Once renowned for its bustling textile and electronics markets, this neighborhood is now at the forefront of a silent digital revolution. From small street-side shops to wholesale businesses worth millions of shillings, more and more local enterprises are harnessing social media to reach a broader and more diverse customer base — a strategy that is paying off.
A survey by Voice of Eastleigh reveals that many businesses have expanded their reach beyond Nairobi to neighboring regions and even international markets. Some social media accounts are managed by owners living abroad, who leverage various delivery and shipping methods to serve global clients.
Abdullahi Issack, secretary of Zakhan Driving School in Eastleigh, says social media has transformed the school’s operations. “Initially, we relied on brochures and flyers, which had limited impact. But since around 2020, when we began introducing social media, everything changed,” he explains. The school first shared course content on YouTube, then posted short videos on Instagram and TikTok.
“Our customers now come from all over — from Eastleigh to Embakasi, and even nationwide. Some are from the UK, Canada, and other countries, thanks to our online courses,” Abdullahi adds. The school’s diverse training options and variety of vehicles for theory and practical lessons have helped sustain its strong client flow. Zakhan Driving School currently operates two campuses: the main one near Eastleigh’s Redemption Church and another run by Abdullahi in California.
While the area continues to attract large numbers of visitors shopping for supplies, textiles, curtains, perfumes, and personal items, many traders report a significant volume of business now happens online. One carpet and furniture trader said, “People used to think they had to come to Eastleigh in person to get quality goods. Now, I show them new arrivals on TikTok and Instagram Stories, and they pay instantly.”
This shift has supported local courier services that handle deliveries within Kenya and abroad, often through international logistics firms with branches in Nairobi.
Some businesses, such as clothing wholesalers and beauty product shops, have gone further by hiring models and influencers to promote products on Instagram. For example, Aboosto Kenya, which opened a Nairobi store less than a year ago, has already become a leading skincare retailer in Nairobi and surrounding areas. Models help announce new product launches, sales seasons, and demonstrate how to incorporate products into basic skincare routines.
The rise of social media marketing and e-commerce has also driven demand for digital marketing skills. The ICT Center in California offers foundational to advanced training as part of the government’s Ajira digital program, which equips Kenyan youth with skills to secure dignified digital jobs. This initiative helps young people find work as digital marketers, online freelancers, and more, easing youth unemployment.
Mobile money services like M-Pesa have further boosted online business growth by enabling secure, convenient transactions and reducing concerns about data interception by hackers or intermediaries.
According to the Digital 2025 national report, Kenya had 68.8 million active cellular connections early this year—equaling 121% of the population. While some connections cover only voice or SMS services, the report notes that 27.4 million Kenyans now use the internet, reflecting a 48.0% penetration rate. Active social media users numbered 15.1 million, representing 26.5% of the population as of January 2025.
These figures highlight that Eastleigh, along with Kenya as a whole, is entering a rapid phase of digital business transformation, with social media emerging as a crucial driver for local entrepreneurs to expand markets and innovate services.
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