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 Footwear market in Kenya

The Kenyan Other Footwear eCommerce market is predicted to reach US$1.2 million by 2024 and accounts for 3.2% of the Footwear 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 16.4%, resulting in a projected market volume of US$2.2 million by 2028. The Other Footwear eCommerce market is a sub-market of the Footwear market. Further categories within the Footwear market are: Active Footwear, Boots, Flat Shoes, High Heels & Pumps, and Sandals.

eCommerce revenue development in the Other Footwear 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 Footwear 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 %)70.665.148.317.484.933.42.166.8

Market definition

Definition of the Other Footwear market within the Fashion market

Market definition: Fashion > Footwear > Other Footwear The category Other Footwear includes the online trade of house slippers, mules, work and safety shoes, and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • House slippers
  • Mules
  • Work and safety shoes
  • Shoe care products (e.g. shoe polish, impregnating spray)

Market comparison

The Kenyan Other Footwear market in a global comparison

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

in %

Source: ECDB analysis

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