Samsung Electronics East Africa is the latest major technology company to deepen its presence in Kisii, opening its 24th Samsung Experience Store at Naivas Mall /HANDOUTKisii is emerging as a new battleground for smartphone and electronics retailers as technology companies increasingly look beyond Kenya’s major cities for growth.
The expansion of organised electronics retail into the town points to growing competition for consumers in regional markets, where rising business activity and smartphone adoption are creating demand for devices used for communication, financial services, education and commerce.
Samsung Electronics East Africa is the latest major technology company to deepen its presence in Kisii, opening its 24th Samsung Experience Store at Naivas Mall.
The outlet brings Samsung’s total Brand Stores in Kenya to 26 and is operated by its retail partner Nexora Agencies.
This is aligned with our philosophy of ‘Innovation for All’ and our commitment to making our technology accessible and relevant across different markets and consumer needs,” said Samsung East Africa head of mobile experience Manish Jangra.
Kisii serves as a commercial centre for a large part of the western Kenya and South Nyanza region, with its economy supported by agriculture, retail trade, services and small businesses.
For electronics retailers, such an economic base can translate into demand for smartphones, televisions, computers, appliances and other connected devices.
The growing importance of smartphones is also changing the nature of this demand.
Data from the Communications Authority of Kenya shows smartphones accounted for 63.7 per cent of mobile devices connected to Kenyan networks in the third quarter of the 2025/26 financial year.
The increase in smartphone use has expanded the role of mobile devices beyond calls and messaging, with consumers increasingly relying on them for mobile money, banking, e-commerce, social media, education and access to business opportunities.
This makes regional towns an increasingly important part of the technology market.
For retailers, the opportunity is not only to sell devices but also to capture customers through financing, accessories, after-sales services and upgrades.
Samsung, for instance, has partnered with asset-financing company Watu to address the upfront cost of smartphones, allowing consumers to acquire devices through financing.
The model reflects a broader challenge facing electronics retailers: Kenya may have a growing appetite for smartphones, but purchasing power remains uneven.
The expansion of physical stores therefore provides an opportunity to test whether demand in regional markets can support premium devices and organised retail formats.
Kisii's retail market is also likely to face competition from established phone dealers and other smartphone brands that have built extensive distribution networks outside Nairobi.
