Hobby & Leisure market in Ghana

The Ghanaian Hobby & Leisure eCommerce market is predicted to reach US$179.9 million by 2024 and accounts for 23.2% 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 14.5%, resulting in a projected market volume of US$309.4 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Stationery, Crafts & Art Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Erotic & Adult market in Ghana

The Ghanaian Erotic & Adult eCommerce market is predicted to reach US$3.9 million by 2024 and accounts for 2.2% of the Hobby & Leisure 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 15.2%, resulting in a projected market volume of US$6.9 million by 2028. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Erotic & Adult market in Ghana

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Erotic & Adult market in Ghana

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)55.739.280.473.984.155.680.254.7

Online share

eCommerce online share of the total Erotic & Adult 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 Erotic & Adult retail market, the online share is 1.2% and will increase by an average of 9.8% to 1.7% by 2028.

eCommerce online share of the total Erotic & Adult market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)37.6%6.8%50.2%88.5%97.9%22.8%14.4%31.6%

Market definition

Definition of the Erotic & Adult market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Erotic & Adult The category Erotic & Adult comprises digital sales of erotic lingerie, sex toys, lubricants and sexual wellness products, and more. This category does not cover erotic books, contraceptives or online dating and matchmaking services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Erotic lingerie
  • Sex toys
  • Lubricants and sexual wellness products
  • Fetish gear

Out-of-scope

  • Erotic books
  • Contraceptives
  • Online dating and matchmaking services

Market comparison

The Ghanaian Erotic & Adult market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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