Invest Kenya and Jumia Kenya have agreed to deepen collaboration to strengthen Kenya’s e-commerce ecosystem, with a shared focus on attracting investment, driving innovation, creating jobs and supporting inclusive economic growth. The commitment was made during a meeting at Jumia East Africa’s headquarters in Nairobi between Invest Kenya CEO John Mwendwa and Jumia East Africa Managing Director Vinod Goel, highlighting the growing importance of digital commerce in Kenya’s economic transformation.
During the discussions, Invest Kenya reaffirmed its role in promoting and safeguarding investments by working closely with government institutions, including the Kenya Revenue Authority, Customs and relevant ministries. Jumia, meanwhile, reiterated its long-term commitment to Kenya, highlighting its contribution to MSME growth, digital skills development, employment creation and expanding market access through its pan-African e-commerce platform.
The meeting also highlighted the increasing role of e-commerce in connecting underserved communities to economic opportunities. With digital adoption accelerating and nearly 70% of Kenyans living in rural areas, Jumia revealed that 60% of its total orders now originate from secondary cities and rural regions. The company has also expanded its nationwide infrastructure to more than 300 pick-up stations and over 26,000 JForce agents, while the proportion of SMEs on its marketplace has grown from 40% to 60%, enabling more local businesses to scale through digital commerce.
Policy and regulatory issues also featured prominently during the engagement. Both organisations discussed taxation, digital marketplace regulation and the importance of creating a level playing field between locally established businesses and non-resident operators. They emphasized that collaborative policymaking is essential to encouraging innovation, attracting investment and strengthening Kenya’s position as one of Africa’s leading digital economy hubs.
Jumia Managing Director Vinod Goel said Kenya continues to deliver strong double-digit growth and expressed hope that supportive policies will enable e-commerce businesses to compete fairly and sustainably. Invest Kenya CEO John Mwendwa noted that understanding the dynamics of locally produced goods sold through digital platforms will help strengthen the country’s investment case. The engagement reinforces the importance of public-private collaboration in unlocking Kenya’s digital commerce potential and accelerating inclusive economic growth.
