NAIROBI, Kenya, April 25 – Over 10 million people are projected to engage in online shopping for groceries by 2027, following the rapidly growing demand.
The latest Competition Authority of Kenya (CAK) study titled ‘Online Food and Groceries Delivery Platforms Market Study’ indicates that the number of people engaging in online shopping has been accelerating in the past four years.
The growth has been attributed to the convenience, safety, and proficiency of the delivery services.
“Additionally, it was estimated that 9.3% of Kenyans are shopping for food and groceries online as of 2023; this is projected to rise to 16.7% by 2027, an equivalent of 10.5 million consumers,” CAK shows.
“The rapid growth in online food and grocery shopping in Kenya is attributable to the increased need for convenience and proficient delivery services,” it added.
Restaurants and retail shops have adopted innovative methods and are now offering a wider array of online food and grocery solutions, including same-day delivery, timed delivery purchases, and buy and collect, which have enhanced consumer choices.
Furthermore, the study highlighted that the ability to make orders from home while simultaneously being able to compare prices, product assortments, and individualized product offerings and advertisements has also significantly contributed to the rise.
“Other factors that account for the increased adoption of online food and grocery shopping from the consumer perspective include the convenience and safety that came with the model,” the report continued.
According to the survey, the online delivery app Glovo is the most preferred digital platform for the delivery of groceries.
