Digital platforms drive brand discovery in Kenya and Nigeria

A growing number of consumers in Kenya and Nigeria are using digital platforms to discover new brands and retailers. In Kenya, a Visa ‘Stay Secure 2026’ study indicates that 61 per cent of consumers typically find new brands or retailers while shopping online.

This shift presents significant opportunities for businesses, such as restaurants and retailers, to reach customers beyond their physical locations through food delivery and transport applications. The study emphasizes that reliable digital payment systems are essential to facilitate these growing online transactions.

In Nigeria, the e-commerce landscape is evolving as shoppers increasingly encounter products through social media, digital advertisements, and peer recommendations. To address the challenges of a fragmented shopping experience, the Nigerian marketplace Afrikobo is consolidating various vendors into a single digital environment, allowing consumers to browse multiple categories like fashion, gadgets, and home products in one location.