Fashion market in Ethiopia

The Ethiopian Fashion eCommerce market is predicted to reach US$243.0 million by 2023 and accounts for 18.9% of the total eCommerce market in Ethiopia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 18.3%, resulting in a projected market volume of US$476.1 million by 2027. Within the Fashion market ecommerceDB considers the following three sub-markets: Apparel, Bags & Accessories, and Footwear.

Market development

eCommerce revenue development in the Fashion market in Ethiopia

The Ethiopian Fashion eCommerce market is predicted to reach US$243.0 million by 2023 and accounts for 18.9% of the total eCommerce market in Ethiopia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 18.3%, resulting in a projected market volume of US$476.1 million by 2027. Within the Fashion market ecommerceDB considers the following three sub-markets: Apparel, Bags & Accessories, and Footwear.

eCommerce revenue development in the Fashion market in Ethiopia

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 69.5 40.3 50.8 46.8 44.6 13.1 41.7 85.5
AOV (in US$) 94.7 38.6 25.4 51.7 85.3 46.9 51.5 66.1
CVR (in %) 69.5 40.3 50.8 46.8 44.6 13.1 41.7 85.5
AOV: Average Order Value CVR: Conversion Rate

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (for men, women, and children), footwear (e.g., leather shoes, sneakers, luxury footwear, as well as textile and other footwear), luggage and bags (e.g., suitcases, purses, and briefcases), as well as accessories (e.g., hats and caps, watches and jewelery) via a digital channel. The main sales channels in this market segment include internet retailers (e.g., amazon.com) and online fashion retailers (e.g., Asos, Zalando, Nordstrom) or dedicated category retailers (e.g., eBags, zara.com, clarks.com, samsonite.com). Dedicated outdoor and sports apparel, outdoor and sports footwear, as well as baby’s clothes are not included in this segment (see: Toys, Hobby & DIY). The purchase and resale of used fashion articles are also not included in this market segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel and footwear
  • Watches, jewelry, and other accessories (e.g., hats, scarves)
  • Eyewear
  • Luggage and bags
  • Leather goods (e.g., leather bags, shoes, and belts)

Out-of-scope

  • Protective covers for electronic devices (e.g., smartphone covers)
  • Sports outfits and footwear
  • Work clothes

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