What is Affiliate Marketing in Kenya (and How to Do it in 2025)

Affiliate marketing in Kenya in 2025 is a performance-based digital business model where Kenyan content creators earn a commission by generating sales for merchants through unique affiliate links, strategically leveraging a hybrid of local e-commerce platforms like Jumia and global ones like Amazon to engage a mobile-first audience.

I have done affiliate marketing in Kenya for over 10 years as of 2025. Experts have also observed that the digital economy in Kenya is booming.

This is not a get-rich-quick scheme. It's a powerful and accessible business strategy that allows you to partner with both local and global brands.

I use my decade of experience, industry reports, and scientific research to put together this guide for you. I will provide a no-fluff, actionable blueprint specifically for starting and scaling a successful affiliate marketing business in the unique Kenyan market of 2025 and beyond.

What is Affiliate Marketing in Kenya and How Does it Work?

At its core, affiliate marketing is a performance-based partnership. You promote another company's products or services using a unique, trackable link.

When a customer makes a purchase through your referral, you earn a commission. It’s a win-win: businesses get new customers, and you get paid for your marketing efforts.

The entire system is built on trust and technology. When a visitor clicks your unique affiliate link, a small file called a cookie is stored on their device. This cookie has two jobs: first, it tells the merchant (the company) that you were the one who sent the customer to them.

Second, it has an expiration date (e.g., 24 hours, 30 days, etc.), meaning you can still earn a commission even if the customer doesn't buy immediately, giving them time to make a decision.

The Core Players in Kenya's Affiliate Ecosystem

• The Merchant: The company selling the product. This could be a local giant like Jumia or Kilimall, or an international brand like Amazon.
• The Affiliate (or Publisher): This is you. You are the Kenyan content creator (a blogger, a YouTuber, a TikTok influencer, or a niche website owner) who promotes the merchant's products.
• The Affiliate Network: The technology platform that connects affiliates with merchants. Sometimes a merchant runs its own program (like the Jumia KOL Program), while others use large networks like ShareASale or CJ Affiliate.
• The Customer: The end-user in Kenya who clicks your link and makes the purchase.

How the Affiliate Model Generates Online Income

Let's take a practical scenario. A visitor reads your blog post titled "Best Budget Smartphones in Kenya." They click your affiliate link for a Samsung phone on Jumia but get distracted by a phone call and close the page.

Later that evening, they remember, go directly to Jumia, find the phone again, and buy it. Because they clicked your link earlier and the cookie is still active (Jumia has a 7-day cookie duration), you earn a commission on that sale. You are compensated because your content initiated the purchase.

Common Commission Models in Kenya

• Pay-Per-Sale (PPS): The most common and sustainable model. You earn a percentage of the sale price.
• Pay-Per-Lead (PPL): You get paid when a visitor fills out a form or signs up for a trial, even if they don't buy anything. This is common in finance and software niches.
• Pay-Per-Click (PPC): You earn a small amount for every click on your affiliate link. This is less common today for reputable programs.

Practical Steps of Doing Affiliate Marketing in Kenya
Starting can feel overwhelming, but the journey becomes clear when broken down into a series of logical steps. This is your practical blueprint for launching your affiliate business from scratch.

Think of it less as a sprint and more as building a valuable digital asset, or shamba, that will generate income for years to come.

Step 1: Choose a Profitable Niche for the Kenyan Market

A niche is the specific topic or industry you will focus on. The best niches are a blend of your personal interest and proven market demand.

Instead of a generic "electronics" site, focus on "budget-friendly home recording equipment in Kenya."

• Hot Niches in Kenya for 2025: Tech gadgets (smartphones, accessories), affordable fashion and beauty, local and international travel, digital financial services (apps, Saccos), and online education.

Step 2: Build Your Platform (Your Digital 'Asset')

Your platform is where you will publish content and share your affiliate links. In 2025, you have several powerful options:

• A Niche Blog/Website: The best long-term asset. You own it completely and can build authority through Search Engine Optimization (SEO).
• A YouTube Channel: Ideal for product demonstrations, reviews, and tutorials, which build high levels of trust.
• Social Media: Platforms like TikTok and Instagram are powerful for quick reach and engaging a younger audience, especially in fashion, beauty, and tech niches.

Step 3: Find and Join Affiliate Programs in Kenya

Once you have a platform and have started creating content, you can apply to affiliate programs.

When choosing, look beyond the commission percentage. Consider the brand's reputation, the cookie duration, and most importantly for Kenya, their payment methods (M-Pesa, PayPal, Payoneer, or direct bank transfer).

Step 4: Create High-Value, Helpful Content

Content is the heart of your business. Your goal is to help your audience make informed decisions, not just to push products. Create content that solves their problems.

• Content Examples: "Jumia vs. Kilimall: Where to Buy Electronics in Nairobi," "A Review of the Safaricom Home Fibre Service," or "How to Travel from Nairobi to Mombasa on a Budget."

Step 5: Drive Traffic and Promote Your Affiliate Links

Content without an audience is a diary. You need to attract visitors to your platform.

• Search Engine Optimization (SEO): The most crucial long-term strategy. By optimizing your content for Google, you attract free, consistent, and passive traffic from people actively searching for solutions. This is the foundation of a sustainable affiliate business.
• Social Media Marketing: Use platforms relevant to your niche to share your content and engage with your community.
• Paid Ads: A faster but riskier method. It's best avoided by beginners until you have a proven, high-converting offer and a deep understanding of ad platforms.

Top Affiliate Programs for Affiliate Marketing in Kenya

Choosing the right partners is fundamental to your success. Your focus should be on those that are popular with Kenyan consumers and, most importantly, offer reliable payment methods to Kenya.

Here’s a breakdown of the best programs to consider in 2025.

Leading Local and African Affiliate Programs

For beginners, starting with local programs is often the smartest move. They understand the market, their products are readily available, and payment is straightforward.

• The Jumia KOL Program: This is arguably the most popular and accessible program for affiliate marketing in Kenya. Jumia is a household name, which builds instant trust. They offer commissions across a massive range of products, from electronics to fashion, and their 7-day cookie duration is a strong advantage. Crucially, they pay commissions directly to your M-Pesa or bank account, removing a major financial hurdle.
• Kilimall Affiliate Program: As another major e-commerce player in Kenya, Kilimall offers a competitive affiliate program. They provide marketing materials and a straightforward platform to track your earnings. Like Jumia, they offer local payment options, making them a reliable choice for Kenyan affiliates.

Best International Programs that Pay Kenyans

To scale your income, you'll want to tap into international programs. Their commission rates can be higher but they require a solution for receiving payments.

• Amazon Associates: The world’s largest affiliate program. While its 24-hour cookie is short, Amazon's conversion rates are incredibly high. The main challenge for Kenyans is payment; Amazon does not pay directly to M-Pesa or Kenyan banks. The solution is to use a service like Payoneer, which provides you with a US bank account to receive payments, which you can then withdraw to your local account.
• CJ Affiliate & ShareASale: These are massive affiliate networks that host thousands of global brands in every niche imaginable, including software, travel (like Booking.com), and web hosting. You apply to individual merchants within the network. Many of these merchants pay out via Payoneer, making them fully accessible to you.

How to Choose the Right Affiliate Program

When evaluating a program, look at the complete picture. A high commission rate is useless if the brand is untrustworthy or if you can't access your earnings. Prioritize programs with a strong brand reputation in Kenya, a fair cookie duration (7 days or more is great), and a clear, proven payment method that works for you.

Choosing Your Platform for Affiliate Marketing Kenya (Blogging vs. YouTube vs. Social Media)

Your platform is the foundation of your affiliate business. The medium you choose will shape your content strategy and how you connect with your audience. While you can use all three, it's best to master one first.

Blogging: The Power of SEO and Evergreen Content

Starting a blog or a niche website is the most powerful long-term strategy for affiliate marketing. You own this digital asset completely.

By focusing on Search Engine Optimization (SEO), you can attract a consistent stream of free, passive traffic from people actively searching on Google for information and products.

An article you write today can continue earning you commissions for years to come, making it the ultimate foundation for a sustainable business.

YouTube: High Engagement Through Video Marketing

Video is the ultimate trust-builder. Creating a YouTube channel allows you to demonstrate products, provide in-depth visual reviews, and connect with your audience on a more personal level.

For niches that benefit from demonstration, like tech gadgets, cooking, or beauty, YouTube is unparalleled. While it requires more effort in terms of equipment and editing, the conversion rates from a loyal YouTube audience can be extremely high.

Social Media (TikTok, Instagram): For Quick Reach and Viral Potential

Platforms like TikTok and Instagram are excellent for building an audience quickly, especially in visual niches like fashion, travel, and food.

The potential for viral reach can drive massive, instant traffic. However, the lifespan of content is short. Success on social media often relies on staying on top of trends, making it less passive than a blog.

The best strategy is to use social media to engage your audience and drive them to your long-form content on your blog or YouTube channel.

Financials of Affiliate Marketing in Kenya (Getting Paid)

This is the most critical logistical challenge for any new affiliate in Kenya. Understanding how you will receive your earnings is non-negotiable.

Fortunately, with the growth of fintech solutions, it's easier than ever to manage both local and international payments.

Key Options for Receiving Affiliate Payments in Kenya

• M-Pesa: The undisputed champion for local payments. Its convenience and ubiquity make it the preferred method for programs like Jumia KOL. It provides instant access to your earnings without the complexities of traditional banking.
• Payoneer & PayPal: These are your essential gateways to international earnings. Payoneer is often the best choice as it provides you with international bank account details (USD, EUR, GBP) that programs like Amazon require. You can easily link your Payoneer account to your local Kenyan bank account or M-Pesa for withdrawals. PayPal is also widely used and can be linked to M-Pesa, offering another flexible option.
• Direct Bank Transfers: Some networks offer direct wire transfers to Kenyan bank accounts. Be mindful of high transaction fees and potentially slow processing times associated with SWIFT transfers.

Understanding Payment Thresholds and Currency Conversion

Most affiliate programs have a "payment threshold," which is the minimum amount of commission you must earn before they pay you (e.g., $50).

When earning in foreign currencies like USD, always account for currency conversion rates and fees. The amount that lands in your KES account will be after these deductions.

Taxes and Compliance (Your Responsibility with KRA)

As your affiliate income grows, it's vital to operate as a professional. This means understanding your tax obligations.

Affiliate income is taxable in Kenya.

It is your responsibility to declare this income to the Kenya Revenue Authority (KRA). As you start earning consistently, consider registering as a sole proprietor and consult with a tax professional to ensure you remain compliant.

Strategies for Successful Affiliate Marketing in Kenya

To move from a beginner to a top earner, you need to apply strategies that are specifically tailored to the Kenyan market.

Simply copying what works in the US or Europe is not enough. Success lies in understanding and respecting your local audience.

Building Trust with a Kenyan Audience

Trust is your most valuable currency. Be transparent and always disclose that your content contains affiliate links.

More importantly, promote only products you genuinely believe in and that offer real value. Create content that solves uniquely Kenyan problems, and your audience will not only trust your recommendations but will also actively support your work.

Mastering SEO for Affiliate Marketing in Kenya

Your SEO strategy must be localized. This means focusing your keyword research on what Kenyans are searching for on google.co.ke.

Use tools to find local search volumes and target long-tail keywords (e.g., "best solar lanterns for power cuts in Kenya" instead of just "best lanterns"). This targeted approach will face less competition and attract a highly relevant audience.

Leveraging Local Trends, Culture, and Language

Connect with your audience on their level. Understand local culture and purchasing habits. Time your promotions around Kenyan holidays and events.

Where appropriate for your audience, don't be afraid to use Sheng or other local slang to make your content more relatable. This shows that you are part of the community, not just an outsider trying to sell something.

Affiliate Marketer’s Final Remarks

Affiliate marketing in Kenya is not just a trend; it is a legitimate, sustainable, and highly rewarding business opportunity for 2025 and beyond.

It offers the freedom to be your own boss, the flexibility to work from anywhere, and the potential for unlimited income.

The journey requires dedication, a willingness to learn, and a commitment to providing genuine value to your audience.

If you will follow the blueprint laid out in this guide, you have everything you need to start. The key is choosing the right niche, building a platform, creating helpful content, and understanding the local ecosystem

The opportunity is here. Your first step to earn from affiliate marketing Kenya begins now.