Furniture & Homeware market in Ghana

The Ghanaian Furniture & Homeware eCommerce market is predicted to reach US$102.1 million by 2024 and accounts for 11.5% of the total eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 12.0%, resulting in a projected market volume of US$160.4 million by 2028. Within the Furniture & Homeware market ECDB considers the following two sub-markets: Furniture and Homeware.

Market development

eCommerce revenue development in the Home & Living market in Ghana

The Ghanaian Home & Living eCommerce market is predicted to reach US$34.9 million by 2024 and accounts for 54.2% of the Furniture eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 11.8%, resulting in a projected market volume of US$54.5 million by 2028. The Home & Living eCommerce market is a sub-market of the Furniture market. Further categories within the Furniture market are: Home Office & Workplace Furniture, Kitchen & Bath, Other Furniture, and Outdoor Furniture.

eCommerce revenue development in the Home & Living market in Ghana

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Home & Living market in Ghana

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)67.267.880.611.741.790.629.817.9
as of Furniture (in %)10.58.910.810.311.411.111.211.311.411.511.711.8

Online share

eCommerce online share of the total Home & Living market in Ghana

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ghanaian Home & Living retail market, the online share is 7.7% and will increase by an average of 5.6% to 9.6% by 2028.

eCommerce online share of the total Home & Living market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)96.9%29.1%99.4%22.5%67.6%24.2%49.8%27.2%

Market definition

Definition of the Home & Living market within the Furniture & Homeware market

Market definition: Furniture & Homeware > Furniture > Home & Living The category Home & Living includes the online trade of livingroom furniture, bedroom furniture, dining room furniture, and more. This category does not cover kitchen furniture, bathroom furniture or home office furniture. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Livingroom furniture
  • Bedroom furniture
  • Dining room Furniture
  • Hallway furniture

Out-of-scope

  • Kitchen furniture
  • Bathroom furniture
  • Home office furniture
  • Outdoor furniture

Market comparison

The Ghanaian Home & Living market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis