Yaga, a South African online marketplace for preloved fashion, has officially launched in Kenya. The announcement was made at the Latitude59 Kenya Edition, marking the platform’s expansion into East Africa after four years of success in South Africa.
The platform, which says it has facilitated over KES 4.2 billion in earnings for South African sellers, aims to transform how Kenyans buy and sell secondhand fashion. But with a marketplace already saturated with affordable clothing options like mitumba (thrifted clothes from bulk imports), will Yaga replicate its South African success in Kenya?
Yaga: A Platform Built for Trust
Unlike many peer-to-peer marketplaces, Yaga integrates an escrow payment system that holds funds until buyers confirm that their purchases meet expectations. If the item is not as described, users are eligible for a full refund. Additionally, Yaga has localized its services for Kenya by incorporating M-PESA payment options and offering logistics solutions tailored to the local market.
“With Yaga, we’re not just offering a platform; we’re building trust in secondhand shopping,” said Aune Aunapuu, Founder and CEO of Yaga.
This escrow system, combined with the promise of secure transactions, positions Yaga as a polished alternative to the casual thrift marketplaces Kenyans may already be familiar with.
Refurb, but for Clothes
To explain Yaga’s concept: it’s like refurbishing gadgets but for fashion. Refurbished electronics are secondhand, thoroughly inspected, and resold with confidence. Similarly, Yaga says its platform offers a curated experience for preloved clothing, giving buyers the assurance that what they purchase is in great condition. Sellers, on the other hand, can earn directly from unused items lying idle in their closets.
This comparison highlights how Yaga differentiates itself from the unstructured mitumba market by providing an organized, digital-first platform where buyers and sellers can connect securely.
Economic and Environmental Benefits
Yaga enables sellers to earn directly from unused items like clothing and accessories, with no fees charged for listings. In South Africa, Yaga says sellers earn up to KES 140,000 monthly. Buyers benefit from savings of up to 80% compared to retail prices, making quality fashion more accessible.
Beyond economic benefits, Yaga promotes sustainability by extending the lifecycle of fashion items, reducing waste, and contributing to the fight against pollution in the fashion industry. According to the World Economic Forum, fashion is the world’s third-largest polluter, an issue Yaga addresses through its circular economy approach.
But are Kenyans ready to embrace this shift toward sustainable fashion? The mitumba culture thrives on affordability and immediacy, with buyers preferring physical markets to inspect items firsthand. Will Kenyans adapt to the idea of listing, buying, and selling preloved fashion online? What about delivery and logistics?
Launch and Strategic Focus
Yaga’s launch in Kenya coincides with Black Friday, offering consumers an alternative to traditional retail by emphasizing affordable, secondhand options. Speaking at the Latitude59 Kenya Edition, Aunapuu noted that Kenya represents a strategic entry point for Yaga’s expansion across Africa.
“Preloved is no longer niche; it’s becoming the norm. We’re excited to offer a safe, user-friendly solution to a market eager for alternatives,” she said.
Latitude59’s CEO, Liisi Org, welcomed Yaga’s entry, highlighting Kenya’s role as a hub for startups looking to expand within Africa.
The Big Questions: Is Kenya Ready?
While the promise of economic and environmental benefits is enticing, Yaga’s success in Kenya hinges on several factors:
- Will Kenyans adopt the app? Yaga’s model relies on users listing their clothes and accessories for sale — a behavior that is yet to take root in Kenya’s fashion ecosystem.
- Will the app compete with mitumba? Secondhand markets are deeply ingrained in Kenya’s culture, offering an unbeatable combination of variety and affordability.
- Are Kenyans open to preloved fashion online? Unlike refurbished phones or electronics, buying someone else’s clothes requires a shift in mindset.
What Are Your Thoughts?
Would you use an app like Yaga to sell unused items from your closet? Are Kenyans ready to embrace preloved fashion on a digital platform? Or will the ease of mitumba shopping and deeply ingrained habits prevail? Let us know your thoughts in the comments below!
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