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Mobile E-Commerce (Goods) in Kenya

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    Report

  • 30 Pages
  • March 2022
  • Region: Kenya
  • Euromonitor International
  • ID: 4457937
Very few Kenyan households have a desktop or laptop computer or landline internet, but smartphone ownership expanded rapidly during the review period. With social distancing the norm in Kenya in 2020 and 2021 due to the COVID-19 pandemic, mobile internet browsing was increasingly the first point of contact between retailers and shoppers. Leading online retailers like Jumia, Kilimall and Alibaba to perform well as they already offer mobile apps.

This 'Mobile E-Commerce (Goods) in Kenya' report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Mobile E-Commerce (Goods) market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

The analyst has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the analyst has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

KEY DATA FINDINGS
2021 DEVELOPMENTS
  • For many Kenyans, the mobile internet is the internet
  • On-demand grocery delivery boosts the performance of mobile e-commerce
  • Safaricom switches its focus purely to its mobile app M-Pesa in 2021
PROSPECTS AND OPPORTUNITIES
  • Mobile e-commerce benefits from improved mobile internet infrastructure in 2022 and beyond
  • Lower-income consumers gradually enter the mobile e-commerce channel
  • Cash payments will gradually decline in Kenya
CHANNEL DATA
  • Table 1 Mobile E-Commerce (Goods): Value 2016-2021
  • Table 2 Mobile E-Commerce (Goods): % Value Growth 2016-2021
  • Table 3 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
  • Table 4 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
RETAILING IN KENYA
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 5 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
  • Table 6 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
  • Table 7 Sales in Store-Based Retailing by Channel: Value 2016-2021
  • Table 8 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
  • Table 9 Store-Based Retailing Outlets by Channel: Units 2016-2021
  • Table 10 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
  • Table 11 Sales in Non-Store Retailing by Channel: Value 2016-2021
  • Table 12 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
  • Table 13 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
  • Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 15 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
  • Table 16 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
  • Table 17 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
  • Table 18 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
  • Table 19 Retailing GBO Company Shares: % Value 2017-2021
  • Table 20 Retailing GBN Brand Shares: % Value 2018-2021
  • Table 21 Store-based Retailing GBO Company Shares: % Value 2017-2021
  • Table 22 Store-based Retailing GBN Brand Shares: % Value 2018-2021
  • Table 23 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
  • Table 24 Non-Store Retailing GBO Company Shares: % Value 2017-2021
  • Table 25 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
  • Table 26 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
  • Table 27 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
  • Table 28 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
  • Table 29 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
  • Table 30 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
  • Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
  • Table 32 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
  • Table 33 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
  • Table 34 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
  • Table 35 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
  • Table 36 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
  • Table 37 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
  • Table 38 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 40 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
  • Table 41 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
  • Table 42 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
  • Table 43 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
DISCLAIMER
SOURCES
  • Summary 2 Research Sources