Copia Global, Kenya's prominent e-commerce startup, is launching a strategic campaign to encourage its two million customers to transition from offline to app-based shopping. Leveraging the increasing smartphone penetration in Kenya, Copia aims to enhance direct engagement, offering customers a more extensive product range and transparent pricing through its mobile app. The company's model relies on a network of 50,000 street shops to collect and deliver orders, and the shift to app usage is expected to provide better control over the shopping experience and enable customization based on customer preferences.