Isis Nyong’o’s MumsVillage has diversified into ecommerce to help mothers make money with the launch of MumsVillageShop.
“We have grown to become a trusted source for parenting information and community connection in Kenya,” said Isis Nyong’o-Madison, CEO, MumsVillage. Explaining her rationale behind diversifying into e-commerce, she said. “The MumsVillageShop meets the need for parents to have a central place to search, select and buy from a wide range of local and global brands, all from the comfort of their homes and offices. The well-known adage ‘It takes a village to raise a child’ is a reflection of our responsibility, in a way, to ensure that the MumsVillage community remains a supportive place to raise families.”
MumsVillage, a one-stop-shop for mum and baby products and transforming the shopping experience for such products, MumsVillageShop will allow users to buy or sell diapers and wipes, baby gear, toys and books, feeding accessories and safety related products.
Parents will have access to global brands such as Aveeno, Avent, Cussons Baby, Johnson and Johnson, Fisher Price, Huggies, Lifebuoy, Pampers and Tommee Tippee and local Kenyan brands Fluffy Buttah, Grounded, Kijani, Marini Naturals and Tinga Tinga Tales.
MumsVillage, which attracts thousands of parents in Kenya who get the information on general parenting advice and information, health and local family events also runs a digital talk show, the MumsVillageShow in partnership with MojaWifi.
The move into ecommerce has been supported by impact investor Gray Matters Capital’s digital accelerator program – GMC Calibrator. MumsVillage also participated in the Unilever-DFID TRANSFORM partnership and Alibaba efounders Fellowship.
“It is great to see one of the members from the first class of the eFounders program bring their vision to life. The program aims to empower young entrepreneurs to be champions for an inclusive digital economy, and the growth of MumsVillage serves as a positive indicator for the advancement of e-commerce in the region.” said a spokesperson of Alibaba and UNCTAD eFounders Program
MumsVillageShop’s Villagepreneur program provides opportunities for entrepreneurial mothers to set up their online storefronts and help shoppers compare and select the right products, giving them a seamless shopping experience.
A report by financial analysts at Citibank estimated Kenya’s e-commerce market could be worth Sh70 billion in the near term, Sh120 billion in the medium term and Sh500 billion in the long-term. Google’s Consumer Connected Study 2017, attributed the growth in online shopping in Kenya to social media channels such as Facebook, Instagram and Twitter contributing to 15% of the total online shopping spend.
MumsVillage will look to make the most of this rising digital consumption trend in the space and mum and babycare.