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Invest Kenya, Jumia Deepen Partnership to Advance Kenya’s Digital Economy
Kenya is strengthening its push to become a leading digital commerce hub in Africa after Invest Kenya and Jumia Kenya reaffirmed their commitment to working together to drive investment, innovation, job creation and inclusive economic growth through the country’s expanding e-commerce sector.
The commitment was made during a meeting at Jumia East Africa’s headquarters in Nairobi, where Invest Kenya Chief Executive Officer John Mwendwa met with Jumia East Africa Managing Director Vinod Goel to discuss opportunities for collaboration and the future of Kenya’s digital economy.
Partnership Aims to Unlock Digital Commerce Growth
During the meeting, Mwendwa highlighted Invest Kenya’s mandate to promote and safeguard investments by working closely with government agencies, including the Kenya Revenue Authority (KRA), Customs and relevant ministries, to create a conducive environment for investors.
Goel reaffirmed Jumia’s long-term commitment to Kenya, noting that the company continues to play a critical role in supporting micro, small and medium-sized enterprises (MSMEs), creating employment opportunities, developing digital skills and expanding market access through its pan-African e-commerce platform.
The discussions underscored the growing importance of e-commerce in Kenya’s investment landscape as digital adoption continues to accelerate across the country. With nearly 70 per cent of Kenyans living in rural areas, online commerce is increasingly bridging the gap between underserved communities and access to products, services and economic opportunities.
Invest Kenya, Jumia Deepen Partnership to Advance Kenya’s Digital Economy
E-Commerce Driving Inclusive Growth
According to Jumia, 60 per cent of all orders placed on its platform now originate from secondary towns and rural areas, reflecting the rapid growth of digital commerce beyond major urban centres.
The company also highlighted its nationwide infrastructure, which includes more than 300 pick-up stations across Kenya and a network of over 26,000 JForce agents supporting digital literacy, entrepreneurship and last-mile delivery. In addition, SMEs now account for 60 per cent of sellers on Jumia’s marketplace, up from 40 per cent, demonstrating the platform’s growing role in helping local businesses scale.
Beyond business growth, both organisations discussed key policy issues shaping Kenya’s digital economy, including taxation, digital marketplace regulation and the need to ensure a level playing field between locally established businesses and non-resident operators.
The two parties emphasized that continued collaboration between the public and private sectors will be essential in developing policies that encourage innovation, attract investment and strengthen Kenya’s position as one of Africa’s leading destinations for digital commerce.
The engagement reinforces the role of strategic partnerships in unlocking the full potential of Kenya’s e-commerce ecosystem while supporting entrepreneurship, expanding market access and driving sustainable economic growth.
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