Jiji has once again been crowned East Africa’s Best E-Commerce Platform, clinching the top prize at the 2025 Digitally Fit Awards held in Kampala, Uganda. This marks the second time the online marketplace has earned the prestigious regional honour, reinforcing its powerful position in a rapidly expanding sector.

For millions of Kenyans, this award is more than just industry recognition. It solidifies Jiji's role as the go-to digital marketplace, a crucial platform for small-scale entrepreneurs and individuals looking to turn assets into income. The win underscores a major consolidation in an e-commerce market that is reshaping how Kenyans conduct business daily.

A Marketplace for the People

Accepting the award, Jiji Kenya's Chief Financial Officer, Donald Obonyo, dedicated the win to the platform's millions of users and its dedicated team. "We'll keep building a marketplace where opportunity is accessible, businesses can grow confidently, and millions of people can create a better future through digital commerce," Obonyo stated.

Jiji's model has democratised market access for countless Kenyans, from university students selling used textbooks to farmers advertising fresh produce directly to consumers. This direct connection has empowered a new generation of digital entrepreneurs, allowing small businesses to reach a nationwide customer base far beyond their physical locations.

Kenya's Digital Economy Heats Up

Jiji's success is unfolding within one of Africa's most dynamic digital economies. Kenya's e-commerce sector is on a sharp upward trajectory, with projections showing significant growth and increased user penetration.

Several factors are fueling this boom:

• High Mobile Penetration: Widespread smartphone use and a robust mobile money ecosystem, led by services like M-Pesa, have made online transactions seamless and secure for millions.
• Growing User Base: The number of Kenyans shopping online is expected to continue its strong growth, with some reports projecting over 12 million users in the near future.
• Post-Pandemic Shift: The COVID-19 pandemic accelerated the shift to online shopping as movement restrictions pushed many small and medium-sized enterprises to establish a digital presence to survive and thrive.

While Jiji has established a formidable presence, the market remains competitive with other major players like Jumia and a host of specialised platforms. However, Jiji's focus on a classifieds model—connecting individual buyers and sellers directly—has set it apart and driven its rapid growth since entering the Kenyan market.

Looking forward, the platform aims to roll out new features, including logistics solutions and seller education programs, to further streamline the e-commerce experience. This latest award confirms Jiji is not just a participant but a powerful force shaping the future of commerce in Kenya and across East Africa.