Kenya e-trade giants sweat under glare of social media

Electronic commerce (e-commerce) has been one of Kenya’s fastest growing sectors with start-ups attracting billions of shillings in investments every year, but the tide has slowly turned leaving giant firms and their investors grimacing in pain of losses.

In 2022, sector startups received a record Sh29.6 billion ($230 million) in investor funding accounting for about 18 percent of the total amount raised by local startups that year.