Across Africa, mighty locals have kept Amazon from dominating online shopping. And Kenya is no different.
OLX and Jumia are the leading web-retailers here, as seen in the newest Reja Shopper Study from Consumer Insight. But of note is how the American web-retailer remains an equal favourite with Facebook, the famed social-network. Overall, major advertising campaigns have driven traffic for OLX and its fellow African e-commerce sites. Amazon, with little marketing, but unmatched inventory still achieves 22pc user ship, and may soon change strategy. Their official entry is awaited eagerly.
Source: Consumer Insights Africa
