Rural Kenya Now Drives 60 Percent of Jumia Orders
A new Jumia report shows rural Kenya now accounts for 60 percent of all online orders. Growth is being driven by JForce agents..
✨ Key Highlights
Rural Kenya now accounts for 60 percent of all orders placed on Jumia's e-commerce platform, surpassing major cities as the primary driver of online shopping growth. This significant shift is attributed to improved connectivity, affordable smartphones, and expanded delivery networks.
- Jumia's report, E-commerce in Rural Kenya: Expanding Access, Driving Inclusion, Connecting Border to Border, highlights this change.
- The JForce program, with over 26,000 active agents, serves as a crucial human bridge for new customers.
- Jumia currently operates more than 300 pickup stations across all 47 counties, with delivery times reduced to between two and four days for rural shoppers.
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Microsoft and Google Launch New AI Programs in Africa as Jumia Reports Surge in Rural E-Commerce - November 2025
Microsoft has launched "Project Gecko," a new artificial intelligence initiative starting in Kenya that aims to address equity gaps by developing cost-effective systems incorporating local languages and culturally relevant knowledge. In a separate initiative, Google and the AfCFTA Secretariat have launched the ‘AfCFTA Digital Inclusion & Entrepreneurship Programme’ to provide African SMEs with AI and digital trade skills. These developments coincide with a report that rural Kenya now accounts for 60 percent of all orders placed on Jumia's e-commerce platform. This significant shift in online shopping, which has surpassed major cities, is attributed to improved connectivity, affordable smartphones, and expanded delivery networks.
