From awareness to action: How e-commerce is transforming media advertising
Opinion
By
Ruth Kihara
| Dec 18, 2025
Shoppable content is accelerating that shift, and Kenya’s media space is uniquely positioned to benefit. Our audiences are already primed for commerce-driven content. We are mobile-first, payment-ready, and guided by discovery across TV, social video, podcasts, and live shows.
Shoppable formats are simply collapsing the journey from storytelling to transaction. Brands are no longer paying for reach alone. They want measurable outcomes. Media houses, in response, are evolving from distribution platforms into conversion partners.
The fact that SMEs are seeking affordable, performance-led advertising with high audience trust in credible media environments, with fintechs reducing payment friction, it is evident the ecosystem is ready with influencer and presenter-led live content.
The opportunity is significant, but so is the responsibility. Without transparency and strong editorial governance, trust erodes quickly. With it, shoppable content becomes a powerful evolution of advertising.
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Done right, it enhances relevance, accountability, and sustainability across the media value chain. The future is already forming. The leaders will be those who balance commerce with credibility.