All countries
Kenya
Here are the top takeaways you need to know about the Kenyan e-commerce market:
- Kenyans use cards to pay for just 28% of all online purchases. The remainder they pay for with cash and a range of local, digital payment methods.
- Between 2020 and 2022, the proportion of Kenyans with a bank account increased from 56% to 79% while the online population grew by 4 million.
- In Kenya, the average online shopper spends US$123 a year with e-commerce merchants. And e-commerce sales make up around 4% of all retail sales.
- The Kenyan e-commerce market in 2023 was worth US$3.5 billion. By 2027, this will rise to US$4.4 billion.
- Kenyans complete close to 60% of their online purchases using a mobile device, such as a smartphone or tablet.
Population
Online Population
B2C E-commerce
Banked Population
Credit Card Population
E-commerce of Total Retail
Payment Method Breakdown
- Card 28%
- Cash 35%
- Bank Transfer 1%
- E-Wallet 2%
- Other 34%
[{"label":"Card","value":"28"},{"label":"Cash","value":"35"},{"label":"Bank Transfer","value":"1"},{"label":"E-Wallet","value":"2"},{"label":"Other","value":"34"}]
Card Scheme Breakdown
- Visa 56%
- Mastercard 44%
- American Express 0%
- Local schemes 0%
- Other 0%
[{"label":"Visa","value":"56"},{"label":"Mastercard","value":"44"},{"label":"American Express","value":"0"},{"label":"Local schemes","value":"0"},{"label":"Other","value":"0"}]
Cross-Border E-Commerce
N/A
Online shoppers who have shopped cross-border
N/A
Cross-border proportion of total e-commerce
N/A
$US
Value of cross-border e-commerce
Top cross-border shopping origin markets