eCommerce market in Kenya
Kenya is the 74th largest market for eCommerce with a predicted revenue of US$801.4 million by 2024, placing it ahead of Latvia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.2%, resulting in a projected market volume of US$1,363.4 million by 2028. With an expected increase of 17.7% in 2024, the Kenyan eCommerce market contributed to the worldwide growth rate of 10.4% 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%.
Market development
eCommerce revenue development in Kenya
Kenya is the 74th largest market for eCommerce with a predicted revenue of US$801.4 million by 2024, placing it ahead of Latvia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.2%, resulting in a projected market volume of US$1,363.4 million by 2028. With an expected increase of 17.7% in 2024, the Kenyan eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Kenya, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Kenyan eCommerce market. Electronics is the largest market and accounts for 24.1% of the Kenyan eCommerce revenue. It is followed by Hobby & Leisure with 21.7%, Fashion with 19.2%, Furniture & Homeware with 11.7%, Care Products with 8.3%, Grocery with 7.6%, and DIY with the remaining 7.5%.
eCommerce revenue development in Kenya
eCommerce revenue growth in Kenya
Net eCommerce revenue split by sub-category
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 74.8 | 70.7 | 95.7 | 51.0 | 1.4 | 94.2 | 56.7 | 89.7 |
Top stores
Top five online stores in Kenya by net sales 2023
The biggest player in the Kenyan eCommerce market is mydawa.com. The store had a revenue of US$12.4 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.
eCommerce net sales generated in Kenya in 2023
Filtered revenue / share
eCommerce net sales refer to the year 2023
|
Global revenue
eCommerce net sales refer to the year 2023
|
Growth
eCommerce net sales growth refers to 2023/2022
| |
---|---|---|---|
US$900.0m
20.7% | US$8,300.0m | 8.3% | |
US$550.0m
12.0% | US$4,600.0m | 12.4% | |
US$470.0m
3.9% | US$1,190.0m | 33.6% | |
US$430.0m
20.6% | US$2,122.0m | 18.0% | |
US$370.0m
20.7% | US$1,814.0m | 12.6% |
See further stores
Select main category