Hobby & Leisure market in Kenya

The Kenyan Hobby & Leisure eCommerce market is predicted to reach US$162.8 million by 2024 and accounts for 21.4% 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 2024-2028) will be 16.8%, resulting in a projected market volume of US$302.5 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Pet Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Other Individual Sports market in Kenya

The Kenyan Other Individual Sports eCommerce market is predicted to reach US$2.2 million by 2024 and accounts for 10.7% of the Individual Sports 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 20.0%, resulting in a projected market volume of US$4.6 million by 2028. The Other Individual Sports eCommerce market is a sub-market of the Individual Sports market. Further categories within the Individual Sports market are: Bicycles, Fishing Equipment, Fitness Equipment, and Hunting & Weapons.

eCommerce revenue development in the Other Individual Sports 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 Individual Sports 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 %)39.190.548.720.789.12.141.315.9

Online share

eCommerce online share of the total Other Individual Sports 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 Other Individual Sports retail market, the online share is 47.4% and will increase by an average of 4.1% to 55.7% by 2028.

eCommerce online share of the total Other Individual Sports market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)3.6%22.2%79.2%68.3%30.4%53.8%28.5%56.4%

Market definition

Definition of the Other Individual Sports market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Sports Equipment > Individual Sports > Other Individual Sports The category Other Individual Sports includes the online trade of tennis and racquet sports equipment, golf equipment, water sports equipment, and more. This category does not cover bicycles, hunting and weapons or fishing equipment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Tennis and racquet sports equipment
  • Golf equipment
  • Water sports equipment
  • Winter sports equipment
  • Skateboarding and rollerblading equipment
  • Climbing and mountaineering equipment
  • Martial arts and combat sports equipment
  • Hiking equipment

Out-of-scope

  • Bicycles
  • Hunting and weapons
  • Fishing equipment
  • Fitness equipment

Market comparison

The Kenyan Other Individual Sports market in a global comparison

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

in %

Source: ECDB analysis

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