E-commerce in rural Kenya

eCommerce is growing in Kenya. Currently, 42% of the country's population has access to the internet, but according to Statsita Market Forecast, this is projected to grow to almost 60% by 2026. Pan-African technology group, Jumia is at the forefront of how increased access is reshaping consumer behaviour in rural Kenya and Business Day TV spoke to the firm's CEO Charles Ballard for more insight.