Two Kenyan tech innovators, agricultural platform Shamba and logistics solution Apexloads, have been selected for Google’s prestigious AI-focused accelerator program, positioning Kenya at the forefront of Africa’s artificial intelligence revolution.
This development coincides with new insights revealing how Generation Z’s social media-driven shopping habits are reshaping Kenya’s retail landscape.
Shamba and Apexloads are among 15 African startups chosen for the Google for Startups Accelerator: AI First program (Class of 2025), following a competitive selection process that drew nearly 1,500 applications across the continent. The intensive three-month hybrid program (running from June 22 to August 22, 2025) provides critical support including:
ü Technical mentorship from Google engineers
ü Up to KSh 110.5 million ($850,000) in Google Cloud credits
ü AI implementation and business strategy workshops
ü Access to global investor networks
Impactful Kenyan Innovations:
Shamba empowers over 50,000 African farmers with AI-driven credit access, market linkages, and climate-resilient farming guidance.
Apexloads streamlines cargo movement for freight brokers and transporters across Africa using verified partner networks.
Folarin Aiyegbusi, Head of Startup Ecosystem, Google Africa, emphasized: “These founders are building transformative AI solutions rooted in local context. Our program exists to amplify their impact across Africa’s critical sectors.”
Since its 2018 launch, Google’s accelerator has supported 133 African startups from 17 countries, collectively raising over KSh 39 billion ($300 million) and creating 3,500+ jobs. Google has directly invested KSh 650 million ($5 million) through equity-free support.
Parallel to this tech momentum, Generation Z (born 1997-2012) is fundamentally altering consumer behavior:
ü 68 percent discover products via social media (TikTok, Instagram, YouTube), up from 60 percent in 2023.
ü 58 percent make purchases directly within social apps, bypassing traditional websites or physical stores.
ü Over 60 percent trust influencer reviews and user-generated content more than polished ads.
Kenya’s 22.7 million internet users (Communications Authority of Kenya, Q1 2024) increasingly mirror this trend, with Business Daily Africa reporting over 60 percent engage with social media sellers.
Key Shifts Driving Change
Social Media as Marketplace: Platforms combine discovery, inspiration, and instant checkout.
Authenticity Over Advertising: 80 percent of Gen Z trust influencers sharing genuine experiences.
Mobile-First Commerce: Smartphones dominate browsing and buying.
Brands like beauty giant Glossier exemplify this shift, generating 70 percent of sales through peer recommendations via micro-influencers. Spotify’s “Wrapped” campaign demonstrates the power of personalized, shareable content.
Strategic Imperatives for Kenyan Businesses:
ü Build communities through co-creation (e.g., involving users in product design)
ü Partner with relatable local creators for authentic content
ü Enable seamless in-app purchases
ü Prioritize real-time engagement over polished campaigns
As Kenya’s startups leverage AI to solve local challenges, businesses targeting Gen Z must equally innovate, meeting young consumers where they live: on social platforms valuing transparency, participation, and instant gratification.
– By Nusurah Nuhu
