The E-commerce market in Kenya is expected to grow by 12.86% on annual basis to reach US$2.6 billion in 2024. Medium to long term growth story of E-commerce industry in Kenya promises to be attractive. The E-commerce is expected to grow steadily over the forecast period, recording a CAGR of 9.97% during 2024-2028. The E-commerce Gross Merchandise Value in the country will increase from US$2.3 billion in 2023 to reach US$3.8 billion by 2028.

This report provides a detailed data centric analysis of E-commerce market dynamics, covering over 100 KPIs in Kenya. It details market opportunity across key B2C verticals - Retail Shopping, Travel & Hospitality, Online Food Service, Media and Entertainment, Healthcare and Wellness, and Technology Products and Services. It provides market share by key players across key verticals along with sales channels (Platform to Consumer, Direct to Consumer, Consumer to Consumer). In addition, it provides spending pattern by payment instruments along with a snapshot of consumer behaviour in Kenya.

The report also covers niche trends such as market size by live streaming engagement model and cross border purchases. It also covers ecommerce spend share by operating systems, device (mobile vs desktop) and cities. In addition, to detailed data-centric analysis, this report provides analyst commentary on key trends, drivers, strategies, and innovations in the E-commerce industry in Kenya.

Reasons to buy

• In-depth Understanding of Ecommerce Market Dynamics: Understand market opportunities and key trends along with forecast (2019-2028). Understand market dynamics through essential KPIs such as Gross Merchandise Value, Volume, and Average Value Per Transaction.
• Insights into Opportunity by Ecommerce Categories: Get market dynamics by sales channel to assess emerging opportunities across various segments.
• Detailed analysis of market share by key players across key Ecommerce verticals.
• Insights into Opportunities across key Ecommerce verticals: Retail shopping, travel & hospitality, online food service, media and entertainment, healthcare and wellness, and technology products & services.
• Develop Market Specific Strategies: Identify growth segments and target specific opportunities to formulate an Ecommerce strategy; assess market-specific key trends, drivers, and risks in the Ecommerce industry.
• Get Insights into Consumer Attitude and Behaviour: Drawing from proprietary survey results, this report identifies and interprets key Ecommerce KPIs, including spend by age, gender, and income level.

Key Attributes:

Scope

Kenya Ecommerce Market Size and Future Growth Dynamics

• Gross Merchandise Value Trend Analysis
• Average Value Per Transaction Trend Analysis
• Gross Merchandise Volume Trend Analysis

Kenya User Statistics and Ratios of Key Performance Indicators

• User Statistics
• Card Abandonment Rate and Product Return Rate
• Ecommerce Per Capita and GDP Per Capita
• GDP Per Capita Trend Analysis

Kenya Ecommerce Market Share by Key Players

• Kenya Retail Shopping Ecommerce Market Share by Key Players
• Kenya Travel Ecommerce Market Share by Key Players
• Kenya Food Service Ecommerce Market Share by Key Players
  • Avechi
  • Jiji
  • Jumia
  • Kilimall
  • MyDawa
  • Bolt Food
  • Jumia Food
  • LetaFood
  • Uber Eats
  • Yum Deliveries
  • Hava Net Limited
  • Hemingways Travel
  • Little Cab
  • Maramoja Transport
  • Wasili

Kenya Ecommerce Market Size and Forecast by Ecommerce Segments (Gross Merchandise Value Trend Analysis

• Retail Shopping (breakdown by clothing, footwear & accessories, health, beauty and personal care, food & beverage, appliances and electronics, home improvement, books, music & video, toys & hobby, auto)
• Travel and Hospitality (breakdown by air travel, train & bus, taxi service, hotels & resorts)
• Online Food Service (breakdown by aggregators, direct to consumer)
• Media and Entertainment (breakdown by streaming services, movies & events, theme parks & gaming)
• Healthcare and Wellness
• Technology Products and Services
• Other segments

Kenya Ecommerce Market Size and Forecast by Retail Shopping Sales Channel

• Platform to Consumer
• Direct to Consumer
• Consumer to Consumer

Kenya Ecommerce Market Share by Travel and Hospitality Sales Channel

• Market Share by Travel and Hospitality Sales Channel
• Aggregator App - Gross Merchandise Value Trend Analysis
• Direct to Consumer - Gross Merchandise Value Trend Analysis

Kenya Ecommerce Market Size and Forecast by Online Food Service Sales Channel

• Aggregator App
• Direct to Consumer

Kenya Ecommerce Market Size and Forecast by Engagement Model (Gross Merchandise Value Trend Analysis, 2019-2028)

• Website Based
• Live Streaming

Kenya Ecommerce Market Size and Forecast by Location (Gross Merchandise Value Trend Analysis

• Cross Border
• Domestic

Kenya Ecommerce Market Size and Forecast by Device (Gross Merchandise Value Trend Analysis

• Mobile
• Desktop

Kenya Ecommerce Market Size and Forecast by Operating System

• iOS/macOS
• Android
• Other Operating Systems

Kenya Ecommerce Market Size and Forecast by City

• Tier 1
• Tier 2
• Tier 3

Kenya Ecommerce Market Size and Forecast by Payment Instrument (Gross Merchandise Value Trend Analysis, 2019-2028)

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Cash
• Other Digital Payment

Kenya Ecommerce Consumer Demographics

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

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