DIY market in Ghana
The Ghanaian DIY eCommerce market is predicted to reach US$54.2 million by 2023 and accounts for 8.1% 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 2023-2027) will be 5.6%, resulting in a projected market volume of US$67.3 million by 2027. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.
Market development
eCommerce revenue development in the Garden market in Ghana
The Ghanaian Garden eCommerce market is predicted to reach US$7.2 million by 2023 and accounts for 13.3% of the DIY 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 2023-2027) will be 6.2%, resulting in a projected market volume of US$9.2 million by 2027. The Garden eCommerce market is a sub-market of the DIY market. Further categories within the DIY market are: Tools & Construction Supplies, and Vehicle Parts.
eCommerce revenue development in the Garden market in Ghana
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
eCommerce revenue growth in the Garden market in Ghana
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
Net eCommerce revenue split by sub-category
Note: Data shown is using current exchange rates.
Source: ECDB analysis
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 15.3 | 58.3 | 48.7 | 11.6 | 63.4 | 62.0 | 13.1 | 32.3 |
| AOV (in US$) | 0.4 | 0.6 | 0.6 | 0.5 | 0.8 | 0.4 | 0.5 | 0.8 |
| CVR (in %) | 35.2 | 58.0 | 52.2 | 23.6 | 98.5 | 3.0 | 91.8 | 8.6 |
Market definition
Definition of the Garden market within the DIY market
Market definition: DIY > Garden In the category Garden digital channels are used to sell a variety of products, including plants and seeds (e.g flowering plants, fruit trees), gardening accessories (e.g sprinklers, shovels, lawn mowers) and barbecues (e.g. charcoal grills, gas grills, smokers). Not part of the category are garden furniture, fresh cut flowers and bouquets or gardening books. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Plants and seeds (e.g flowering plants, fruit trees)
- Gardening accessories (e.g sprinklers, shovels, lawn mowers)
- Barbecues (e.g. charcoal grills, gas grills, smokers)
Out-of-scope
- Garden furniture
- Fresh cut flowers and bouquets
- Gardening books
- Gardening services