Kenya Ecommerce Market Databook 2024-2028, Featuring Avechi, Jiji, Jumia, Kilimall, MyDawa, Bolt Food, Jumia Food, LetaFood, Yum Deliveries, Hava Net, Little Cab, Maramoja and Transport Wasili

Core Insights - The Kenya Ecommerce market is projected to grow by 12.86% annually, reaching US$2.6 billion in 2024, with a compound annual growth rate (CAGR) of 9.97% from 2024 to 2028, increasing from US$2.3 billion in 2023 to US$3.8 billion by 2028 [13][14]. Market Size and Forecast - The report provides a detailed analysis of the Kenya Ecommerce market size and forecasts across various segments, including retail shopping, travel and hospitality, online food service, media and entertainment, healthcare and wellness, and technology products and services [14][15]. - Gross Merchandise Value (GMV) trend analysis is included, highlighting the growth trajectory of the ecommerce sector in Kenya [10][13]. Consumer Demographics - Insights into consumer demographics are provided, including spending patterns by age, gender, and income level, which are essential for understanding market dynamics [8][14]. - The report covers user statistics, including card abandonment rates and product return rates, which are critical for assessing consumer behavior [4][10]. Market Share Analysis - The report details market share by key players across various ecommerce verticals, such as retail shopping (e.g., Amazon, Jumia), travel (e.g., Expedia), and food service (e.g., Deliveroo) [4][14]. - It also analyzes market share by sales channels, including platform to consumer, direct to consumer, and consumer to consumer [14][15]. Payment Instruments - The report examines the ecommerce market size and forecast by payment instruments, including credit cards, debit cards, bank transfers, prepaid cards, digital wallets, and cash [3][14]. - This analysis provides insights into consumer preferences and trends in payment methods within the ecommerce landscape [14]. Engagement Models - The report includes niche trends such as market size by live streaming engagement models and cross-border purchases, which are becoming increasingly relevant in the ecommerce space [15]. - It also covers ecommerce spend share by operating systems and devices, providing a comprehensive view of consumer engagement [15].