Grocery market in Kenya

The Kenyan Grocery eCommerce market is predicted to reach US$50.5 million by 2024 and accounts for 7.6% 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 24.7%, resulting in a projected market volume of US$122.2 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Monthly revenues

Monthly eCommerce revenues in the Kenyan Food market

The monthly eCommerce revenue of the Kenyan Food market was US$3 million in November 2024. This refers to a growth of -1.6% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 9.6% of the total 2023 revenue of the Kenyan Food market and the lowest in September 2024 with 7.3% of the total 2024 revenue.

Revenue Last Month

US$2.6m

The eCommerce revenue fell by 1.6% from October 2024 to November 2024.

11-2024-1.6%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)59.172.28.945.814.77.346.279.946.274.144.479.3

Market development

eCommerce revenue development in the Food market in Kenya

The Kenyan Food eCommerce market is predicted to reach US$29.0 million by 2024 and accounts for 57.4% of the Grocery 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 23.2%, resulting in a projected market volume of US$66.8 million by 2028. The Food eCommerce market is a sub-market of the Grocery market. Further categories within the Grocery market are: Beverages.

eCommerce revenue development in the Food 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 Food 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 %)71.562.54.481.013.24.272.576.5

Online share

eCommerce online share of the total Food 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 Food retail market, the online share is 0.2% and will decrease by an average of 2.2% to 0.2% by 2028.

eCommerce online share of the total Food market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)70.9%5.8%26.7%89.7%16.6%52.8%3.5%61.7%

Top stores

Top five Food online stores in Kenya by net sales 2023

With sales in the Kenyan Food market, carrefour.ke generated a revenue of US$12.0 million in 2023, which means it is the leading online store in this market. The Food 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 Food market in Kenya in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Food Kenya - Food Kenya - All Categories

Market definition

Definition of the Food market within the Grocery market

Market definition: Grocery > Food The category Food includes the online trade of fresh food (e.g. fruits, vegetables, dairy products), frozen food (e.g. ice creams, frozen pizzas), food cupboard (e.g. noodles, cereals, sweets), and more. Online stores dedicated to the sale of ready-to-eat meal delivery, restaurant pick-up or pet food are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Fresh food (e.g. fruits, vegetables, dairy products)
  • Frozen food (e.g. ice creams, frozen pizzas)
  • Food cupboard (e.g. noodles, cereals, sweets)
  • Bakery (e.g. bread, cakes, pastries)
  • Meal kits

Out-of-scope

  • Ready-to-eat meal delivery
  • Restaurant pick-up
  • Pet food

* Not available for the selected country