As Kenya celebrates 18 years of M-PESA- a platform that has fundamentally transformed the country’s financial landscape- the M-PESA Sokoni Festival will culminate in Nairobi with its largest celebration yet.
The finale promises a vibrant showcase of enterprise, innovation, and community, marking the end of a national caravan that has traversed Mombasa, Rift Valley, Mt. Kenya, and Western Kenya.
Launched as part of Safaricom’s broader M-PESA at 18 celebrations, M-PESA Sokoni is more than a marketplace.
It is a deliberate movement promoting financial inclusion and SME empowerment. It offers a hybrid experience of commerce, entertainment, and community-building, bringing together over 150 merchants across diverse sectors, from fashion and electronics to health, wellness, and groceries.
The Digital Economy at Work
Since its inception in 2007, M-PESA has grown into a cornerstone of Kenya’s economy.
According to Safaricom, over Ksh35.9 trillion was transacted through the platform between April 2024 and March 2025, with more than 30 million active users and over 600,000 merchants accepting payments.
M-PESA provides multiple tools for merchants—from Lipa na M-PESA, Pochi la Biashara, and Business Till Numbers, to Fuliza ya Biashara and Ziidi MMF, empowering businesses of all sizes to access cash flow, credit, and market linkages.
These tools have been especially vital for the informal sector, which contributes over 80% of Kenya’s employment.
Women-led businesses, micro-retailers, and youth entrepreneurs have leveraged M-PESA to formalize operations, reduce transaction costs, and expand customer reach.
Also Read: How to Withdraw PayPal Funds Through Safaricom M-PESA App
From matatus to green groceries, popularly known as mama mbogas, M-PESA has become the anchor of businesses in the informal sector as the world transitions to cashless payments.
To enhance customer experience and simplify access to various services, Safaricom introduced the M-PESA App, which allows users to view, access, and manage financials easily.
M-PESA Sokoni on the Ground
To celebrate the milestones, Safaricom launched the M-PESA Sokoni to celebrate the impact of its mobile money services.
At the heart of M-PESA Sokoni is a commitment to unlock opportunity—regardless of background, location, or sector.
Speaking during the launch of the campaign, Safaricom PLC CEO Peter Ndegwa said M-PESA Sokoni would present a unique opportunity for customers to enjoy amazing deals and showcase their products.
“M-PESA Sokoni is more than just a marketplace; it is a unique family friendly event where we are offering our esteemed customers an opportunity to enjoy amazing deals on a variety of products, great entertainment, and business owners get an opportunity to showcase their products and services, connect with customers and grow their brands,” said Safaricom CEO, Dr. Peter Ndegwa.
Amina Yusuf, a tomato trader from Mombasa, exemplifies this. “I started with just one crate of tomatoes,” she shared. “After Sokoni, I learned about Business Till and Fuliza ya Biashara. Today, I supply to three markets.”
Festival finale
The Nairobi finale builds on stories like Amina’s by offering:
- Unmatched Exposure: Free entry for customers and broad media coverage, offering high visibility for participating businesses.
- Merchant Incentives: Discounts, real-time rewards, and exclusive offers encourage purchases and customer engagement.
- Networking & Training: Forums like Grow with Safaricom provide SMEs with resources on digital marketing, branding, and regulatory navigation.
- Entertainment: The finale will feature Kenya’s top performers, DJs, and youth dancers, capped with a live concert.
- Cultural Engagement: Highlights include the “M-PESA or the Box” challenge, with prizes of up to Ksh180,000, plus flash discounts and giveaways for M-PESA users.
Beyond sales, Sokoni will also enable merchants to build lasting relationships with customers and peers. Vendors are encouraged to leverage the power of the M-PESA brand to enhance credibility while connecting with others for possible future collaborations.
Policy-Aligned Progress
M-PESA Sokoni aligns with Kenya’s Digital Economy Blueprint, which emphasizes inclusive growth, entrepreneurship, and digital literacy.
Also Read: Safaricom Reports Ksh69.8 Billion Profit Ahead of 2025 AGM
This alignment is clear in initiatives like the M-PESA Foundation’s Wezesha Mama programme—offering financial and digital literacy training, plus seed capital to women entrepreneurs—and Safire Connect, a forum fostering dialogue on financial wellness and personal branding.
Wezesha Mama provides comprehensive assistance to women entrepreneurs, covering areas such as digital and financial education, as well as guidance in branding, marketing, and product development, addressing the practical challenges they encounter.
Over a 12-month period, a competitive process will identify the top three groups in each of the five regions, awarding them grants of Ksh500,000, Ksh300,000, and Ksh200,000, respectively.
“My experience being here today has been very exciting. We have been taught about business. We have also been taught how to save and budget. It is very exciting and insightful. I thank Safaricom and M-PESA Foundation for caring and inviting us for such forums,” said Tecla Bungei, a beneficiary from Rift Valley.
Safaricom has also recognised excellence within its ecosystem through the M-PESA Agent Awards, and extended opportunities to the youth through Safaricom Hook, which connects young people to digital tools, talent showcases, and market access.
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