HOW KENYANS ARE USING ONLINE MARKETPLACES TO SAVE ON CARS
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Buying a car in Kenya has always been a major decision, whether for a first-time buyer looking for a reliable Uber vehicle or a family upgrading to a larger car. Affordability and convenience are top priorities, but in the past, purchasing a car meant hopping from one dealership to another, dealing with brokers, and navigating inflated prices. However, the rise of online marketplaces is transforming the car-buying experience, helping Kenyans save time and money while finding the right vehicle.
Why Online Marketplaces Are Taking Over
The internet has revolutionized business transactions in Kenya, and the car market is no exception. According to GSMA Intelligence, Kenya had 66.04 million cellular mobile connections at the beginning of 2024. With growing smartphone penetration and seamless mobile money transactions, platforms like Jiji, CarBazaar, and Autotrader are changing how people buy and sell cars. From second-hand imports to locally used vehicles, everything is now just a search away.
Online marketplaces provide buyers access to hundreds of listings, enabling them to compare prices, review features, and negotiate directly with sellers. Unlike traditional car bazaars, where brokers inflate prices, these platforms allow buyers to get better deals by cutting out the middlemen. Competition among sellers further drives prices down, making vehicles more affordable.
For those seeking gari safi (well-maintained vehicles), online platforms also list cars from verified dealers, reducing the risk of fraud. Since Kenyans love a good bargain, the ability to negotiate and secure the best price makes these platforms highly appealing.
Where Kenyans Are Buying Their Cars Online
Among online car marketplaces, Jiji stands out as a leading platform, offering thousands of listings, direct buyer-seller interactions, and advanced search filters for easy browsing. Whether someone is looking for a budget-friendly Toyota Passo or a premium Land Cruiser, they are likely to find it there. To assist buyers and sellers in determining fair market prices, Jiji offers a free online car valuation service. The ability to browse listings and receive instant valuations from anywhere—at work, in traffic, or at home—makes online marketplaces the preferred choice for many Kenyans looking to buy or sell cars.
Is the Shift to Online Buying Here to Stay?
The numbers suggest that online car buying is more than just a trend. Kenya’s e-commerce industry is booming, and more people are comfortable making large purchases online. In 2024, the International Trade Administration projected that:
“Revenue in the e-commerce market in Kenya is projected to reach $900 million in 2024, with the number of users expected to reach 12.26 million.”
Additionally, the World Bank reports that digital payment usage rates are as high as 95-98% among account holders in economies like Kenya and South Africa. With expanding car financing options and digital transactions becoming the norm, it’s only a matter of time before more Kenyans embrace fully digital car shopping over traditional car yard visits.
Of course, buyers must remain vigilant. Scammers exist, and deals that seem too good to be true often are. Before making payments, buyers should meet the seller, inspect the car in person, and verify logbooks. With a little due diligence, Kenyans can fully enjoy the benefits of online car shopping while avoiding potential pitfalls.
The Bottom Line
For many Kenyans, buying a car no longer requires spending entire weekends visiting car yards. With a smartphone and a bit of patience, finding the perfect ride is now as easy as browsing through an app. Online marketplaces are reshaping the car-buying experience, making car ownership more accessible, transparent, and affordable than ever before.
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