Jumia: Rural Shoppers Overtake Cities in E-Commerce Boom

Jumia has reported that rural Kenya now accounts for 60 per cent of all its orders, showing that online shopping has grown faster outside major cities.

The company’s new report, E-commerce in Rural Kenya: Expanding Access, Driving Inclusion, Connecting Border to Border, shows that more rural households are using digital platforms to access goods that were previously hard to find in local shops.

Jumia says its platform currently supports more than 50,000 people, including sellers, delivery riders, JForce agents and operators of pickup stations across the country.

According to the report, affordable smartphones, mobile money and wider delivery networks have made it easier for rural consumers to shop online.

Jumia Regional CEO for East Africa Vinod Goel said rural shoppers are driving the shift.

“This report is not just about online shopping — it’s about livelihoods, inclusion, and opportunity,” he said.

Adding;

“Rural Kenya has become the driving force of e-commerce. With affordable smartphones, mobile money, and faster delivery networks, millions of households can now access a broader range of goods at fairer prices.”

Jumia has expanded its presence to more than 300 pickup stations in over 100 towns across all 47 counties. Delivery to rural areas now takes between two and four days, allowing customers to order mobile phones, televisions, appliances and household essentials with fewer delays.

The report highlights the role of the JForce programme, which has grown to more than 26,000 agents. The agents help first-time shoppers place orders, understand products, and in some cases organise bulk purchases for their communities.

Small businesses are also active on the platform, with 60 per cent of sellers now being SMEs. Many use Jumia to reach national markets that would be difficult to access through traditional retail.

The report notes that rural online shopping is expected to grow further as 4G and 5G networks expand and more logistics hubs are set up outside major cities.

However, it warns that proposed taxes such as the planned withholding tax on marketplace transactions could slow down SME participation and push some sellers back into informal trading.

Goel said that supporting small businesses is key. “

E-commerce is widening market access for small businesses and giving rural households affordable choices,” he said.

Adding;

“To protect that progress, policies should recognise the role of marketplaces, support SMEs, and create a level playing field for both local and global digital platforms.”

The findings show that rural Kenya is now at the centre of the country’s e-commerce activity, with more households choosing online shopping for convenience, access and pricing.