Hobby & Leisure market in Kenya

Market development

eCommerce revenue development in the Flowers & Gifts market in Kenya

The Kenyan Flowers & Gifts eCommerce market is predicted to reach US$5.8 million by 2024 and accounts for 3.3% 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 2024-2028) will be 19.3%, resulting in a projected market volume of US$11.7 million by 2028. The Flowers & Gifts eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Flowers & Gifts market in Kenya

in million US$

eCommerce revenue growth in the Flowers & Gifts market in Kenya

in %

Net eCommerce revenue split by sub-category

in %
Revenue (in mUS$)
Growth (in %)63.799.276.696.833.498.650.49.0

Online share

eCommerce online share of the total Flowers & Gifts 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 Flowers & Gifts retail market, the online share is 21.9% and will increase by an average of 11.2% to 33.4% by 2028.

eCommerce online share of the total Flowers & Gifts market in Kenya

in %
Online share (in %)28.0%66.0%31.3%55.9%49.4%19.4%10.6%89.1%

Top stores

Top five Flowers & Gifts online stores in Kenya by net sales 2023

With sales in the Kenyan Flowers & Gifts market, carrefour.ke generated a revenue of US$1.8 million in 2023, which means it is the leading online store in this market. The Flowers & Gifts ranking of Kenya is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Flowers & Gifts market in Kenya in 2023

in million US$
Filtered revenue / share
Global revenue

Market definition

Definition of the Flowers & Gifts market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Flowers & Gifts The category Flowers & Gifts includes the online trade of fresh cut flowers, bouquets, gift baskets, and more. Online stores dedicated to the sale of plants (e.g. succulents, ferns, orchids), garden equipment or gift certificates or vouchers are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.


  • Fresh cut flowers
  • Bouquets
  • Gift baskets
  • Greeting cards
  • Gift wrapping and packaging
  • Occasion-specific decorations
  • Gifts for special occasions (e.g. birthdays, weddings, anniversaries, baby showers)


  • Plants (e.g. succulents, ferns, orchids)
  • Garden equipment
  • Gift certificates or vouchers