eCommerce market in Kenya

Kenya is the 73rd largest market for eCommerce with a predicted revenue of US$886.0 million by 2025, placing it ahead of Nepal. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 13.0%, resulting in a projected market volume of US$1,442.4 million by 2029. With an expected increase of 16.2% in 2025, the Kenyan eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in Kenya, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Kenyan eCommerce market. Electronics is the largest market and accounts for 23.4% of the Kenyan eCommerce revenue. It is followed by Hobby & Leisure with 21.9%, Fashion with 18.8%, Furniture & Homeware with 11.8%, Grocery with 8.6%, Care Products with 8.3%, and DIY with the remaining 7.3%.

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 Kenyan retail market, the online share is 3.1% and will decrease by an average of 0.4% to 3.1% by 2029.

The biggest player in the Kenyan eCommerce market is carrefour.ke. The store had a revenue of US$45.4 million in 2024. Store rankings include every store that generates revenue in Kenya. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Kenya was considered.