A new partnership between e-commerce leader Jumia and asset financier Watu Credit seeks to make it easier for Kenyans to own smartphones without paying the full cost upfront. Through flexible Buy-Now-Pay-Later plans, customers can purchase devices on Jumia and pay in daily, weekly, or monthly instalments via mobile money.
The partnership aims to address both affordability and access. While smartphone penetration in Kenya stands at around 80%, many users rely on low-quality devices. By financing premium brands like Samsung, the initiative helps first-time buyers and existing users upgrade to reliable, connected devices — tools that are increasingly essential for business, learning, healthcare, and social connectivity.
“Access to affordable smartphones is no longer a luxury, but a necessity,” said Erick Massawe, Country Manager at Watu Credit. “Our financing model allows customers to pay as they go, while building a credit history and unlocking opportunities to grow their income and digital skills.”
Watu Credit’s technology-enabled model uses IoT-based locking software that ensures responsible lending: customers pay via mobile money, and the device remains active only as long as payments are made. Since 2022, Watu has financed nearly two million devices in Kenya, creating measurable social and economic impact.
Jumia’s East Africa Regional CEO, Vinod Goel, highlighted the partnership’s alignment with the company’s mission: “Smartphones are among our top-selling products. By partnering with Watu, we can expand access to connected devices, making it easier for Kenyans to participate in the digital economy. Over time, we aim to make the entire process seamless and fully online.”
The collaboration starts with Jumia’s agents facilitating the first phase of financing, with plans to roll out direct online access to consumers in the coming months. Customers will be able to select devices at checkout, complete know your customer (KYC) digitally, and have their smartphones delivered to them.
Beyond commerce, the initiative is a step towards digital inclusion: small business owners, delivery workers, students, and families can now access reliable technology that enhances earnings, education, and connectivity. By combining Jumia’s online marketplace with Watu Credit’s proven financing model, the BNPL program positions smartphones not just as devices, but as tools for economic and social empowerment.
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