Cart to Confidentiality: Safeguarding Consumer Data in Kenya's e-commerce Age

The rapid expansion of e-commerce in Kenya has transformed consumer markets while simultaneously generating complex data privacy concerns. This paper examines the convergence of e-commerce expansion and data protection in Kenya, focusing on the problems and opportunities for maintaining consumer confidence and consumer data privacy. The study finds that although Kenya possesses a relatively progressive legal framework for data protection, challenges such as low public awareness, insufficient enforcement mechanisms, cross-border data transfer risks, and technological vulnerabilities such as cyber threats and data breaches continue to undermine effective protection of consumer data in the e-commerce ecosystem. These difficulties diminish consumer trust, which is essential for long-term e-commerce. This study looks at Kenya's e-commerce scene highlighting the growth in digital commerce and the factors driving it. 

The paper argues that the ideal model for Kenya's digital economy is one in which strong regulatory enforcement, technological safeguards, and corporate accountability converge to foster consumer confidence and sustainable e-commerce growth. It assesses the consumer privacy legal and regulatory framework, identifies gaps in execution, and identifies opportunities to improve data protection using technological advancements such as block chain and artificial intelligence. Strengthening regulatory oversight, integrating emerging technologies such as blockchain for data integrity, and adopting comparative best practices from jurisdictions such as the United Kingdom can significantly enhance consumer trust. The paper concludes by proposing actionable recommendations to match data protection policies with Kenya's e-commerce potential.