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$4,198.5 million by 2027. With an expected increase of 8.4% in 2023, the Kenyan eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Kenya, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Kenyan eCommerce market. Electronics & Media is the largest market and accounts for 39.3% of the Kenyan eCommerce revenue. It is followed by Fashion with 38.6%, Toys, Hobby & DIY with 11.0%, Furniture & Appliances with 6.7%, and Food & Personal Care with the remaining 4.4%.
eCommerce revenue development in Kenya
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 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 |
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$3.3 million, respectively. Altogether, the top three stores account for 33.5% of the top 100 online stores' revenue in Kenya. Store rankings include every store that generates revenue in Kenya. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Kenya was considered.
eCommerce net sales generated in Kenya in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 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 |
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