eCommerce market in Kenya

Kenya is the 74th largest market for eCommerce with a predicted revenue of US$885.9 million by 2025, placing it ahead of Latvia. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 13.0%, resulting in a projected market volume of US$1,442.2 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 21.8%, 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%.

Monthly revenues

Monthly revenues in the Kenyan eCommerce market

The monthly eCommerce revenue of the Kenyan eCommerce market was US$69 million in April 2025. This refers to a growth of -8.3% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.6% of the total 2024 revenue of the Kenyan eCommerce market and the lowest in May 2024 with 7.0% of the total 2024 revenue.

Revenue Last Month

US$69.5m

The eCommerce revenue fell by 8.3% from March 2025 to April 2025.

04-2025-8.3%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)62.967.776.93.566.96.47.460.554.429.685.555.3

Market development

eCommerce revenue development in Kenya

Kenya is the 74th largest market for eCommerce with a predicted revenue of US$885.9 million by 2025, placing it ahead of Latvia. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 13.0%, resulting in a projected market volume of US$1,442.2 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 21.8%, 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%.

eCommerce revenue development in Kenya

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in Kenya

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)16.343.536.762.027.327.091.541.8

Online share

eCommerce online share in Kenya

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.

eCommerce online share in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)99.8%54.6%12.8%71.4%12.8%7.2%33.7%34.5%

Top stores

Top five online stores in Kenya by net sales 2024

The biggest player in the Kenyan eCommerce market is carrefour.ke. The store had a revenue of US$31.2 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.

eCommerce net sales generated in Kenya in 2024

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Kenya - All Categories Worldwide - All Categories

Payment Methods

Top 5 offered payment methods in the Kenyan eCommerce market

The Kenyan eCommerce market in 2024 in terms of offered payment methods is fragmented and dominated by a few providers with M-Pesa (E-wallets) covering the largest share with 89.4% of all online stores checked. Other offered payment methods in the Kenyan eCommerce market in 2024 are VISA (Cards) with 60.6%, Mastercard (Cards) with 56.1%, and Cash on delivery (Cash on delivery) with 47.0%. With 24.2% Bank transfer/cash in advance (Bank transfer) has already a significantly smaller coverage compared to M-Pesa (E-wallets).

Top 5 offered payment methods in the Kenyan eCommerce market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 66 stores in the Kenyan eCommerce market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal