Fashion market in Kenya

The Kenyan Fashion eCommerce market is predicted to reach US$127.4 million by 2024 and accounts for 19.2% of the total eCommerce market in Kenya. 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 10.1%, resulting in a projected market volume of US$187.3 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Flat Shoes market in Kenya

The Kenyan Flat Shoes eCommerce market is predicted to reach US$2.5 million by 2024 and accounts for 7.6% of the Footwear eCommerce market in Kenya. 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 11.1%, resulting in a projected market volume of US$3.8 million by 2028. The Flat Shoes eCommerce market is a sub-market of the Footwear market. Further categories within the Footwear market are: Active Footwear, Boots, High Heels & Pumps, Other Footwear, and Sandals.

eCommerce revenue development in the Flat Shoes market in Kenya

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 Flat Shoes market in Kenya

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 %)31.391.194.119.133.498.933.232.8

Market definition

Definition of the Flat Shoes market within the Fashion market

Market definition: Fashion > Footwear > Flat Shoes The category Flat Shoes includes the online trade of ballerina flats, loafers, oxfords, and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Ballerina flats
  • Loafers
  • Oxfords
  • Clarks

Market comparison

The Kenyan Flat Shoes market in a global comparison

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

in %

Source: ECDB analysis

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