E-Commerce in Kenya

February 2021 | 34 pages | ID: E2C009F4C735EN
Euromonitor International Ltd

Abstracts

The rate of growth in e-commerce retail current value sales slowed slightly during 2020 but remained vigorous. While the economic shock of the pandemic led many local consumers to rein in their discretionary spending, the fact that many consumers found it much more difficult to shop in person due to restrictions on movement led some to try online shopping for the first time. Growth in e-commerce was also buoyed by the fact that a growing number of Kenyan consumers own smartphones and are going o...

Euromonitor International's E-Commerce 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.

Product coverage: Cross-border E-Commerce, E-Commerce by Product Category, Mobile E-Commerce.

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

Why buy this report?

• Get a detailed picture of the E-Commerce 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.

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

Contents

KEY DATA FINDINGS
2020 IMPACT
Locked-down consumers shop online in growing numbers
Reduced delivery fees buoy demand
Pick-up points alleviate last-mile issue
RECOVERY AND OPPORTUNITIES
Post-pandemic economic rebound, lower delivery fees and more affordable internet access will support strong growth in demand for e-commerce
Digital Service Tax unlikely to significantly impact e-commerce demand
New entrants will put pressure on leader Jumia Technologies AG
CHANNEL DATA
Table 1 E-Commerce by Channel and Category: Value 2015-2020
Table 2 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 3 E-Commerce GBO Company Shares: % Value 2016-2020
Table 4 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 5 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 6 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on retailing
COVID-19 country impact
Modern grocery retailers increasingly prominent, as leading players expand their networks
Retailers partner with delivery services
What next for retailing?
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Seasonality
Back to school
Christmas
Payments and delivery
Emerging business models
MARKET DATA
Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 9 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 11 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 13 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 21 Retailing GBO Company Shares: % Value 2016-2020
Table 22 Retailing GBN Brand Shares: % Value 2017-2020
Table 23 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 24 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 26 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 2 Research Sources