Invest Kenya, Jumia partner to boost e-Commerce and attract investment

The commitment was made during a meeting between Invest Kenya Chief Executive Officer John Mwendwa and Jumia East Africa Managing Director Vinod Goel at the company's Nairobi headquarters, where the two organizations explored ways of enhancing Kenya's attractiveness as a regional digital commerce hub.

The discussions focused on the expanding role of e-commerce in supporting economic development, particularly as internet penetration and digital adoption continue to reshape consumer behavior across the country.

Mwendwa said Invest Kenya was keen to better understand the dynamics of Kenya's digital marketplace, particularly the growth of locally produced goods, to strengthen the country's investment proposition.

"We wanted to understand the dynamics of the products you sell across the country, especially locally produced goods to help build a case for investors. We must support you to grow and scale," he said.

Invest Kenya also reaffirmed its role in facilitating and safeguarding investments by working with government agencies such as the Kenya Revenue Authority, Customs and relevant sector ministries to create a more conducive business environment.

For its part, Jumia said Kenya remains one of its strongest-performing markets despite challenging conditions in other countries, attributing the growth to rising digital adoption and expanding demand beyond major urban centres.

"All the indicators are helping us. While the markets outside are tough, Jumia Kenya is growing in double-digit numbers. We would wish your policies would be super good so that we, as e-commerce players, operate on best practices, not unfair advantage," said Goel.

According to the company, about 60 per cent of its orders now originate from secondary towns and rural areas, underscoring the growing importance of digital platforms in connecting underserved communities to products, services and economic opportunities.

Jumia said it has built a nationwide logistics network comprising more than 300 pick-up stations and over 26,000 JForce agents who support last-mile delivery, digital literacy and entrepreneurship. The company also noted that small and medium-sized enterprises now account for 60 per cent of businesses on its marketplace, up from 40 per cent previously.

The meeting also examined policy issues affecting Kenya's digital economy, including taxation, regulation of online marketplaces and the need to ensure fair competition between locally established businesses and non-resident digital operators.

Both parties agreed that closer public-private sector collaboration would be critical in developing policies that encourage innovation, attract investment and enhance Kenya's competitiveness as a leading digital economy in Africa.

The engagement comes as Kenya continues to position itself as a regional technology and innovation hub, with e-commerce increasingly seen as a catalyst for expanding market access, supporting local enterprises and driving inclusive economic growth.