eCommerce market in Kenya

Kenya is the 56th largest market for eCommerce with a predicted revenue of US$3,237.6 million by 2023, placing it ahead of Jordan. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.7%, resulting in a projected market volume of US$4,198.5 million by 2027. With an expected increase of 8.4% in 2023, the Kenyan eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Kenya, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Kenyan eCommerce market. Electronics & Media is the largest market and accounts for 39.3% of the Kenyan eCommerce revenue. It is followed by Fashion with 38.6%, Toys, Hobby & DIY with 11.0%, Furniture & Appliances with 6.7%, and Food & Personal Care with the remaining 4.4%.

Market development

eCommerce revenue development in Kenya

Kenya is the 56th largest market for eCommerce with a predicted revenue of US$3,237.6 million by 2023, placing it ahead of Jordan. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.7%, resulting in a projected market volume of US$4,198.5 million by 2027. With an expected increase of 8.4% in 2023, the Kenyan eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Kenya, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Kenyan eCommerce market. Electronics & Media is the largest market and accounts for 39.3% of the Kenyan eCommerce revenue. It is followed by Fashion with 38.6%, Toys, Hobby & DIY with 11.0%, Furniture & Appliances with 6.7%, and Food & Personal Care with the remaining 4.4%.

eCommerce revenue development in Kenya

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 22.7 2.7 44.4 10.8 38.5 35.7 23.3 66.8
AOV (in US$) 22.1 66.6 14.7 31.8 33.9 28.8 58.3 88.5
CVR (in %) 22.7 2.7 44.4 10.8 38.5 35.7 23.3 66.8
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five online stores in Kenya by net sales 2021

The biggest player in the Kenyan eCommerce market is mydawa.com. The store had a revenue of US$8.9 million in 2021. mydawa.com is followed by jumia.co.ke and phoneplacekenya.com as the second- and third-largest stores with US$8.7 million and US$3.3 million, respectively. Altogether, the top three stores account for 33.5% of the top 100 online stores' 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.

eCommerce net sales generated in Kenya in 2021

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, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6