Another country that dominates the e-commerce sales market in Africa is Kenya, located in eastern Africa. In 2019, Kenya had 9.48 million e-commerce users, second only to Nigeria and South Africa. But compared with Nigeria and South Africa, Kenya’s performance in e-commerce is not optimistic. In 2018, the total revenue of Kenya’s e-commerce market was only US$434 million, but fortunately this figure has maintained a steady growth every year. Statista estimates that by 2023, Kenya’s e-commerce market is expected to double to US$873 million – although it is slow, it is at least developing.
However, since Kenya can rank among the top three e-commerce in Africa, it must have its unique advantages. Kenya, located in eastern Africa, has a superior geographical location and is the gateway and transportation hub of Africa. The country also has the largest port in East Africa, and its port has a very strong trade radiation capacity to neighboring countries, so its logistics facilities are relatively developed compared to other African countries. Logistics has always been one of the biggest difficulties affecting the development of e-commerce in African countries. In order to solve this problem, in 2019, the Kenya Post Company publicly stated that it was preparing to launch a new postal freight service. The service will focus on customs clearance and transportation to ease the pressure on the import and export of goods and services. Once successfully implemented, this move will greatly promote the development of e-commerce in Kenya.