Executive Summary

Mar 2019
PROSPECTS
Partnerships between mobile phone operators and entrepreneurs to drive growth

Mobile data services such as m-commerce and m-banking are widely used by consumers in Kenya. These provide affordable and convenient alternatives to going to a mall to shop.

On-the-go lifestyles of urban consumers support sales

The further growth of mobile internet retailing is expected to be driven by the busy on-the-go lifestyles of many urban dwellers, who are wanting to shop quickly and easily. This need is being supported by both online customer service agents as well as easy-to-use apps and mobile-optimised websites.

Channel benefiting from the availability of affordable smartphones

Smartphones in Kenya are becoming increasingly popular and widely available at reasonable prices. On the other hand, retailers are increasingly adapting their websites to capitalise on this and enable consumers to browse and purchase goods quickly via their mobile devices.

COMPETITIVE LANDSCAPE
Local players enter the channel to challenge existing online retailers

A local online shopping platform called Orion Online Mall opened in 2018, selling products such as smartphones, digital smart televisions, laptops and desktops as well as computer and printer accessories. It is posing direct competition to Jumia, Kilimall and Masoko.

Increasing social media presence to support sales

Consumers in Kenya enjoy shopping through online sites, including social media platforms such as Facebook. Largely, urban millennials and well-connected middle-class consumers use their smartphones rather than their desktops for most of their online transactions.

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Mobile Internet Retailing in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Internet Retailing in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Internet Retailing in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Internet Retailing in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • How is Mobile Internet Retailing performing in Kenya?
  • Are consumers switching towards more convenient Mobile Internet Retailing?
  • Are other types of retailing coming under pressure in Kenya?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our 

Retailing market research database

Mobile Internet Retailing in Kenya - Category analysis

HEADLINES

PROSPECTS

Partnerships between mobile phone operators and entrepreneurs to drive growth
On-the-go lifestyles of urban consumers support sales
Channel benefiting from the availability of affordable smartphones

COMPETITIVE LANDSCAPE

Local players enter the channel to challenge existing online retailers
Increasing social media presence to support sales

CHANNEL DATA

Table 1 Mobile Internet Retailing: Value 2013-2018
Table 2 Mobile Internet Retailing: % Value Growth 2013-2018
Table 3 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 4 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Retailing in Kenya - Industry Overview

EXECUTIVE SUMMARY

Retailing in Kenya continues to grow
Informal sales remain significant in Kenya
Cash-strapped Nakumatt goes into administration while Uchumi closes stores
International players pose stiff competition to local retailers in 2018
Moderate growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Seasonality
Christmas
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 5 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 6 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 7 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 8 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 9 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 10 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 11 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 15 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 16 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 17 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 18 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 19 Retailing GBO Company Shares: % Value 2014-2018
Table 20 Retailing GBN Brand Shares: % Value 2015-2018
Table 21 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 22 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 24 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 25 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 26 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 27 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 29 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 30 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 32 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 34 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 35 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 36 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 38 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 40 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 41 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 42 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 43 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources