New research from Caribou Data provides a unique perspective into the digital lives of micro-entrepreneurs in Kenya, quantifying how they use digital platforms to enable their business.
The world’s working-age population is growing – and nowhere more rapidly than in sub-Saharan Africa. To keep pace with this growing population, 600 million new jobs must be created globally over the next 15 years. That’s a tall order, but micro, small and medium-sized enterprises (MSMEs) are making this goal achievable. MSMEs are the backbone of most economies worldwide, and they play a key role in developing countries, according to the United Nations.
We talked to 27 micro-entrepreneurs in Kenya about how they use platforms (from social media sites to e-commerce marketplaces and online freelancing websites) in their day-to-day business. The platform practices these conversations revealed include: the prevalence of social media use, the intermingling of online and offline worlds, the adjustments made to tweak online credibility, and the unique approaches to upskilling. Platform product designers should