Jumia and Watu Credit Partner to Make Premium Smartphones More Affordable in Kenya

Jumia Group  has entered into a strategic partnership with Watu Credit  to make smartphones more accessible to millions of Kenyans through flexible financing options. Under the arrangement, customers shopping on Jumia can now spread payments over daily, weekly, or monthly instalments via mobile money, easing the high upfront costs that often prevent many from owning quality devices.

Although smartphone penetration in Kenya has reached nearly 80%, a large portion of users continue to rely on low-end devices due to price barriers. By integrating Watu Credit’s IoT-enabled lending model, which locks handsets if repayments are missed, the initiative strikes a balance between affordability and sustainable credit practices. Watu has already financed close to two million devices in Kenya since 2022, showcasing the strength of its approach.

With this collaboration, popular premium brands like Samsung will become more attainable, opening opportunities for first-time smartphone owners as well as those seeking upgrades. According to Jumia East Africa Regional CEO Vinod Goel, smartphones are consistently among Jumia’s best-selling items, and this partnership directly advances the company’s goal of promoting digital inclusion while contributing to economic empowerment.

The program will initially be rolled out through agent-assisted purchases before expanding to a fully online process, where customers will be able to choose their device, complete digital KYC, and have it delivered to their doorstep.

More than just convenience, the initiative promises to drive socio-economic impact. By providing buy-now-pay-later (BNPL) options, Jumia and Watu are enabling small entrepreneurs, students, gig workers, and families to participate more fully in Kenya’s digital economy. Reliable smartphones are increasingly essential for income generation, education, healthcare access, and digital literacy.

This partnership represents a significant step in narrowing Kenya’s digital divide and empowering communities with the tools needed to thrive in a connected world.