Nairobi SMEs Use E-Commerce to Access Regional Markets

Small and medium-sized enterprises (SMEs) in Nairobi are increasingly leveraging e-commerce platforms to reach customers beyond the city and throughout the East African region. A recent report by regional trade stakeholders noted that digital marketplaces and online storefronts are becoming instrumental in expanding the reach of Nairobi’s small businesses.
Historically, limited access to wide markets and high distribution costs constrained many SMEs, but as internet penetration and mobile payments improve, e-commerce has opened new growth avenues. According to a 2025 study of SMEs in Nairobi City County, the adoption of e-commerce significantly improves market access, enabling firms to tap into regional demand without needing costly physical branches.
This shift is supported by a broader national push: the National E-Commerce Strategy 2023 outlines commitments to digital trade facilitation, improved logistics and harmonized regulations across regional trade blocs — providing a conducive framework for Nairobi SMEs to export their products online. Additionally, private-sector and development-partner programmes are offering training and support, helping SMEs understand cross-border digital trade standards and prepare for export-oriented online commerce.
Entrepreneurs say the move online is already yielding results: many report expanded customer bases across Kenya and neighbouring countries, better sales volumes, and more consistent demand than they achieved through traditional retail. Analysts suggest that as logistics, payment systems and regional trade integration deepen, growth via e-commerce will likely continue — positioning Nairobi SMEs to benefit from regional markets under frameworks such as AfCFTA and COMESA Digital Free Trade Area.