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

A better strategy may be to find a local distributor who already has access to small and mid-sized retailers or independent shops, and who can later help you reach the larger supermarket chains. Another entry point is to start with online platforms, which are growing rapidly in Kenya.

In this article, you will find insights into Kenya’s retail landscape and guidance on how to convince distributors and retailers to work with you.

Kenya’s Retail Market at a Glance

Kenya is one of the largest and most dynamic markets in East Africa, with a population of about 55 million (2023).

The economy is diverse, with agriculture, services, and manufacturing driving growth. Agriculture plays a key role, producing tea, coffee, flowers, fruits, and vegetables for both domestic consumption and export. Kenya is also a financial and technological hub, often referred to as the “Silicon Savannah” due to its thriving innovation and fintech sector.

Key cities include:

• Nairobi – the capital and largest city, home to major corporates, financial institutions, and retail chains.
• Mombasa – the main port city and a hub for import trade.
• Kisumu – an important trade city in western Kenya with growing retail activity.

Kenya’s main imports include machinery, transport equipment, petroleum products, iron and steel, resins, and consumer goods—showing strong demand for a wide range of products.

Funding Your Market Entry

Entering a new market is an investment. Distribution agreements, contracts, translations, and marketing all cost money—and you may need additional working capital.

With a well-prepared market entry plan and solid financial data, you stand a better chance of convincing banks and investors to fund your expansion. Our team supports you in building the business case and preparing professional documentation.

How to Start in Kenya: Distributor, Retailer, or Online?

If you’re selling consumer products, you usually need a partner in between. This could be:

Distributors

• Import, store, and distribute products across the country.
• Usually less involved in marketing and brand-building.
• Provide the fastest entry route to the market, with opportunities to test and collect sales data.

Large Retailers

• Risk averse, and often charge listing fees before placing new products on their shelves.
• Offer strong visibility and marketing support, though often at a cost.
• Examples include Naivas, Carrefour, Quickmart, and Chandarana Foodplus—the dominant players in Kenya’s supermarket landscape.

Online

• Platforms such as Jumia, Kilimall, Sky.Garden, and Copia offer growing e-commerce opportunities.
• Easier to experiment with pricing and promotions.
• Lower sales volumes at first, but useful for building reviews, brand awareness, and visibility.

Drafting a Winning Distributor Pitch

To succeed in Kenya, your pitch must answer a key question for any distributor or retailer: “What’s in it for me?”

Even if you have strong marketing materials for consumers, these often don’t highlight the distributor’s benefits. Make it clear why they should prioritize your product over another.

Tips for your pitch:

• Provide clear margins and earning potential for the distributor.
• Share market data, sales rotation, and return rates—even if you think it’s sensitive.
• Show evidence of demand in similar markets.
• Position your product as a value-add to their existing portfolio, not a competitor.

Example: Why Distributors Hesitate

• Retailers must remove another product from the shelf to make space for yours.
• Wholesalers only push a limited number of products to maximize sales per visit.
• Web shops can only feature a few products on their main page.

This means if they choose your product, they need to sacrifice another. That’s why your pitch must convince them that working with you will increase their sales and profitability.

With the right distributor and pitch, Kenya can be an excellent gateway to East African markets.