Care Products market in Ghana

The Ghanaian Care Products eCommerce market is predicted to reach US$77.3 million by 2024 and accounts for 8.7% 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 11.8%, resulting in a projected market volume of US$120.8 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Lipsticks market in Ghana

The Ghanaian Lipsticks eCommerce market is predicted to reach US$1.6 million by 2024 and accounts for 22.1% of the Decorative Cosmetics eCommerce market in Ghana. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be -1.4%, resulting in a projected market volume of US$1.5 million by 2028. The Lipsticks eCommerce market is a sub-market of the Decorative Cosmetics market. Further categories within the Decorative Cosmetics market are: Eye Cosmetics, Make-up, Nail Cosmetics, and Other Decorative Cosmetics.

eCommerce revenue development in the Lipsticks 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 Lipsticks 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

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)15.984.465.591.65.156.228.277.9

Online share

eCommerce online share of the total Lipsticks 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 Lipsticks retail market, the online share is 3.2% and will increase by an average of 8.1% to 4.3% by 2028.

eCommerce online share of the total Lipsticks market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)26.9%60.8%93.5%13.9%56.5%95.4%64.9%87.4%

Market definition

Definition of the Lipsticks market within the Care Products market

Market definition: Care Products > Personal Care > Decorative Cosmetics > Lipsticks The category Lipsticks includes the online trade of lipsticks (e.g. liquid lipsticks, matte lipsticks, glossy lipsticks), lip gloss, lip balms, and more. This category does not cover medical lip care. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Lipsticks (e.g. liquid lipsticks, matte lipsticks, glossy lipsticks)
  • Lip gloss
  • Lip balms
  • Lipliners

Out-of-scope

  • Medical lip care

Market comparison

The Ghanaian Lipsticks market in a global comparison

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

in %

Source: ECDB analysis

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