PRESS RELEASE
Nairobi, 28th November 2024 – Yaga, South Africa’s leading app for buying and selling preloved goods, has expanded to Kenya. Following four successful years in South Africa, where sellers have collectively earned over KSh 4.2bil, Yaga looks forward to introducing its unique platform in Kenya, announcing the launch at Latitude59 Kenya Edition. The launch enables Kenyans to make the most of what they own while contributing to a more sustainable fashion culture.
“Preloved is no longer a niche; it’s quickly becoming the norm,” said Aune Aunapuu, CEO and Founder of Yaga, during the Latitude59 tech event in Nairobi. “Our growth trajectory shows that consumers are eager for a trustworthy, profitable, and user-friendly platform.”
To date, South Africans have sold close to 2 million items through Yaga, with top sellers reporting monthly earnings of up to KSh 140,000. The app not only allows users to sell unused clothes, accessories, and other items, but buyers also benefit from savings of 50-80% off retail prices. This makes high quality, like new or great-condition items accessible to Kenyans, alleviating financial pressures while giving everyone more options for shopping.
Unlike other online marketplaces, Yaga incorporates an escrow system for secure transactions by holding the funds until the buyer confirms that the item arrived in the expected condition. This allows users to shop confidently, knowing they are guaranteed a full refund if the item is not as described.
One of Yaga’s priorities is to provide a seamless user experience by integrating local payment systems, such as M-PESA and offering logistic solutions. This localisation meets the needs of Nairobi’s bustling marketplace culture, connecting buyers and sellers at the click of a button.
This user-centric approach also champions sustainability and fosters mindful consumption habits. Each sale on Yaga extends the life of an item, preventing it from ending up in landfills and reducing the overall environmental impact of the fashion industry which is cited as the planet’s third-largest polluter according to the 2021 report from the World Economic Forum.
The Yaga launch was welcomed by Latitude59’s CEO, Liisi Org, who emphasized that Kenya offers a strategic entry point for entrepreneurs looking to expand across Africa. “Latitude59 acts as a bridge between ecosystems in Africa, Europe, and Asia, and I wish Yaga great success in the Kenyan market. I’m grateful that Latitude59 can be part of this success story,” Org said.
With this announcement made the day before Black Friday, Yaga offers Kenyans an alternative to conventional retail by promoting mindful shopping. “While technology has optimised traditional e-commerce, person-to-person marketplaces have lagged behind,” said Aunapuu at Latitude59. “Yaga meets this demand, building a future where community-based buying and selling is safe, easy, and profitable.”
About Yaga
Yaga is Africa’s fastest-growing online marketplace for buying and selling preloved fashion. The platform offers a secure, user-friendly platform where individuals can confidently buy and sell items they no longer need. In South Africa, Yaga has empowered users
to earn over 600 million rand (around KSh 4.2 billion), with millions of items sold to date. Selling on Yaga is easy and free of charge, with all earnings going directly to sellers – empowering communities to make the most of what they own while contributing to a more sustainable fashion culture
About Latitude59 Kenya Edition
The Latitude59 Kenya Edition aims to create opportunities in East Africa, providing a platform for startups to connect with investors and gain insights into the latest tech trends. The startup and technology event takes place on 28 November in Nairobi, marking the second Latitude59 satellite event in Kenya.
