More than six in ten Kenyan consumers discover new brands or retailers while shopping online, highlighting opportunities for businesses seeking to reach customers through digital platforms.
According to Visa’s Stay Secure 2026 study, 61 per cent of consumers in Kenya say they typically discover new brands or retailers when shopping online.
For businesses, the findings point to the growing importance of having a digital presence as more customers turn to online platforms to find products and services.
Restaurants, retailers and other service providers can use these platforms to connect with customers beyond those who visit their physical premises.
However, attracting customers online is only part of the process. Businesses also need payment systems that make it easy for people to complete transactions.
Digital Platforms Creating Opportunities
For a restaurant operating in Nairobi, reaching customers no longer depends entirely on people walking through its doors.
Through food delivery platforms such as Uber Eats, restaurants can receive orders from customers who may not have visited their premises.
Similarly, Uber connects drivers with customers looking for transport services, demonstrating another way digital platforms bring service providers and consumers together.
As more transactions take place through such applications, reliable digital payments have become an important part of the experience.
Visa collaborates with digital platforms, including Uber, to support convenient and secure card payments.
Customers using Uber and Uber Eats can select eligible Visa cards to pay for rides and food orders, where supported, without needing to have cash ready.
For businesses, digital transaction records can also be useful when monitoring payments and reconciling daily sales.
Consumer Trust Key to Digital Growth
While digital platforms provide opportunities to reach customers, businesses also need to earn their confidence.
Visa’s Stay Secure 2026 study found that 67 per cent of Kenyan consumers would feel secure receiving real-time alerts from their banks or payment applications when suspicious activity is detected.
The research also established that 48% believe government authorities and regulators should be primarily responsible, followed by payment providers at 36% and banks and financial institutions at 29%. Only 12% believe consumers themselves should hold primary responsibility.
These findings highlight the importance of security in supporting consumer confidence as businesses increasingly conduct transactions online.
Visa uses technologies such as fraud monitoring and encrypted transaction processing to help protect digital payments.
For customers ordering through Uber Eats or booking rides on Uber, these technologies form part of the wider payment infrastructure supporting secure card transactions.
Opportunities for Small Businesses
For small businesses, digital platforms offer opportunities to serve customers without depending entirely on physical visits to their premises.
However, being visible online does not automatically translate into sales.
Customers still need confidence that they can place orders and complete payments without unnecessary complications.
For restaurants, merchants and other service providers, reliable digital payment systems can support transactions while making it easier to maintain financial records.
The findings from Visa’s study suggest that businesses have an opportunity to benefit from changing consumer habits, particularly as more Kenyans discover products and services online.
For businesses using platforms such as Uber and Uber Eats, convenient and secure payments form part of the wider digital experience that connects them with customers.
As Kenya’s online economy expands, businesses that combine digital visibility with reliable payment experiences will be better positioned to take advantage of new opportunities.
