Furniture & Homeware market in Kenya
The Kenyan Furniture & Homeware eCommerce market is predicted to reach US$256.6 million by 2023 and accounts for 11.2% 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 2023-2027) will be 4.2%, resulting in a projected market volume of US$302.6 million by 2027. 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$12.2 million by 2023 and accounts for 15.6% of the Homeware eCommerce market in Kenya. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -2.7%, resulting in a projected market volume of US$11.0 million by 2027. The Decorations eCommerce market is a sub-market of the Homeware market. Further categories within the Homeware market are: Bedding, Carpets, Curtains & Blinds, Lamps, Other Homeware, and Tableware.
eCommerce revenue development in the Decorations market in Kenya
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
eCommerce revenue growth in the Decorations market in Kenya
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
Net eCommerce revenue split by sub-category
Note: Data shown is using current exchange rates.
Source: ECDB analysis
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 66.5 | 11.2 | 83.3 | 8.2 | 24.2 | 57.3 | 90.8 | 86.4 |
| AOV (in US$) | 0.5 | 0.3 | 0.3 | 0.8 | 0.3 | 0.3 | 0.8 | 0.7 |
| CVR (in %) | 72.1 | 54.4 | 62.8 | 17.2 | 8.2 | 70.1 | 60.5 | 11.1 |
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
Select sub-category