E-Commerce in Kenya
April 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
Kenyans showing appetite for e-commerce as more consumers go online
Consumer electronics turn consumers onto e-commerce
Challenges remain for e-commerce with fraud remaining a concern
COMPETITIVE LANDSCAPE
Jumia rapidly establishing strong lead with a finger in many pies
Amazon and Alibaba look to gain foothold in Kenya with new payment options
Copia launches new e-commerce site with a wider distribution reach
CHANNEL DATA
Table 1 E-Commerce by Channel and Category: Value 2014-2019
Table 2 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 3 E-Commerce GBO Company Shares: % Value 2015-2019
Table 4 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 5 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 6 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Retailing benefiting from a healthy economy
Retailers investing in an omnichannel approach
Competition heats up with some players forced out of the market
New international players eye Kenya’s retailing potential
Retailing set for bright future
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Seasonality
Christmas
Back to School
Payments and delivery
Emerging business models
MARKET DATA
Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 9 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 11 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 13 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 21 Retailing GBO Company Shares: % Value 2015-2019
Table 22 Retailing GBN Brand Shares: % Value 2016-2019
Table 23 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 24 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 26 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 2 Research Sources