Yaga, South Africa’s leading app for buying and selling preloved goods, has expanded to Kenya following four successful years in South Africa, where sellers have collectively earned over KSh 4.2billion.
Yaga looks forward to introducing its unique platform in Kenya to enable users in Kenya make the most of what they own while contributing to a more sustainable fashion culture.
“Preloved is no longer a niche; it’s quickly becoming the norm,” said Aune Aunapuu, CEO and Founder of Yaga. “Our growth trajectory shows that consumers are eager for a trustworthy, profitable, and user-friendly platform.”
To date, South Africans have sold close to 2 million items through Yaga, with top sellers reporting monthly earnings of up to KSh 140,000. The app not only allows users to sell unused clothes, accessories, and other items, but buyers also benefit from savings of 50-80% off retail prices. This makes high quality, like new or great-condition items, accessible to Kenyans, alleviating financial pressures while giving everyone more options for shopping.
Unlike other online marketplaces, Yaga incorporates an escrow system for secure transactions by holding the funds until the buyer confirms that the item arrived in the expected condition. This allows users to shop confidently, knowing they are guaranteed a full refund if the item is not as described.
One of Yaga’s priorities is to provide a seamless user experience by integrating local payment systems, such as M-PESA and offering logistic solutions. This localisation meets the needs of Nairobi’s bustling marketplace culture, connecting buyers and sellers at the click of a button.
This user-centric approach also champions sustainability and fosters mindful consumption habits. Each sale on Yaga extends the life of an item, preventing it from ending up in landfills and reducing the overall environmental impact of the fashion industry, which is cited as the planet’s third-largest polluter according to the 2021 report from the World Economic Forum.
With this announcement made the day before Black Friday, Yaga offers Kenyans an alternative to conventional retail by promoting mindful shopping. “While technology has optimised traditional e-commerce, person-to-person marketplaces have lagged behind,” said Aunapuu. “Yaga meets this demand, building a future where community-based buying and selling is safe, easy, and profitable.”