Fashion market in Malawi

The Malawian Fashion eCommerce market is predicted to reach US$5.6 million by 2024 and accounts for 19.8% of the total eCommerce market in Malawi. 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 14.9%, resulting in a projected market volume of US$9.8 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 Apparel market in Malawi

The Malawian Apparel eCommerce market is predicted to reach US$3.2 million by 2024 and accounts for 57.4% of the Fashion eCommerce market in Malawi. 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 14.9%, resulting in a projected market volume of US$5.6 million by 2028. The Apparel eCommerce market is a sub-market of the Fashion market. Further categories within the Fashion market are: Bags & Accessories, and Footwear.

eCommerce revenue development in the Apparel market in Malawi

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 Apparel market in Malawi

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 %)16.754.482.044.683.464.944.486.5
as of Fashion (in %)17.618.217.617.717.616.516.316.015.715.314.813.9

Online share

eCommerce online share of the total Apparel market in Malawi

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 Malawian Apparel retail market, the online share is 12.4% and will increase by an average of 13.0% to 20.1% by 2028.

eCommerce online share of the total Apparel market in Malawi

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)13.4%5.1%60.5%25.6%74.3%9.6%50.3%68.8%

Market definition

Definition of the Apparel market within the Fashion market

Market definition: Fashion > Apparel The category Apparel encompasses the commercial (B2C) sale of outerwear (e.g. jackets, coats), tops (e.g. t-shirts, sweaters, blouses), bottoms (e.g. pants, shorts, skirts), and more. Not covered are sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves), footwear or fashion accessories (e.g. gloves, hats, scarves). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Outerwear (e.g. jackets, coats)
  • Tops (e.g. t-shirts, sweaters, blouses)
  • Bottoms (e.g. pants, shorts, skirts)
  • Undergarments (e.g. underwear, socks)
  • Activewear (e.g. joggers, tights, tricots)

Out-of-scope

  • Sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves)
  • Footwear
  • Fashion accessories (e.g. gloves, hats, scarves)

Market comparison

The Malawian Apparel market in a global comparison

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

in %

Source: ECDB analysis

Select sub-category

  • Fashion
    • Apparel
    • Bags & Accessories
      • Fashion Accessories *
        • Belts *
        • Headwear *
        • Scarves & Shawls *
        • Sunglasses *
        • Wallets & Purses *
        • Other Accessories *
      • Jewelry & Watches *
        • Jewelry *
        • Watches *
        • Other Jewelry & Watches *
      • Luggage & Bags *
        • Backpacks & Daypacks *
        • Handbags *
        • Hip & Fanny Packs *
        • Suitcases *
        • Other Luggage & Bags *
    • Footwear
      • Active Footwear
      • Boots *
      • Flat Shoes *
      • High Heels & Pumps *
      • Sandals *
      • Other Footwear *

* Not available for the selected country