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

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 Liquors 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

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
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Liquors 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 Liquors retail market, the online share is 0.2% and will increase by an average of 9.8% to 0.3% by 2027.

eCommerce online share of the total Liquors market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 14.5% 40.2% 10.5% 90.6% 53.6% 91.8% 73.9% 72.4%

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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