Kenyans are shopping more online, which has seen the trend rise by 14 per cent in the last three years according to a new Google report, conducted by research group Kantar TNS.

According to the Consumer Connected Study 2017, the growth in online shopping in Kenya, which currently stands at 17 per cent up from three per cent recorded in 2014, has been attributed to a growing internet usage.

Internet usage in Kenya is among the highest in Africa ( 53% of Kenyans over 16 years able to go online). This is compared to the leading South Africa at 65% and Nigeria at 63%.

Jumia and Kilimall are the most sought-after online shopping sites at 38% and 22%, respectively according to digital marketing research firm e-Ensures,

The Consumer Connected Study 2017 observes that despite the remarkable growth in online shopping in the country, Kenya’s uptake is still low compared to the global rate (59 per cent) of online shopping.

Lack of trust, shipping costs, slow delivery, and authenticity of the products, fear of payments methods and lack of knowledge to make orders are some of the top reasons given for slow growth.

Inexperienced Online Users

Even with the increasing uptake of online shopping, most online users are still inexperienced and site their digital skills as poor or fair.

“Despite the strong use and high importance of the Internet, many online users still assess their own digital skills as fair or poor. However, digital skills are increasingly becoming a key success factor in business and private life. The share of inexperienced users shows the high demand for digital training in Kenya,” Google’s Africa PR lead Dorothy Ooko said.

The 2017 study lifts the lid on the emergence of a new kind of consumer – the “onliner” – and investigates topics including changes in the device ecosystem, recent shifts in video behaviour and what the future holds in terms of consumer technology.