e-Commerce Market Analytics

The eCommerce market in Kenya

Kenya is the 54th largest market for eCommerce with a revenue of US$1.7 billion in 2021, placing it ahead of Sri Lanka and behind Hungary.

With an increase of 44%, the Kenyan eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Kenya, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 12% between 2021 and 2025, Kenya is even expected to outperform the global average of 6%.

The eCommerce market in Kenya

Top online stores

The biggest player in the Kenyan eCommerce market is mydawa.com. The store had a revenue of US$9 million in 2021. mydawa.com is followed by jumia.co.ke and phoneplacekenya.com as the second- and third largest stores with US$4 million and US$3 million, respectively. Altogether, the top three stores account for 1% of online revenue in Kenya.

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.

One of the fastest-growing stores in the Kenyan market is healthyu.co.ke. The store achieved online net sales of about US$0.7 million in 2021. Its revenue growth amounted to 68% in the previous year.

Growth champions:
Editorial tips:

Top online eCommerce stores in Kenya by eCommerce net sales 2021 in million US$

# Store
1. mydawa.com
2. jumia.co.ke
3. phoneplacekenya.com
4. priceinkenya.com
5. shopit.co.ke

The eCommerce market in Kenya

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Kenya is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 12%. Compared to the year-over-year growth of 44% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 24% in Kenya; in other words, 24% of the Kenyan population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in Kenya and accounts for 41% of the eCommerce revenue in Kenya. It is followed by Fashion with 31%, Furniture & Appliances with 13%, Toys, Hobby & DIY with 8%, and Food & Personal Care with the remaining 7%.