E-Commerce (Goods) in Kenya

March 2022
USD 1,195
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Overview:

Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the E-Commerce (Goods) industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The E-Commerce (Goods) in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of E-Commerce (Goods) in Kenya?
  • Which are the leading retailers in E-Commerce (Goods) in Kenya?
  • How are products distributed in E-Commerce (Goods) in Kenya?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Kenya?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

E-Commerce (Goods) in Kenya - Category analysis

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing smartphone penetration boosts the popularity of e-commerce in 2021
Courier services and pick-up points continue to expand in Kenya
The competitive landscape intensifies as more operators launch an online presence

PROSPECTS AND OPPORTUNITIES

E-commerce continues gathering pace in 2022 and beyond
The competitive landscape heats up as store-based retailers take an omnipresence approach
Fraud cases on the rise in line with the rapid growth of e-commerce

CHANNEL DATA

Table 1 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 2 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 3 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 4 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 5 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 6 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
The competitive landscape of modern grocery retailers continues to heat up in 2021 due to the COVID-19 pandemic
Digitalisation continues to transform retailing in 2021
The government focuses on local manufacturing in response to the COVID-19 pandemic
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Residential areas, a key market for Modern Grocery retailers.
Cash and carry
Seasonality
Shopping Season Name: Christmas and New Year Shopping Shopping Season Name: Back to School Shopping
Payments
Delivery and collections
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 9 Sales in Store-Based Retailing by Channel: Value 2016-2021 Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021 Table 11 Store-Based Retailing Outlets by Channel: Units 2016-2021 Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 13 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 17 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 19 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 21 Retailing GBO Company Shares: % Value 2017-2021 Table 22 Retailing GBN Brand Shares: % Value 2018-2021 Table 23 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 24 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 25 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 26 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 27 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026 Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026 Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026 Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources
The following categories and subcategories are included:

E-Commerce (Goods)

  • Mobile E-Commerce (Goods)
    • Foreign E-Commerce (Goods)
    • Domestic E-Commerce (Goods)
    • Apparel and Footwear E-Commerce
    • Beauty and Personal Care E-Commerce
    • Consumer Appliances E-Commerce
    • Consumer Electronics E-Commerce
    • Consumer Health E-Commerce
    • Food and Drink E-Commerce
    • Home Care E-Commerce
    • Home Improvement and Gardening E-Commerce
    • Homewares and Home Furnishings E-Commerce
    • Media Products E-Commerce
    • Personal Accessories and Eyewear E-Commerce
    • Pet Care E-Commerce
    • Traditional Toys and Games E-Commerce
    • Video Games Hardware E-Commerce
    • Other E-Commerce

E-Commerce (Goods)

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.

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This report originates from Passport, our E-Commerce (Goods) research and analysis database.

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