The Online Kenyan

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Originally published by The Standard Business

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June 17, 2026

2h ago

How to use digital platforms without losing business identity

How to use digital platforms without losing business identity

Many businesses make a critical mistake; they confuse access to customers with ownership of customers..

✨ Key Highlights

Digital platforms offer small businesses a significant advantage in reaching wider customer bases, but it's crucial for them to maintain direct relationships with customers acquired through these channels.

Small businesses can leverage platforms like Facebook and WhatsApp to access a larger audience.
The digital economy reduces barriers for small businesses to compete with larger firms.
The article emphasizes encouraging repeat customer engagement to sustain direct relationships.

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