Samsung Unveils Online Brand Store for Kenyan Shoppers

Samsung Electronics East Africa has launched its first direct-to-consumer digital store in Kenya, a move aimed at strengthening its online retail presence and tapping into the country’s growing mobile-first consumer market.

The new Samsung Brand Store, developed in partnership with Housewives Paradise, enables consumers to purchase Samsung smartphones, televisions, home appliances, and other devices directly from the company through an online platform. The store is designed to complement Samsung’s existing retail network while expanding access to products that are not available through traditional outlets.

According to Samsung, the platform takes advantage of Kenya’s high internet penetration and widespread adoption of mobile payment solutions to simplify the customer purchasing journey while broadening the company’s market reach.

The online store introduces exclusive products available only through the platform, including unique smartphone colour options, specialised product sizes and select home appliances. Customers will also have access to promotional bundles combining flagship smartphones with wearable devices or complete home entertainment systems at discounted prices.

To improve customer experience, Samsung has integrated WhatsApp conversational commerce into the platform, allowing shoppers to consult sales representatives, receive product recommendations and track their orders through the messaging application.

Home appliance buyers will also receive Samsung’s Signature Service, which includes certified installation, personalised assistance and priority after-sales support.

Alongside the consumer platform, Samsung unveiled a dedicated business-to-business portal targeting corporate organisations, SACCOs, schools, healthcare institutions and government agencies. The platform supports bulk procurement of Samsung devices and incorporates enterprise device management through Samsung Knox Manage and Knox Guard.

Speaking during the launch, Francis Modi, E-Commerce Manager at Samsung Electronics East Africa, said the new platform represents a major shift in how the company engages with customers in Kenya.

“Today, we officially open the digital doors to the Samsung Brand Store, redefining the e-commerce landscape in East Africa,” he said.

The Samsung Brand Store is now live with inventory covering mobile devices, home displays, and smart appliances, supported by nationwide delivery and dedicated customer support services.

The launch comes as manufacturers increasingly invest in direct online sales channels to offer exclusive products, strengthen customer relationships, and respond to growing demand for convenient digital shopping experiences in Kenya.