New e-commerce alliance launched to boost Kenya’s digital trade

Nairobi, Kenya - A new industry body, the Kenya E-Commerce Alliance (KECA), has been formed to unite businesses and stakeholders in addressing challenges related to digital trade. KECA was established during the Digital Trade Congress 2026 in Nairobi, which focused on the theme "From Local to Global: Scaling Cross-Border Trade."

KECA CEO and trade summit convener, Martin Muli, emphasized the need for stronger coordination to enable businesses to capitalize on the increasing growth of digital commerce. He highlighted that while Kenya possesses a robust digital infrastructure, the next step is to simplify digital trade across borders and on a larger scale.

Muli explained that the alliance aims to represent the industry, advocate for its interests, share knowledge, build capacity, enhance market access, and collaborate across the e-commerce value chain.

Timothy Were, Director of ICT and Trade at the State Department of Trade, welcomed the creation of the alliance, stating that digital traders require a more robust voice in policy and regulatory discussions. Were suggested that KECA should closely examine the legal and regulatory framework being developed by the State, identify barriers faced by businesses, and propose practical solutions to help Kenyan enterprises sell more effectively and competitively in African markets.

He also mentioned that the alliance would facilitate a shift from policy discussions to implementation by giving businesses a more significant role in shaping the regulatory environment.

Jennifer Chiku, Digital Trade Manager at GIZ-Kenya, stressed the importance of enhanced cooperation among industry associations in influencing digital trade policies at both national and continental levels. She emphasized that a strong umbrella association, backed by a legal system, would serve as a voice for the private sector and provide valuable feedback on ground realities regarding several protocols aimed at fostering an ecosystem where African SMEs can prosper.

Chiku noted that the success of e-commerce relies on a supportive ecosystem, advocating for more than just selling more products online but rather creating an environment where African businesses can confidently accept digital payments, build trust, and navigate cross-border transactions seamlessly.

The launch of KECA coincides with growing interest in Africa's digital economy and the potential opportunities created by the African Continental Free Trade Area (AfCFTA). Digital platforms can enable smaller businesses to access regional markets, but participants emphasized the necessity of improvements in trade facilitation, payment interoperability, logistics, consumer protection, digital skills, and regulatory coordination to streamline cross-border digital trade.

KECA intends to bring industry players together to tackle these challenges and enhance Kenya's standing in regional digital trade.