Care Products market in Togo

The Togolese Care Products eCommerce market is predicted to reach US$6.2 million by 2024 and accounts for 8.7% of the total eCommerce market in Togo. 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 19.0%, resulting in a projected market volume of US$12.3 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 Shower & Bath market in Togo

The Togolese Shower & Bath eCommerce market is predicted to reach US$1.6 million by 2024 and accounts for 50.7% of the Personal Care eCommerce market in Togo. 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 16.8%, resulting in a projected market volume of US$2.9 million by 2028. The Shower & Bath eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Hygiene, and Other Personal Care.

eCommerce revenue development in the Shower & Bath market in Togo

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 Shower & Bath market in Togo

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 %)15.868.373.455.89.579.162.135.7

Online share

eCommerce online share of the total Shower & Bath market in Togo

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 Togolese Shower & Bath retail market, the online share is 11.6% and will increase by an average of 13.9% to 19.5% by 2028.

eCommerce online share of the total Shower & Bath market in Togo

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)79.1%30.9%91.1%48.8%17.6%36.2%96.6%68.3%

Market definition

Definition of the Shower & Bath market within the Care Products market

Market definition: Care Products > Personal Care > Shower & Bath The category Shower & Bath includes the online trade of schampoos, deodorants, creams, and more. This category does not cover decorative cosmetics and hygiene products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Schampoos
  • Deodorants
  • Creams
  • Body lotions
  • Conditioners
  • Hair Dyes

Out-of-scope

  • Decorative Cosmetics
  • Hygiene products

Market comparison

The Togolese Shower & Bath 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 *

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