The digital age has ushered in a revolution in the way we conduct business, and Kenya is no exception to this transformative trend. And the role of social commerce companies in Kenya has contributed greatly to this.
Traditional methods of shopping are being revolutionized, and one of the driving forces behind this change is social commerce.
According to a report by BusinessWire, the social commerce industry in Africa and the Middle East is projected to reach US$40695.1 million by 2028.
In Kenya, as in many parts of the world, social commerce companies are emerging as game-changers in the business landscape.
In recent years, the emergence of social commerce companies has fundamentally altered the dynamics of retail and e-commerce in Kenya.
Instead of merely chasing likes and engagement, these companies are focused on getting more sales.
This article explores the pivotal role of social commerce companies in Kenya, shedding light on their rise, role, strategies, and success stories in this dynamic marketplace.
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The Rise of Social Commerce in Kenya
Social commerce is the fusion of social media and e-commerce. It leverages the power of social platforms to drive sales and create a seamless shopping experience for consumers.
The role of social commerce companies in Kenya has been nothing short of remarkable. Several factors have contributed to its rise:
Mobile Penetration: Kenya boasts a high mobile phone penetration rate, with millions of people accessing the internet through their smartphones.
This accessibility has created a fertile ground for social commerce platforms to thrive. According to Kenyan Wallstreet, In the fourth quarter of the 2022/23 Financial Year, there were 62.9 million mobile phone devices connected to mobile networks in Kenya.
Social Media Adoption: Kenyan consumers are active on social media platforms like Facebook, Instagram, and WhatsApp. These platforms serve as ideal channels for social commerce companies to connect with their target audience.
Entrepreneurship Culture: Kenya has a vibrant entrepreneurial culture, with many individuals seeking opportunities to start their businesses. The role of social commerce companies in Kenya provides an accessible entry point for these entrepreneurs to set up their online stores without the need for a physical storefront.
Payment Innovations: The adoption of mobile money services like M-Pesa has made online transactions easier and more convenient. This has significantly contributed to the growth of e-commerce, including social commerce, in Kenya.
The Role of Social Commerce Companies in Kenya
The role of social commerce companies in Kenya is multifaceted and pivotal in reshaping the retail landscape:
- Creating a Marketplace
Social commerce companies have effectively transformed social media platforms into bustling marketplaces.
They provide a space for businesses, both large and small, to showcase their products and interact directly with potential customers.
Through engaging posts and stories, these companies help brands connect with their audience on a personal level.
- Enhancing Trust and Transparency
One of the key challenges in online commerce is trust. The role of social commerce companies in Kenya has taken steps to address this by introducing user reviews, ratings, and feedback mechanisms.
Buyers can now make informed decisions based on the experiences of others within their social network, enhancing transparency and trust.
- Simplifying Payments
In a country where mobile money is prevalent, social commerce companies have integrated seamless payment options.
Buyers can pay for products and services directly through mobile money platforms, making transactions convenient and secure.
- Facilitating Peer-to-Peer Sales
Social commerce not only involves businesses but also empowers individuals to become sellers.
This role of social commerce companies in Kenya is specifically amplified by companies such as Twiva. Through partnering with influencers/resellers, they give brands access to markets and help them gain brand awareness.
This peer-to-peer selling model has created opportunities for Kenyans to earn income by selling products to their friends, family, and acquaintances within their social circles.
- Driving Local and Global Commerce
Social commerce companies have opened doors for both local and global trade. Kenyan businesses can reach customers not only within the country but also in international markets.
This global reach has expanded economic opportunities for Kenyan entrepreneurs.
Success Stories in Kenyan Social Commerce
There are several roles of social commerce companies in Kenya that have made a significant impact on the retail landscape.
One success story is that of Twiva. An influencer powered social commerce Kenyan startup that connects influencers to brands helping them reach their customers through its social commerce platform and other social media channels.
Twiva’s impact goes beyond mere sales figures. Through their dedicated content creation hub, known as Twiva Studios, partnering brands gain access to meticulously crafted content.
This content not only facilitates sales but also empowers these brands to convey their message to a broader online audience.
It is through this invaluable content creation support that brands can exponentially expand their online reach, gaining access to markets that would have otherwise remained inaccessible to them.
Twiva has truly emerged as a game-changer in the Kenyan social commerce landscape.
One example of the role of social commerce companies in Kenya that is displayed by Twiva is through their impact driven social campaigns such as #JazaMiti Campaign with Ministry of Environment, Climate Change, & Forestry Kenya.
The evolving role of social commerce companies in Kenya transcends their mere existence as online marketplaces; they have become instrumental drivers of economic growth and catalysts for transformative social change.
These pioneering social commerce companies are fundamentally reshaping the business landscape in Kenya.
Their mission extends far beyond mere likes and engagement metrics; their primary focus is on delivering measurable and impactful results, most notably in the form of substantial sales growth.
As the role of social commerce companies in Kenya continues to expand and adapt, their influence on job creation, the empowerment of small businesses, and the promotion of financial inclusion will become increasingly pronounced.
They are not just shaping the future of commerce in Kenya; they are actively shaping the future of the nation itself.
To businesses seeking to harness the immense role of social commerce companies in Kenya and be part of this transformative journey, we extend an invitation to join Twiva today.
Experience firsthand the pivotal role that social commerce companies in Kenya are playing in driving growth and progress in Kenya.
Join us, and together, let’s shape a brighter and more prosperous future for your business and our nation.
Embrace the power of social commerce with Twiva, contact us at 0708 088 114 or [email protected].
Penned by Lydia Mwende
Lydia is the Social Media & Community Manager at Twiva. She enjoys reading, writing, and watching films.