eCommerce market in Kenya

Kenya is the 77th largest market for eCommerce with a predicted revenue of US$664.3 million by 2024, placing it ahead of North Macedonia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.2%, resulting in a projected market volume of US$1,130.7 million by 2028. With an expected increase of 17.7% in 2024, the Kenyan eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. 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 24.1% of the Kenyan eCommerce revenue. It is followed by Hobby & Leisure with 21.7%, Fashion with 19.2%, Furniture & Homeware with 11.7%, Care Products with 8.3%, Grocery with 7.6%, and DIY with the remaining 7.5%.

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 2028.

The biggest player in the Kenyan eCommerce market is carrefour.ke. The store had a revenue of US$37.6 million in 2023. 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.