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 Other Apparel market in Kenya

The Kenyan Other Apparel eCommerce market is predicted to reach US$1.8 million by 2024 and accounts for 2.1% 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 4.2%, resulting in a projected market volume of US$2.1 million by 2028. The Other Apparel eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Jackets, Coats & Anoraks, Pants, Socks, Suits & Trouser Suits, Sweaters, T-Shirts, Shirts & Blouses, Underwear & Nightwear, and Workwear.

eCommerce revenue development in the Other Apparel 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 Other Apparel 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 %)67.527.328.298.88.215.110.867.2

Market definition

Definition of the Other Apparel market within the Fashion market

Market definition: Fashion > Apparel > Other Apparel The category Other Apparel includes the online trade of maternity wear, wedding dresses, tracksuits, and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Maternity wear
  • Wedding dresses
  • Tracksuits
  • Bikinis and swim shorts

Market comparison

The Kenyan Other Apparel market in a global comparison

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

in %

Source: ECDB analysis

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