The digital shopping landscape in Uganda has transformed dramatically over the past five years. From the bustling streets of downtown Kampala to the remote villages of Karamoja, Ugandans are increasingly turning to their phones and computers to buy goods instead of making physical journeys to shops. This shift has been eye-opening, revealing not just what Ugandans want but how they want it.
“These days, I don’t have to waste time in Kampala traffic just to buy a new phone charger or shoes,” says Richard Mugisha, a banker based in Ntinda. “I just open my phone, order what I need, and continue with my work.”
This article digs deep into the products that Ugandans are buying online in 2025, based on sales data, market trends, and consumer behavior analysis. Whether you’re a business owner looking to understand the market or just curious about what your neighbors are ordering, this comprehensive breakdown will give you the full picture of Uganda’s online shopping basket.
The Rise of E-commerce in Uganda
Uganda’s journey into online shopping wasn’t overnight. The growth started slowly around 2015 but picked up serious speed after 2020 when the COVID-19 pandemic forced many to find new ways of getting essential items without leaving home.
Today, with over 21 million internet users (approximately 45% of the population) and smartphone ownership at nearly 38%, online shopping has become a regular activity for many Ugandans, especially in urban areas.
The Uganda Communications Commission (UCC) reports that internet data consumption related to e-commerce activities grew by 72% between 2020 and 2025, showing how quickly Ugandans have embraced online shopping.
Mobile money services have been the real game-changer, with MTN MoMo and Airtel Money making it possible for even those without bank accounts to participate in the digital economy. Currently, there are over 30 million mobile money accounts in Uganda, many of which are now linked to online shopping platforms.
“What you see now is just the beginning,” notes Diana Atwine, a digital economy analyst in Kampala. “As internet gets cheaper and reaches more areas, we expect to see even grandmother in the village ordering her medicine online.”
Methodology: How the Data Was Collected
To provide accurate insights into Uganda’s online shopping habits, this analysis combines multiple data sources:
- Sales data from major e-commerce platforms operating in Uganda covering January 2023 to December 2024
- Market research conducted by the Uganda Bureau of Statistics (UBOS) and private market research firms
- Transaction data from payment providers including mobile money operators and banks
- Customs data for imported goods commonly sold online
- Interviews with e-commerce platform managers and logistics companies
All financial figures have been converted to Uganda Shillings (UGX) using average exchange rates for the period under review. Population statistics are based on the most recent national census data with projections for 2025.
The data primarily represents urban and peri-urban areas where internet connectivity is strongest, particularly focusing on Kampala, Entebbe, Jinja, Mbarara, Gulu, and other major towns. Rural data is included where available but represents a smaller portion of the overall analysis.
Leading E-Commerce Platforms in Uganda
These are the top online shopping platforms Ugandans use to purchase items:
1. Jumia
Since entering the Ugandan market in 2014, Jumia has established itself as the leading e-commerce platform. With over 2 million active users in Uganda and approximately 15,000 daily orders, Jumia dominates the formal e-commerce sector. The platform focuses on electronics, fashion, and home appliances, with special campaigns like “Jumia Black Friday” driving significant sales spikes.
“Jumia has penetrated even upcountry markets by partnering with local delivery companies and setting up pick-up stations in towns like Mbale, Arua, and Fort Portal,” explains Michael Okello, a logistics specialist in Kampala.
2. Jiji
As the largest classifieds platform in Uganda, Jiji connects buyers and sellers directly. Unlike Jumia, Jiji doesn’t handle payments or deliveries but facilitates over 50,000 transactions monthly across various categories. Electronics, vehicles, and real estate listings dominate the platform.
“Jiji is where Ugandans go when they want to negotiate directly with sellers,” says Patricia Nambi, an e-commerce consultant. “It’s more like a digital version of our traditional markets where bargaining is part of the experience.”
3. Dombelo
Specializing in electronics, home appliances, and office equipment, Dombelo has carved out a niche for providing authentic products with manufacturer warranties. Based in Kampala with hubs in Mbarara and Jinja, Dombelo processes approximately 7,000 orders monthly, primarily for high-value items like laptops, refrigerators, and TVs.
“What makes Dombelo different is their serious approach to after-sales service,” notes Herbert Mutumba from Masaka. “When I bought my fridge from them, they sent a technician to my home to make sure it was properly installed.”
4. Glovo Uganda
Since launching in Uganda in 2020, Glovo has revolutionized food delivery and quick commerce. Beyond restaurant meals, Glovo now delivers groceries, electronics, and pharmaceutical products, handling around 12,000 deliveries daily in Kampala and its suburbs.
“Glovo riders are everywhere these days,” observes Sarah Nakimuli from Bukoto. “When I’m too busy cooking for my family gathering but forget tomatoes or onions, I just order on Glovo and continue cooking.”
5. Rocket Health
As Uganda’s premier telemedicine and e-pharmacy platform, Rocket Health connects patients with doctors online and delivers prescribed medications. The platform processes about 5,000 consultations and medicine deliveries weekly, serving patients across central Uganda.
“For people like me with diabetes who need regular medication, Rocket Health has been a blessing,” says James Kakooza from Wakiso. “I don’t have to spend half a day at the pharmacy anymore.”
6. Kikuubo Online
Named after Kampala’s famous commercial district, Kikuubo Online brings the wholesale experience to digital shoppers. Focusing on bulk purchases of everyday items, the platform serves small retailers and large families, processing around 4,000 orders monthly.
“I run a small duka in Kawempe, and Kikuubo Online saves me the trouble of going downtown every week,” explains Fatuma Namuli. “I order my stock on Sunday evening, and it arrives Monday morning.”
7. Ello Fresh Uganda
Specializing in fresh produce, Ello Fresh connects farmers directly with urban consumers. The platform delivers fruits, vegetables, meat, fish, and other perishable items, handling approximately 3,000 orders weekly in Kampala and surrounding areas.
“The mangoes, pineapples, and fish from Ello Fresh are actually fresher than what I find at the local market,” claims Robert Ssempala from Lubowa. “And I know they’re coming straight from Ugandan farmers.”
Top Products Ugandans Buy Online
1. Electronics and Gadgets
Electronics consistently top the list of online purchases in Uganda, accounting for approximately 35% of all e-commerce spending. Smartphones lead this category, with brands like Tecno, Infinix, Samsung, and iPhone dominating sales.
Tecno and Infinix phones (priced between UGX 300,000 and 800,000) are the most popular, capturing over 60% of online phone sales due to their affordability and features designed for African markets.
Beyond phones, other popular electronic items include:
- Laptops and tablets (especially during school seasons)
- TV sets (particularly during major sporting events)
- Phone accessories (cases, screen protectors, power banks)
- Audio equipment (headphones, Bluetooth speakers)
- Computer accessories (webcams, keyboards, mice)
“During World Cup season, our TV sales increased by 85%,” reveals Simon Musoke from Dombelo. “Ugandans love watching football on big screens, and online shopping makes it easy to compare prices and specifications.”
2. Fashion and Accessories
Fashion ranks second, representing approximately 28% of online purchases. Women’s clothing leads this category, followed by men’s wear and children’s clothing.
Popular fashion items include:
- Casual wear (jeans, t-shirts, dresses)
- Official wear (suits, shirts, blouses)
- Shoes (sneakers for men, heels and flats for women)
- Bags and wallets
- Watches and jewelry
- Traditional wear for special occasions
“Ugandans are becoming more fashion-conscious,” notes Florence Akello, a fashion retailer who sells through multiple online platforms. “These days, people want to wear what they see on social media, and online shops make these trends accessible.”
3. Home and Kitchen Appliances
Home appliances account for roughly 15% of online purchases, with larger items typically bought during sales periods when free delivery is offered.
Popular items in this category include:
- Refrigerators and freezers
- Cooking appliances (microwaves, blenders, kettles)
- Television sets and home entertainment systems
- Furniture (especially bed frames and sofas)
- Cleaning appliances (vacuum cleaners, washing machines)
“What’s interesting is how Ugandans research big purchases,” observes Derrick Wambogo, a sales manager at a home appliance company. “They’ll visit physical shops to see the product, then go home and order online where it’s cheaper.”
4. Beauty and Personal Care Products
Beauty products represent approximately 12% of online purchases, with a higher percentage of female customers.
Top-selling beauty and personal care items include:
- Skincare products (particularly those promising to lighten skin)
- Hair extensions and wigs
- Makeup and cosmetics
- Perfumes and deodorants
- Shaving and grooming kits
“Original perfumes are one of our bestsellers,” says Julian Namakula, who runs an online beauty shop. “People don’t trust what they find in downtown shops because of counterfeits, but they trust what we sell online because we show proof of authenticity.”
5. Groceries and Food Items
Online grocery shopping has seen the fastest growth since 2020, now accounting for around 8% of e-commerce transactions. Urban professionals particularly embrace this category for its convenience.
Common grocery purchases include:
- Non-perishable food items (rice, sugar, flour, cooking oil)
- Fresh produce (fruits and vegetables)
- Meat and dairy products
- Imported food items not easily found in local markets
- Ready-to-cook meal kits
“We’ve seen mothers become our most loyal customers,” shares Esther Kwikiriza from Ello Fresh Uganda. “They order weekly groceries for their families while at work, and everything is delivered before they get home.”
6. Baby and Kids’ Products
Products for children make up approximately 7% of online purchases, with new parents being particularly active online shoppers.
Popular items include:
- Diapers and baby wipes (often bought in bulk)
- Baby formula and food
- Children’s clothing and shoes
- Toys and educational materials
- Baby gear (strollers, car seats, cribs)
“Busy parents don’t have time to move around with babies looking for diapers,” explains Timothy Mugisha, who runs an online baby shop. “We deliver diapers monthly to many families in Kampala, and they never have to worry about running out.”
7. Health and Wellness Products
Health products account for approximately 6% of online purchases, with a significant increase observed since the COVID-19 pandemic.
Common health purchases include:
- Vitamins and supplements
- Prescription medications (through licensed platforms like Rocket Health)
- First aid supplies
- Fitness equipment
- Herbal and traditional remedies
“Many Ugandans now understand preventive healthcare,” notes Dr. Sarah Nakitto from Rocket Health. “We see people regularly ordering vitamins and supplements online, not just medication when they’re already sick.”
8. Books and Educational Materials
Educational materials make up approximately 5% of online purchases, with seasonal spikes during school opening periods.
Popular items include:
- Textbooks for primary, secondary, and university students
- Stationery and school supplies
- Educational toys and learning materials
- Professional certification study materials
- Religious books
“The cost of textbooks at bookshops near schools is very high,” says Victor Ouma, an online bookseller. “Parents have realized they can save 20-30% by ordering online, especially when buying all books for the term at once.”
9. Online Services
Digital services account for approximately 4% of online spending, showing steady growth as Ugandans become more comfortable with virtual products.
Popular online services include:
- Entertainment subscriptions (Netflix, Showmax, DSTV)
- Software and digital tools
- Online courses and educational services
- Gaming credits and subscriptions
- Website hosting and design services
“Young Ugandans, especially university students and recent graduates, are investing in online courses to gain skills,” observes Emmanuel Mugume, a digital skills trainer. “They understand that some knowledge doesn’t require traditional classrooms.”
Factors Influencing Online Purchases in Uganda
Several key factors drive Ugandans’ online shopping decisions:
- Price Advantage: E-commerce platforms often offer better prices than physical stores, with Jumia reporting that their electronics are typically 5-15% cheaper than those in shopping malls.
- Convenience: Traffic congestion in urban areas makes online shopping attractive. A 2023 survey found that 78% of Kampala residents cite avoiding traffic as a major reason for shopping online.
- Product Authenticity: Concerns about counterfeit products in local markets drive consumers to established online platforms with return policies. Approximately 65% of Ugandans consider authenticity guarantees when choosing where to shop online.
- Payment Options: The availability of multiple payment methods, particularly mobile money, has been crucial. Platforms reporting the highest sales typically offer at least three payment options, with cash on delivery remaining important for building trust.
- Special Promotions: Flash sales and discount events drive significant shopping behavior. Jumia’s “Black Friday” in November 2024 saw a 320% increase in daily orders compared to regular days.
“Ugandans love discounts,” remarks Joseph Sserwadda, an e-commerce analyst. “When platforms announce sales, you see everyone saving money to buy during that period, especially for expensive items like fridges and TVs.”
Challenges of Online Shopping in Uganda
Despite its growth, e-commerce in Uganda faces several significant challenges:
- Delivery Logistics: Poor road infrastructure and unclear addressing systems complicate deliveries, particularly outside major towns. Many platforms still rely on landmark-based directions rather than formal addresses.
- Internet Reliability: Unstable internet connections frustrate the shopping experience. UCC data shows that internet outages affect approximately 35% of attempted online transactions.
- Trust Issues: Concerns about scams and product quality remain. About 40% of first-time online shoppers worry they might receive different items from what they ordered.
- Limited Payment Options: While mobile money is widespread, credit card penetration remains low at around 7% of the adult population, limiting access to some international platforms.
- Return Policies: Complicated return processes discourage some potential shoppers. Only 25% of Ugandan online shoppers report ever successfully returning an item.
“The biggest headache for us is delivery,” admits Jennifer Atim, who operates an online clothing store. “Sometimes we have to call customers multiple times to find their location, which increases our costs.”
Future Trends and Predictions
Based on current data and market movements, several trends are likely to shape Uganda’s e-commerce landscape in the coming years:
- Growth of Quick Commerce: Delivery times are shrinking, with platforms like Glovo promising deliveries within 30 minutes in Kampala. This trend is expected to expand to other urban areas.
- Social Commerce: Selling through social media platforms like WhatsApp, Instagram, and TikTok is growing rapidly, with an estimated 25,000 small businesses now primarily selling through these channels.
- Expansion Beyond Urban Centers: E-commerce platforms are establishing distribution points in smaller towns, with Jumia now having pickup stations in 18 Ugandan towns compared to just 5 in 2020.
- Rise of Ugandan-Made Products: Online marketplaces specifically for locally manufactured goods are emerging, with platforms like Made in Uganda seeing 120% year-on-year growth.
- Integration with Traditional Retail: Physical stores are increasingly offering online ordering with in-store pickup options, blurring the line between e-commerce and traditional retail.
“The future of shopping in Uganda will be hybrid,” predicts Martha Kwagala, a retail technology consultant. “We’ll see more situations where you can order online but pick up at a nearby shop or agent, combining the convenience of e-commerce with the immediacy of physical retail.”
Conclusion
Uganda’s online shopping landscape has evolved from a niche activity for the tech-savvy to an everyday convenience for millions. The products filling virtual shopping carts reflect both practical needs and aspirational purchases, revealing much about the changing lifestyles and priorities of Ugandans.
While electronics and fashion currently dominate, the rapid growth in groceries, health products, and digital services signals a maturing market where convenience increasingly outweighs tradition.
For businesses, the message is clear: e-commerce in Uganda is no longer optional but essential. With mobile internet penetration continuing to grow and young, digital-native consumers entering the market, online shopping will only increase in importance.
For consumers, the expanding range of products available at competitive prices represents unprecedented choice and convenience, though challenges around trust and delivery remain.
As Uganda continues its digital transformation, online shopping stands as both a symbol and a driver of change—connecting Ugandans to each other and to the global marketplace in ways that were unimaginable just a decade ago.
“Ten years back, ordering a phone online and having it delivered to your door in Kampala sounded like magic,” reflects David Okiror, who has worked in Uganda’s tech sector since 2010. “Today, people in Mbale, Gulu, and even smaller towns expect the same. Tomorrow, it will reach every corner of Uganda.”
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