Jemima Atieno, a 52-year-old hair braider from Nairobi’s Kenyatta market, spent years establishing her business in the bustling hub. However, following the pandemic, her customer base dwindled as clients turned to social media to find similar services. “I don’t know how somebody can get to social media,” Atieno shared with Reuters, highlighting a digital gender gap that has left many Kenyan women, particularly those in informal jobs, at a disadvantage compared to their male counterparts who more easily navigate the country’s growing online economy.
The tide began to turn for Atieno when she discovered Braiding Nairobi, a mobile app designed to connect customers with hair braiders for home service appointments. The app, likened to popular platforms such as Uber and Glovo, has become a lifeline for many braiders who struggle with digital literacy.
The app’s founder, 25-year-old Natachi Onwuamaegbu, launched Braiding Nairobi in May after interviewing braiders at Kenyatta market for a storytelling project. “I realized there was an opportunity to create an even playing field where you don’t have to be super proficient in Instagram and social media to gain access to a wider web of customers,” Onwuamaegbu said.
The stories she initially published on Instagram and her blog led to a significant boost in business for the featured braiders, prompting her to develop the app as a more sustainable solution. With Kenyan women often facing challenges such as less reliable internet access and lower digital literacy—outlined in a 2023 International Labour Organisation report—Braiding Nairobi aims to bridge that divide.
Despite the app’s positive impact, the transition hasn’t been seamless for everyone. Some braiders lack reliable data or feel uncomfortable using the app, so Onwuamaegbu personally calls them to confirm orders. So far, 180 customers and about 100 braiders have joined the platform, with more awaiting as the founder cautiously scales up operations.
The broader digital gender gap is also reflected in Kenya’s gig economy, where only 28% of workers are women, according to a 2023 study backed by the Alexander Von Humboldt Institute for Internet and Society. Most female gig workers are under the age of 25, underscoring the challenges older women face in adapting to digital tools.
While experts point out that Kenya’s gig economy lacks sufficient regulatory measures, which could leave workers exposed, the economic advantages of platforms like Braiding Nairobi are undeniable. “There needs to be in place some sort of policies to ensure some security for the gig workers,” said researcher Kutoma Wakunuma. “But these policies are slow in the making.”
For the braiders who have embraced the app, the benefits outweigh the risks. “In this app, everything is convenient—the prices, the style, the client needs,” said Esther Mulandi, expertly weaving a customer’s braids. “For me, it’s working and growing very fast.”
The success of Braiding Nairobi demonstrates how technology can be tailored to include those who have traditionally been left out of digital advancements, offering new hope and financial opportunities for women like Atieno across Kenya.
