Hobby & Leisure market in Kenya

The Kenyan Hobby & Leisure eCommerce market is predicted to reach US$144.1 million by 2024 and accounts for 21.7% 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 17.6%, resulting in a projected market volume of US$275.5 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Stationery, Crafts & Art Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the Kenyan Toys market

The monthly eCommerce revenue of the Kenyan Toys market was US$1 million in October 2024. This refers to a growth of 27.9% compared to September 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 10.6% of the total 2023 revenue of the Kenyan Toys market and the lowest in September 2024 with 7.3% of the total 2024 revenue.

Revenue Last Month

US$1.2m

The eCommerce revenue grew by 27.9% from September 2024 to October 2024.

10-2024+27.9%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)56.976.311.67.519.461.048.067.157.710.797.261.8

Market development

eCommerce revenue development in the Toys market in Kenya

The Kenyan Toys eCommerce market is predicted to reach US$12.3 million by 2024 and accounts for 8.5% of the Hobby & Leisure 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 19.1%, resulting in a projected market volume of US$24.7 million by 2028. The Toys eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, and Stationery, Crafts & Art Supplies.

eCommerce revenue development in the Toys 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 Toys 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 %)68.681.532.14.699.60.873.713.4

Online share

eCommerce online share of the total Toys market in Kenya

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 Kenyan Toys retail market, the online share is 21.7% and will increase by an average of 10.9% to 32.8% by 2028.

eCommerce online share of the total Toys market in Kenya

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)2.1%43.2%9.6%87.7%72.8%84.2%41.7%52.4%

Top stores

Top five Toys online stores in Kenya by net sales 2023

With sales in the Kenyan Toys market, carrefour.ke generated a revenue of US$1.5 million in 2023, which means it is the leading online store in this market. The Toys ranking of Kenya is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Toys market in Kenya in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Toys Kenya - Toys Kenya - All Categories

Market definition

Definition of the Toys market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Toys In the category Toys digital channels are used to sell a variety of products, including baby and toddler toys (e.g. cuddly toys, rattles) and games (e.g. board games, card games). Not part of the category are video games and collectibles. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Baby and toddler toys (e.g. cuddly toys, rattles)
  • Games (e.g. board games, card games)

Out-of-scope

  • Video Games
  • Collectibles

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