Fashion market in Kenya

The Kenyan Fashion eCommerce market is predicted to reach US$146.6 million by 2024 and accounts for 19.2% 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 11.3%, resulting in a projected market volume of US$224.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Jackets, Coats & Anoraks market in Kenya

The Kenyan Jackets, Coats & Anoraks eCommerce market is predicted to reach US$11.4 million by 2024 and accounts for 13.5% of the Apparel 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 13.9%, resulting in a projected market volume of US$19.1 million by 2028. The Jackets, Coats & Anoraks eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Other Apparel, Pants, Socks, Suits & Trouser Suits, Sweaters, T-Shirts, Shirts & Blouses, Underwear & Nightwear, and Workwear.

eCommerce revenue development in the Jackets, Coats & Anoraks 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 Jackets, Coats & Anoraks 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 %)28.086.923.590.343.540.160.536.8

Market definition

Definition of the Jackets, Coats & Anoraks market within the Fashion market

Market definition: Fashion > Apparel > Jackets, Coats & Anoraks The category Jackets, Coats & Anoraks includes the online trade of jackets (e.g. raincoats, softshell jackets, leather jackets), coats (e.g. winter coats, parkas, trench coats) and anoraks. This category does not cover sweatshirt jackets, cardigans or workwear jackets. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Jackets (e.g. raincoats, softshell jackets, leather jackets)
  • Coats (e.g. winter coats, parkas, trench coats)
  • Anoraks

Out-of-scope

  • Sweatshirt jackets
  • Cardigans
  • Workwear jackets

Market comparison

The Kenyan Jackets, Coats & Anoraks market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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