Recently, we analyzed over 100 of the top searched “where to buy” search terms in Kenya, representing 60,000+ monthly searches in the past one year (August 2024 – August 2025) . What we discovered in this market research challenges everything most people think they know about the Kenyan online market.
As internet and SEO researchers who’ve spent years decoding search intent patterns across African markets, we’ve learned that the most valuable business insights often hide in the consumer researching process (search intent) before going for a product or service.
What is Search Intent and Why It Matters
Search intent is the “why” behind every search. It is the reason or goal of a person when they search on google, as well as other best search engines in 2025 including AI generative engines and social media platforms.
There are 3 major types of search intent:
- Commercial – Looking to make a purchase for a product or service soon
- Informational – Seeking knowledge or know how
- Transactional – Ready to buy/ complete an action
For example, When someone searches the query “where to buy dairy cows in Kenya” , their intention is to buy. This is a transactional intent.
This intent data is pure market intelligence, showing real demand without any survey bias or focus group theater.
Unlike traditional market research that asks what people might do, search data shows what they’re actually doing right now, with money in hand.
The Million-Shilling Key Insights
Here’s what 60,000+ monthly searches for ‘where to buy’ revealed about Kenya’s economy:
The Wholesale Revolution
- 70% of searches target bulk/wholesale purchasing
- Not consumers buying one item – entrepreneurs building businesses
- Clear signal: Kenya’s informal economy is formalizing fast
Agriculture Goes Modern
- Searches span from “Sahiwal cows” to “Israeli pumpkin seeds”
- Kenyan farmers aren’t just farming – they’re upgrading everything
- Market opportunity: Modern agricultural supply chains
The Wellness Wave
- Shilajit, Ashwagandha, Maca powder dominating searches
- Health-conscious middle class emerging
- Import opportunity: Natural supplements market
The Authenticity Premium
- “Original perfumes,” “original JBL speakers” – quality matters
- Counterfeit fatigue creating premium positioning opportunities
Top Sectors Screaming for Attention
- B2B agricultural supplies
- Wholesale beauty/cosmetics
- Health supplement imports
- Traditional wear modernization
- Industrial chemical supply
Need The Full Insights for this Report or Custom Market Research in Kenya Insights for Your Industry?
Contact Us Below
The Search Intent Advantage
Traditional market research costs millions and takes months. Search intent analysis costs hundreds and takes days.
More importantly, it shows purchase-ready demand, not hypothetical interest.
Every “where to buy” search represents someone with a problem, a budget, and urgency. That’s your ideal customer raising their hand.
Ready To Stop Guessing What Your Market Wants?
This analysis scratches the surface of what’s possible when you combine:
- Google search data
- AI-powered analysis
- Specialized SEO tools
- Market intelligence frameworks
We’re creating quarterly Kenya Market Intelligence reports for businesses serious about data-driven expansion.