership with Amazon, the world of e-commerce is increasingly natively integrated within major social platform ecosystems,” said Chantraine.
Waithera Kabiru, Head of Media Futures, Digital & Agency, EABL/Diageo Kenya, emphasized the importance of mobile-first marketing, stating that brands should start their media planning from mobile.
She said that a deep involvement with mobile social usage creates opportunities for brands to use social media as a channel for brand building and as a sales channel.
