Hobby & Leisure market in Kenya

The Kenyan Hobby & Leisure eCommerce market is predicted to reach US$162.8 million by 2024 and accounts for 21.4% 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 16.8%, resulting in a projected market volume of US$302.5 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Pet Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Books market in Kenya

The Kenyan Books eCommerce market is predicted to reach US$29.3 million by 2024 and accounts for 82.0% of the Books, eBooks & Audiobooks 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 14.8%, resulting in a projected market volume of US$51.0 million by 2028. The Books eCommerce market is a sub-market of the Books, eBooks & Audiobooks market. Further categories within the Books, eBooks & Audiobooks market are: Audiobooks, and eBooks.

eCommerce revenue development in the Books market in Kenya

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Books market in Kenya

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)47.655.514.675.226.178.745.217.1

Online share

eCommerce online share of the total Books 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 Books retail market, the online share is 22.0% and will increase by an average of 9.3% to 31.4% by 2028.

eCommerce online share of the total Books market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)47.1%98.0%72.3%83.0%79.5%83.9%63.2%82.7%

Market definition

Definition of the Books market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Media > Books, eBooks & Audiobooks > Books The category Books includes the online trade of books (e.g. novels, trade literature, children's books, comics). This category does not cover ebooks and audiobooks. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Books (e.g. novels, trade literature, children's books, comics)

Out-of-scope

  • eBooks
  • Audiobooks

Market comparison

The Kenyan Books market in a global comparison

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

in %

Source: ECDB analysis

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