Care Products market in Kenya

The Kenyan Care Products eCommerce market is predicted to reach US$185.4 million by 2023 and accounts for 8.1% 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 3.5%, resulting in a projected market volume of US$212.6 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Eye Care market in Kenya

The Kenyan Eye Care eCommerce market is predicted to reach US$10.7 million by 2023 and accounts for 13.6% of the Health Care 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 1.0%, resulting in a projected market volume of US$11.1 million by 2027. The Eye Care eCommerce market is a sub-market of the Health Care market. Further categories within the Health Care market are: Medical Products, Nutrition, Other Health Care, and Pharmaceuticals.

eCommerce revenue development in the Eye Care 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 Eye Care 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

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 80.8 50.6 44.1 26.2 35.6 23.7 17.2 38.1
AOV (in US$) 32.0 38.3 62.4 94.4 37.5 32.4 43.1 56.7
CVR (in %) 80.8 50.6 44.1 26.2 35.6 23.7 17.2 38.1
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Eye Care 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 Eye Care retail market, the online share is 22.7% and will increase by an average of 8.3% to 31.2% by 2027.

eCommerce online share of the total Eye Care market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 83.6% 32.9% 95.5% 20.2% 1.4% 23.0% 56.4% 61.1%

Market definition

Definition of the Eye Care market within the Care Products market

Market definition: Care Products > Health Care > Eye Care The category Eye Care includes the online trade of eyeglasses with prescription, sunglasses with prescription, otc reading glasses, and more. This category does not cover colored contact lenses, fashion glasses or fashion sunglasses. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Eyeglasses with prescription
  • Sunglasses with prescription
  • OTC reading glasses
  • Contact lenses (e.g. prescription contact lenses, cntact lens solution, contact lens cases)
  • Eye drops and lubricants

Out-of-scope

  • Colored contact lenses
  • Fashion Glasses
  • Fashion Sunglasses

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