Businesses continue to prioritize profitable and sustainable growth and have embraced resellers who are key in expanding their reach to new and wider markets and at the same time minimizing costs. Identified as an ever-growing demand from businesses, Ajira Digital Program through its implementing partner, KEPSA, partnered with Kujia to initiate a digital resellers program that has seen 126 young Kenyan technopreneurs being mentored by 36 global resellers and associates from different countries including Malaysia, Germany, South Africa, Nigeria, Morocco, Mozambique, Tanzania and even from Kenya.

This first cohort of digital resellers was hosted in a graduation ceremony today which was also an opportunity to meet and network with peers, mentors, and partners. Representing KEPSA was Alice Kimani, Private Sector Engagement Lead, Ajira Digital. Also, in attendance were Mr. Bernard Nyachieo, Founder Kujia; Dephence Mrunde, Virtual Learning and Community Engagement Manager at eMobilis; Munene Githira, Founder of PiPo Brands, Mr. Tinyiko Mabale, Co-Coordinator NTID Group, Pretoria; Lerato Raswiswi, ImentorU Foundation, Pretoria; Pavel Sarwar, President, YOUTH HUB; among others.

The services that businesses can access through the digital resellers range from macro, micro, and nano influencers, brand consulting, web auditing, social media management, podcast editing and production, email marketing, paid advertising, video marketing, content marketing strategy, chatbot, and AI marketing, among others.

The Digital Reseller Program has benefited these young people from diverse backgrounds with the first cohort mainly focusing on youth from Homa Bay, Kajiado, Samburu, Uasin Gishu, Baringo, Turkana, Marsabit, Laikipia, Kwale, Machakos, and Nairobi. The Program also prioritizes young women, persons with disability, youth living in slums and ASALs, registered refugees as well as young people from income-low backgrounds.

Alice explained to the participants the need for such initiatives that foster a culture of entrepreneurship and digital literacy, as it sows seeds for a workforce that is not just adaptive but thrives in the dynamic world of online commerce. She reminded the digital resellers that their success is not only a testament to their capabilities but also a collective triumph for the community and the economy. She urged the mentors and organizations present to keep steering the collaboration jointly the help bridge the digital divide and pave the way for more globally competitive businesses and labour markets.

Rose Wangondu, a beneficiary of the Program explained how she began her digital marketing journey by enrolling digital marketing course through the Ajira Digital Program, where she grasped the essentials and craved more depth. Seeking to monetize her skills, Rose transitioned to the Resellers Programme for Digital Resellers Program. With the combined insights from both programs, she founded ICT Avenues, her Digital Marketing Agency where she has been offering reseller services to different businesses. Beyond building her business, Rose dedicated herself to mentoring Murang'a County entrepreneurs on the importance of online presence. Today, her story—a blend of persistence, learning, and community service—inspires countless others.

Explaining the next way forward, Bernard said they envision meeting Vision 2030 through such initiatives that empower Kenyan youth with digital marketing skills to become independently certified resellers and then owners of their marketing agencies. He said that they are planning to have done a total of 18 cohorts by the year 2030. He encouraged more young people to consider such opportunities as they are equipped with the ICT and entrepreneurship skills necessary to create and grow jobs.

Joining virtually, Pavel from Malaysia who is one of the mentors encouraged the digital resellers to continue investing their time and resources in developing quality products and services and called them to keep on identifying the available gaps required for businesses and the emerging software and tools that can facilitate their delivery of work.

Out of the 7 million SMEs in Kenya, 85% do not reach their third birthday with about 18% of them becoming obsolete due to market access constraints. Hence Digital marketing resellers play a pivotal role in business growth by providing expertise, cost-efficiency, time savings, scalability, advanced skills, and expertise in paid advertisements.