Safaricom’s e-commerce platform, Masoko, has undergone a quiet but significant transformation, now offering a range of premium smartphones and other electronics that aren’t readily available in the Kenyan market. These are devices whose manufacturers have no presence in the market, with no major retailer or telco selling them over here.
I was recently browsing through the website and found an exciting lineup of devices, including OnePlus, NOTHING, and Google Pixel smartphones – brands that have traditionally been hard to find in the local market. These devices are currently only either stocked by smaller not-well-known retailers (making everything a gamble), or via importers, which often come with longer delivery times or higher prices.
New Offerings: From Premium Smartphones to Gaming Consoles and Laptops
Masoko’s new inventory doesn’t stop at smartphones. I also found a range of MacBook laptops, popular gaming consoles like the Nintendo Switch, Xbox Series S, Xbox Series X, and the PS5 Slim. There are also Pixel tablets and other tablet options. This new direction is kind of positioning Masoko.com as a go-to platform for Kenyans seeking a broader selection of high-end electronics.
One of the most notable deals I found is an iPhone 15 Pro Max listed at KES 182,700, which is considerably cheaper than what I paid for the same model and lower than prices found at many other local retailers – even right now. I mean, visit Elite Digital and see those horrendous prices – they aren’t even showing pricing on their website.
A Revamp Without a Formal Announcement?
Interestingly, despite these impressive changes, Safaricom has not made any official statements about the revamping of Masoko since cutting off third-party retailers in 2019. The website appears to have quietly evolved into a hub for premium tech brands and electronics, suggesting a renewed focus on offering a wider range of high-quality products directly from Safaricom.
This move likely reflects a broader strategy to position Masoko.com as a more prominent player in the e-commerce space by offering exclusive products. The addition of brands like OnePlus, NOTHING, and Google Pixel (and hopefully more) – which have no official local presence in Kenya – indicates that Safaricom is making a push to bring international tech brands directly to consumers.
Trustworthy Purchases with Local Support
One of the biggest advantages of this revamped offering is the peace of mind that comes with buying directly from Safaricom. Kenyans can now get devices like OnePlus, NOTHING, and Google Pixels with the same return and refund policies as other products sold through Safaricom, eliminating the risk of dealing with unverified sellers or importers. This is a significant benefit for consumers who previously had to either wait weeks for deliveries from smaller retailers or deal with high markups from less reliable sources.
The usual brands that are available locally are also still listed.
A better way for Safaricom to do e-commerce:
In conclusion, this new direction for Masoko is far better than its initial broad approach. In my November 2018 article, I critiqued Masoko for failing to stand out, merely mimicking other e-commerce platforms without offering anything unique. The lack of differentiation and unremarkable experience held the platform back.
Now, by focusing on exclusive brands Safaricom is addressing those shortcomings. This specialization not only makes Masoko a distinctive player in the market but also offers consumers more trust, convenience, and competitive pricing for hard-to-find devices – with more to come. Instead of trying to be everything for everyone, Safaricom is now creating a niche that leverages its strengths in customer service, M-Pesa integration, and national reach, making this a much more strategic and effective approach for the future of e-commerce in Kenya.
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