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Two-thirds of Jumia’s active customers in Kenya, 67.6%, are based outside Nairobi, the e-commerce company said as it launched its 2026 Black Friday campaign on October 30, Capital FM reported. Jumia said gross merchandise value (GMV) for physical goods grew 23% year on year in the second quarter of 2026.
Where Jumia Kenya customers are
| County | Share of active customers (H1 2026) |
|---|---|
| Nairobi | 32.4% |
| Kiambu | 10.5% |
| Mombasa | 5.9% |
| Nakuru | 5.0% |
| Kajiado | 4.2% |
| All counties outside Nairobi | 67.6% |
Source: Jumia’s JForce data for the first half of 2026, as reported by Capital FM.
What people are buying
Jumia East Africa Managing Director Vinod Goel said online shopping is spreading beyond the capital, with more people buying household goods and everyday products as well as electronics. Smartphones, mobile accessories, smart TVs and electric kettles were among the products that brought new customers to the platform. About 82% of Jumia’s audience is aged 18 to 44.
Black Friday 2026 on Jumia
The campaign started on October 30 and covers electronics, beauty, home appliances, telecoms and sports. Participating brands include Xiaomi, L’Oréal, Nivea, Itel, Oraimo, Hisense, Safaricom and Decathlon. To reach buyers outside Nairobi, Jumia says it will use pickup stations, sales agents and regional radio. For dates, payment options and return rules, read our Jumia Black Friday 2026 guide.
What it means for small sellers
The county figures matter for anyone selling online. Kiambu, Mombasa, Nakuru and Kajiado together account for about a quarter of Jumia’s active customers, which suggests demand in commuter towns and secondary cities is now large enough to target directly.
- Delivery and pickup: buyers outside Nairobi rely on pickup stations, so sellers should check which stations serve their target towns. See our list of Jumia pickup stations in Kajiado County.
- Product mix: household items and small appliances are winning new customers, not only phones.
- Pricing: Black Friday shoppers compare prices; avoid inflated “was” prices. Our guide to Black Friday dates and fake discounts explains what buyers watch for.
Tips for shoppers outside Nairobi
- Check delivery fees and pickup station hours before you check out.
- Pay through official channels only and keep order confirmations.
- Know the return window; see our tips on checking online sellers.
FAQ
What share of Jumia Kenya customers live outside Nairobi?
67.6% in the first half of 2026, according to Jumia.
When did Jumia Black Friday 2026 start?
October 30, 2026.
Which counties have the most Jumia customers after Nairobi?
Kiambu (10.5%), Mombasa (5.9%), Nakuru (5%) and Kajiado (4.2%).
Updated October 31, 2026.
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