Last week, I came across a Facebook video of a farmer in Kisii advertising fresh matoke. As the mother of a weaning baby, finding quality matoke has always been a challenge.
Like many Kenyans, I hesitated, wondering whether the seller was genuine. I took the chance anyway, and two days later my parcel arrived. It reminded me how technology is transforming markets while highlighting the need for ethical digital practices in an era of online scams.
Micro, Small and Medium Enterprises (MSMEs) are the backbone of Kenya’s economy, employing nine out of every 10 young people entering the workforce. Yet many still rely on paper records to manage sales, stock and expenses, limiting productivity, access to finance and growth.
Artificial Intelligence (AI) and digital tools offer an opportunity to change that. AI is not simply about replacing jobs; it helps businesses improve productivity, make informed decisions and better understand customers.
At the same time, platforms such as TikTok and Facebook have evolved into thriving marketplaces, while free tools like Canva enable entrepreneurs to market products professionally at minimal cost.
However, technology is only as valuable as the trust behind it. Every successful online transaction depends on honesty, transparency and consumer confidence. Entrepreneurs who embrace ethical digital practices—by delivering quality products, protecting customer data and honouring their promises—will build loyal customers and stronger brands in an increasingly competitive online marketplace.
Many businesses now operate from home, using social media to reach customers and pickup points to avoid the cost of physical shops. Consumers also benefit from real-time information about products and promotions.
The Government’s Bottom-Up Economic Transformation Agenda recognises the importance of MSMEs through programmes such as Nyota, which combines business training, financial inclusion and digital tools.
As the African Union advances its Continental AI Strategy, Kenya must invest in digital literacy, afford-able internet and ethical technology use.
The future of MSMEs will depend not only on access to capital but also on their ability to embrace technology, innovation and data.
Empowering entrepreneurs with the right skills and tools will create jobs, strengthen businesses and build a more resilient economy.
The writer works for the Center for Environment Justice and Development (CEJAD).
