The boundaries between the MSE sector and other livelihoods are blurry, both for physical shop owners who are branching out into platform markets, and for the new, increasingly common digital-only shops, typified by rental lockers, an active social media game, and relentless attention to making the sale day after day. As was the case in some of the other sectors examined in this report, there is evidence of multifaceted and widespread adoption of digital practices: in this case, a combination of occasionally paid ads, participation in electronic marketplaces, particularly Jumia, and lots and lots of social commerce.
There is little doubt that this sector will continue to evolve, likely formalize further, and provide livelihoods for many young Kenyans in the years ahead.