Jumia says 67.6 percent of its active customers in Kenya are based outside Nairobi, as the e-commerce platform prepares to launch its 2026 Black Friday campaign.

The company said physical-goods sales, measured by gross merchandise value (GMV), grew by 23 percent year-on-year in the second quarter of 2026, reflecting increased demand for online shopping.

Nairobi accounts for 32.4 percent of Jumia’s active customers, while Kiambu has 10.5 percent, Mombasa 5.9 percent, Nakuru 5 percent and Kajiado 4.2 percent, according to the company’s JForce data for the first half of the year.

Jumia East Africa Managing Director Vinod Goel said the figures showed that online shopping was gaining customers beyond the capital, with more people buying household goods and everyday products alongside electronics.

The company said smartphones, mobile accessories, smart TVs and electric kettles were among the products that attracted new customers to its platform.

About 82 percent of Jumia’s audience is aged between 18 and 44, pointing to the role of younger consumers in online retail, the company said.

The 2026 Black Friday campaign starts on October 30 and will feature products across electronics, beauty, home appliances, telecommunications and sports. Participating brands include Xiaomi, L’Oréal, Nivea, Itel, Oraimo, Hisense, Safaricom and Decathlon.

Jumia also plans to use pickup stations, sales agents and regional radio to reach customers outside Nairobi.

The company said the campaign would provide an opportunity for Kenyan small businesses and established brands to reach more customers through its online marketplace.