Kenya’s largest retail chain Naivas Limited has partnered with global on-demand delivery platform Uber Eats to expand digital shopping and accelerate the growth of e-commerce across the East African nation.

The strategic partnership, unveiled Thursday at Naivas’ head office in Nairobi, aims to integrate Naivas’ trusted retail operations with Uber’s advanced delivery technology — enabling customers to shop for thousands of Naivas products directly on the Uber Eats app and enjoy fast, reliable home delivery services.

Under the collaboration, customers can order a wide range of items, from fresh produce and groceries to electronics and household essentials, marking a significant step toward a more connected and technology-driven retail experience in Kenya.

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Andreas Von Paleske, Naivas Chief Executive Officer, said the partnership reflects the retailer’s continued commitment to enhancing convenience and accessibility for its customers in a rapidly changing digital marketplace.

“At Naivas, we’ve always strived to meet our customers where they are — and increasingly, they’re online,” Von Paleske said. “This partnership with Uber Eats allows us to extend our trusted in-store experience into the digital space, offering shoppers more convenience, choice, speed, and flexibility in how they access everyday essentials.”

The collaboration will initially roll out across select Naivas outlets in Nairobi, before expanding to other major towns across Kenya in the coming months.

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Wangui Mbugua, Uber Eats Kenya General Manager, said the move underscores Uber’s mission to use technology to simplify everyday life while supporting local businesses to scale through digital tools and delivery innovation.

“Kenyan consumers are among the most digitally engaged in Africa,” Mbugua said. “Together with Naivas, we’re making it easier for them to get what they need, when they need it — whether it’s groceries, household items, or fresh produce.”

She added that the partnership also introduces Uber One, a loyalty program designed to offer customers free delivery and added value at an affordable subscription rate of KES 280 per month.

“This collaboration brings global logistics innovation to local retail strength, and Uber One enhances it further through affordability and loyalty benefits that reward customers every time they shop,” she said.

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Industry observers say the partnership highlights Kenya’s growing appetite for digital commerce as consumer habits shift toward convenience and speed, driven by smartphone adoption, mobile payments, and expanding internet access.

According to Statista (2025), Kenya’s e-commerce market is projected to reach 1.35 billion U.S. dollars this year, growing at an annual rate of 10.7 percent through 2030. A Kepios Digital Report (2025) further notes that 78 percent of Kenyan internet users now browse or shop online, underscoring how digital platforms are reshaping the country’s retail landscape.

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Analysts describe the Naivas–Uber Eats collaboration as a key example of the “clicks-and-mortar” retail model — combining the reliability of physical stores with the convenience of online shopping — a trend that is rapidly redefining global commerce.

Globally, e-commerce is projected to account for over 25 percent of total retail sales by 2026, positioning Kenya among Africa’s most promising digital retail markets.

“This partnership symbolizes how global and local businesses can work together to transform customer experience,” Von Paleske added. “It’s not just about faster delivery — it’s about shaping the future of retail in Kenya.”