For years, Kenyan traders depended on middlemen to import goods from China. But with the rise of digital platforms like TikTok, Facebook, and Instagram, direct access to manufacturers has become easier and more reliable.
Now, a growing number of entrepreneurs are cutting out intermediaries to save money, gain control, and simplify the importation process.
Dennis Wambua is one of them. When he first heard about direct shipping from China, he thought it was unrealistic and complicated.
“I never believed it would be this easy,” he said. “You just find a supplier in China, pay online, and the goods are delivered to Mombasa Port—without a middleman or even a contact in Guangzhou.”
Inspired by a TikTok video, Mr Wambua launched his import business in 2022. Today, he uses his own social media platforms to educate others on how to import directly, avoid scams, and work with shipping agents.
The 27-year-old electronics dealer has not used a middleman in years. “I usually save up to 20 percent on costs,” he tells the BDLife.
He is part of a growing wave of Kenyan entrepreneurs defying traditional trade chains. With access to online marketplaces like Alibaba, AliExpress, 1688, and DHgate—and support from shipping agents catering to small businesses - more people are going straight to the source.
In the past, importing required having a relative in China, Dubai, or the US, or knowing someone well-connected and bring goods to Eastleigh, Kamukunji, or Gikomba. Now, social media platforms are full of tutorials on how to source and ship products directly from China.
Another such success story is 34-year-old Victoria Sereria, who runs Sereria Imports in Nairobi’s Central Business District. When we visited her shop, she was unpacking goods she had brought in for clients.
Victoria Sereria, an importer at her shop in Nairobi CBD on April 26, 2025.
Photo credit: Bonface Bogita | Nation Media Group
She began as a street vendor selling air fresheners, but her journey took a turn in 2014 while working as a house help in Dubai. During her off days, she visited manufacturers’ shops to buy items for family and friends in Kenya. Facebook was her main marketing tool at the time.
“The digital wave has made everything easier,” she says. “WeChat, for example, can now translate conversations into any language, making communication with suppliers smoother.”
Although her business has grown, the journey has not been without challenges. “I once shipped an entire carton of goods to a client, and they refused to pay me because the shipping fees were Sh17,000,” she recalls.
Damages during shipping, delays at the port, and high freight costs are some of the risks she faces. But her commitment to transparency has helped her retain loyal customers. “My clients want trendy and affordable products. By importing directly, I stay ahead,” she said.
She advises those interested in importation to do thorough research and not to join the business solely for the money.
For Mr Wambua, TikTok remains a valuable educational tool. “I don’t import goods for people,” he said. “I teach them how to do it themselves.”
Every week he does posts that usually educate individuals on how to avoid scammers, how to talk to suppliers and which applications to use.
“I charge a small fee to help interested individuals ship in their items,” he says.
“I don’t buy for you. I show you how to do it, where to get agents, and how to talk to suppliers,” he emphasises.
Ann Wangari Nyakio, a children’s clothing seller, agrees. After being in the mitumba (second-hand clothes)business since 2018, she overcame her fear of importing and now sources products directly from Alibaba. She uses a Kenyan-based shipping agent who charges per kilogramme.
“The quality of the clothes I import is far better than what I used to sell locally,” she said.
On any other day, you will find her on her TikTok page going live two to three times just to sell her clothes.
Shoes imported by Victoria Sereria, pictured at her workplace in the Iconic Business Plaza on April 26, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Alibaba, she advises, is convenient and efficient to use as it has provided the safety policies needed both for the supplier and the individuals.
“Shipping by sea takes about 30 to 35 days, so patience is important,” she adds.
An as more traders take the leap into direct importation, a new class of international freight brokers has emerged to support small-scale importers.
The game has changed
Kevin Ojwang’, a shipping agent in Eastleigh, says they consolidate orders from different customers, ship in bulk, clear them at the port, and distribute across Kenya. They act as a bridge between buyers and sellers.
“You select the items you want. We assist you in bringing them in. We’ve helped thousands of businesses get started—some with as little as Sh10,000,” he says.
“The landscape has changed. Individual importers now dominate. Some brokers have had to shut down or pivot to other services.”
According to Mr Ojwang’, the change is very visible. Bulk importers made up the majority of his clientele five years ago.
“Some of us have had to shut down or divert to other things. The game has changed. Anyone can fly to China themselves,” he adds.
Return flights to China from Kenya cost between Sh80,000 and Sh140,000 depending on the airline and season.
With high production costs and limited raw materials in Kenya, many traders now prefer importing for better margins and variety.
Pauline Wambui, a décor expert and shipping consultant, regularly travels to China to shop for both herself and her clients.
Pauline Wambui, a décor expert and shipping consultant, during an interview at Nation Centre in Nairobi on April 22, 2025.
Photo credit: Bonface Bogita | Nation Media Group
“Direct sourcing boosts profit margins and lowers operational costs,” she notes. “It also makes commerce more inclusive. But we must ensure proper regulation for tax compliance and product safety.”
As more Kenyans directly bring in goods from China, there has been a jump in imports. According the Kenya National Bureau of Statistics latest report, China import traffic increased by 6.5 percent to 28.46 million tonnes last year.
However, the direct import business is not without its risks.
Bianca Faith Kimani, a student and personal shopper, learned that the hard way. She once paid Sh15,000 to a TikToker for importation training, only to find out the contacts she was given were fake.
Determined to continue, she started a WhatsApp group to help clients place direct orders from China. Known as Shipping with Paula on TikTok, she now advises followers to factor in shipping costs and customs duties when pricing their items.
Starting as a dropshipper (online retailer who sells products without holding any inventory) in 2016, Ms Kimani believes platforms like Alibaba are generally safe, but emphasises the need for caution. “Ask for samples, do supplier research, and always start small,” she advises.
As Kenya’s digital economy continues to mature and young people embrace entrepreneurship, direct importing is no longer just a trend—it’s becoming the norm.
“Join importing groups, ask questions, and do not go in with every shilling you have on your first try,” Ms Kimani advises.
