Kenya, the land of stunning natural beauty, vibrant culture, and entrepreneurial spirit, is witnessing a revolution in the way its people shop and do business. The e-commerce industry in Kenya has been on a rapid growth trajectory, with more and more Kenyans turning to online platforms to purchase everything from everyday essentials to luxury items. Gone are the days of haggling over prices in crowded markets or queuing for hours in traffic-choked streets. The rise of e-commerce in Kenya has brought about a seismic shift in the retail landscape, offering consumers a convenient, hassle-free, and often more affordable way to purchase their favorite products. As the country’s internet penetration continues to soar, fueled by investments in digital infrastructure and a growing middle class, online shopping has become an increasingly popular option. In 2024, Kenya’s e-commerce market is expected to reach unprecedented heights, with a projected value of over KES 100 billion. But what products are driving this growth? In this article, we’ll look at the top 10 products that are flying off virtual shelves in Kenya, and explore the trends shaping the country’s e-commerce boom.

The rise of online shopping in Kenya

As the sun rises over the majestic landscapes of Kenya, a new era of commerce is unfolding. The once-traditional brick-and-mortar shopping experience is giving way to the convenience and flexibility of e-commerce. Kenya, a country where mobile penetration is nearing 100%, has seen a remarkable surge in online shopping in recent years. The ease of access to the internet, coupled with the increasing affordability of smartphones, has created a fertile ground for e-commerce to flourish.

In this digital landscape, Kenyans are increasingly turning to online marketplaces to purchase everything from everyday essentials to luxury items. The COVID-19 pandemic further accelerated this shift, as people opted for the safety and comfort of online shopping to avoid physical stores. Today, Kenya’s e-commerce market is teeming with opportunities, with millions of consumers eager to transact online. As a result, entrepreneurs and businesses are capitalizing on this trend, offering a diverse range of products that cater to the unique needs and preferences of the Kenyan market.

Top 10 products in demand in 2024

Fashion and apparel

The fashionistas of Kenya have spoken, and they’re screaming loud and clear! Fashion and apparel have emerged as the undisputed champions of Kenya’s e-commerce landscape in 2024. With the rise of online shopping, Kenyan consumers are no longer limited by geographical boundaries, and they’re taking full advantage of the vast array of stylish options available at their fingertips.

From trendy streetwear to elegant evening gowns, Kenyans are snapping up fashion items like never before. The convenience of online shopping, coupled with the allure of global brands and affordable prices, has made fashion e-commerce a force to be reckoned with. Whether it’s a statement piece for a special occasion or a wardrobe staple for everyday wear, Kenyans are flocking to online marketplaces to stay ahead of the fashion curve.

In particular, online shoppers in Kenya are going crazy for designer-inspired clothing, quality denim, and statement accessories. The popularity of social media platforms like Instagram and TikTok has also contributed to the surge in fashion e-commerce, with influencers and celebrities showcasing their personal style and driving demand for the latest must-haves. As the Kenyan fashion landscape continues to evolve, one thing is clear: fashion and apparel are here to stay as the top-selling e-commerce products in the country.

Electronics and gadgets

As the demand for digital connectivity continues to soar in Kenya, it’s no surprise that electronics and gadgets have claimed the second spot on our list of top-selling products online. The country’s growing middle class, coupled with the increasing affordability of smartphones and internet access, has created a fertile ground for e-commerce to thrive. Kenyans are now more than ever before, snapping up the latest gadgets, smartphones, and laptops to stay connected with the world.

In particular, gaming laptops, power banks, and wireless earbuds are flying off virtual shelves, as consumers seek to upgrade their digital experiences. The rise of online shopping platforms has also made it easier for consumers to access a wide range of international brands, which were previously out of reach.

Beauty and personal care products

When it comes to beauty and personal care products, Kenyans are not shy to splurge. As the third most sought-after product online, this category has seen a significant surge in demand, with sales skyrocketing by over 25% in the past year alone. From skincare routines to haircare essentials, makeup must-haves, and fragrances, Kenyan consumers are increasingly turning to e-commerce platforms to get their hands on the latest and greatest products.

The rise of social media influencers and beauty bloggers has played a significant role in driving this trend, with many Kenyans looking to emulate the looks and styles of their favorite online personalities. As a result, online retailers are stocking up on popular international brands, as well as local and artisanal products that cater to the unique needs and preferences of the Kenyan market.

With the convenience of online shopping, Kenyans can now browse and purchase a wide range of beauty and personal care products from the comfort of their own homes, without having to navigate crowded markets or wait in long lines. And with the added benefits of free shipping, discounts, and loyalty programs, it’s no wonder that this category is flying off virtual shelves. Whether you’re a beauty enthusiast or just looking to upgrade your daily routine, Kenya’s e-commerce boom has got you covered.

Home and kitchen appliances 

It’s no surprise, that home and kitchen appliances have secured a spot on our list of top-selling e-commerce products in 2024. With the rise of online shopping, Kenyans are now more than ever willing to invest in quality appliances that make life easier, save time, and add a touch of sophistication to their living spaces.

From sleek refrigerators and state-of-the-art cooking ranges to high-tech blenders and coffee makers, Kenyan consumers are snapping up these must-have items in droves. In fact, sales of kitchen appliances have seen a significant surge, with popular brands like Samsung, LG, and Philips flying off virtual shelves. The convenience of online shopping, coupled with the allure of competitive pricing and speedy delivery, has made it easier than ever for Kenyans to upgrade their homes and kitchens with the latest gadgets and gizmos.

Health and wellness products

Ranking fifth on our list of top-selling e-commerce products, this category is witnessing unprecedented growth. From organic skincare products to fitness supplements, Kenyans are flocking online to find the best products to fuel their active lifestyles.

The rise of social media influencers and fitness enthusiasts has contributed significantly to the popularity of health and wellness products. With the increasing awareness of the importance of self-care, Kenyans are willing to invest in products that promise to improve their physical and mental well-being. E-commerce platforms are capitalizing on this trend, offering a wide range of products that cater to diverse needs, from stress-relief teas to protein powders.

The convenience of online shopping, coupled with the ability to read reviews and compare prices, has made it easier for Kenyans to make informed purchasing decisions. As a result, health and wellness products are flying off virtual shelves, with sales expected to continue their upward trajectory in the coming years.

Baby and kids products

The joys of parenthood! As the Kenyan economy continues to grow, so does the demand for convenient and accessible baby and kids’ products. In 2024, online shoppers in Kenya are going crazy for everything from adorable onesies to educational toys, and from baby gear to nursery furniture. The ease of shopping from the comfort of their own homes, paired with the ability to read reviews and compare prices, has made e-commerce the go-to platform for parents seeking the best products for their little ones. In particular, online marketplaces are seeing a surge in sales of baby strollers, car seats, and baby monitors, as well as kids’ clothing, shoes, and accessories. With the rise of stay-at-home parenting, online shopping has become a lifeline for many parents, allowing them to purchase essential items without having to navigate the challenges of traffic and long queues. As a result, baby and kids’ products have secured a spot as one of the top-selling product categories in Kenya’s e-commerce space.

Food and beverages

The taste of convenience! Kenyans are increasingly turning to online platforms to satisfy their cravings, and the demand for food and beverages is on the rise. With the hustle and bustle of city life, many are opting for the ease of online shopping to get their favorite snacks and meals delivered right to their doorstep. From artisanal coffee beans to gourmet chocolates, and from traditional dishes like ugali and sukuma wiki to international cuisine, the options are endless.

Online stores like Jumia Food and Glovo are capitalizing on this trend, offering a wide range of products and partnering with local restaurants and eateries to cater to the growing demand. Whether it’s a busy professional seeking a quick lunch fix or a health-conscious individual looking for organic produce, the e-commerce market is responding to the call. With the rise of meal kit delivery services and online grocery shopping, it’s clear that the future of food retail in Kenya is digital.

Sports and outdoor gear

As the great outdoors beckons, Kenyans are increasingly turning to e-commerce platforms to gear up for their next adventure. Sports and outdoor gear has emerged as a surprise winner in the Kenyan e-commerce landscape, with sales skyrocketing in 2024. From hiking boots to yoga mats, camping tents to fitness trackers, online shoppers are snapping up products that cater to their active lifestyles.

The demand for high-quality sports equipment is being driven by the growing popularity of fitness and wellness activities, such as marathon running, cycling, and hiking. Additionally, the rise of outdoor enthusiasts and adventure seekers is contributing to the surge in sales of camping gear, outdoor furniture, and other related products.

Online retailers are cashing in on this trend by offering a wide range of sports and outdoor gear from local and international brands. With the convenience of doorstep delivery, competitive pricing, and the ability to read reviews from fellow customers, it’s no wonder that Kenyans are ditching traditional brick-and-mortar stores in favor of online shopping for their sports and outdoor gear needs.

Pet care and accessories 

The pet-loving Kenyan market is on the rise! As more and more Kenyans bring furry friends into their homes, the demand for pet care and accessories has skyrocketed. In 2024, e-commerce platforms are witnessing a surge in sales of pet-related products, from food and treats to toys, grooming tools, and even fashionable pet apparel. Online shoppers are seeking out convenient and affordable ways to keep their pets happy and healthy, and e-commerce stores are responding by offering a wide range of products and services catering to this growing niche.

From popular pet food brands like Royal Canin and Pedigree, to trendy pet accessories like designer collars and pet beds, Kenyan pet owners are spoiling their pets rotten. The rise of pet grooming and pampering services is also evident, with online stores offering pet massage, nail trimming, and even pet photography services. As the Kenyan pet care market continues to grow, it’s clear that pet owners are willing to invest in the best products and services for their beloved companions, making pet care and accessories a top-selling category in Kenya’s e-commerce scene.

Educational resources and materials

As the Kenyan economy continues to evolve, the demand for quality education has never been more pressing. In response, online shoppers are flocking to e-commerce platforms to access a wide range of educational resources and materials. From digital textbooks and online courses to educational software and stationery, Kenyan consumers are recognizing the value of online learning tools. This trend is particularly evident among parents and students seeking to supplement traditional classroom learning with additional resources. With the rise of online learning platforms, it’s no surprise that educational resources and materials have secured the tenth spot on our list of top-selling products in Kenya’s e-commerce market. As the country continues to invest in digital infrastructure, it’s likely that this trend will only continue to grow, making online educational resources a lucrative opportunity for e-commerce businesses in 2024.

What’s driving the demand for these products

The e-commerce boom in Kenya can be attributed to a combination of factors, including the growing middle class, increased internet penetration, and a shift in consumer behavior. One significant driver is the rise of the digital-savvy generation, comprising of millennials and Gen Z, who are comfortable with online shopping and prefer the convenience it offers. Additionally, the COVID-19 pandemic has played a significant role in accelerating the adoption of e-commerce in Kenya, as people turned to online platforms to avoid physical stores and minimize social contact. Furthermore, the growth of mobile payment systems, such as M-Pesa, has made it easier for Kenyans to make online transactions, thereby increasing the appeal of e-commerce. The improving logistics and delivery infrastructure in the country have also contributed to the growth of the e-commerce industry, enabling faster and more reliable delivery of products to customers. Lastly, the increasing popularity of social media platforms, such as Instagram and Facebook, has created new opportunities for businesses to reach their target audience and drive sales. Influencer marketing, in particular, has become a significant driver of demand, as social media influencers showcase products and services to their massive followings, generating buzz and fuelling demand.