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Mars Taps on Kenya’s E-commerce Boom

by Joyce Karanja
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Kenya’s e-commerce sector is experiencing a surge, with a projected market value exceeding $2.5 billion by 2026. This burgeoning landscape presents a significant opportunity for businesses to tap into a rapidly growing online consumer base.

Mars, a global leader in confectionery, food, and pet care, is actively investing in this dynamic market, aiming to establish itself as a dominant force in Kenya’s digital retail landscape.

“We see immense potential in the Kenyan e-commerce sector,” asserts Suraya Hamdulay, Multisales Director: Corporate Affairs Southern Africa at Mars. “The market is dynamic, with a rapidly growing online consumer base and a supportive infrastructure for digital commerce. We’re committed to being a key player in this exciting journey.”

This commitment stems from the recognition of Kenya’s thriving online environment. Electronics, groceries, and clothing are driving online traffic, reflecting the diverse range of products being purchased online by increasingly sophisticated Kenyan consumers.

The majority of e-commerce activity is currently concentrated in metropolitan areas and densely populated towns, but this trend is expected to expand as internet access and digital literacy increase across the country.

Mars’s strategy focuses on platforms where Kenyan consumers actively shop. “We’re focusing on platforms like Jumia, Glovo, Carrefour, and Uber Eats,” says Hamdulay. “Our strategy is to ensure that Mars products are prominently featured and accessible to our target audience.”

This platform-specific approach allows Mars to reach a wider segment of the online consumer base, aligning their presence with the preferred shopping habits of Kenyan consumers.

Leveraging a Mature Digital Ecosystem

Kenya’s mature digital payment culture and robust logistical infrastructure further facilitate e-commerce growth. The prevalence of digital payment platforms like M-Pesa and readily available delivery services, including Boda Bodas and Tuk Tuks, create a seamless and convenient online shopping experience for both consumers and businesses.

Mars recognizes the importance of this seamless omnichannel experience, ensuring product availability and engagement both online and offline. This holistic brand experience meets consumers’ expectations for convenience, accessibility, and personalized offerings.

Pricing is a crucial aspect of e-commerce success. Mars strategically positions its products in line with the established quality of its brands, ensuring competitive pricing while maintaining brand value.

“We’re committed to finding the right balance,” states Hamdulay.

We want to ensure that our products are priced competitively while also maintaining the high standards and quality that consumers expect from Mars.

Beyond internal strategies, Mars is actively seeking mutually beneficial partnerships with local e-commerce players, including logistics providers, marketplaces, and payment gateways.  They are committed to fostering a collaborative ecosystem where all parties share in the success of e-commerce growth in Kenya.

“Through working together, we can create a more robust and sustainable e-commerce environment for everyone,” says Hamdulay. “Our approach is based on collaboration, shared goals, and a commitment to building a successful future for e-commerce in Kenya.”

Mars’s long-term e-commerce strategy for Kenya is ambitious, encompassing a vision for online market leadership, category captaincy partnerships, engaging brands, and promoting category growth.

They aim to become online market leaders in segments and brands where they hold offline market leadership, mirroring their success in the physical world online.

“We believe that our brand recognition and strong offline presence give us a solid foundation for success in the online space,” Hamdulay states. “We want to translate our market leadership in key categories to the online world.”

Mars seeks to solidify their position as a leading player in key product categories by establishing strong category captaincy partnerships with all major online platforms.  Furthermore, Mars is committed to creating the most engaging brands online, enhancing consumer interaction and fostering brand loyalty.

This involves crafting captivating online experiences, integrating social media seamlessly, and utilizing interactive content to forge lasting connections with consumers.

“We want to create engaging online experiences that connect with consumers on a deeper level,” Hamdulay says. “We believe that by creating a strong online presence, we can build brand loyalty and cultivate lasting relationships with our customers.”

We recognize the importance of promoting category growth, encouraging more competition to invest in e-commerce, fostering overall category growth, and expanding the market for everyone. “We believe that a thriving e-commerce ecosystem benefits everyone,” says Hamdulay. “We’re committed to promoting category growth and supporting the development of a robust and sustainable e-commerce environment in Kenya.”

Sustainable Growth

These goals will be achieved through sustained growth facilitated by close partnerships, leveraging consumer insights, and utilizing customer data provided by their partners.  Mars recognizes the long-term nature of this endeavor and prioritizes strategic planning and patient execution for sustainable growth and market dominance.

Mars’s e-commerce strategy in Kenya signifies its commitment to embrace the digital revolution and establish a strong presence in the African e-commerce landscape.

Leveraging strong partnerships, understanding consumer needs, and adapting to the dynamic market environment, Mars is poised to become a leading player in Kenya’s burgeoning e-commerce sector, shaping the future of digital retail in the region.

This proactive strategy reflects a forward-looking approach to leveraging the power of digital commerce to expand its reach and solidify market position in this promising region.

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