Rural Kenya is now the primary driver of e-commerce growth, accounting for 60 percent of all Jumia orders, signaling a significant shift in consumer behavior and digital inclusion across the country, according to a recent report.

• Rural Kenya drives 60 percent of all Jumia orders, surpassing urban areas.
• Jumia Kenya's report highlights the expansion of e-commerce into rural areas, supporting over 50,000 livelihoods.
• Vinod Goel, Regional CEO for East Africa at Jumia, noted this "historic behavioural shift" driven by affordable smartphones, mobile money, and faster delivery networks.
• The JForce programme, with over 26,000 agents, facilitates online shopping for new users and coordinates bulk purchases.
• Small and Medium Enterprises (SMEs) now comprise 60 percent of sellers on the platform.
• Concerns were raised about proposed new tax policies potentially hindering e-commerce growth and pushing SMEs back into the informal sector.