03 October 2025
Jumia Group has announced a strategic partnership with Watu Credit aimed at making smartphones more accessible to millions of Kenyans through flexible financing options.
The collaboration allows customers shopping on Jumia to spread payments over daily, weekly, or monthly instalments using mobile money, significantly reducing the high upfront costs that often hinder many from owning quality devices.
Despite smartphone penetration in Kenya reaching nearly 80%, a substantial number of users still rely on low-end devices due to affordability challenges. By integrating Watu Credit’s Internet of Things (IoT)-enabled lending model, which can lock handsets if repayments are missed, the initiative seeks to balance affordability with responsible credit practices. Watu has already financed close to two million devices in Kenya since 2022, demonstrating the effectiveness of its approach.
This partnership is set to make premium brands like Samsung more attainable, opening doors for first-time smartphone owners and those looking to upgrade. According to Jumia East Africa Regional CEO Vinod Goel, smartphones remain among the platform’s best-selling products, and this initiative aligns with Jumia’s broader goal of promoting digital inclusion and economic empowerment across the region.
Initially, the program will be available through agent-assisted purchases before expanding to a fully online platform. Customers will be able to select their devices, complete digital know-your-customer (KYC) procedures, and have their devices delivered directly to their homes. Beyond convenience, the program aims to foster socio-economic development by enabling small entrepreneurs, students, gig workers, and families to participate more fully in Kenya’s digital economy. Access to reliable smartphones is increasingly vital for income generation, education, healthcare, and digital literacy.
This partnership marks a significant step toward narrowing Kenya’s digital divide and equipping communities with the tools necessary to thrive in an increasingly connected world.
