Kenya Ecommerce Market Opportunities Databook - 100+ KPIs on Ecommerce Verticals (Shopping, Travel, Food Service, Media & Entertainment, Technology), Market Share by Key Players, Sales Channel Analysis, Payment Instrument, Consumer Demographics - Q2 2023

Kenya Ecommerce Market Opportunities Databook - 100+ KPIs on Ecommerce Verticals (Shopping, Travel, Food Service, Media & Entertainment, Technology), Market Share by Key Players, Sales Channel Analysis, Payment Instrument, Consumer Demographics - Q2 2023 Update


According to PayNXT360’s, Ecommerce market in Kenya is expected to grow by 15.25% on annual basis to reach US$2.3 billion in 2022. Medium to long term growth story of Ecommerce industry in Kenya promises to be attractive. The Ecommerce is expected to grow steadily over the forecast period, recording a CAGR of 11.00% during 2023-2027. The Ecommerce gross merchandise value in the country will increase from US$2.0 billion in 2022 to reach US$3.5 billion by 2027.This report provides a detailed data centric analysis of Ecommerce market dynamics, covering over 100 KPIs in Kenya. It details market opportunity across key Ecommerce 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 Ecommerce industry in Kenya.
Scope

This report provides a detailed data-driven look at the Kenya Ecommerce industry, covering various segments and highlighting areas of interest across the verticals in the industry. In addition, it provides a comprehensive understanding of market dynamics and future forecast.

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

Kenya Ecommerce Market Size and Forecast by Ecommerce Segments (Gross Merchandise Value Trend Analysis, 2018-2027)
• 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, 2018-2027)
• Website Based
• Live Streaming

Kenya Ecommerce Market Size and Forecast by Location (Gross Merchandise Value Trend Analysis, 2018-2027)
• Cross Border
• Domestic

Kenya Ecommerce Market Size and Forecast by Device (Gross Merchandise Value Trend Analysis, 2018-2027)
• 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, 2018-2027)
• 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

Reasons to buy

• In-depth Understanding of Ecommerce Market Dynamics: Understand market opportunities and key trends along with forecast (2018-2027). 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 a 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.


1. About this Report
1.1 Summary
1.2 Methodology
1.3 Ecommerce Definitions
1.4 Disclaimer
2. Kenya Ecommerce Market Size and Future Growth Dynamics
2.1 Kenya Ecommerce – Gross Merchandise Value Trend Analysis, 2018-2027
2.2 Kenya Ecommerce – Average Value Per Transaction Trend Analysis, 2018-2027
2.3 Kenya Ecommerce – Gross Merchandise Volume Trend Analysis, 2018-2027
3. Kenya Social Commerce Market Size and Forecast
3.1 Kenya Social Commerce – Gross Merchandise Value Trend Analysis, 2018-2027
3.2 Kenya Social Commerce – Average Value Per Transaction Trend Analysis, 2018-2027
3.3 Kenya Social Commerce – Gross Merchandise Volume Trend Analysis, 2018-2027
4. Kenya User Statistics and Ratios Of Key Performance Indicators
4.1 Kenya User Statistics, 2022
4.2 Kenya User Statistics of Card Abandonment Rate and Product Return Rate
4.3 Kenya Ecommerce Per Capita and GDP Per Capita, 2022
4.4 Kenya GDP Per Capita Trend Analysis, 2018-2027
5. Kenya Ecommerce Market Share by Key Players, 2022
5.1 Kenya Retail Shopping Ecommerce Market Share by Key Players, 2022
5.2 Kenya Travel Ecommerce Market Share by Key Players, 2022
5.3 Kenya Food Service Ecommerce Market Share by Key Players, 2022
6. Kenya Ecommerce Market Size and Forecast by Ecommerce Segments
6.1 Kenya Ecommerce Market Share by Ecommerce Segments, 2022
6.2 Kenya Ecommerce Retail Shopping – Gross Merchandise Value Trend Analysis, 2018-2027
6.3 Kenya Travel and Hospitality – Gross Merchandise Value Trend Analysis, 2018-2027
6.4 Kenya Online Food Service – Gross Merchandise Value Trend Analysis, 2018-2027
6.5 Kenya Media and Entertainment – Gross Merchandise Value Trend Analysis, 2018-2027
6.6 Kenya Healthcare and Wellness – Gross Merchandise Value Trend Analysis, 2018-2027
6.7 Kenya Technology Products and Services – Gross Merchandise Value Trend Analysis, 2018-2027
6.8 Kenya Other segment Gross Merchandise Value Trend Analysis, 2018-2027
7. Kenya Ecommerce Market Size and Forecast by Retail Shopping Categories
7.1 Kenya Ecommerce Market Share by Retail Shopping Categories, 2022
7.2 Kenya Clothing, Footwear & Accessories – Gross Merchandise Value Trend Analysis, 2018-2027
7.3 Kenya Health, Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2018-2027
7.4 Kenya Food & Beverage – Gross Merchandise Value Trend Analysis, 2018-2027
7.5 Kenya Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2018-2027
7.6 Kenya Home Improvement – Gross Merchandise Value Trend Analysis, 2018-2027
7.7 Kenya Books, Music & Video – Gross Merchandise Value Trend Analysis, 2018-2027
7.8 Kenya Toys & Hobby – Gross Merchandise Value Trend Analysis, 2018-2027
7.9 Kenya Auto – Gross Merchandise Value Trend Analysis, 2018-2027
7.10 Kenya Ecommerce Other – Gross Merchandise Value Trend Analysis, 2018-2027
8. Kenya Ecommerce Market Size and Forecast by Retail Shopping Sales Channel
8.1 Kenya Ecommerce Market Share by Retail Shopping Sales Channel, 2022 vs. 2027
8.2 Kenya Ecommerce Platform to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
8.3 Kenya Ecommerce Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
8.4 Kenya Ecommerce Consumer to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
9. Kenya Ecommerce Market Size and Forecast by Travel and Hospitality Categories
9.1 Kenya Ecommerce Market Share by Travel and Hospitality Categories (%), 2022
9.2 Kenya Air Travel – Gross Merchandise Value Trend Analysis, 2018-2027
9.3 Kenya Train & Bus – Gross Merchandise Value Trend Analysis, 2018-2027
9.4 Kenya Taxi Service – Gross Merchandise Value Trend Analysis, 2018-2027
9.5 Kenya Hotels & Resorts – Gross Merchandise Value Trend Analysis, 2018-2027
9.6 Kenya Travel and Hospitality Other – Gross Merchandise Value Trend Analysis, 2018-2027
10. Kenya Ecommerce Market Share by Travel and Hospitality Sales Channel
10.1 Kenya Ecommerce Market Share by Travel and Hospitality Sales Channel
10.1.1 Kenya Ecommerce Market Share by Travel and Hospitality Sales Channel, 2022 vs. 2027
10.1.2 Kenya Ecommerce Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
10.1.3 Kenya Ecommerce Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
10.2 Kenya Air Travel Market Share by Sales Channel
10.2.1 Kenya Air Travel Market Share by Sales Channel, 2022 vs. 2027
10.2.2 Kenya Air Travel- Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
10.2.3 Kenya Air Travel- Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
10.3 Kenya Hotels & Resorts Market Share by Sales Channel
10.3.1 Kenya Hotels & Resorts Market Share by Sales Channel, 2022 vs. 2027
10.3.2 Kenya Hotels & Resorts - Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
10.3.3 Kenya Hotels & Resorts - Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
10.4 Kenya Taxi Service Market Share by Sales Channel
10.4.1 Kenya Taxi Service Market Share by Sales Channel, 2022 vs. 2027
10.4.2 Kenya Taxi Service - Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
10.4.3 Kenya Taxi Service - Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
10.5 Kenya Other Segment Market Share by Sales Channel
10.5.1 Kenya Other Segment Market Share by Sales Channel, 2022 vs. 2027
10.5.2 Kenya Other- Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
10.5.3 Kenya Other- Direct to Consumer – Gross Merchandise Value Trend Analysis, 2018-2027
11. Kenya Ecommerce Market Size and Forecast by Online Food Service Sales Channel
11.1 Kenya Market Share by Online Food Service Sales Channels, 2022 vs. 2027
11.2 Kenya Aggregator App – Gross Merchandise Value Trend Analysis, 2018-2027
11.3 Kenya Ecommerce Direct to Consumer– Gross Merchandise Value Trend Analysis, 2018-2027
12. Kenya Ecommerce Market Size and Forecast by Media and Entertainment Sales Channel
12.1 Kenya Market Share by Media and Entertainment Sales Channel, 2022
12.2 Kenya Streaming Services – Gross Merchandise Value Trend Analysis, 2018-2027
12.3 Kenya Movies & Events – Gross Merchandise Value Trend Analysis, 2018-2027
12.4 Kenya Theme Parks & Gaming – Gross Merchandise Value Trend Analysis, 2018-2027
12.5 Kenya Ecommerce Other – Gross Merchandise Value Trend Analyses, 2018-2027
13. Kenya Ecommerce Market Size and Forecast by Engagement Model
13.1 Kenya Ecommerce Market Share by Engagement Model, 2022 vs. 2027
13.2 Kenya Ecommerce Website Based – Gross Merchandise Value Trend Analysis, 2018-2027
13.3 Kenya Ecommerce Live Streaming – Gross Merchandise Value Trend Analysis, 2018-2027
14. Kenya Ecommerce Market Size and Forecast by Location
14.1 Kenya Ecommerce Market Share by Location, 2022 vs. 2027
14.2 Kenya Ecommerce Cross Border – Gross Merchandise Value Trend Analysis, 2018-2027
14.3 Kenya Ecommerce Domestic – Gross Merchandise Value Trend Analysis, 2018-2027
15. Kenya Ecommerce Market Size and Forecast by Device
15.1 Kenya Ecommerce Market Share by Device, 2022 vs. 2027
15.2 Kenya Ecommerce Mobile – Gross Merchandise Value Trend Analysis, 2018-2027
15.3 Kenya Ecommerce Desktop – Gross Merchandise Value Trend Analysis, 2018-2027
16. Kenya Ecommerce Market Size and Forecast by Operating System
16.1 Kenya Ecommerce Market Share by Operating System, 2022 vs. 2027
16.2 Kenya Ecommerce iOS/macOS – Gross Merchandise Value Trend Analysis, 2018-2027
16.3 Kenya Ecommerce Android – Gross Merchandise Value Trend Analysis, 2018-2027
16.4 Kenya Ecommerce by Other Operating Systems – Gross Merchandise Value Trend Analysis, 2018-2027
17. Kenya Ecommerce Market Size and Forecast by City
17.1 Kenya Ecommerce Market Share by City, 2022 vs. 2027
17.2 Kenya Ecommerce Tier 1 – Gross Merchandise Value Trend Analysis, 2018-2027
17.3 Kenya Ecommerce Tier 2 – Gross Merchandise Value Trend Analysis, 2018-2027
17.4 Kenya Ecommerce Tier 3 – Gross Merchandise Value Trend Analysis, 2018-2027
18. Kenya Ecommerce Market Size and Forecast by Payment Instrument
18.1 Kenya Ecommerce Market Share by Payment Instrument, 2022
18.2 Kenya Ecommerce Credit Card – Gross Merchandise Value Trend Analysis, 2018-2027
18.3 Kenya Ecommerce Debit Card – Gross Merchandise Value Trend Analysis, 2018-2027
18.4 Kenya Ecommerce Bank Transfer – Gross Merchandise Value Trend Analysis, 2018-2027
18.5 Kenya Ecommerce Prepaid Card – Gross Merchandise Value Trend Analysis, 2018-2027
18.6 Kenya Ecommerce Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2018-2027
18.7 Kenya Ecommerce Other Digital Payment – Gross Merchandise Value Trend Analysis, 2018-2027
18.8 Kenya Ecommerce Cash – Gross Merchandise Value Trend Analysis, 2018-2027
19. Kenya Ecommerce by Consumer Demographics
19.1 Kenya Ecommerce Market Share by Age Group, 2022
19.2 Kenya Ecommerce Market Share by Income Level, 2022
19.3 Kenya Ecommerce Market Share by Gender, 2022
20. Further Reading
2.1 About PayNXT360
20.2 Related Research

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