Grocery market in Kenya

The Kenyan Grocery eCommerce market is predicted to reach US$50.5 million by 2024 and accounts for 7.6% 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 24.7%, resulting in a projected market volume of US$122.2 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Wine & Liquors market in Kenya

The Kenyan Wine & Liquors eCommerce market is predicted to reach US$8.6 million by 2024 and accounts for 70.4% of the Alcoholic Beverages 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 24.5%, resulting in a projected market volume of US$20.6 million by 2028. The Wine & Liquors eCommerce market is a sub-market of the Alcoholic Beverages market. Further categories within the Alcoholic Beverages market are: Beers, and Other Alcoholic Beverages.

eCommerce revenue development in the Wine & Liquors 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 Wine & Liquors 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

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)48.871.595.896.352.780.90.682.6
as of Alcoholic Beverages (in %)44.644.744.646.245.244.544.544.544.544.143.943.8

Online share

eCommerce online share of the total Wine & Liquors 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 Wine & Liquors retail market, the online share is 0.2% and will increase by an average of 9.9% to 0.3% by 2028.

eCommerce online share of the total Wine & Liquors market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)34.9%98.7%61.5%97.0%15.7%10.5%60.0%95.0%

Market definition

Definition of the Wine & Liquors market within the Grocery market

Market definition: Grocery > Beverages > Alcoholic Beverages > Wine & Liquors The category Wine & Liquors includes the online trade of wine (e.g. red wine, white wine, rosé wine) and liquors (e.g. whiskey, vodka, rum, gin, tequila). This category does not cover beer and sparkling wine and champagne. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Wine (e.g. red wine, white wine, rosé wine)
  • Liquors (e.g. whiskey, vodka, rum, gin, tequila)

Out-of-scope

  • Beer
  • Sparkling wine and champagne

Market comparison

The Kenyan Wine & Liquors market in a global comparison

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

in %

Source: ECDB analysis

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