Kenyan electronics manufacturers are increasingly embracing direct online sales to reshape their trade, offering consumers more digital avenues for purchasing.

• The internet advertising market in Kenya is projected to grow at a compound annual rate of 16 percent through 2029.
• Samsung Electronics East Africa has launched a new online store in partnership with local retailer Housewives Paradise.
• This direct digital approach allows manufacturers greater control over the customer journey, from discovery to after-sales service.