Four out of five Kenyans shopping online, new report shows

A new study by MasterCard on consumer spending has revealed that nearly four out of five in Kenya are shopping more online since the onset of the COVID 19 pandemic.

Data, apparel, healthcare, banking and other FMCG (fast moving consumer goods) have seen the highest surge of online activity. An overwhelming 92 per cent of consumers in Kenya said they had paid for data top-ups online, 67 per cent for clothing and over 56 percent said they had bought computers and other equipment.

And, with fewer opportunities to browse in the mall or on the high-street, social media has emerged as the main platform for finding the most attractive products and offers, with 78 per cent and 56 per cent of respondents saying they had discovered new sellers through Facebook and Instagram respectively.

About 80 per cent of typical in-store bargain hunters said they spend hours searching different sites to find the best deals.

When it comes to paying for goods or services online, those surveyed cited speed as a key factor for shoppers in Kenya, with 84 per cent quoting this a major consideration when choosing a business to buy from.

“At Mastercard, we are leveraging our network, insights, technology and partnerships with fintechs, banks and other key players across Kenya to support businesses as they make thee most of this new reality and optimize to thrive”, said Kari Tukur, Vice President, Products, Sub Saharan Africa, Mastercard.

With the rapid rise in online shopping, the Consumer Spending Survey by MasterCard further shows that consumers are also becoming increasingly aware of the associated risks. And, with 77 per cent of consumers now managing their banking needs online, 68 per cent have said that a secure checkout was fundamental for a good shopping experience.