Samsung Electronics East Africa has unveiled its official direct to consumer online store in Kenya, introducing a WhatsApp Shopping feature as part of its strategy to strengthen its presence in one of Africa’s fastest growing e commerce markets.
The new Samsung Brand Store was launched in partnership with Kenyan retail company Housewives Paradise, giving customers across the country direct access to Samsung products through an official online platform.
Consumers can now purchase a wide range of Samsung devices, including smartphones, televisions, home appliances, wearable gadgets and accessories, with nationwide delivery available. The platform also supports convenient payment methods such as M Pesa and major bank cards.
Samsung said the online store is designed to complement its existing retail outlets while providing customers with access to exclusive online deals and selected products that may not be available through traditional sales channels.
One of the platform’s standout features is WhatsApp Shopping, which allows customers to communicate directly with Samsung sales representatives through WhatsApp. The service enables users to receive product recommendations, get assistance with purchases and monitor their orders from start to finish without leaving the messaging app.
Customers buying home appliances will also benefit from Samsung’s Signature Service, which includes professional installation by certified technicians as well as priority after sales support.
The company noted that the WhatsApp Shopping experience has already been introduced successfully in countries such as Brazil and Spain. With its launch in Kenya, Samsung is extending the same digital shopping experience to East Africa through its official online store.
In addition to serving individual consumers, Samsung has also introduced a dedicated business to business portal designed for organisations including businesses, cooperative societies, educational institutions, healthcare providers and government agencies. The platform supports bulk purchases and enterprise device management through Samsung Knox.
The company believes the direct sales channel will help strengthen relationships with customers by offering a more personalised shopping experience, exclusive product availability and greater control over the entire purchasing process. It also provides Samsung with valuable customer insights that can help improve future products and services.
Speaking on the launch, Francis Modi, E Commerce Manager at Samsung Electronics East Africa, said the company is opening a new chapter in online retail across the region through the Samsung Brand Store, describing it as a major step toward transforming the e commerce experience in East Africa.
The online store, operated by Kenyan retailer Housewives Paradise, is now open and available to customers across Kenya.
