The COVID pandemic has accelerated the demand for eCommerce business in Kenya. There’s a segment of the middle-class (mostly tech-savvy) that loves the convenience of purchasing online. For you to get eCommerce right, you have to think about providing a seamless end-to-end customer experience of selling products online. If you want to set up an eCommerce business in Kenya, follow this process to get it right:
1) A Responsive Website
Ensure you have a responsive, easy-to-use website that is well optimised for search engines.
2) Easy Payment option
Provide the ability to pay with Mpesa in addition to VISA/Mastercard.
3) Logistics- Last mile delivery
eCommerce is built on the promise of delivering products to customers safely and on time. Proper training of riders and the use of tracking technology are key levers to improving efficiency in logistics services.
- Speed of delivery. How long will it take if a customer purchases a product online before it’s delivered? Who incurs the cost of delivery? Definitely the customer who wants convenience.
- How is the delivery experience in terms of last mile? How will you deliver products in not well-developed estates with no landmarks, say Ruai or Ruiru?
- Will you outsource delivery to logistics companies like SENDY or FARGO COURIER that have digitised the delivery experience or will you build an internal logistics department? Sendy and Fargo Courier are among the few players offering superior customer service in last mile delivery in Kenya.
4) Data Protection Policy
- Do you have a return policy incase of wrong orders being delivered?
- Do you have a data protection policy?
5) Profitability And Business Model
You will need to determine the minimum amount a customer needs to spend to get the products delivered. Our client Jayswines offers free delivery for orders above Ksh 3,000 within Nairobi. Think clearly about offering discounts or giveaways to encourage customers to purchase online.
Sales System and Data Analytics
eCommerce comes with a lot of data because you will collect customer’s emails, Mobile numbers and other transaction information. You will need a system that helps you track sales and understand your customer’s better. There’s an opportunity to analyse data at scale, cross-sell and offer personalised recommendations.