Invest Kenya And Jumia Kenya Agree To Strengthen Kenya’s E-Commerce

Invest Kenya and Jumia Kenya have agreed to work together to strengthen Kenya’s e-commerce sector, with a shared goal of driving investment, innovation, job creation, and inclusive economic growth.

The commitment was made during a meeting at Jumia East Africa’s headquarters in Nairobi between a delegation led by Invest Kenya CEO John Mwendwa and Vinod Goel, Managing Director of Jumia East Africa.

Mwendwa outlined Invest Kenya’s role in promoting and safeguarding investment in the country, working closely with government agencies including the Kenya Revenue Authority (KRA), Customs, and relevant sector ministries. Goel, in turn, reaffirmed Jumia’s commitment to Kenya as a leading pan-African e-commerce platform, highlighting its contribution to MSME growth, digital skills development, employment, and expanded market access.

The discussions reflected the growing significance of e-commerce within Kenya’s investment landscape. With up to 70% of Kenyans living in rural areas and digital adoption accelerating, e-commerce is playing an increasing role in connecting underserved communities to products, services, and economic opportunity. Orders from secondary cities and rural areas now account for 60% of Jumia’s total orders, underscoring the platform’s role in driving inclusive growth nationwide.

Jumia also highlighted its nationwide infrastructure, which includes more than 300 pick-up stations across Kenya and a network of over 26,000 JForce agents supporting digital literacy, entrepreneurship, and last-mile delivery access. The share of SMEs on Jumia’s marketplace has grown from 40% to 60%, reflecting the platform’s role in helping local businesses scale.

The meeting also addressed key policy issues shaping the digital economy, including taxation, digital marketplace regulation, and the need for a level playing field between locally established businesses and non-resident operators. Both parties emphasized the importance of collaborative policymaking that supports innovation, attracts investment, and strengthens Kenya’s position as a competitive digital economy hub in Africa.

The engagement reaffirmed the value of strong public-private collaboration in unlocking Kenya’s digital commerce potential and positioning the country as a leading destination for investment and innovation on the continent.

Vinod Goel, Managing Director, Jumia East Africa: “All the indicators are working in our favour. While markets elsewhere are tough, Jumia Kenya is growing in double digits. We hope Kenya’s policies will support us so that, as e-commerce players, we can operate on best practices — not unfair advantage.”

John Mwendwa, CEO, Invest Kenya: “We wanted to understand the dynamics of the products you sell across the country, particularly locally produced goods, to help build a stronger case for investors. We must support Jumia’s growth and scale.”

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