Care Products market in Ghana

The Ghanaian Care Products eCommerce market is predicted to reach US$80.6 million by 2024 and accounts for 8.6% of the total eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 11.2%, resulting in a projected market volume of US$123.2 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Detergents market in Ghana

The Ghanaian Detergents eCommerce market is predicted to reach US$6.2 million by 2024 and accounts for 49.7% of the Household Care eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 13.1%, resulting in a projected market volume of US$10.1 million by 2028. The Detergents eCommerce market is a sub-market of the Household Care market. Further categories within the Household Care market are: Cleaning Equipment, and Other Household Care.

eCommerce revenue development in the Detergents market in Ghana

in million US$

eCommerce revenue growth in the Detergents market in Ghana

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)64.886.036.887.697.853.30.793.9

Online share

eCommerce online share of the total Detergents market in Ghana

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ghanaian Detergents retail market, the online share is 3.7% and will increase by an average of 10.4% to 5.4% by 2028.

eCommerce online share of the total Detergents market in Ghana

in %
20202021202220232024202520262027
Online share (in %)68.2%68.2%63.6%31.5%34.6%73.9%83.6%1.4%

Market definition

Definition of the Detergents market within the Care Products market

Market definition: Care Products > Household Care > Detergents The category Detergents includes the online trade of dishwashing detergents (e.g. liquid dish soap, dishwasher detergent tablets), multi-surface cleaners (e.g. all-purpose cleaners, kitchen cleaners, glass cleaners, floor cleaners) and laundry detergents (e.g. liquid detergents, powder detergents, pods and detergent packs, stain removers, fabric softeners). This category does not cover cleaning equipment and launderette services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Dishwashing detergents (e.g. liquid dish soap, dishwasher detergent tablets)
  • Multi-surface cleaners (e.g. all-purpose cleaners, kitchen cleaners, glass cleaners, floor cleaners)
  • Laundry detergents (e.g. liquid detergents, powder detergents, pods and detergent packs, stain removers, fabric softeners)

Out-of-scope

  • Cleaning equipment
  • Launderette services