Find Distributors and Retail Buyers in Africa – Focus on Kenya

Identifying the top retail chains in Africa where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

In Kenya, a good starting point is to find a local distributor who understands the market and can help place your product in independent shops, mini-supermarkets, and eventually large retail chains. Alternatively, e-commerce is gaining traction and can offer a lean, scalable entry point.

This article gives you an overview of the Kenyan retail market and guidance on how to approach and convince distributors, retailers, and web shops to carry your products.

Distributor: Find the Right Retail Channels in Kenya

Kenya is one of East Africa’s most dynamic economies, with a population exceeding 55 million and a rapidly urbanizing and digitally connected consumer base. Nairobi, Mombasa, Kisumu, Nakuru, and Eldoret are the key urban centers with developed retail ecosystems.

Kenya’s economy is anchored in agriculture, services, manufacturing, ICT, and retail trade. The country has become a hub for innovation and logistics in East Africa, with a strong entrepreneurial spirit and robust infrastructure for trade and distribution.

Kenya’s retail market is a mix of modern retail outlets, traditional markets, and thousands of dukas (small shops). Understanding this hybrid setup is key to a successful go-to-market strategy.

Supermarket Chains in Kenya

Kenya has a vibrant retail scene, with an expanding network of modern trade outlets alongside traditional retail. Key supermarket chains include:

• Naivas Supermarket – The leading retailer in Kenya with strong nationwide coverage.
• Quickmart – Rapidly expanding with a modern shopping experience.
• Carrefour Kenya – Operated by Majid Al Futtaim, targeting middle and upper-income consumers.
• Chandarana Foodplus – Focused on high-end urban markets with a wide range of international products.
• Eastmatt – Mid-sized chain with branches in Nairobi and peri-urban towns.
• Cleanshelf Supermarkets – Present in several towns with local positioning.

Additionally, Kenya has independent retail outlets, wholesalers, and informal markets that play a critical role in consumer goods distribution, especially outside major cities.

Travel to Kenya for a Better Impression

The best way to prepare for doing business in Kenya is by visiting the country. This allows you to:

• Tour retail outlets
• Meet potential distributors
• Experience consumer behavior firsthand
• Build local relationships

Travel Tools:

• Trip.com – Compare flight and hotel options.
• Hotellook – Access best hotel deals across booking platforms.
• Localrent – Book local car rentals easily across Kenyan cities.

How to Start in Kenya: Distributors, Retailers or Online?

If your product cannot be sold directly from your home country to end-users, you need at least one local sales channel. Here are the options:

Distributors

• Import, warehouse, and supply your product to various retailers or resellers.
• May already serve leading retail chains and understand import logistics.
• Often need marketing support and clear volume expectations.

Retailers

• Big retailers may require listing fees, promotional contributions, or in-store activation.
• They offer visibility, access to large volumes, and nationwide reach.
• More likely to onboard new products that have local demand data or unique appeal.

Online

• E-commerce in Kenya is expanding fast, with platforms such as:
  • Jumia Kenya
  • Masoko (by Safaricom)
  • Kilimall
  • Sky.Garden
• Online retail is great for market testing, gathering reviews, and reaching tech-savvy urban consumers.

Key Question for Any Distribution Partner: How Much Will I Earn?

Distributors and retailers in Kenya are profit-focused and cautious. Before they commit to listing your product, they’ll ask:

• How much profit can I make?
• What is the expected monthly turnover?
• Will this product replace something else on my shelves?
• How will you support the product locally?

Retail shelf space is limited, and distributors have limited time to promote new items. You need a clear, compelling business case that addresses their risk.

Customs Clearance for Kenya

Kenya has a relatively structured import system. Key requirements include:

• Importer registration with the Kenya Revenue Authority (KRA)
• A Pre-Export Verification of Conformity (PVoC) inspection from approved agencies like SGS, Bureau Veritas, or Intertek
• Use of the Kenya TradeNet System (Single Window System) for documentation
• Payment of import duties, VAT, and relevant levies

You may consider working with a local Importer of Record (IOR) or logistics partner such as Tecex, who can handle clearance and distribution.

How to Draft Your Distributor Pitch

Many exporters make the mistake of sending consumer-oriented brochures to potential distributors. These materials don’t communicate the key value proposition to a business partner.

Your distributor pitch deck should highlight:

• Product margins and selling price
• Target market and competitors in Kenya
• Expected turnover, reorder rates, and marketing support
• Import readiness (certifications, PVoC, packaging compliance)
• Testimonials, sales performance in similar markets, and brand value

Be concise, data-driven, and clear about how the distributor will benefit financially.

Want Help Finding Distributors in Kenya?

We support international companies looking to enter the Kenyan market with:

• Market scans and distributor identification
• Distributor and retailer outreach
• Pitch development and business meetings
• In-market representation and local business development
• Support with logistics, regulations, and activation

Let’s connect to explore how we can help you set up your distribution and sales in Kenya.