Care Products market in Malawi

The Malawian Care Products eCommerce market is predicted to reach US$2.0 million by 2024 and accounts for 8.1% 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 17.3%, resulting in a projected market volume of US$3.8 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Care Products market in Malawi

The Malawian Care Products eCommerce market is predicted to reach US$2.0 million by 2024 and accounts for 8.1% 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 17.3%, resulting in a projected market volume of US$3.8 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

eCommerce revenue development in the Care Products 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 Care Products 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 %)18.382.592.033.688.711.739.65.0

Online share

eCommerce online share of the total Care Products 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 Care Products retail market, the online share is 13.6% and will increase by an average of 12.7% to 21.9% by 2028.

eCommerce online share of the total Care Products market in Malawi

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)9.2%26.0%74.3%87.8%89.7%1.3%8.6%47.7%

Market definition

Definition of the Care Products market

Market definition: Care Products In the category Care Products digital channels are used to sell a variety of products, including personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances), household care products (e.g. detergents, brooms, cleaning cloths, sponges) and health care products (e.g. supplements, nutrition, pharmaceuticals). This category does not cover professional products and services for personal care (e.g. beauty treatments, make-up courses), cleaning services (e.g. housekeeping services, window cleaning services) or medical treatments (e.g. nutrition counseling, medical consultations, health assessments). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances)
  • Household care products (e.g. detergents, brooms, cleaning cloths, sponges)
  • Health care products (e.g. supplements, nutrition, pharmaceuticals)

Out-of-scope

  • Professional products and services for personal care (e.g. beauty treatments, make-up courses)
  • Cleaning services (e.g. housekeeping services, window cleaning services)
  • Medical treatments (e.g. nutrition counseling, medical consultations, health assessments)

Market comparison

The Malawian Care Products market in a global comparison

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

in %

Source: ECDB analysis

Select sub-category

  • Care Products
    • Health Care
      • Eye Care *
      • Medical Products *
        • Family Planning *
        • Medical Supplies *
        • Other Medical Products *
      • Nutrition *
        • Food Supplements *
        • Protein Drinks & Bars *
        • Health Teas *
        • Other Nutrition *
      • Pharmaceuticals *
        • OTC Drugs *
        • Prescription Drugs *
        • Other Pharmaceuticals *
      • Other Health Care *
    • Household Care *
      • Cleaning Equipment *
      • Detergents *
      • Other Household Care *
    • Personal Care
      • Decorative Cosmetics *
        • Eye Cosmetics *
        • Lipsticks *
        • Make-up *
        • Nail Cosmetics *
        • Other Decorative Cosmetics *
      • Fragrances *
        • Men's Fragrances *
        • Women's Fragrances *
      • Hygiene *
        • Feminine Hygiene *
        • Handkerchiefs *
        • Toilet Paper *
        • Other Hygiene *
      • Shower & Bath
        • Conditioners *
        • Creams & Body Lotions *
        • Deodorants *
        • Hair Dyes *
        • Shampoos *
        • Other Shower & Bath *
      • Other Personal Care *

* Not available for the selected country