Jumla Black Friday 2026 Spotlights E-commerce Growth Beyond Nairobi
Two in three Jumia Kenya customers are based outside Nairobi, as physical-goods GMV grows 23% in Q2 2026
NAIROBI, Kenya, 29 October 2026: Jumia will launch its 2026 Black Friday campaign on 30 October, against a backdrop of continued growth in Kenya’s online retail market and a widening customer base beyond Nairobi
Jumia’s physical-goods Gross Merchandise Value (GMV) in Kenya grew 23% year-on-year in 02 2026 underscoring continued consumer demand for online retail. Kenva accounted for 15% of Jumia’s Q2 2026 physical-goods GMV, according to the company’s Q2 2026 data.
Jumia Kenya JForce H1 data also shows 67.6% of active customers are outside Nairobi, compared with 32.4% in the capital. Kiambu accounts for 10.5% of active customers, followed by Mombasa at 5.9%, Nakuru at 5.0% and Kajiado at 4.2%.
As e-commerce develops in Kenya, Jumia and campaigns such as Black Friday help connect shoppers across the country with local businesses, including Kenyan SMEs, as well as established brands. For sellers, online marketplaces and campaign periods can create opportunities to reach customers beyond their immediate markets, bringing different parts of the retail ecosystem together.
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Shopping patterns on Jumia App also offer insights into changing consumer behaviour. Mobile accessories, smart TVs, smartphones and kettles are among the leading entry products for new customers.
“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% in the second quarter. That tells us e-commerce is becoming a more national retail channel. 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,” said Vinod Goel, Managing Director, Jumia East Africa.
Jumia data further shows 82% of its audience is aged 18 to 44, pointing to the role of younger, mobile-first consumers in Kenya’s digital retail market.
The product range also illustrates the breadth of online retail. During the campaign, customers will be able to shop across categories ranging from electronics and household appliances to less expected offerings, such as cows.
The campaign will extend beyond digital channels through pickup-station activations, agents and regional radio, supporting engagement with consumers outside Nairobi.
This year’s Black Friday will feature brands across technology, beauty, home appliances, telecommunications and sports, including Xiaomi, L’Oréal, Nivea, Vision Plus, Itel, Oraimo, Haier, Hisense, Lyons, Electromate, Decathlon, Safaricom and Nairobi Sports House.
