Samsung Electronics East Africa has launched its official direct-to-consumer online store in Kenya in partnership with Housewives Paradise, introducing WhatsApp Shopping as it expands its digital retail strategy in one of Africa’s fastest-growing e-commerce markets. The Samsung Brand Store enables customers to buy smartphones, TVs, home appliances, wearables, and accessories directly from Samsung, with nationwide delivery and payment options including M-Pesa and major bank cards.
Samsung has introduced similar WhatsApp-powered shopping experiences in markets including Brazil and Spain, where customers can browse products and interact with sales advisors through the messaging platform. The Kenyan rollout extends that strategy to East Africa by integrating WhatsApp Shopping into an official direct-to-consumer storefront.
“Today, we officially open the digital doors to the Samsung Brand Store, redefining the e-commerce landscape in East Africa,” said Francis Modi, E-Commerce Manager at Samsung Electronics East Africa. The online store is operated by Kenyan retailer Housewives Paradise and is now available to customers nationwide.
