eCommerce market in Kenya

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

in million US$

eCommerce revenue growth in Kenya

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)76.529.418.796.79.616.00.958.2

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 2028.

eCommerce online share in Kenya

in %
20202021202220232024202520262027
Online share (in %)62.4%70.2%33.9%4.0%58.7%67.0%30.8%54.9%

Top stores

Top five online stores in Kenya by net sales 2023

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.

eCommerce net sales generated in Kenya in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%