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. The company said the platform complements its existing retail network while giving consumers access to online-exclusive products and offers.
A key feature of the platform is WhatsApp Shopping, allowing customers to connect with Samsung sales representatives for product recommendations, purchasing assistance, and order tracking directly through WhatsApp. Home appliance purchases also include Samsung’s Signature Service, offering certified installation and priority customer support.
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.
Alongside the consumer platform, Samsung has launched a dedicated B2B portal for businesses, SACCOs, educational institutions, healthcare providers, and government agencies, supporting bulk procurement and enterprise device management through Samsung Knox.
The move gives Samsung a direct sales channel that allows it to strengthen customer relationships, offer exclusive products unavailable through traditional retailers, and gain greater control over the end-to-end shopping experience while collecting valuable customer insights.
“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.