That the country’s economy is on an upward trend is not in doubt judging by consumer trends. Unlike a few years ago, when consumers did not pay attention to where they shopped or the quality of the products they bought, Kenyan consumers now avoid local products. kiosks in favor of established retailers, including supermarkets, malls and department stores. This change can be attributed to the government’s effort to formalize the economy. This has led Kenyan shoppers to opt for brand name products over repackaged and counterfeit products.

In addition to the government’s effort to formalize the economy, the changing consumer buying trend is also attributed to several other factors, one of which is increased Internet penetration. Kenyans are among some of the most tech-savvy not only in the East African region but in Africa as a whole. Increased Internet penetration has made it possible for a good number of shoppers to engage in online shopping, of which several local banks have created avenues through which shoppers pay for their purchases online.

According to data released by the Central Bank of Kenya at the beginning of the year, the number of Kenyan consumers using credit/debit cards doubled in the period from January 2014 to December 2014 and the value of transactions increased by a 74% to more than $11 billion of $6.7 billion in transactions in the period from January 2013 to December 2013.

The other reason for the change in the buying trend of Kenyans is the increased use of mobile phones to transfer money. Many consumers have adopted the use of mobile money transfer methods offered by the three main telecommunications companies in the country. In fact, the Central Bank of Kenya reports that shoppers transacted more than $17 billion via their mobile phones in the period from January 2014 to December 2014, compared to $13 in transactions per phone. registered in the period between January 2013 and December 2013.

It must be appreciated that the takeback brought about by the enactment of the new Kenyan constitution has literally put money in the pockets of Kenyan consumers. Unlike in the past, when government tenders were reserved for the national government, county governments now award tenders locally and all remaining money circulates at the county level. National government programs targeting youth and women have also made it possible for youth and women to win government tenders that until now were reserved for well-connected wealthy individuals. These efforts have financially empowered Kenyan consumers.

The buying trend of Kenyan consumers will certainly continue to change in the coming years as more consumers become financially empowered through various programs and further growth of the economy. Indeed, several foreign retailers have projected this and it is not surprising that retailers such as the South African Massmart, the Spanish clothing giant Zara and the British shoe retailer Clarks have started operations in Kenya.