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Online Shopping In Kenya - Debugging The Myths, Knowing What Works

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Moses Kemibaro
Moses Kemibaro

This presentation the past and current status of e-commerce and online shopping in Kenya and offers insights on how organisations can take full advantage of the vast opportunities available going forward into 2015

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Online Shopping In Kenya – Debugging the Myths, Knowing What Works ! Moses Kemibaro! December 05, 2014!
2! Moses Kemibaro East Africa Manager @ Goal.com 2014 Founder @ Dotsavvy since 2002 Producer @ PIVOT East 2013 Sales Director @ InMobi 2012 Founder @ Dealfish (OLX KE) 2010/11 TechBlogger @ MosesKemibaro.com Online Shopping In Kenya Consumer Insight Reja Workshop 2014
3! 3! Kenya’s Internet & Mobile Landscape Key Drivers Behind Online Shopping Adoption! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
4! The Online Shopping Digital Roadmap 01! Acquire! 02! Onboard! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 03! Engage!
5! 67% smartphone! sales in kenya as! a percentage of ! all new phones ! inexpensive ! androids ! driving! sales ! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 32.2M mobile subscribers for 79.2% penetration! 22.3M internet users for 53% penetration ! Broadband Internet is 2.9M users! 99% of Internet usage in Kenya is mobile! Source: Communications Authority Kenya Q4 Sector Statistics!
6! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 4.2M! 0.8M! 1M! 3.5M! 5M+! ! ! SOCIAL MEDIA USERS ! ! IN KENYA! !
7! IPSOS 2013 Research Internet Consumption In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Social Media Is LOVED In Kenya!!
8! IPSOS 2013 Research Internet Demographics In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Core Demographic! Core Demographic! Core Demographic!
9! Google 2013 Key Categories Search Trends In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
10! SimilarWeb.Com Top 50 Websites In Kenya /1 OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
11! SimilarWeb.Com Top 50 Websites In Kenya /2 Jumia! Safaricom! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
12! SimilarWeb.Com Top 50 Websites In Kenya /3 Amazon! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
13! Opera Mini Top Mobile Sites In Kenya (Feb 2014) OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
14! DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1 OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
15! DISTIMO’s Oct 2014 Free Android Apps Leaderboard /2 Jumia! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
16! Game Changing Inexpensive Android Devices Online Shopping In Kenya Consumer Insight Reja Workshop 2014
17! Is Equitel A Game Changer In The Making? Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Estimated 400K+ subscribers with zero marketing! !
18! Kenya Online Shopping Data Insights /1 26.2M Number of Mobile Money In Users In Kenya – Safaricom’s M-Pesa Kes 4.3B Estimated size of e-commerce in Kenya by C.A. of Kenya has 12.8M 9.7M (MAUS) Monthly Active Users The Combined number of credit cards and debit cards in Kenya in 2013 US$ 49.7 Average transaction value for combined credit card & debit card holders in Kenya in 2013. Kes. 1.5T transaction value in 2013. Kenya recorded 0.22 cards per inhabitant in 2013. Online Shopping In Kenya Consumer Insight Reja Workshop 2014
19! Kenya Online Shopping Data Insights /2 182% Increased average revenue per user (ARPU) that Safaricom sees when users upgrade from feature phones to smartphones May 2015 Expected launch of Safaricom M-Pesa API in Kenya with 2nd Generation 3.1M Smartphones that are active on the Safaricom network as of November 2014 Online Shopping In Kenya Consumer Insight Reja Workshop 2014 50% The percentage of mobile device market share that smartphones have in Kenya as of November 2014 – Up from 30% in November 2014 according to GFK research
20! Jumia Kenya Black Friday 2014 Insights Online Shopping In Kenya Consumer Insight Reja Workshop 2014
21! 21! Online Shopping In Kenya Pioneers Where It All Started…! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
22! Mamamikes /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
23! MamaMikes /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
24! Kenya Airways Online Shopping In Kenya Consumer Insight Reja Workshop 2014
25! Kenya Airways /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
26! Kenya Airways 2013/4 E-Commerce Revenues Online Shopping In Kenya Consumer Insight Reja Workshop 2014 US$ 49.4M! !
27! I&M Bank E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
28! PesaPal E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
29! 29! Kenya’s Online Shopping Heavyweights Leaving Waves In Their Wake!! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
30! Equity Bank & PayPal E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
31! Kenya’s Airways JamboJet Online Shopping In Kenya Consumer Insight Reja Workshop 2014
32! Smart Baby /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
33! Smart Baby /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
34! Smart Baby Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 82,198 Likes !
35! FabGuru /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
36! FabGuru /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
37! FabGuru Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 157,741 Likes !
38! OLX Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
39! OLX Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 615,021 Likes !
40! Jumia Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
41! Jumia Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 916,070 Likes !
42! Cheki Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
43! Cheki Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 55,841 Likes !
44! Chandarana Supermarkets Online Shopping In Kenya Consumer Insight Reja Workshop 2014
45! 45! Key Insights On What Works In Kenya Kenyans Are A ‘Peculiar’ Lot With Online Shopping – Therefore, Read The Signs! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
46! Key Insights About Online Shopping In Kenya ONE! The majority of transactions for online shopping in Kenya are done ‘offline’ via cash on delivery and mobile money (and especially via Safaricom’s M-Pesa). Fears of fraud deters card-based transactions! TWO! Social Media and digital advertising is major factor in driving awareness and sales for online shopping websites in Kenya. Social media in some instances the only platform some vendors use to sell online! THREE! Mobile devices are by far the preferred and predominant channel for online shopping for most consumers meaning that brands have to have mobile compatible websites and/or mobile apps! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 FOUR! Increased smartphone penetration in Kenya as a result of inexpensive Android devices has become a major driver of Internet uptake leading to increased online sales!
47! moseskemibaro! @moseskemibaro! moses@moseskemibaro.com! Thank You! Lets Talk Some More…! Online Shopping In Kenya Consumer Insight Reja Workshop 2014

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Online Shopping In Kenya - Debugging The Myths, Knowing What Works

  • 1. Online Shopping In Kenya – Debugging the Myths, Knowing What Works ! Moses Kemibaro! December 05, 2014!
  • 2. 2! Moses Kemibaro East Africa Manager @ Goal.com 2014 Founder @ Dotsavvy since 2002 Producer @ PIVOT East 2013 Sales Director @ InMobi 2012 Founder @ Dealfish (OLX KE) 2010/11 TechBlogger @ MosesKemibaro.com Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 3. 3! 3! Kenya’s Internet & Mobile Landscape Key Drivers Behind Online Shopping Adoption! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 4. 4! The Online Shopping Digital Roadmap 01! Acquire! 02! Onboard! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 03! Engage!
  • 5. 5! 67% smartphone! sales in kenya as! a percentage of ! all new phones ! inexpensive ! androids ! driving! sales ! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 32.2M mobile subscribers for 79.2% penetration! 22.3M internet users for 53% penetration ! Broadband Internet is 2.9M users! 99% of Internet usage in Kenya is mobile! Source: Communications Authority Kenya Q4 Sector Statistics!
  • 6. 6! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 4.2M! 0.8M! 1M! 3.5M! 5M+! ! ! SOCIAL MEDIA USERS ! ! IN KENYA! !
  • 7. 7! IPSOS 2013 Research Internet Consumption In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Social Media Is LOVED In Kenya!!
  • 8. 8! IPSOS 2013 Research Internet Demographics In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Core Demographic! Core Demographic! Core Demographic!
  • 9. 9! Google 2013 Key Categories Search Trends In Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 10. 10! SimilarWeb.Com Top 50 Websites In Kenya /1 OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 11. 11! SimilarWeb.Com Top 50 Websites In Kenya /2 Jumia! Safaricom! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 12. 12! SimilarWeb.Com Top 50 Websites In Kenya /3 Amazon! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 13. 13! Opera Mini Top Mobile Sites In Kenya (Feb 2014) OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 14. 14! DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1 OLX! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 15. 15! DISTIMO’s Oct 2014 Free Android Apps Leaderboard /2 Jumia! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 16. 16! Game Changing Inexpensive Android Devices Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 17. 17! Is Equitel A Game Changer In The Making? Online Shopping In Kenya Consumer Insight Reja Workshop 2014 Estimated 400K+ subscribers with zero marketing! !
  • 18. 18! Kenya Online Shopping Data Insights /1 26.2M Number of Mobile Money In Users In Kenya – Safaricom’s M-Pesa Kes 4.3B Estimated size of e-commerce in Kenya by C.A. of Kenya has 12.8M 9.7M (MAUS) Monthly Active Users The Combined number of credit cards and debit cards in Kenya in 2013 US$ 49.7 Average transaction value for combined credit card & debit card holders in Kenya in 2013. Kes. 1.5T transaction value in 2013. Kenya recorded 0.22 cards per inhabitant in 2013. Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 19. 19! Kenya Online Shopping Data Insights /2 182% Increased average revenue per user (ARPU) that Safaricom sees when users upgrade from feature phones to smartphones May 2015 Expected launch of Safaricom M-Pesa API in Kenya with 2nd Generation 3.1M Smartphones that are active on the Safaricom network as of November 2014 Online Shopping In Kenya Consumer Insight Reja Workshop 2014 50% The percentage of mobile device market share that smartphones have in Kenya as of November 2014 – Up from 30% in November 2014 according to GFK research
  • 20. 20! Jumia Kenya Black Friday 2014 Insights Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 21. 21! 21! Online Shopping In Kenya Pioneers Where It All Started…! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 22. 22! Mamamikes /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 23. 23! MamaMikes /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 24. 24! Kenya Airways Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 25. 25! Kenya Airways /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 26. 26! Kenya Airways 2013/4 E-Commerce Revenues Online Shopping In Kenya Consumer Insight Reja Workshop 2014 US$ 49.4M! !
  • 27. 27! I&M Bank E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 28. 28! PesaPal E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 29. 29! 29! Kenya’s Online Shopping Heavyweights Leaving Waves In Their Wake!! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 30. 30! Equity Bank & PayPal E-Commerce Integration Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 31. 31! Kenya’s Airways JamboJet Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 32. 32! Smart Baby /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 33. 33! Smart Baby /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 34. 34! Smart Baby Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 82,198 Likes !
  • 35. 35! FabGuru /1 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 36. 36! FabGuru /2 Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 37. 37! FabGuru Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 157,741 Likes !
  • 38. 38! OLX Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 39. 39! OLX Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 615,021 Likes !
  • 40. 40! Jumia Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 41. 41! Jumia Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 916,070 Likes !
  • 42. 42! Cheki Kenya Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 43. 43! Cheki Kenya Facebook Online Shopping In Kenya Consumer Insight Reja Workshop 2014 55,841 Likes !
  • 44. 44! Chandarana Supermarkets Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 45. 45! 45! Key Insights On What Works In Kenya Kenyans Are A ‘Peculiar’ Lot With Online Shopping – Therefore, Read The Signs! Online Shopping In Kenya Consumer Insight Reja Workshop 2014
  • 46. 46! Key Insights About Online Shopping In Kenya ONE! The majority of transactions for online shopping in Kenya are done ‘offline’ via cash on delivery and mobile money (and especially via Safaricom’s M-Pesa). Fears of fraud deters card-based transactions! TWO! Social Media and digital advertising is major factor in driving awareness and sales for online shopping websites in Kenya. Social media in some instances the only platform some vendors use to sell online! THREE! Mobile devices are by far the preferred and predominant channel for online shopping for most consumers meaning that brands have to have mobile compatible websites and/or mobile apps! Online Shopping In Kenya Consumer Insight Reja Workshop 2014 FOUR! Increased smartphone penetration in Kenya as a result of inexpensive Android devices has become a major driver of Internet uptake leading to increased online sales!
  • 47. 47! moseskemibaro! @moseskemibaro! moses@moseskemibaro.com! Thank You! Lets Talk Some More…! Online Shopping In Kenya Consumer Insight Reja Workshop 2014