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Learn moreMar 2020
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Retailing in Kenya continued to see healthy growth in 2019, driven by an improving economy, rising disposable incomes and consumer confidence. Notably, the sprouting up of shopping malls in the country has led to the opening of stores which mainly target mid- to high-income consumers, who are demanding more premium and sophisticated products.
Although e-commerce only accounted for a relatively small share of overall retailing in 2019 it is nonetheless seeing rapid development in line with the dynamic growth in the number of internet users in Kenya. Looking to take advantage of this new consumer base, retailers in Kenya are increasingly taking an omnichannel approach, with this being supported by the widespread acceptance of mobile payment platforms such as M-Pesa.
Competition is intensifying in Kenya’s retail landscape as more international players enter the fray and modern retailers look to expand their footprint, while the country’s sizeable informal retailing market remains a significant challenge. Modern grocery retailers such as Tusker Mattresses and Naivas have looked to open new stores in shopping centres as well as in local neighbourhoods as they look to reach more consumers.
Due to the potential of Kenya’s retailing industry international companies showed a growing interest in the market at the end of the review period. For example, South African company Shoprite entered the country in 2018 with it opening its second hypermarkets outlet in 2019.
Retailing in Kenya is expected to record moderate current value growth over the forecast period, with grocery retailers remaining the key growth driver. Growth should be supported by an increase in the number of shopping centres in the country, as well as stronger interest from international investors looking to set up operations in Kenya.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Retailing industry 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 Retailing industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Retailing market research database.
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.