New online shopping portal open for business in Kenya

A new e-commerce website, Cartelia, is now open for business across Kenya.

Jayesh Mehta, CEO of Cartelia Ltd, says the new e-commerce player,, offer shipping across Kenya, including to rural areas. Its differentiator, he says, is that Cartelia ensures no grey market products reach consumers. “What differentiates us from our competitors is that we will mostly focus and operate the business to customer (B2C) business model, whereby we will directly ship to customers by sourcing products from our vendors unlike the competition which follows a marketplace model where anyone is allowed to sell on the portal.  

We chose the B2C model to avoid the proliferation of counterfeit products which is a common scenario now on major portals in Kenya. The company is looking forward to growing and serve the rest of the East African countries in near future,” he says.

Mehta says Cartelia was founded in 2015, with the vision to design the simplest online shopping portal that can be easily used by any Kenyan in the comfort of their home. Its features include side-by-side product comparisons, easy product search, and easy mobile payment options, such as MPESA, Airtel Money, Credit/Debit Cards and even Cash on Delivery. Cartelia explains that the Cash on Delivery option will help gain trust of the customers who have never shopped online, to be able to pay products upon receiving them.

Cartelia is designed to offer quality shopping, with products which are 100% genuine, validated through original dealers in Kenya. In addition, the company aims to ensure the fastest possible delivery times. “You will receive your products within the shortest time possible. When you shop online for a product on, you should be rest assured that it will be shipped by Cartelia Ltd, unlike an unknown or untrustworthy seller on a marketplace website,” Mehta assures.

He notes: “Online shoppers are on the rise in Kenya, although many barriers exist. One of these barriers is trust. Buyers can only trust and pay to the online seller under two conditions: the product in question has to be genuine and branded, and has to get a full-fledged tax invoice, with proper numeration. With that said, many of the buyers prefer to shop in retail stores, which covers the majority of market in Kenya. Due to the existence of these barriers, Cartelia has pioneered to create a 100% buyer protection program, in which a buyer has multiple payment options, such as paying upon receiving goods. Furthermore, its return policy ensures that the buyer can easily return the product if it was not as described on the website, or the product received was defective. This policy helps the buyer shop with confidence. This kind of policies are not followed by the existing online retailers, which sets Cartelia apart from them, and which makes Cartelia a buyer-friendly website to shop online.”

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