Grocery market in Kenya
The Kenyan Grocery eCommerce market is predicted to reach US$147.8 million by 2023 and accounts for 6.4% 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 10.1%, resulting in a projected market volume of US$217.1 million by 2027. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.
Market development
eCommerce revenue development in the Liquors market in Kenya
The Kenyan Liquors eCommerce market is predicted to reach US$13.3 million by 2023 and accounts for 55.1% of the Wine & Liquors 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 11.5%, resulting in a projected market volume of US$20.5 million by 2027. The Liquors eCommerce market is a sub-market of the Wine & Liquors market. Further categories within the Wine & Liquors market are: Wine.
eCommerce revenue development in the Liquors market in Kenya
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
eCommerce revenue growth in the Liquors market in Kenya
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
Net eCommerce revenue split by sub-category
Note: Data shown is using current exchange rates.
Source: ECDB analysis
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 45.8 | 44.8 | 48.7 | 52.7 | 62.8 | 2.4 | 53.7 | 94.3 |
AOV (in US$) | 0.0 | 0.8 | 0.6 | 1.0 | 0.8 | 1.0 | 0.3 | 0.2 |
CVR (in %) | 76.9 | 8.6 | 45.6 | 56.1 | 52.1 | 21.3 | 49.7 | 0.5 |
Market definition
Definition of the Liquors market within the Grocery market
Market definition: Grocery > Beverages > Alcoholic Beverages > Wine & Liquors > Liquors The category Liquors includes the online trade of liquors (e.g. whiskey, vodka, rum, gin, tequila). This category does not cover liquor mixed drinks. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Liquors (e.g. whiskey, vodka, rum, gin, tequila)
Out-of-scope
- Liquor mixed drinks
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