Last week, I watched my aunt Mary, a 58-year-old teacher from Mbale, place her first online order. Her hands shook slightly as she pressed the “Pay Now” button to buy shoes from a Kampala shop. “If this money disappears, you will refund me,” she warned, half-joking. Two days later, when the shoes arrived and fit perfectly, her face lit up with surprise. “Maybe this online shopping thing isn’t so bad after all,” she admitted.
This mix of fear, doubt, and cautious amazement perfectly captures how many Ugandans feel about online shopping in 2025. While the number of online shoppers has grown by nearly 35% since last year according to the Uganda Communications Commission, most of us still approach digital marketplaces with one hand on our mobile money and the other crossed behind our back for luck.
I spent the last month talking to over 50 Ugandans from different parts of the country—boda boda riders, university students, market women, office workers, and even my village uncle who recently got his first smartphone. Their stories reveal what’s really happening with online shopping in Uganda this year, beyond the flashy statistics and marketing claims.
How Big Has Online Shopping Become in Uganda?
“These days, half my customers ask if I have an online shop,” says Aisha, who has sold women’s clothing at Owino Market for 15 years. She recently started an Instagram page where she posts pictures of her merchandise. “Now I get orders from people as far as Arua and Kabale,” she tells me proudly.
The growth is undeniable. According to recent data from the Ministry of ICT and National Guidance, Ugandans spent over 500 billion shillings online in the first half of 2025 alone—more than double the amount from the same period last year.
Jumia remains the biggest player, but local platforms like Kikuubo Online and Dombelo are gaining ground quickly. Even more interesting is how social media has transformed into shopping malls. Nearly 40% of online purchases now happen through TikTok, WhatsApp, Facebook, and Instagram rather than formal online shops.
MTN Mobile Money and Airtel Money continue to dominate payments, handling about 78% of online transactions. Card payments remain rare, though they’ve grown slightly among younger, urban shoppers.
But numbers don’t tell the whole story. Let’s look at what’s really on Ugandans’ minds when they shop online.
Trust Issues: “Will I Get What I Pay For?”
“I’ve been burned twice already,” says Michael, a software developer in Kampala. “First time, I ordered a laptop but received an empty box. Second time, I paid for a branded shirt and got something that looked like it was sewn in someone’s bedroom.”
Michael’s experience isn’t unusual. In our conversations, approximately 7 out of 10 Ugandans mentioned trust as their biggest concern with online shopping. The Uganda Consumers’ Protection Association (UCPA) recorded over 2,300 complaints related to online shopping fraud in the past year alone.
The most common fears include:
- Receiving counterfeit or poor-quality items
- Paying for products that never arrive
- Having personal information stolen
- Difficulty getting refunds when things go wrong
“Before I buy from any online shop, I first check if they have a physical address in case I need to find them,” explains Sarah, a nurse from Jinja. “I also check reviews from other Ugandans and ask in Facebook groups if anyone has bought from them before.”
Trust signals that matter most to Ugandan shoppers include physical store locations, clear refund policies, and the ability to pay on delivery. Interestingly, shops that show their owner’s face and personal story tend to earn more trust than anonymous businesses.
Price Matters: “Is This Really a Good Deal?”
“Sometimes these online prices are just air,” laughs David, a university student in Mbarara. “They write 50% discount but the original price was already doubled.”
Price perception remains complicated. About half of the people I spoke with believed online shopping saves money, while the other half thought it was more expensive than physical stores.
The truth lies somewhere in between. Our price comparison of 20 common items found that electronics and imported goods often cost less online, while locally produced items and clothing were usually cheaper in physical markets.
What frustrates many Ugandans are the hidden costs. “The price looks good until you reach checkout and see the delivery fee is 20,000 shillings,” complains Patricia, a bank teller from Entebbe. “By that point, you’ve already spent 20 minutes selecting items and creating an account, so you feel forced to continue.”
Despite these concerns, flash sales and special promotions remain powerful motivators. Black Friday has become a major shopping event, with some Ugandans saving for months to take advantage of discounts.
The Counterfeit Problem: “Is This the Real Thing?”
Ask any Ugandan about online shopping disappointments, and the issue of fake products quickly comes up.
“I ordered an original Samsung charger and power bank, but I’m sure what I received was fake,” says Robert, a taxi driver from Kampala. “It worked for two weeks, then started making my phone hot during charging.”
Counterfeit products remain especially problematic in categories like:
- Electronics and accessories
- Designer clothing and shoes
- Beauty products
- Spare parts for vehicles and machinery
Some shoppers have developed creative ways to verify authenticity. Joyce, a boutique owner who regularly orders stock online, says she always requests video calls before paying. “I ask them to show me the exact item I’m buying, open any sealed packages, and demonstrate that electronics are working.”
Others rely on established platforms with protection policies. “I only buy from Jumia because they inspect products before delivery,” explains Timothy, an accountant from Mukono. “Yes, it costs a bit more, but the peace of mind is worth it.”
The Delivery Dilemma: “When Will It Actually Arrive?”
Delivery experiences vary dramatically depending on location. In central Kampala, same-day delivery has become common for many platforms. But step outside the city, and the situation changes drastically.
“They told me delivery to Masaka would take 2-3 days,” recalls Josephine, a hotel manager. “After one week of calling and complaining, my package finally arrived. The worst part is they still charged me the same delivery fee.”
Rural areas face even greater challenges. Peter, a farmer from Kapchorwa, tried ordering agricultural supplies online but gave up after multiple failed delivery attempts. “The delivery person couldn’t find my village, and there was no proper system to guide them. In the end, I had to travel to Mbale to collect the items myself.”
The best delivery experiences come from companies using innovative solutions. Safe Boda’s package delivery service received praise for its tracking system and rider communication. Several shoppers also mentioned how informal networks fill the gaps—with bus and taxi drivers often transporting online purchases to smaller towns for a fraction of official delivery costs.
Customer Service: “Who Will Help When Things Go Wrong?”
“I think some of these online shops are run by ghosts,” jokes Ben, a mechanic from Mbarara. “The moment something goes wrong, nobody answers calls or messages.”
Poor customer service remains a major pain point. Over 80% of the Ugandans I spoke with rated after-sales support as “poor” or “very poor” based on their experiences.
Common complaints include:
- Unresponsive helplines and chat support
- Confusing return processes
- Long waiting times for refunds
- Language barriers with customer service agents
The lack of proper consumer protection laws makes matters worse. “When I complained about receiving the wrong size, they told me to read their terms and conditions,” says Florence, a teacher from Gulu. “Apparently, I had agreed that sizing might vary and returns were not accepted.”
A few companies stand out positively. “When my order from Kikuubo Online had missing items, their customer care responded within minutes on WhatsApp,” says Andrew, a shop owner from Mukono. “They sent the missing products the same day with a small gift to apologize.”
Mobile Experience: “Is This App Working or Is It Just My Network?”
“Sometimes I think these apps are fighting with my phone,” laughs Clare, a student at Makerere University. “They eat all my data, then crash just when I’m about to pay.”
Mobile experience issues frustrate many Ugandan online shoppers. Slow loading times, high data consumption, and frequent crashes were mentioned by nearly everyone I interviewed.
Network reliability compounds these problems. “I was trying to buy concert tickets during a flash sale,” remembers Moses, a banker from Kampala. “The network kept fluctuating, and by the time my payment went through, the tickets were sold out.”
Despite these challenges, mobile remains king. Over 93% of online shopping in Uganda happens on mobile devices rather than computers. WhatsApp shopping has grown particularly popular because of its lower data consumption and familiarity.
“I prefer shops that let me order through WhatsApp,” says Ruth, a hairdresser from Jinja. “I can send voice notes asking questions, receive product photos, and pay through Mobile Money all in one place.”
Local vs. International: “Should I Buy from Uganda or Abroad?”
The debate between local and international online shopping reveals interesting patterns. Urban professionals and younger Ugandans are more likely to use international sites, while older and rural shoppers prefer local options.
“I know Amazon doesn’t deliver directly to Uganda, but I use a forwarding service to bring in specialized items for my business,” explains James, an IT consultant. “Yes, it takes longer and costs more, but I can find products that simply aren’t available locally.”
For most Ugandans, however, international shopping remains intimidating. Concerns about customs duties, long delivery times, and difficult returns keep many people shopping locally despite sometimes limited selection.
“I tried ordering clothes from a Chinese website once,” says Esther, a receptionist from Entebbe. “The package took two months to arrive, and then I had to pay almost as much in taxes as I paid for the clothes. Never again!”
Some local entrepreneurs have spotted opportunity in this gap. “I now run a business helping people buy from international sites,” explains Trevor, who operates a small import business. “I handle all the complicated parts—shipping, customs clearance, returns if needed. My clients just tell me what they want and pay a single price.”
Success Stories: “When Online Shopping Actually Works”
Despite all these challenges, there are categories where online shopping truly shines in Uganda.
Event tickets have moved almost entirely online, with platforms like Quicket Uganda earning praise for reliable service. “I haven’t bought a paper ticket for any concert or event in years,” says Sandra, a marketing executive.
Grocery delivery has also seen tremendous growth, especially in urban areas. “Grocery shopping used to take up my entire Saturday morning,” explains John, a busy father of three. “Now I order online from Carrefour on Thursday evening, and everything arrives Friday afternoon. It’s changed my life.”
Other success areas include:
- Food delivery (especially in Kampala, Entebbe, and Jinja)
- Books and educational materials
- Digital products (software, online courses)
- Beauty products from established brands
These categories share common factors: standardized products with little variation, established players with proper customer service, and immediate utility that justifies potential premium pricing.
New Trends Changing the Game
Several new developments are reshaping online shopping in Uganda this year.
“Pay later” options have gained significant traction. “I use BNPL services to split payments for bigger purchases,” explains Martin, a young professional. “It helps me manage cash flow without going into debt.”
Social shopping has evolved beyond simple posts to full shopping experiences. “I follow fashion shows and product launches on TikTok Live,” says Tracy, a college student. “I can ask questions about the products and buy directly through the app.”
Voice shopping is emerging among tech-savvy users. “My brother has vision problems, so he uses voice commands to shop online,” explains Rose from Kampala. “It’s still basic, but it works for simple orders.”
Used goods marketplaces have exploded in popularity due to economic pressures. Platforms like Jiji Uganda report 70% growth in secondhand listings this year. “I’ve furnished most of my house through secondhand marketplace apps,” says Peter, a young doctor. “The savings are significant, and it’s better for the environment.”
What Would Make Ugandans Shop Online More?
When asked what would encourage more online shopping, Ugandans had clear priorities:
- Better buyer protection and simpler return processes
- Verified seller programs with strict quality standards
- More affordable delivery options to areas outside Kampala
- Flexible payment options including installment plans
- Local language support in apps and customer service
“If I could inspect items before paying, even through a video call, I would shop online much more,” says James from Fort Portal.
Others emphasized transparency. “Just be honest about delivery times and quality,” urges Catherine, a mother of three. “I can accept waiting two weeks if you tell me upfront, but don’t promise next-day delivery and then disappear.”
Conclusion
Online shopping in Uganda continues to grow rapidly in 2025, but beneath the impressive statistics lies a complex reality. Most Ugandans approach it with a mixture of excitement, caution, and strategic thinking.
Trust remains the foundation everything else builds upon. Ugandans are willing to pay more, wait longer, and forgive minor inconveniences if they feel confident they won’t be cheated.
For businesses, the message is clear: long-term success in Uganda’s online marketplace doesn’t come from flashy apps or aggressive discounts but from consistently delivering on promises. The companies earning customer loyalty are those focusing on transparency, quality control, and responsive customer service.
As my aunt Mary’s experience shows, even the most skeptical Ugandans can be converted when online shopping delivers a positive experience. Her successful first purchase has led to three more in the past month alone.
The future of online shopping in Uganda will be determined not by technology alone, but by which companies truly understand local needs and build solutions that address Ugandan concerns. Those who get this right will unlock a rapidly growing market of increasingly digital-savvy shoppers ready to embrace convenience—as long as they can trust what’s being offered.
As we often say in Uganda, “Mpola mpola, tugenda tutuuka”—slowly but surely, we will get there.
TAGS:
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