Electronics market in Kenya

The Kenyan Electronics eCommerce market is predicted to reach US$185.2 million by 2024 and accounts for 24.3% 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 9.5%, resulting in a projected market volume of US$266.6 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Washing Machines market in Kenya

The Kenyan Washing Machines eCommerce market is predicted to reach US$10.5 million by 2024 and accounts for 19.9% of the Household Appliances 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 11.1%, resulting in a projected market volume of US$16.0 million by 2028. The Washing Machines eCommerce market is a sub-market of the Household Appliances market. Further categories within the Household Appliances market are: Cookers & Ovens, Dishwashers, Other Household Appliances, Refrigerators, Small Kitchen Appliances, and Vacuum Cleaners.

eCommerce revenue development in the Washing Machines 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 Washing Machines 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 %)10.849.119.86.477.340.464.166.6

Online share

eCommerce online share of the total Washing Machines 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 Washing Machines retail market, the online share is 36.1% and will increase by an average of 10.0% to 52.7% by 2028.

eCommerce online share of the total Washing Machines market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)76.8%58.9%41.5%61.2%77.7%35.7%12.8%90.0%

Market definition

Definition of the Washing Machines market within the Electronics market

Market definition: Electronics > Electrical Appliances > Household Appliances > Washing Machines The category Washing Machines includes the online trade of front-loading washing machines, top-loading washing machines, washer-dryer combos, and more. This category does not cover dryers and commercial and industrial washing machines. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Front-loading washing machines
  • Top-loading washing machines
  • Washer-dryer combos
  • Steam washing machines

Out-of-scope

  • Dryers
  • Commercial and industrial washing machines

Market comparison

The Kenyan Washing Machines market in a global comparison

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

in %

Source: ECDB analysis

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