Samsung Unveils New Direct-to-Consumer Online Brand Store in Kenya

Samsung Electronics East Africa, working alongside local partner Housewives Paradise, has announced the official launch of its direct-to-consumer digital retail hub, the Samsung Brand Store, accessible at samsungbrandstore.co.ke. 

The new platform expands Samsung’s commercial presence across Kenya, offering a specialised online shopping experience tailored for the country’s digitally savvy and mobile-first population.

Operated by Housewives Paradise and supported by a specialised e-commerce technology and logistics partner, the store is designed to tap into Kenya’s high mobile connectivity and widespread adoption of digital payment solutions. 

The online storefront enhances Samsung’s existing physical retail network by generating direct consumer demand while introducing exclusive product lines aimed at increasing overall market share within key home appliance and mobile device categories.

The Samsung Brand Store introduces three distinct value propositions curated specifically for East African online consumers: Shoppers can access a selection of devices and appliances available in unique colour finishes, custom sizes, and specialised configurations not found in traditional retail outlets.

Speaking at the official launch event, Francis Modi, E-Commerce Manager at Samsung Electronics East Africa, described the initiative as a transformative step in the company’s regional strategy. “With the Samsung Brand Store, we are redefining how we connect with and deliver value to our customers across Kenya,” Modi said. “This marks a new chapter in East Africa’s e-commerce landscape.”

The platform offers packaged deals that pair premium smartphones with complementary wearables, or combine home entertainment systems, all at competitive promotional rates.

Every household appliance purchase comes with Samsung’s certified installation support, providing professional setup, personalised guidance, and priority after-sales assistance from day one.

To simplify the journey from browsing to checkout, the Brand Store integrates WhatsApp-based conversational commerce throughout the shopping experience. Customers can initiate product inquiries, access real-time sales guidance, and monitor delivery updates, all within the messaging platform.

In addition to the consumer-facing site, Samsung has launched a dedicated enterprise portal available at samsungbrandstore.co.ke/b2b. Designed for corporate organisations, SACCOs, schools, healthcare providers, and government agencies, this B2B platform streamlines bulk device acquisitions. It also incorporates enterprise-grade security through Samsung Knox Manage and Knox Guard, ensuring robust device management for institutional clients.

The Samsung Brand Store is now live, featuring stock across mobile handsets, display screens, and smart home appliances. The platform supports nationwide order fulfilment and delivery, backed by a dedicated customer service team. Secure payment can be completed via M-Pesa and major credit or debit cards.