eCommerce market in Kenya
Kenya is the 77th largest market for eCommerce with a predicted revenue of US$664.3 million by 2024, placing it ahead of North Macedonia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.2%, resulting in a projected market volume of US$1,130.7 million by 2028. With an expected increase of 17.7% in 2024, the Kenyan eCommerce market contributed to the worldwide growth rate of 10.1% 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%.
Monthly revenues
Monthly revenues in the Kenyan eCommerce market
The monthly eCommerce revenue of the Kenyan eCommerce market was US$49 million in September 2024. This refers to a growth of -6.1% compared to August 2024. Within the last 12 months, the monthly revenue share was the highest in November 2023 with 9.9% of the total 2023 revenue of the Kenyan eCommerce market and the lowest in September 2024 with 7.4% of the total 2024 revenue.
Revenue Last Month
US$49.2m
The eCommerce revenue fell by 6.1% from August 2024 to September 2024.
Monthly revenue shares in the last 12 months
0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
---|---|---|---|---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Monthly revenue share (in %) | 34.5 | 59.8 | 31.6 | 32.1 | 85.9 | 62.6 | 7.9 | 16.0 | 24.1 | 0.7 | 95.1 | 45.3 |
Market development
eCommerce revenue development in Kenya
Kenya is the 77th largest market for eCommerce with a predicted revenue of US$664.3 million by 2024, placing it ahead of North Macedonia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.2%, resulting in a projected market volume of US$1,130.7 million by 2028. With an expected increase of 17.7% in 2024, the Kenyan eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Kenya, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Kenyan eCommerce market. Electronics is the largest market and accounts for 24.1% of the Kenyan eCommerce revenue. It is followed by Hobby & Leisure with 21.7%, Fashion with 19.2%, Furniture & Homeware with 11.7%, Care Products with 8.3%, Grocery with 7.6%, and DIY with the remaining 7.5%.
eCommerce revenue development in Kenya
eCommerce revenue growth in Kenya
Net eCommerce revenue split by sub-category
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 57.0 | 83.1 | 84.7 | 75.2 | 28.1 | 6.4 | 32.1 | 57.1 |
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
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% |
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