Jumia and Kilimall Under Fire as Top Sources of Counterfeit Goods in Kenya

Kenya’s leading e-commerce platforms, Jumia and Kilimall, are under intense scrutiny after being identified as key distribution channels for counterfeit goods in the country.

A recent report by the Anti-Counterfeit Authority (ACA) has revealed that online platforms now account for approximately 31% of all counterfeit purchases in Kenya, second only to street vendors, who are responsible for about 60% of the market. This shift signals a growing concern over the trustworthiness of digital marketplaces and their role in facilitating the sale of fake goods.

According to the ACA, Kenya is losing an estimated Ksh800 billion annually to counterfeit trade. The affected products span multiple sectors, including electronics, pharmaceuticals, fashion, automotive parts, cosmetics, and even agriculture—with fake fertilizers and substandard pesticides posing serious threats to food security and public health.

The report also cites China as the primary source of counterfeit imports, although local production and repackaging operations are also a significant contributor to the black market.

Online platforms such as Jumia and Kilimall have come under fire due to recurring consumer complaints about receiving fake or substandard products. On social media platforms like Reddit, users have reported ordering well-known brands such as JBL headphones only to receive imitations in incorrect packaging.

Some customers have also raised alarm over privacy violations, claiming that sellers accessed their phone numbers and contacted them directly after placing orders.

While Jumia has publicly maintained a strict anti-counterfeit policy—prohibiting the sale of fake goods and pledging collaboration with law enforcement to remove offending vendors—many users argue that enforcement remains inconsistent.

The company warns that vendors found selling counterfeit items risk suspension, withheld payments, or legal action. Kilimall, on the other hand, has offered little in the way of public accountability or structured policy to address the problem, and continues to be a hotspot for dubious vendors, with refund delays and poor customer service frequently cited by buyers.

The Kenyan government has begun taking steps to address the crisis. The Kenya Revenue Authority (KRA) has introduced inland inspection points, enhanced surveillance using cargo scanners, and strengthened port monitoring in collaboration with the ACA. Meanwhile, the “Fagia Bandia” public awareness campaign is being rolled out to educate consumers on how to identify fake products and report suspicious sellers.

Experts are also calling for stronger regulation of online marketplaces. They suggest mandatory vetting of all vendors, tighter data protection standards to safeguard consumer information, and prompt resolution systems for disputes involving counterfeit goods.

Moreover, there is a growing consensus that Kenya must collaborate with international partners—especially manufacturing hubs like China—to track and disrupt counterfeit supply chains at the source.

Despite rising awareness, the scale of the problem remains daunting. The ACA report shows that while 83.9% of Kenyans are aware of counterfeit goods—up from 71.9% in 2021—many still knowingly purchase fake items due to affordability or lack of alternatives. This demand, coupled with poor enforcement and the anonymity of online transactions, continues to fuel the growth of counterfeit trade.

As e-commerce expands in Kenya, the pressure is mounting on platforms like Jumia and Kilimall to clean up their digital shelves. Without stronger oversight and transparency, the rise of counterfeit goods threatens to erode consumer confidence, compromise health and safety, and undermine the broader gains of the digital economy. For Kenya to maintain its e-commerce momentum, stakeholders must come together to ensure online shopping remains safe, authentic, and beneficial for all.