Go all the way to build resilient supply chains for the transformative retail landscape of the region.
Adapting to the retail disruption of East Africa
There has been an emergence of improved spending, shifting tastes in retail consumption and an overhaul of style adaptation in East Africa. Are businesses prepared to ride the retail wave ?
In 2025, the total consumer spending in the region is projected to reach USD373.58 billion. The demand doesn’t just stop at fashion – there is a need for electronics, culturally inspired accessories and artisanal products that are defining the changing styles. The consumer electronics market alone is expected to generate USD21.26 billion, with affordable smartphones leading the charge.
The accessories segment is forecasted to generate USD14.07 billion, highlighting preference in building a culturally rich lifestyle.
What are the drivers of retail demand today?
The world is influencing East African markets and newer shopping patterns are being adapted by today’s Retail consumer. E-commerce adoption is a major growth engine, forecasted to reach USD4.80 billion this year. Malls, convenience stores and similar modern retail formats are being sought. Most importantly, cashless payments and mobile money solutions like M-Pesa is making shopping a swifter and disruptive experience.
The retail delivery market expected to hit USD1.28 billion in 2025, amplified by a key trend – omnichannel retailing – a seamless integration of online and offline platforms. Overall, East Africa’s retail sector is becoming more digital, customer-focused, and diverse.
What do supply chains need to match the pace of retail growth?
For businesses to thrive in the East Africa’s retail sector, they need to improve their logistics expertise, supply chain efficiency and in turn enhance customer experience.
Key benefits include:
Staying ahead of every retail moment with a valuable logistics integrator
The African Continental Free Trade Area (AfCFTA) and East African Community (EAC) are promoting deeper regional trade integration, which will further ease and boost retail trade operations in the area.
To address cost challenges, we at Maersk provide an integrated solution that assures a predictable pricing model, making retail logistics planning more accurate.
At Maersk, we are committed to enabling the growth of retail in East Africa by building resilient, cost-effective and agile supply chains. We understand that precision in being prepared for retail moments is what sets successful businesses apart in fast-changing markets. Our smart warehousing solutions provide full visibility, reduce stock losses and enable strategic inventory management.
Additionally, our unmatched ocean reliability, integrated inland logistics (e.g., Mombasa-Nairobi rail), and customs consultancy services streamline complex trade requirements, empowering retailers to operate faster and with greater confidence. Our main call to action for retailers is a one-price model with centralized coordination and a dedicated point of contact for local expertise and global reach.
The future is now for East African retail
East Africa’s retail sector is on a growth trajectory fuelled by urbanization, a rising middle class, and digital adoption.
As retailers expand their operations to meet the evolving needs of consumers, the region's logistics demand is expected to rise significantly. Additionally, government policies and incentives like FDI, establishment of special economic zones will further spur retail growth.
Florence Tuei, our Integrated Sales Lead, East Africa, expands on how Maersk is ready to support this journey with end-to-end solutions, ensuring retailers are always prepared to meet consumer demand with unmatched precision. Watch this video to know more.
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