Fashion market in Kenya

The Kenyan Fashion eCommerce market is predicted to reach US$153.7 million by 2024 and accounts for 19.2% of the total eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 10.1%, resulting in a projected market volume of US$225.9 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Backpacks & Daypacks market in Kenya

The Kenyan Backpacks & Daypacks eCommerce market is predicted to reach US$2.8 million by 2024 and accounts for 32.1% of the Luggage & Bags eCommerce market in Kenya. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 11.0%, resulting in a projected market volume of US$4.2 million by 2028. The Backpacks & Daypacks eCommerce market is a sub-market of the Luggage & Bags market. Further categories within the Luggage & Bags market are: Handbags, Hip & Fanny Packs, Other Luggage & Bags, and Suitcases.

eCommerce revenue development in the Backpacks & Daypacks market in Kenya

in million US$

eCommerce revenue growth in the Backpacks & Daypacks market 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 %)46.949.073.747.485.73.782.947.2

Online share

eCommerce online share of the total Backpacks & Daypacks market 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 Backpacks & Daypacks retail market, the online share is 47.2% and will increase by an average of 8.0% to 64.2% by 2028.

eCommerce online share of the total Backpacks & Daypacks market in Kenya

in %
20202021202220232024202520262027
Online share (in %)4.5%97.0%4.7%66.8%73.7%41.2%63.4%40.2%

Market definition

Definition of the Backpacks & Daypacks market within the Fashion market

Market definition: Fashion > Bags & Accessories > Luggage & Bags > Backpacks & Daypacks The category Backpacks & Daypacks includes the online trade of backpacks (e.g laptop backpacks, trekking backpacks, roll-top backpacks), daypacks and duffel and barrel bags. This category does not cover handbags. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Backpacks (e.g laptop backpacks, trekking backpacks, roll-top backpacks)
  • Daypacks
  • Duffel and barrel bags

Out-of-scope

  • Handbags

Market comparison

The Kenyan Backpacks & Daypacks market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %