Nairobi Retailers Expand Through Online Marketplaces

Nairobi retailers accelerated their growth by expanding through online marketplaces, a move that reflects the city’s broader digital transformation agenda. County officials highlighted that the expansion is part of the Business Digital Transformation Program (April 2025) and builds on earlier initiatives such as the Digital Training Programs (September 2025) and the Business Growth Program (October 2025). The goal is to ensure that retailers—both large and small—can leverage digital platforms to reach wider audiences and reduce reliance on traditional brick-and-mortar outlets.
The adoption of online marketplaces has enabled retailers to increase visibility, streamline transactions, and access regional and global customers. Nairobi County partnered with e-commerce platforms, fintech firms, and logistics providers to ensure seamless integration of digital payments, delivery services, and inventory management systems. This ecosystem allows SMEs and established retailers alike to benefit from reduced operational costs and enhanced competitiveness.
Retailers have welcomed the initiative, noting that online marketplaces help them overcome challenges such as limited foot traffic, high rental costs, and restricted market access. Analysts argue that the expansion is transformative for Nairobi’s retail sector, embedding technology into everyday commerce and positioning the city as a leader in East Africa’s digital economy. The program complements earlier county efforts such as the Market Modernization Program (October 2025) and the Local Export Partnerships (November 2025), creating a comprehensive framework for trade growth.
Looking ahead, Nairobi County plans to integrate online marketplaces with AI-driven customer insights, blockchain-based trade certification, and green supply chain practices. Officials believe that by embedding digital platforms into retail, Nairobi can accelerate job creation, attract foreign investment, and reinforce its role as East Africa’s commercial hub.