Hobby & Leisure market in Kenya

The Kenyan Hobby & Leisure eCommerce market is predicted to reach US$193.9 million by 2025 and accounts for 21.9% 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 2025-2029) will be 15.3%, resulting in a projected market volume of US$343.2 million by 2029. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Stationery, Crafts & Art Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the Kenyan Erotic & Adult market

The monthly eCommerce revenue of the Kenyan Erotic & Adult market was US$0 million in April 2025. This refers to a growth of -6.6% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.9% of the total 2024 revenue of the Kenyan Erotic & Adult market and the lowest in May 2024 with 7.1% of the total 2024 revenue.

Revenue Last Month

US$0.3m

The eCommerce revenue fell by 6.6% from March 2025 to April 2025.

04-2025-6.6%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)79.799.60.617.672.214.241.328.790.340.643.762.6

Market development

eCommerce revenue development in the Erotic & Adult market in Kenya

The Kenyan Erotic & Adult eCommerce market is predicted to reach US$4.0 million by 2025 and accounts for 2.1% of the Hobby & Leisure 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 2025-2029) will be 14.6%, resulting in a projected market volume of US$6.9 million by 2029. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Erotic & Adult 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 Erotic & Adult 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 %)35.116.666.440.862.359.738.847.5

Online share

eCommerce online share of the total Erotic & Adult 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 Erotic & Adult retail market, the online share is 24.5% and will increase by an average of 7.3% to 32.5% by 2029.

eCommerce online share of the total Erotic & Adult market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)53.5%29.4%57.7%64.5%29.4%14.1%64.8%61.6%

Market definition

Definition of the Erotic & Adult market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Erotic & Adult The category Erotic & Adult comprises digital sales of erotic lingerie, sex toys, lubricants and sexual wellness products, and more. This category does not cover erotic books, contraceptives or online dating and matchmaking services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Erotic lingerie
  • Sex toys
  • Lubricants and sexual wellness products
  • Fetish gear

Out-of-scope

  • Erotic books
  • Contraceptives
  • Online dating and matchmaking services

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