Naivas, Uber Eats Ink Deal to Accelerate Kenya’s Online Retail Growth

Shoppers at Naivas Supermarket around Nairobi will enjoy access to thousands of fresh produce to electronics, groceries to household essentials, and more delivered straight to their doorsteps through the Uber Eats platform after the leading retailer signed a strategic partnership to accelerate e-commerce growth and enhance shopping convenience across Kenya.

The partnership which marks a new phase in Kenya’s retail evolution, reflecting a “clicks-and-mortar” model that blends physical retail with digital convenience, is projected to account for over 25 per cent of total retail sales by 2026, positioning Kenya among the region’s key growth
markets.

Speaking during the MoU signing, Naivas Chief Executive Officer, Andreas Von Paleske, noted that this collaboration is a natural step in the brand’s evolution:
“The partnership with Uber Eats allows us to extend our trusted in-store experience to the digital space, giving shoppers more convenience, choice, speed, and flexibility in how they access everyday essentials,” he stated.

According to Uber Eats Kenya General Manager, Wangui Mbugua, the collaboration aligns with Uber’s mission to use technology to simplify everyday life:
“Kenyan consumers are among the most digitally engaged in Africa. 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. This partnership brings global logistics innovation to local retail strength, while Uber One adds even more value through affordability and loyalty benefits that reward customers every time they shop. At only Sh280, Kenyan consumers can sign up
to Uber One and get free delivery and more value,” she stated.

The rollout begins with select Naivas outlets in Nairobi, before expanding to other major towns.

According to Statista (2025), the market is projected to reach USD 1.35 billion this year, expanding at a 10.7 per cent annual growth rate through 2030.

A Kepios Digital Report (2025) further notes that 78 per cent of Kenyan internet users now browse or shop online, signalling a major shift in consumer habits driven by smartphone adoption and urban lifestyles.

This is the first major signing since taking over the helm of the retailer at the start of this month.