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.