By By Business Express Reporter
Two Kenyan startups—Shamba, an agricultural platform, and Apexloads, a logistics solution—have been selected for Google’s prestigious AI-focused accelerator program, underscoring Kenya’s rising influence in Africa’s artificial intelligence landscape.
Their selection comes as new research highlights how Generation Z’s social media-driven shopping behaviors are redefining the country’s retail sector.
Shamba and Apexloads are among 15 African ventures chosen for the Google for Startups Accelerator: AI First (Class of 2025), after a highly competitive process that attracted nearly 1,500 applications across the continent. The three-month hybrid program (June 22–August 22, 2025) offers:
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Technical mentorship from Google engineers
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Up to KSh 110.5 million ($850,000) in Google Cloud credits
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AI implementation and business strategy workshops
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Access to global investor networks
Transformative Kenyan Innovations
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Shamba supports more than 50,000 farmers across Africa with AI-powered solutions for credit access, market linkages, and climate-smart farming.
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Apexloads streamlines cargo movement for freight brokers and transporters through a trusted, verified partner network.
“These founders are creating transformative AI solutions grounded in local realities. Our accelerator is designed to amplify their impact across Africa’s key sectors,” said Folarin Aiyegbusi, Head of Startup Ecosystem at Google Africa.
Since its launch in 2018, Google’s accelerator has supported 133 African startups in 17 countries, helping them raise over KSh 39 billion ($300 million) and create 3,500+ jobs, with Google itself contributing KSh 650 million ($5 million) in equity-free support.
Gen Z and the Social Commerce Boom
Parallel to these AI advances, Gen Z (born 1997–2012) is driving a major transformation in Kenya’s retail landscape. Their shopping habits are increasingly rooted in social platforms rather than traditional stores or websites:
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68% discover products through TikTok, Instagram, or YouTube (up from 60% in 2023).
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58% make purchases directly within social apps, bypassing e-commerce sites.
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Over 60% trust influencer and peer reviews more than polished advertising.
With 22.7 million internet users (Communications Authority of Kenya, Q1 2024), Kenya reflects this global shift. Business Daily Africa reports that more than 60% of local internet users actively engage with social media sellers.
Key Trends Driving Retail Transformation
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Social Media as Marketplace – Discovery, inspiration, and checkout happen seamlessly in one place.
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Authenticity Over Ads – 80% of Gen Z consumers value influencers’ genuine experiences over brand promotions.
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Mobile-First Commerce – Smartphones dominate how Gen Z browses, engages, and buys.
Global brands offer playbooks for this shift: beauty brand Glossier generates 70% of sales through peer-led recommendations, while Spotify’s “Wrapped” campaign illustrates the power of personalized, shareable content.
Strategic Imperatives for Kenyan Businesses
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Build communities through co-creation (e.g., involving users in product design).
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Partner with relatable local creators to deliver authentic content.
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Enable seamless in-app purchases.
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Prioritize real-time engagement instead of polished, one-way campaigns.
As Kenyan startups like Shamba and Apexloads harness AI to tackle pressing local challenges, businesses must equally adapt to meet Gen Z on their turf—social platforms where transparency, collaboration, and instant gratification define brand loyalty.
– By Nusurah Nuhu
