You want to sell online.
But after reading countless articles about e-commerce platforms in Kenya, you’re still unsure what to pick. Shopify vs WooCommerce comparisons go in circles and always end with the same vague answer: “it depends.” Jumia vs Instagram Shopping guides, on the other hand, rarely talk about the real costs.
You’re not alone.
Countless Kenyan entrepreneurs waste money on the wrong platform because they don’t understand the real costs, technical requirements, or which platform actually matches their business model.
They sign up for Shopify after reading generic “best ecommerce platform” articles written for American audiences, realize they can’t afford the subscription costs plus international transaction fees, then scramble to move everything to WooCommerce. Or they join Jumia, watch 20% of their profit disappear in commissions, and wish they’d built their own store.
This guide will help you choose the best e-commerce platform in Kenya for YOUR business: your budget, your technical skills, your products, and your growth plans. No BS, no tech jargon. Just honest breakdowns so you avoid expensive mistakes.
5 E-commerce Platforms in Kenya Compared
1. Shopify
What it is: An international e-commerce platform where you pay monthly to host your online store.
Best for: Business owners with zero technical knowledge who want a professional store up and running in 24 hours. Think fashion boutiques, beauty products, and home decor.
Pricing reality in KES:
- Basic plan: $27/month (about KES 3,500) if you pay monthly; $20/month (about KES 2,600) if you pay for the whole year (25% savings)
- Transaction fees: 2% per sale if using third-party payment providers (Shopify Payments not available in Kenya, so you’ll use PayPal, Flutterwave, or Pesapal)
- Annual cost: KES 35K-47K depending on billing cycle (not counting payment gateway fees and add-ons)
- Hidden costs: Apps for M-Pesa integration (KES 1,500-3,000/month extra), email marketing tools, and premium themes.
Technical skill needed: Beginner-friendly. If you can use Instagram, you can use Shopify.
Kenyan payment integration: M-Pesa integration requires third-party apps like Flutterwave or Pesapal (adds complexity and cost). Card payments work through Paystack (a Stripe subsidiary) or PayPal.
Pros:
- Easiest setup of any platform (literally drag-and-drop)
- Handles hosting, security, and updates automatically
- Beautiful templates included
- 24/7 support (in English)
Cons:
- Can be expensive, especially if you upgrade to a higher tier than Basic
- Monthly fees eat into profit if you’re just starting
- M-Pesa integration isn’t native (requires paid apps)
- You don’t own the platform (if Shopify shuts down, you’re stuck)
2. WooCommerce
What it is: A free WordPress plugin that turns your website into an online store.
Best for: Business owners who want full control and are willing to learn (or hire someone like Onmedia to set it up). Ideal for growing businesses planning to hit KES 500K+/month in sales.
Pricing reality in KES:
- WooCommerce plugin: Free
- Hosting: KES 1,500-4,500/month (depending on traffic)
- Domain: KES 2,000/year
- SSL certificate: Free (Let’s Encrypt) or KES 1,500/year
- Payment gateway: M-Pesa via Pesapal/Flutterwave (2-3% per transaction)
- Setup cost if hiring: KES 60K-100K one-time (At Onmedia, we build ecommerce websites on WooCommerce for business owners who want the flexibility of WordPress without the technical headaches. We handle setup, M-Pesa integration, and ongoing maintenance – starting at KES 60K.)
- Annual cost if DIY: KES 20-56K (depending on hosting tier and traffic)
Technical skill needed: Intermediate. You need basic WordPress knowledge or a developer to set it up properly.
Kenyan payment integration: M-Pesa integrates smoothly via Pesapal, Flutterwave, or Safaricom plugins. Card payments work through most gateways.
Pros:
- You own everything (full control over design, features, data)
- Scales as you grow (handles 10 orders/month or 1,000 orders/month)
- One-time setup cost, then cheap hosting only
- Thousands of plugins for any feature you need
- SEO-friendly (Google loves WordPress)
Cons:
- Requires technical knowledge (or hiring help)
- You handle security, backups, and updates yourself
- More moving parts = more things that can break
- Learning curve if you’ve never used WordPress
3. Jumia Seller Account
What it is: You list your products on Jumia’s marketplace, and they handle the store, traffic, and (optionally) fulfillment.
Best for: Businesses with products that fit Jumia’s categories (electronics, fashion, beauty, home goods) who want instant access to buyers but can afford 15-20% commissions.
Pricing reality in KES:
- Listing: Free
- Commission: 15-20% of every sale (varies by category)
- Fulfillment by Jumia (optional): 10-15% extra
- Example: You sell a KES 5,000 product. Jumia takes KES 750-1,000. If you use their fulfillment, they take another KES 500-750. You keep KES 3,250-3,750.
- Annual cost: Zero upfront, but 15-30% of your revenue disappears
Technical skill needed: Beginner-friendly. Upload product photos, descriptions, and prices. Done.
Kenyan payment integration: Jumia handles everything (M-Pesa, card, cash on delivery). They pay you weekly.
Pros:
- Instant traffic (Jumia brings buyers to you)
- No website needed
- Trust factor (customers trust Jumia’s brand)
- Fulfillment option (they store, pack, and ship your products if you want)
Cons:
- High commissions eat your margins (20% is brutal for low-margin products)
- You compete with everyone else on price
- Zero control over customer experience
- You don’t own the customer (can’t build an email list)
- Jumia can change rules or suspend your account anytime
4. Instagram/Facebook Shopping
What it is: You tag products in your Instagram/Facebook posts, people click, and buy directly through the app.
Best for: Business owners already selling via WhatsApp/DMs who want to formalize the process without building a full website. Great for fashion, beauty, and accessories.
Pricing reality in KES:
- Setup: Free
- Instagram/Facebook takes: 5% per transaction (if using Instagram Checkout in supported countries – not fully available in Kenya yet)
- If directing to WhatsApp: Free (you handle payment manually)
- Annual cost: KES 0
Technical skill needed: Beginner-friendly. If you can post on Instagram, you can set up Shopping.
Kenyan payment integration: Instagram Checkout isn’t fully available in Kenya yet. Most sellers link to WhatsApp, then use M-Pesa or bank transfers manually.
Pros:
- Free (zero setup or monthly fees)
- Your audience is already on Instagram/Facebook
- Visual products sell well (fashion, beauty)
- No website maintenance headaches
Cons:
- Limited features (no abandoned cart recovery, customer accounts, etc.)
- Unprofessional for serious businesses
- Payment is clunky (WhatsApp back-and-forth)
- You don’t own the platform (algorithm changes kill your reach)
- Hard to scale past KES 200K/month
5. Custom-Built E-commerce Website
What it is: A developer builds an e-commerce store from scratch, designed specifically for your business.
Best for: Established businesses doing KES 1M+/month who need features no platform offers (custom checkout flows, subscription boxes, complex inventory, etc.).
Pricing reality in KES:
- Development: KES 200K-500K+ one-time
- Hosting: KES 4,500-10,000/month (depending on traffic/scale)
- Maintenance: KES 15K-30K/month (developer retainer)
- Annual cost: KES 380K-620K first year, then KES 250K-400K/year
Technical skill needed: You hire developers. You focus on business.
Kenyan payment integration: Whatever you want. M-Pesa, cards, mobile money, bank transfers; fully custom.
Pros:
- Maximum control (anything you imagine, developers build)
- Built for YOUR business (not a template)
- No platform fees eating into profit
- Scalable to any size
Cons:
- Expensive (KES 200K+ upfront is a big investment)
- Takes time (2-3 months to build properly)
- Requires an ongoing developer relationship
- Overkill for most small businesses
Which E-commerce Platform Should YOU Choose?
Here’s the honest decision framework:
- If your budget is under KES 50K and you’re not technical → Shopify (yes, it’s expensive monthly, but setup is instant)
- If you want full control and have KES 60-100K for setup → WooCommerce (best long-term value for growing businesses)
- If you want instant traffic and can afford 15-20% commission → Jumia (makes sense if your margins are fat)
- If you’re testing the market and already selling via WhatsApp → Instagram Shopping (free way to formalize your DM sales)
- If you’re doing KES 1M+/month and need features no platform offers → Custom-built (only worth it at scale)
The biggest mistake?
Picking a platform because everyone else uses it, not because it fits YOUR situation. A Shopify store that costs you KES 10K/month when you’re making KES 50K/month in sales will kill your profit. A Jumia account that takes 20% commission on products with 25% margins leaves you with nothing.
Not Sure Which Platform Fits Your Business?
The best ecommerce platform depends on YOUR products, budget, technical comfort, and growth goals; not what’s popular.
The trap most business owners fall into? Picking based on what they see other businesses using, then realizing 6 months later it doesn’t fit their needs. By then, they’ve wasted money, time, and momentum.
Here’s what to do: Book a free 15-minute strategy call with Onmedia. We’ll review your products, budget, technical skills, and growth plans, then honestly recommend the right platform. Even if it’s not us building it.
We want you on the right platform from day one. Because switching later is expensive, stressful, and kills your sales momentum.
