Safety and privacy concerns remain among the biggest challenges facing women micro-entrepreneurs using digital payment platforms in Kenya, even as adoption of mobile-based business tools continues to rise, a new report by the GSMA, IDinsight and YUX has revealed.
The study, which examined usage of Safaricom’s Pochi la Biashara platform, found that many women traders value digital payments for convenience and financial control but still face risks linked to privacy, harassment and trust.
Researchers noted that some merchants experienced harassment after customers obtained their phone numbers through payment stickers displayed at shops and market stalls. The findings have pushed Safaricom to redesign some customer protection measures, including removing phone numbers from payment notifications and developing additional privacy features expected to launch in 2026.
The report highlights how concerns around safety continue to influence how women engage with digital financial services, despite Kenya being one of Africa’s most mature mobile money markets.
At the same time, the findings show that products designed around the realities of informal trade are gaining traction among women entrepreneurs. Active female users of Pochi la Biashara grew by approximately 92 percent between December 2024 and December 2025, compared to 78 percent growth among men.
Women now account for more than 52 percent of active Pochi users, representing over 900,000 merchants nationwide.
Launched in 2020, Pochi la Biashara allows traders to separate personal and business money through a dedicated M-PESA wallet while accessing features such as non-reversible payments, mini-statements, airtime commissions, savings options and working-capital loans.
According to the study, women traders were particularly attracted to features that offered protection against fraudulent payment reversals and helped improve financial discipline in day-to-day business operations.
Many users also reported positive business outcomes after adopting the service. About 35.6 percent of new users said they had improved their savings habits, while 24.2 percent reported increased sales.
A trader from Kajiado County interviewed during the study said the platform had strengthened her confidence in running her business.
“Pochi makes me feel like the CEO of my business. I’m in control, I track my money, and I’m able to support my family.”
The report further found that human interaction remains critical in expanding digital financial inclusion. Peer recommendations and face-to-face onboarding were identified as major drivers of adoption among women micro-entrepreneurs surveyed in Nairobi, Murang’a and Kajiado counties.
Safaricom has also seen significant commercial growth from the platform. Pochi la Biashara generated KSh1.68 billion in revenue in the first half of fiscal year 2026, while the number of accounts rose by 72.6 percent year-on-year to approximately 1.5 million accounts.
