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Players in the industry cite this as a major reason that has led to a majority of people keeping off e-commerce platforms in Kenya. According to officials at Kenya's online retailer Jumia, e-commerce service providers should devise strategies, that instill confidence in buyers. They spoke during the launch of Jumia's E-commerce in Rural areas report. The e-commerce industry in Kenya is currently estimated to be worth more than hundred and twenty billion shillings annually.
Lack of trust major concern among online shoppers
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