Furniture & Homeware market in Kenya

The Kenyan Furniture & Homeware eCommerce market is predicted to reach US$77.5 million by 2024 and accounts for 11.7% 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 15.8%, resulting in a projected market volume of US$139.2 million by 2028. Within the Furniture & Homeware market ECDB considers the following two sub-markets: Furniture and Homeware.

Market development

eCommerce revenue development in the Decorations market in Kenya

The Kenyan Decorations eCommerce market is predicted to reach US$4.2 million by 2024 and accounts for 14.3% of the Homeware 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 8.9%, resulting in a projected market volume of US$5.8 million by 2028. The Decorations eCommerce market is a sub-market of the Homeware market. Further categories within the Homeware market are: Bedding, Carpets, Curtains & Blinds, Lamps, Other Homeware, and Tableware.

eCommerce revenue development in the Decorations 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 Decorations 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 %)23.891.443.439.987.450.257.24.4

Market definition

Definition of the Decorations market within the Furniture & Homeware market

Market definition: Furniture & Homeware > Homeware > Decorations The category Decorations includes the online trade of table linens (e.g. tablecloths, table runners, placemats, cloth napkins), wall art (e.g. paintings, prints, posters, pictures), mirrors, and more. This category does not cover tableware, lamps or carpets. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Table linens (e.g. tablecloths, table runners, placemats, cloth napkins)
  • Wall art (e.g. paintings, prints, posters, pictures)
  • Mirrors
  • Vases
  • Centerpieces
  • Clocks
  • Candles and candle holders
  • Decorative pillows and cushions
  • Photo frames
  • Decorative planters and pots
  • Outdoor cushions and pillows

Out-of-scope

  • Tableware
  • Lamps
  • Carpets
  • Curtains and blinds
  • Beddings

Market comparison

The Kenyan Decorations market in a global comparison

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

in %

Source: ECDB analysis