Kenyan businesses, particularly SMEs targeting younger consumers, must urgently adapt their marketing strategies as new data reveal social media platforms have become the primary shopping destination for Generation Z, fundamentally altering traditional retail pathways.
This shift is driven by seamless in-app purchasing and a strong preference for authentic content over conventional advertising.
Research indicates social media is now the dominant product discovery channel for Gen Z (those born roughly between 1997 and 2012). In 2024, 68 percent of Gen Z consumers globally discovered new products via social platforms like TikTok, Instagram, and YouTube—a significant rise from 60 percent just a year prior.
Crucially, this discovery frequently leads directly to purchase within the same app. More than 58 percent of Gen Z ordered products directly through social media features in 2024.
This trend is reflected in Kenya’s rapidly evolving digital landscape. With over 22.7 million internet users reported by the Communications Authority of Kenya as of March 2024, and pervasive smartphone penetration, social commerce is gaining significant traction.
A recent Business Daily Africa analysis suggested over 60 percent of Kenyan internet users engage with social sellers, highlighting the local relevance of this global shift.
“Gen Z shops where they scroll; social media are the store,” summarizes emerging consumer behaviour analysis. Their shopping journey is non-linear, bypassing traditional search engines and physical stores, relying instead on viral videos, user-generated content, and influencer recommendations. Landing pages are increasingly replaced by integrated in-app storefronts, turning moments of inspiration into instant purchases.
Trust is paramount for this demographic, and it is built differently. Around 80 percent of Gen Z globally report trusting influencers who share genuine experiences, while over 60 percent cite reviews and content from relatable creators as the most influential factors in purchasing decisions.
Polished, traditional advertisements hold significantly less sway. Brands like Glossier demonstrate the power of this approach, attributing over 70 percent of their sales to peer recommendations driven by collaborations with micro-influencers creating authentic, personal-feeling content.
Kenyan SMEs looking to capture this market are advised to prioritize community building over traditional campaigns. Strategies include involving the audience in product development (e.g., voting on designs), fostering dialogue in comments, and maintaining transparency—including about mistakes.
Agility is critical; brands must monitor trends in real-time and respond quickly, potentially sacrificing perfection for speed and relevance. Finding authentic creators who can interpret the brand in culturally relevant ways is essential.
In a separate development highlighting Kenya’s digital innovation, fifteen Kenyan startups have been selected for the prestigious Google for Startups Accelerator: AI First program. This initiative, confirmed by local tech publication TechWeez, targets seed to Series A tech companies leveraging Artificial Intelligence to solve complex challenges.
The three-month program offers intensive mentorship, technical support, and workshops focused on AI/ML, product strategy, business growth, and leadership development. Participating startups span critical sectors including agriculture (e.g., FarmWorks AI), healthcare (e.g., Dawa Health), and financial services (e.g., Taimba, WayaWaya), developing solutions from AI-powered market linkages to diagnostic tools and conversational banking platforms.
This selection underscores Kenya’s position as a hub for AI innovation in Africa. The program aims to accelerate these startups’ growth, potentially leading to significant economic contributions and job creation within the local tech ecosystem. Google notes the cohort was chosen for their innovative use of AI to address pressing local and global challenges.
For Kenyan businesses, the message is clear: meeting Gen Z consumers requires a presence on the platforms they inhabit daily (91 percent use Instagram, 86 percent TikTok), embracing authentic engagement, and enabling frictionless social commerce. Simultaneously, initiatives like the Google Accelerator point to a promising future for homegrown, AI-driven solutions.
– By Nusurah Nuhu
