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On Twiva Social Commerce, Influencer Marketing Gets a Life

Stakeholders champion for the unity of e-commerce enablers in Kenya

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The Ministry of ICT, Innovation and Youth Affairs, Communications Authority of Kenya, Kenya Private Sector Alliance (KEPSA) and the Deputy High Commissioner to Kenya have called for unity of e-commerce enablers in Kenya. The stakeholders were speaking at the Twiva social commerce platform official launch.

According to a research conducted by KEPSA in 2019 on the adoption of digital platforms in Kenya, 56% of Kenyan MSMEs have not transitioned their operations online. Furthermore, only 10% of MSME are trading online through an e-commerce platform, while 37% of businesses are willing to use digital marketing and e-commerce if they had help.

Digital and Social Media platforms have enabled MSMEs to market their businesses, products and services online by partnership with social media influencers. Traditional influencer marketing platforms, however, only link influencers with businesses to market their products but rarely drive sales.

E-commerce platforms play a significant role in providing MSMEs access to markets. After listing on these e-commerce platforms, MSMEs, however, still need to market their products but often lack the skills, mindset and capacity to do so, particularly online.

“Despite the fact that MSMEs hold more than 70% of the economy, most of them suffer from a lack of affordable, accessible, effective, and digital access to the market,” said Peter Kironji, Twiva CEO. “Influencers know how to position products and brands online more than business owners who continue to lack digital marketing skills to navigate these platforms.”

PETER KIRONJI – The Rise Of Social Commerce And Influencer Marketing

According to KEPSA, with the best and appropriate means of market reach, SMEs can gain access to the vast opportunities brought by e-commerce platforms. “We are determined to help SMEs leverage on platforms like Twiva to move online. We are also going to equip the SMEs to have impact on their growth and presence online through training,” said Martha Cheruto, Deputy CEO KEPSA.

“As a Ministry, our goal remains to facilitate universal access to reliable and affordable ICT infrastructure all over the country as an enabler of socio-economic growth, as was envisioned in our economic development blueprint, the Vision 2030. This innovative model of social commerce facilitates seamless business operations for Micro, Small and Medium Enterprises, (MSMEs) while creating job opportunities and multiple streams of income for young people,” stated the CS for ICT, Innovation & Youth affairs, Joe Mucheru in a keynote speech at the event.

Twiva is a Social Commerce platform that enables MSMEs with little or no digital footprint to build an online presence at minimal cost through provision of affordable and efficient access to consumers using strategic social media influencers. On Twiva, influencers market and sell products and services by leveraging on their influence, knowledge and engagement on their social networks to promote sales conversions.

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