E-commerce traders in Kenya will soon be required to get a digital seller identity and display a national e-commerce trustmark as new regulations proposed by the Ministry of Investments, Trade and Industry come into effect. The move aims to curb online fraud, boost buyer confidence and bring order to Kenya’s growing digital market.

According to a draft national e-commerce policy seen by Teachers Arena, the digital seller identity system will be a technology-based way of verifying online sellers using tools such as ID verification, biometric authentication (e.g. facial recognition), selfie checks and cross-checks against known fraud databases. This will authenticate the identity of digital vendors and protect consumers from impersonation and scam sellers.

“This will reduce cases of clients not getting what they ordered,” the ministry said, highlighting the need for transparency and trust in digital transactions.

What is the National E-Commerce Trustmark?

The e-commerce trustmark will be a certified badge, logo or seal displayed by compliant online businesses. It will show that the seller has met set regulatory and operational standards set by the government. Trustmarks have been used elsewhere to build consumer confidence, signal credibility and differentiate genuine platforms from fly-by-night operations.

Consumers seeing the trustmark can be assured of verified credentials, robust dispute resolution processes and accountability mechanisms in case of transactional failures.

Supporting Innovation and Digital Growth

The policy document also proposes the creation of a national e-commerce innovation and investment fund to support startups and small businesses in sectors such as:

  • Logistics technology

  • Online marketplaces

  • Digital payments infrastructure

This fund will accelerate homegrown innovations and scale up Kenyan digital commerce companies, many of which face capital and regulatory hurdles.

Why This Policy Matters

The Ministry says the proposed changes are in response to multiple gaps in e-commerce regulation, including:

  • Lack of unified compliance standards

  • Uncoordinated enforcement by oversight agencies

  • Violation of consumer rights

  • Unfair competition and price manipulation by dominant platforms

These have eroded public trust in digital transactions and created loopholes for fraud and exploitation.

Kenya’s E-Commerce Market Outlook

Kenya’s digital market is one of the fastest growing in Africa. The US International Trade Administration (ITA) estimates that e-commerce in Kenya could reach $900 million (KES 116.35 billion) by 2024 with 12.26 million users shopping online.

Top consumer engagement sectors are:

  • Clothing and footwear

  • Food and beverages

  • Household items

This growth is proof that a trusted regulatory environment is needed to protect consumers and support long-term growth.

Key Points

The Ministry’s policy shows the need to institutionalize verified digital commerce frameworks in Kenya. By introducing digital IDs for sellers, a national trustmark and support for startups, the government wants to clean up Kenya’s e-commerce, strengthen local platforms and protect consumers from fraud.