On October 29, 2026, Jumia Kenya announced that its Black Friday promotion will begin on October 30, coinciding with a 23 per cent year-on-year increase in physical-goods gross merchandise value for the second quarter of 2026.
The platform reported that 67.6 per cent of its active shoppers now reside outside the capital, while 32.4 per cent remain in Nairobi, and that 82 per cent of its audience are aged between 18 and 44.
Data for the first half of the year show Kiambu contributing 10.5 per cent of active users, followed by Mombasa at 5.9 per cent, Nakuru at 5.0 per cent and Kajiado at 4.2 per cent.
“The bigger story is where Kenya’s online growth is coming from. Two in three of our active customers are now outside Nairobi, while physical-goods GMV grew 23 per cent in the second quarter. That tells us e-commerce is becoming a more national retail channel,” said Vinod Goel, Managing Director of Jumia East Africa. “At the same time, the online basket is broadening from smartphones and televisions to household and everyday products. Black Friday brings these shifts into focus and gives Kenyan sellers, SMEs and brands an opportunity to reach consumers at scale.”
Jumia highlighted mobile accessories, smart televisions, smartphones and kettles as the top purchases among new users, while the upcoming campaign will span electronics, beauty, home appliances, telecommunications, sports equipment and even livestock such as cows.
Participating brands include Xiaomi, L’Oréal, Nivea, Vision Plus, Itel, Oraimo, Haier, Hisense, Lyons, Electromate, Decathlon, Safaricom and Nairobi Sports House.
To reach shoppers outside the capital, the company will complement its online platform with pickup-station activations, a network of agents and regional radio advertising.
Umesh Bhojwani, founder of Vision Plus Kenya, said the partnership with Jumia has been a major catalyst for his business, enabling market-share growth without a large physical footprint and providing valuable customer feedback to improve products.
