Online Grocery Industry in Kenya

Top Retailer
CarrefourCarrefour
Top Category
Fresh Food
Country
Kenya
Online Share
0-5%

E-Commerce Revenue

US$42m
2025

Growth

25-30%
2025

Growth Forecast

25-30%
25/26

Average Order Value

2025

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Kenyan Food E-Commerce: Market Size & GrowthKenyan Food E-Commerce: Product CategoriesBiggest Online Retailers in Kenyan Food E-CommerceKenyan Food E-Commerce Penetration: Online Market ShareKenyan Food E-Commerce: Conversion Funnel KPIs

Kenyan Food E-Commerce: Market Size & Growth

E-Commerce Revenue by Year & Annual Growth Rate

The Kenyan Food E-Commerce Market generated an e-commerce revenue of US$42m in 2025, reflecting an e-commerce growth rate of 25-30% compared to the previous year. Projections for 2026 see the e-commerce market trending toward a change of 25-30%.

Annual Revenue

US$42m
2025

Annual Growth Forecast

25-30%
25/26

E-Commerce Market Size by Annual Revenue (in Million US$)

2023
2024
42
2025
2026
2027

Monthly E-Commerce Revenue & Growth

Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Kenyan Food E-Commerce Market, monthly revenues in May of 2026 were US$4m. This represents a change of <0% from the previous month.

Revenue Current Month

US$4m
05/26

Growth from Previous Month

<0%
04/26-05/26

Monthly Revenue (in Million US$)

01/2026
02/2026
03/2026
04/2026
4
05/2026

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Kenyan Food E-Commerce: Product Categories

In the Kenyan Food E-Commerce Market, Fresh Food is the largest category, contributing 51% to the market's total revenue. Among all e-commerce product categories, it holds the leading position in terms of revenue share and consumer demand.

Revenue Breakdown by Category

2025

Fresh Food (51%)

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Biggest Online Retailers in Kenyan Food E-Commerce

The largest e-commerce retailer in the Kenyan Food E-Commerce Market is Carrefour, with an online revenue of US$8,325m in 2025. Its revenue changed by 20-25% in 2025. Following in second place is Jumia, followed by Greenspoon co ke in third place.
# 1
CarrefourCarrefour
Biggest Category

Grocery

Biggest Country

France

Growth 24/25

20-25%

Revenue 2025 (GMV)

US$8,325m

# 2
JumiaJumia
Biggest Category

Biggest Country

Growth 24/25

Revenue (GMV)

# 3
Greenspoon co keGreenspoon co ke
Biggest Category

Biggest Country

Growth 24/25

Revenue (GMV)

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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.

Kenyan Food E-Commerce Penetration: Online Market Share

The Kenyan Food E-Commerce Market reached an online share of 0-5% in 2025. This e-commerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 0-5% in 2026.

Online Share

0-5%
2024

Online Share Forecast

0-5%
2026

Online Share/E-Commerce Market Share

2023
2024
0-5%
2025
0-5%
2026
2027

Kenyan Food E-Commerce: Conversion Funnel KPIs

In 2025, the add-to-cart rate for the Kenyan Food E-Commerce Market was 12.0-12.5%, while the cart abandonment rate was 86.5-87.0%. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.
Add-to-Cart Rate
12.0-12.5% 2025
Cart Abandonment Rate
86.5-87.0%
2025

Conversion Rate

2025

Discount Rate

2025

Return Rate

2025

Averager Order Value

2025

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