Fashion market in Kenya

The Kenyan Fashion eCommerce market is predicted to reach US$434.1 million by 2023 and accounts for 18.9% 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 0.4%, resulting in a projected market volume of US$441.5 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Wallets & Purses market in Kenya

The Kenyan Wallets & Purses eCommerce market is predicted to reach US$4.5 million by 2023 and accounts for 25.2% of the Fashion Accessories 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 4.7%, resulting in a projected market volume of US$5.5 million by 2027. The Wallets & Purses eCommerce market is a sub-market of the Fashion Accessories market. Further categories within the Fashion Accessories market are: Belts, Headwear, Other Accessories, Scarves & Shawls, and Sunglasses.

eCommerce revenue development in the Wallets & Purses 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 Wallets & Purses 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$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 92.0 76.2 3.1 69.4 92.3 41.5 34.9 40.4
AOV (in US$) 0.6 0.5 0.1 0.4 0.7 0.5 0.9 0.7
CVR (in %) 29.5 95.6 100.0 7.3 51.2 63.8 54.0 79.6
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Wallets & Purses 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 Wallets & Purses retail market, the online share is 40.9% and will increase by an average of 7.0% to 53.7% by 2027.

eCommerce online share of the total Wallets & Purses 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 %) 16.8% 92.9% 32.2% 99.0% 53.7% 38.6% 38.0% 82.7%

Market definition

Definition of the Wallets & Purses market within the Fashion market

Market definition: Fashion > Bags & Accessories > Fashion Accessories > Wallets & Purses The category Wallets & Purses includes the online trade of wallets (e.g. bifold wallets, money clips, cardholders), purses (e.g. coin purses) and wristlets. This category does not cover clutches and small bags. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Wallets (e.g. bifold wallets, money clips, cardholders)
  • Purses (e.g. coin purses)
  • Wristlets

Out-of-scope

  • Clutches
  • Small bags

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