Fashion market in Ghana
The Ghanaian Fashion eCommerce market is predicted to reach US$152.8 million by 2024 and accounts for 19.7% 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 7.2%, resulting in a projected market volume of US$201.6 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
Market development
eCommerce revenue development in the Underwear & Nightwear market in Ghana
The Ghanaian Underwear & Nightwear eCommerce market is predicted to reach US$8.8 million by 2024 and accounts for 9.7% of the Apparel 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 3.6%, resulting in a projected market volume of US$10.1 million by 2028. The Underwear & Nightwear eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Jackets, Coats & Anoraks, Other Apparel, Pants, Socks, Suits & Trouser Suits, Sweaters, T-Shirts, Shirts & Blouses, and Workwear.
eCommerce revenue development in the Underwear & Nightwear market in Ghana
eCommerce revenue growth in the Underwear & Nightwear market in Ghana
Net eCommerce revenue split by sub-category
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 14.8 | 29.2 | 82.5 | 25.5 | 49.4 | 13.0 | 5.5 | 98.6 |
Market definition
Definition of the Underwear & Nightwear market within the Fashion market
Market definition: Fashion > Apparel > Underwear & Nightwear The category Underwear & Nightwear includes the online trade of underwear (e.g. briefs, bras, shapewear) and nightwear (e.g. pajamas, nightgowns, robes). This category does not cover erotic lingerie. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Underwear (e.g. briefs, bras, shapewear)
- Nightwear (e.g. pajamas, nightgowns, robes)
Out-of-scope
- Erotic lingerie
Market comparison
The Ghanaian Underwear & Nightwear market in a global comparison
Market comparison by growth, online share, and revenue in 2023
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