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Kenya B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update- Product Image
Kenya B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update- Product Image
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Kenya B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

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    Report

  • 110 Pages
  • November 2025
  • Region: Kenya
  • PayNXT360
  • ID: 6191198
Description Jump to:
The ecommerce market in Kenya is expected to grow by 12.9% annually, reaching US$2.61 billion by 2025.

The ecommerce market in the country has experienced robust growth during 2020-2024, achieving a CAGR of 10.9%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 10.1% from 2025 to 2029. By the end of 2029, the ecommerce market is projected to expand from its 2024 value of US$2.31 billion to approximately US$3.83 billion.

This report provides a detailed data-centric analysis of the ecommerce industry in Kenya offering comprehensive coverage of both overall and ecommerce markets. It includes more than 80+ KPIs, covering gross merchandise value, gross merchandise volume, and average value per transaction.

The report provides a detailed assessment of the ecommerce market across all major segments, including retail shopping, travel, food service, media, healthcare, and technology categories. It analyzes sales channels, engagement models, device and operating system usage, as well as domestic versus cross-border flows and city-tier contributions. The study also covers payment instruments and consumer demographics by age, income, and gender to map evolving purchasing behavior. Together, these datasets offer a comprehensive view of ecommerce market size, customer behavior, and digital channel performance.

The publisher’s research methodology is based on industry best practices. It's unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Report Scope

This report provides a detailed data-driven analysis of the B2C ecommerce market in Kenya, focusing on the overall digital retail ecosystem and its growth trajectory. It examines key ecommerce segments, sales channels, and consumer behavior shaping the evolution of online purchasing in the country.

Kenya B2C Ecommerce Market Size and Growth Dynamics

  • Gross Merchandise Value
  • Gross Merchandise Volume
  • Average Value per Transaction

Kenya Social Commerce Market Size and Growth Dynamics

  • Gross Merchandise Value
  • Gross Merchandise Volume
  • Average Value per Transaction

Kenya Quick Commerce Market Size and Growth Dynamics

  • Gross Merchandise Value
  • Gross Merchandise Volume
  • Average Value per Transaction

Kenya B2C Ecommerce Market Segmentation by Ecommerce Vertical

  • Retail Shopping
  • Travel & Hospitality
  • Online Food Service
  • Media & Entertainment
  • Healthcare & Wellness
  • Technology Products & Services
  • Other

Kenya B2C Ecommerce Market Segmentation by Retail Shopping Category

  • Clothing, Footwear & Accessories
  • Health, Beauty & Personal Care
  • Food & Beverage
  • Appliances & Electronics
  • Home Improvement
  • Books, Music & Video
  • Toys & Hobby
  • Auto Parts & Accessories
  • Other

Kenya B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

  • Platform-to-Consumer
  • Direct-to-Consumer
  • Consumer-to-Consumer

Kenya B2C Ecommerce Market Segmentation by Travel & Hospitality Category

  • Air Travel
  • Train & Bus
  • Taxi & Ride-Hailing
  • Hotels & Resorts
  • Other

Kenya B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

  • Air Travel- Aggregator App
  • Air Travel- Direct-to-Consumer
  • Train & Bus- Aggregator App
  • Train & Bus- Direct-to-Consumer
  • Taxi & Ride-Hailing- Aggregator App
  • Taxi & Ride-Hailing- Direct-to-Consumer
  • Hotels & Resorts- Aggregator App
  • Hotels & Resorts- Direct-to-Consumer
  • Other- Aggregator App
  • Other- Direct-to-Consumer

Kenya B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

  • Aggregator App
  • Direct-to-Consumer

Kenya B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

  • Streaming Services
  • Movies & Events
  • Theme Parks & Gaming
  • Other

Kenya B2C Ecommerce Market Segmentation by Engagement Model

  • Website-Based
  • Live Streaming

Kenya B2C Ecommerce Market Segmentation by Location

  • Cross-Border
  • Domestic

Kenya B2C Ecommerce Market Segmentation by Device

  • Mobile
  • Desktop

Kenya B2C Ecommerce Market Segmentation by Operating System

  • iOS / macOS
  • Android
  • Other Operating Systems

Kenya B2C Ecommerce Market Segmentation by City Tier

  • Tier 1
  • Tier 2
  • Tier 3

Kenya B2C Ecommerce Market Segmentation by Payment Instrument

  • Credit Card
  • Debit Card
  • Bank Transfer
  • Prepaid Card
  • Digital & Mobile Wallet
  • Other Digital Payment
  • Cash

Kenya B2C Ecommerce Consumer Demographics & Behaviour

  • Market Share by Age Group
  • Market Share by Income Level
  • Market Share by Gender

Kenya B2C Ecommerce User Statistics & Ratios

  • Internet Users
  • Ecommerce Users
  • Social Media Users
  • Smartphone Penetration
  • Banked Population
  • Ecommerce Per Capita
  • GDP Per Capita
  • Ecommerce as % of GDP
  • Cart Abandonment Rate
  • Product Retun Rate

Kenya B2C Ecommerce Operational Metrics by Ecommerce Segment

  • Gross Merchandise Value by Segment

Kenya B2C Ecommerce Operational Metrics by Retail Shopping Category

  • Gross Merchandise Value by Category

Kenya B2C Ecommerce Operational Metrics by Sales Channel

  • Gross Merchandise Value by Channel

Kenya B2C Ecommerce Operational Metrics by Location

  • Gross Merchandise Value by Location

Kenya B2C Ecommerce Operational Metrics by Device

  • Gross Merchandise Value by Device

Kenya B2C Ecommerce Operational Metrics by Operating System

  • Gross Merchandise Value by Operating System

Kenya B2C Ecommerce Operational Metrics by City Tier

  • Gross Merchandise Value by City Tier

Kenya B2C Ecommerce Operational Metrics by Payment Instrument

  • Gross Merchandise Value by Payment Instrument

Reasons to Buy

  • Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Kenya with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
  • Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
  • Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
  • Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
  • Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
  • Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.

Table of Contents

1. About this Report
1.1 Summary
1.2 Methodology
1.3 Definitions
1.4 Disclaimer
2. Kenya Ecommerce Market Size and Future Growth Dynamics
2.1 Kenya Ecommerce - Gross Merchandise Value Trend Analysis, 2020-2029
2.2 Kenya Ecommerce - Average Value Per Transaction Trend Analysis, 2020-2029
2.3 Kenya Ecommerce - Gross Merchandise Volume Trend Analysis, 2020-2029
3. Kenya Social Commerce Market Size and Forecast
3.1 Kenya Social Commerce - Gross Merchandise Value Trend Analysis 2020-2029
3.2 Kenya Social Commerce - Average Value Per Transaction Trend Analysis, 2020-2029
3.3 Kenya Social Commerce - Gross Merchandise Volume Trend Analysis, 2020-2029
4. Kenya Quick Commerce Market Size and Forecast
4.1 Kenya Quick Commerce - Gross Merchandise Value Trend Analysis 2020-2029
4.2 Kenya Quick Commerce - Average Value Per Transaction Trend Analysis, 2020-2029
4.3 Kenya Quick Commerce - Gross Merchandise Volume Trend Analysis, 2020-2029
5. Kenya User Statistics and Ratios Of Key Performance Indicators
5.1 Kenya User Statistics, 2024
5.2 Kenya User Statistics of Card Abandonment Rate and Product Return Rate, 2024
5.3 Kenya Ecommerce Per Capita and GDP Per Capita, 2024
5.4 Kenya GDP Per Capita Trend Analysis, 2020-2029
6. Kenya Ecommerce Market Size and Forecast by Ecommerce Segments
6.1 Kenya Ecommerce Market Share by Ecommerce Segments, 2020-2029
6.2 Kenya Ecommerce Retail Shopping - Gross Merchandise Value Trend Analysis, 2020-2029
6.3 Kenya Travel and Hospitality - Gross Merchandise Value Trend Analysis, 2020-2029
6.4 Kenya Online Food Service - Gross Merchandise Value Trend Analysis, 2020-2029
6.5 Kenya Media and Entertainment - Gross Merchandise Value Trend Analysis, 2020-2029
6.6 Kenya Healthcare and Wellness - Gross Merchandise Value Trend Analysis, 2020-2029
6.7 Kenya Technology Products and Services - Gross Merchandise Value Trend Analysis, 2020-2029
6.8 Kenya Other Segment - Gross Merchandise Value Trend Analysis, 2020-2029
7. Kenya Ecommerce Market Size and Forecast by Retail Shopping Categories
7.1 Kenya Ecommerce Market Share by Retail Shopping Categories, 2020-2029
7.2 Clothing, Footwear & Accessories - Gross Merchandise Value Trend Analysis, 2020-2029
7.3 Health, Beauty and Personal Care - Gross Merchandise Value Trend Analysis, 2020-2029
7.4 Food & Beverage - Gross Merchandise Value Trend Analysis, 2020-2029
7.5 Appliances and Electronics - Gross Merchandise Value Trend Analysis, 2020-2029
7.6 Home Improvement - Gross Merchandise Value Trend Analysis, 2020-2029
7.7 Books, Music & Video - Gross Merchandise Value Trend Analysis, 2020-2029
7.8 Toys & Hobby - Gross Merchandise Value Trend Analysis, 2020-2029
7.9 Auto - Gross Merchandise Value Trend Analysis, 2020-2029
7.10 Ecommerce Other - Gross Merchandise Value Trend Analysis, 2020-2029
8. Kenya Ecommerce Market Size and Forecast by Retail Shopping Sales Channel
8.1 Kenya Ecommerce Market Share by Retail Shopping Sales Channel, 2020-2029
8.2 Ecommerce Platform to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
8.3 Ecommerce Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
8.4 Ecommerce Consumer to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
9. Kenya Ecommerce Market Size and Forecast by Travel and Hospitality Categories
9.1 Kenya Ecommerce Market Share by Travel and Hospitality Categories (%), 2020-2029
9.2 Air Travel - Gross Merchandise Value Trend Analysis, 2020-2029
9.3 Train & Bus - Gross Merchandise Value Trend Analysis, 2020-2029
9.4 Taxi Service - Gross Merchandise Value Trend Analysis, 2020-2029
9.5 Hotels & Resorts - Gross Merchandise Value Trend Analysis, 2020-2029
9.6 Travel and Hospitality Other - Gross Merchandise Value Trend Analysis, 2020-2029
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, 2020-2029
10.1.2 Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
10.1.3 Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
10.2 Air Travel Market Share by Sales Channel
10.2.1 Kenya Air Travel Market Share by Sales Channel, 2020-2029
10.2.2 Air Travel - Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
10.2.3 Air Travel - Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
10.3 Hotels & Resorts Market Share by Sales Channel
10.3.1 Kenya Hotels & Resorts Market Share by Sales Channel, 2020-2029
10.3.2 Hotels & Resorts - Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
10.3.3 Hotels & Resorts - Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
10.4 Taxi Service Market Share by Sales Channel
10.4.1 Kenya Taxi Service Market Share by Sales Channel, 2020-2029
10.4.2 Taxi Service - Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
10.4.3 Taxi Service - Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
10.5 Other Segment Market Share by Sales Channel
10.5.1 Kenya Other Segment Market Share by Sales Channel, 2020-2029
10.5.2 Other - Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
10.5.3 Other - Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
11. Kenya Ecommerce Market Size and Forecast by Online Food Service Sales Channel
11.1 Kenya Market Share by Online Food Service Sales Channels, 2020-2029
11.2 Aggregator App - Gross Merchandise Value Trend Analysis, 2020-2029
11.3 Ecommerce Direct to Consumer - Gross Merchandise Value Trend Analysis, 2020-2029
12. Kenya Ecommerce Market Size and Forecast by Media and Entertainment Sales Channel
12.1 Kenya Market Share by Media and Entertainment Sales Channel, 2020-2029
12.2 Streaming Services - Gross Merchandise Value Trend Analysis, 2020-2029
12.3 Movies & Events - Gross Merchandise Value Trend Analysis, 2020-2029
12.4 Theme Parks & Gaming - Gross Merchandise Value Trend Analysis, 2020-2029
12.5 Media and Entertainment Other - Gross Merchandise Value Trend Analysis, 2020-2029
13. Kenya Ecommerce Market Size and Forecast by Engagement Model
13.1 Kenya Ecommerce Market Share by Engagement Model, 2020-2029
13.2 Ecommerce Website Based - Gross Merchandise Value Trend Analysis, 2020-2029
13.3 Ecommerce Live Streaming - Gross Merchandise Value Trend Analysis, 2020-2029
14. Kenya Ecommerce Market Size and Forecast by Location
14.1 Kenya Ecommerce Market Share by Location, 2020-2029
14.2 Ecommerce Cross Border - Gross Merchandise Value Trend Analysis, 2020-2029
14.3 Ecommerce Domestic - Gross Merchandise Value Trend Analysis, 2020-2029
15. Kenya Ecommerce Market Size and Forecast by Device
15.1 Kenya Ecommerce Market Share by Device, 2020-2029
15.2 Ecommerce Mobile - Gross Merchandise Value Trend Analysis, 2020-2029
15.3 Ecommerce Desktop - Gross Merchandise Value Trend Analysis, 2020-2029
16. Kenya Ecommerce Market Size and Forecast by Operating System
16.1 Kenya Ecommerce Market Share by Operating System, 2020-2029
16.2 Ecommerce iOS/macOS - Gross Merchandise Value Trend Analysis, 2020-2029
16.3 Ecommerce Android - Gross Merchandise Value Trend Analysis, 2020-2029
16.4 Ecommerce Other Operating Systems - Gross Merchandise Value Trend Analysis, 2020-2029
17. Kenya Ecommerce Market Size and Forecast by City
17.1 Kenya Ecommerce Market Share by City, 2020-2029
17.2 Ecommerce Tier 1 - Gross Merchandise Value Trend Analysis, 2020-2029
17.3 Ecommerce Tier 2 - Gross Merchandise Value Trend Analysis, 2020-2029
17.4 Ecommerce Tier 3 - Gross Merchandise Value Trend Analysis, 2020-2029
18. Kenya Ecommerce Market Size and Forecast by Payment Instrument
18.1 Kenya Ecommerce Market Share by Payment Instrument, 2020-2029
18.2 Ecommerce Credit Card - Gross Merchandise Value Trend Analysis, 2020-2029
18.3 Ecommerce Debit Card - Gross Merchandise Value Trend Analysis, 2020-2029
18.4 Ecommerce Bank Transfer - Gross Merchandise Value Trend Analysis, 2020-2029
18.5 Ecommerce Prepaid Card - Gross Merchandise Value Trend Analysis, 2020-2029
18.6 Ecommerce Digital & Mobile Wallet - Gross Merchandise Value Trend Analysis, 2020-2029
18.7 Ecommerce Other Digital Payment - Gross Merchandise Value Trend Analysis, 2020-2029
18.8 Ecommerce Cash - Gross Merchandise Value Trend Analysis, 2020-2029
19. Kenya Ecommerce by Consumer Demographics
19.1 Kenya Ecommerce Market Share by Age Group, 2024
19.2 Kenya Ecommerce Market Share by Income Level, 2024
19.3 Kenya Ecommerce Market Share by Gender, 2024
20. Further Reading
20.1 About the Publisher
20.2 Related Research
List of Tables
Table 1: Kenya Ecommerce - Gross Merchandise Value (US$ Million), 2020-2029
Table 2: Kenya Ecommerce - Average Value Per Transaction (US$), 2020-2029
Table 3: Kenya Ecommerce - Gross Merchandise Volume (Million), 2020-2029
Table 4: Kenya Social Commerce - Gross Merchandise Value (US$ Million), 2020-2029
Table 5: Kenya Social Commerce - Average Value Per Transaction (US$), 2020-2029
Table 6: Kenya Social Commerce - Gross Merchandise Volume (Million), 2020-2029
Table 7: Kenya Quick Commerce - Gross Merchandise Value (US$ Million), 2020-2029
Table 8: Kenya Quick Commerce - Average Value Per Transaction (US$), 2020-2029
Table 9: Kenya Quick Commerce - Gross Merchandise Volume (Million), 2020-2029
Table 10: Kenya GDP Per Capita (US$), 2020-2029
Table 11: Kenya Ecommerce Retail Shopping - Gross Merchandise Value (US$ Million), 2020-2029
Table 12: Kenya Travel and Hospitality - Gross Merchandise Value (US$ Million), 2020-2029
Table 13: Kenya Online Food Service - Gross Merchandise Value (US$ Million), 2020-2029
Table 14: Kenya Media and Entertainment - Gross Merchandise Value (US$ Million), 2020-2029
Table 15: Kenya Healthcare and Wellness - Gross Merchandise Value (US$ Million), 2020-2029
Table 16: Kenya Technology Products and Services - Gross Merchandise Value (US$ Million), 2020-2029
Table 17: Kenya Other segment Gross Merchandise Value (US$ Million), 2020-2029
Table 18: Kenya Clothing, Footwear & Accessories - Gross Merchandise Value (US$ Million), 2020-2029
Table 19: Kenya Health, Beauty and Personal Care - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 20: Kenya Food & Beverage - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 21: Kenya Appliances and Electronics - Gross Merchandise Value (US$ Million), 2020-2029
Table 22: Kenya Home Improvement - Gross Merchandise Value (US$ Million), 2020-2029
Table 23: Kenya Books, Music & Video - Gross Merchandise Value (US$ Million), 2020-2029
Table 24: Kenya Toys & Hobby - Gross Merchandise Value (US$ Million), 2020-2029
Table 25: Kenya Auto - Gross Merchandise Value (US$ Million), 2020-2029
Table 26: Kenya Ecommerce Other - Gross Merchandise Value (US$ Million), 2020-2029
Table 27: Kenya Ecommerce Platform to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 28: Kenya Ecommerce Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 29: Kenya Ecommerce Consumer to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 30: Kenya Air Travel - Gross Merchandise Value (US$ Million), 2020-2029
Table 31: Kenya Train & Bus - Gross Merchandise Value (US$ Million), 2020-2029
Table 32: Kenya Taxi Service - Gross Merchandise Value (US$ Million), 2020-2029
Table 33: Kenya Hotels & Resorts - Gross Merchandise Value (US$ Million), 2020-2029
Table 34: Kenya Travel and Hospitality Other - Gross Merchandise Value (US$ Million), 2020-2029
Table 35: Kenya Ecommerce Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 36: Kenya Ecommerce Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 37: Kenya Air Travel- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 38: Kenya Air Travel- Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 39: Kenya Hotels & Resorts - Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 40: Kenya Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 41: Kenya Taxi Service- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 42: Taxi Service- Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 43: Kenya Other- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 44: Kenya Other- Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Table 45: Kenya Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Table 46: Kenya Direct to Consumer- Gross Merchandise Value (US$ Million), 2020-2029
Table 47: Kenya Streaming Services - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 48: Kenya Movies & Events - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 49: Kenya Theme Parks & Gaming - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 50: Kenya Media and Entertainment Other - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 51: Kenya Ecommerce Website Based - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 52: Kenya Ecommerce Live Streaming - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 53: Kenya Ecommerce Cross Border - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 54: Kenya Ecommerce Domestic - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 55: Kenya Ecommerce Mobile - Gross Merchandise Value (US$ Million), 2020-2029
Table 56: Kenya Ecommerce Desktop - Gross Merchandise Value (US$ Million), 2020-2029
Table 57: Kenya Ecommerce iOS/macOS - Gross Merchandise Value (US$ Million), 2020-2029
Table 58: Kenya Ecommerce Android - Gross Merchandise Value (US$ Million), 2020-2029
Table 59: Kenya Ecommerce Other Operating Systems - Gross Merchandise Value (US$ Million), 2020-2029
Table 60: Kenya Ecommerce Tier 1 - Gross Merchandise Value (US$ Million), 2020-2029
Table 61: Kenya Ecommerce Tier 2 - Gross Merchandise Value (US$ Million), 2020-2029
Table 62: Kenya Ecommerce Tier 3 - Gross Merchandise Value (US$ Million), 2020-2029
Table 63: Kenya Ecommerce Credit Card - Gross Merchandise Value (US$ Million), 2020-2029
Table 64: Kenya Ecommerce Debit Card - Gross Merchandise Value (US$ Million), 2020-2029
Table 65: Kenya Ecommerce Bank Transfer - Gross Merchandise Value (US$ Million), 2020-2029
Table 66: Kenya Ecommerce Prepaid Card - Gross Merchandise Value (US$ Million), 2020-2029
Table 67: Kenya Ecommerce Digital & Mobile Wallet - Gross Merchandise Value (US$ Million), 2020-2029
Table 68: Kenya Ecommerce Other Digital Payment - Gross Merchandise Value (US$ Million), 2020-2029
Table 69: Kenya Ecommerce Cash - Gross Merchandise Value (US$ Million), 2020-2029
List of Figures
Figure 1: Methodology Framework
Figure 2: Kenya Ecommerce - Gross Merchandise Value (US$ Million), 2020-2029
Figure 3: Kenya Ecommerce - Average Value Per Transaction (US$), 2020-2029
Figure 4: Kenya Ecommerce - Gross Merchandise Volume (Million), 2020-2029
Figure 5: Kenya Social Commerce - Gross Merchandise Value (US$ Million), 2020-2029
Figure 6: Kenya Social Commerce - Average Value Per Transaction (US$), 2020-2029
Figure 7: Kenya Social Commerce - Gross Merchandise Volume (Million), 2020-2029
Figure 8: Kenya Quick Commerce - Gross Merchandise Value (US$ Million), 2020-2029
Figure 9: Kenya Quick Commerce - Average Value Per Transaction (US$), 2020-2029
Figure 10: Kenya Quick Commerce - Gross Merchandise Volume (Million), 2020-2029
Figure 11: Kenya User Statistics (Million), 2024
Figure 12: Kenya User Statistics of Card Abandonment Rate and Product Return Rate
Figure 13: Kenya Ecommerce Per Capita and GDP Per Capita (US$), 2024
Figure 14: Kenya GDP Per Capita (US$), 2020-2029
Figure 18: Kenya Ecommerce Market Share by Ecommerce Segments (%), 2020-2029
Figure 19: Kenya Ecommerce Retail Shopping - Gross Merchandise Value (US$ Million), 2020-2029
Figure 20: Kenya Travel and Hospitality - Gross Merchandise Value (US$ Million), 2020-2029
Figure 21: Kenya Online Food Service - Gross Merchandise Value (US$ Million), 2020-2029
Figure 22: Kenya Media and Entertainment - Gross Merchandise Value (US$ Million), 2020-2029
Figure 23: Kenya Healthcare and Wellness - Gross Merchandise Value (US$ Million), 2020-2029
Figure 24: Kenya Technology Products and Services - Gross Merchandise Value (US$ Million), 2020-2029
Figure 25: Kenya Other segment Gross Merchandise Value (US$ Million), 2020-2029
Figure 26: Kenya Ecommerce Market Share by Retail Shopping Categories (%), 2020-2029
Figure 27: Kenya Clothing, Footwear & Accessories - Gross Merchandise Value (US$ Million), 2020-2029
Figure 28: Kenya Health, Beauty and Personal Care - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 29: Kenya Food & Beverage - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 30: Kenya Appliances and Electronics - Gross Merchandise Value (US$ Million), 2020-2029
Figure 31: Kenya Home Improvement - Gross Merchandise Value (US$ Million), 2020-2029
Figure 32: Kenya Books, Music & Video - Gross Merchandise Value (US$ Million), 2020-2029
Figure 33: Kenya Toys & Hobby - Gross Merchandise Value (US$ Million), 2020-2029
Figure 34: Kenya Auto - Gross Merchandise Value (US$ Million), 2020-2029
Figure 35: Kenya Ecommerce Other - Gross Merchandise Value (US$ Million), 2020-2029
Figure 36: Kenya Ecommerce Market Share by Retail Shopping Sales Channel (%), 2020-2029
Figure 37: Kenya Ecommerce Platform to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 38: Kenya Ecommerce Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 39: Kenya Ecommerce Consumer to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 40: Kenya Ecommerce Market Share by Travel and Hospitality Categories (%), 2020-2029
Figure 41: Kenya Air Travel - Gross Merchandise Value (US$ Million), 2020-2029
Figure 42: Kenya Train & Bus - Gross Merchandise Value (US$ Million), 2020-2029
Figure 43: Kenya Taxi Service - Gross Merchandise Value (US$ Million), 2020-2029
Figure 44: Kenya Hotels & Resorts - Gross Merchandise Value (US$ Million), 2020-2029
Figure 45: Kenya Travel and Hospitality Other - Gross Merchandise Value (US$ Million), 2020-2029
Figure 46: Kenya Ecommerce Market Share by Travel and Hospitality Sales Channel (%), 2020-2029
Figure 47: Kenya Ecommerce Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 48: Kenya Ecommerce Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 49: Kenya Air Travel Market Share by Sales Channel (%), 2020-2029
Figure 50: Kenya Air Travel- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 51: Kenya Air Travel- Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 52: Kenya Hotels & Resorts Market Share by Sales Channel (%), 2020-2029
Figure 53: Kenya Hotels & Resorts - Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 54: Kenya Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 55: Kenya Taxi Service Market Share by Sales Channel (%), 2020-2029
Figure 56: Kenya Taxi Service- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 57: Kenya Taxi Service - Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 58: Kenya Other Segment Market Share by Sales Channel (%), 2020-2029
Figure 59: Kenya Other- Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 60: Kenya Other- Direct to Consumer - Gross Merchandise Value (US$ Million), 2020-2029
Figure 61: Kenya Market Share by Online Food Service Sales Channels (%), 2020-2029
Figure 62: Kenya Aggregator App - Gross Merchandise Value (US$ Million), 2020-2029
Figure 63: Kenya Direct to Consumer- Gross Merchandise Value (US$ Million), 2020-2029
Figure 64: Kenya Market Share by Media and Entertainment Sales Channel (%), 2020-2029
Figure 65: Kenya Streaming Services - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 66: Kenya Movies & Events - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 67: Kenya Theme Parks & Gaming - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 68: Kenya Media and Entertainment Other - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 69: Kenya Ecommerce Market Share by Engagement Model (%), 2020-2029
Figure 70: Kenya Ecommerce Website Based - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 71: Kenya Ecommerce Live Streaming - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 72: Kenya Ecommerce Market Share by Location (%), 2020-2029
Figure 73: Kenya Ecommerce Cross Border - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 74: Kenya Ecommerce Domestic - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 75: Kenya Ecommerce Market Share by Device (%), 2020-2029
Figure 76: Kenya Ecommerce Mobile - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 77: Kenya Ecommerce Desktop - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 78: Kenya Ecommerce Market Share by Operating System (%), 2020-2029
Figure 79: Kenya Ecommerce iOS/macOS - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 80: Kenya Ecommerce Android - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 81: Kenya Ecommerce Other Operating Systems - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 82: Kenya Ecommerce Market Share by City (%), 2020-2029
Figure 83: Kenya Ecommerce Tier 1 - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 84: Kenya Ecommerce Tier 2 - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 85: Kenya Ecommerce Tier 3 - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 86: Kenya Ecommerce Market Share by Payment Instrument (%), 2020-2029
Figure 87: Kenya Ecommerce Credit Card - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 88: Kenya Ecommerce Debit Card - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 89: Kenya Ecommerce Bank Transfer - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 90: Kenya Ecommerce Prepaid Card - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 91: Kenya Ecommerce Digital & Mobile Wallet - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 92: Kenya Ecommerce Other Digital Payment - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 93: Kenya Ecommerce Cash - Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Figure 94: Kenya Ecommerce Market Share by Age Group (%), 2024
Figure 95: Kenya Ecommerce Market Share by Income Level (%), 2024
Figure 96: Kenya Ecommerce Market Share by Gender (%), 2024

Table Information

Report AttributeDetails
No. of Pages110
PublishedNovember 2025
Forecast Period2025 - 2029
Estimated Market Value ( USD ) in 2025 $ 2.61 Billion
Forecasted Market Value ( USD ) by 2029 $ 3.83 Billion
Compound Annual Growth Rate10.1%
Regions CoveredKenya

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