DIY market in Kenya

The Kenyan DIY eCommerce market is predicted to reach US$49.5 million by 2024 and accounts for 7.5% 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 13.0%, resulting in a projected market volume of US$80.6 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Monthly revenues

Monthly eCommerce revenues in the Kenyan Garden market

The monthly eCommerce revenue of the Kenyan Garden market was US$1 million in October 2024. This refers to a growth of 20.8% compared to September 2024. Within the last 12 months, the monthly revenue share was the highest in May 2024 with 9.8% of the total 2024 revenue of the Kenyan Garden market and the lowest in February 2024 with 6.5% of the total 2024 revenue.

Revenue Last Month

US$0.7m

The eCommerce revenue grew by 20.8% from September 2024 to October 2024.

10-2024+20.8%

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 %)50.220.092.494.784.778.865.44.936.860.644.177.7

Market development

eCommerce revenue development in the Garden market in Kenya

The Kenyan Garden eCommerce market is predicted to reach US$7.6 million by 2024 and accounts for 15.3% of the DIY 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 12.5%, resulting in a projected market volume of US$12.1 million by 2028. The Garden eCommerce market is a sub-market of the DIY market. Further categories within the DIY market are: Tools & Construction Supplies, and Vehicle Parts.

eCommerce revenue development in the Garden 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 Garden 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 %)53.472.964.564.831.757.475.248.3

Online share

eCommerce online share of the total Garden 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 Garden retail market, the online share is 3.6% and will increase by an average of 9.1% to 5.0% by 2028.

eCommerce online share of the total Garden market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)67.5%60.4%18.6%84.5%60.5%59.5%63.7%63.8%

Top stores

Top five Garden online stores in Kenya by net sales 2023

With sales in the Kenyan Garden market, carrefour.ke generated a revenue of US$2.0 million in 2023, which means it is the leading online store in this market. The Garden 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 Garden 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 - Garden Kenya - Garden Kenya - All Categories

Market definition

Definition of the Garden market within the DIY market

Market definition: DIY > Garden In the category Garden digital channels are used to sell a variety of products, including plants and seeds (e.g flowering plants, fruit trees), gardening accessories (e.g sprinklers, shovels, lawn mowers) and barbecues (e.g. charcoal grills, gas grills, smokers). Not part of the category are garden furniture, fresh cut flowers and bouquets or gardening books. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Plants and seeds (e.g flowering plants, fruit trees)
  • Gardening accessories (e.g sprinklers, shovels, lawn mowers)
  • Barbecues (e.g. charcoal grills, gas grills, smokers)

Out-of-scope

  • Garden furniture
  • Fresh cut flowers and bouquets
  • Gardening books
  • Gardening services

* Not available for the selected country