Summary

According to PayNXT360, gift card industry in the country is expected to grow by 12.7% on annual basis to reach US$0.4 billion in 2024.

The gift card industry in Kenya will continue to grow over the forecast period and is expected to record a CAGR of 11.7% during 2024-2028. Gift card market in the country will increase from US$0.4 billion in 2023 to reach US$0.7 billion by 2028.

Gift card market in 2023 was driven a wide range of factors, which supported growth across retail and corporate segments. The primary factors included growth of ecommerce, increased adoption to incentivize employees working remotely, digital gifting, and initiatives undertaken by government, hospitality, and travel industries to revive growth.

This report provides a detailed data centric analysis of gift card market, covering market opportunities and risks across a range of retail categories. With over 75 KPIs at country level, this report provides a comprehensive understanding of gift card market dynamics, market size and forecast.

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Table of Contents

1 About this Report
1.1 Summary
1.2 Methodology
1.3 Definition
1.4 Disclaimer

2 Kenya Total Gift Spend Analyzer
2.1 Total Spend on Gift by Value - Market Size and Forecast, 2019-2028
2.2 Total Spend on Gift by Volume - Market Size and Forecast, 2019-2028
2.3 Total Gift Spend Market Share Analysis by Consumer Segment, 2019-2028
2.4 Gift Spend Market Size and Forecast Analysis by Product Category, 2019-2028
2.5 Gift Spend Market Share Analysis by Product Category, 2019-2028
2.6 Total Gift Spend Market Size and Forecast Trend Analysis by Retail Sector, 2019-2028
2.7 Total Gift Spend Market Share Analysis by Retail Sector, 2019-2028

3 Kenya Retail Consumer Gift Spend Analyzer
3.1 Retail Consumer Spend on Gift - Market Size and Forecast, 2019-2028
3.2 Retail Consumer Gift Spend Market Analysis by Volume, 2019-2028
3.3 Retail Consumer Gift Spend Market Size and Forecast Analysis by Product Category, 2019-2028
3.4 Retail Consumer Gift Spend Market Share Analysis by Product Category, 2019-2028
3.5 Retail Consumer Gift Spend Market Size and Forecast Trend Analysis by Retail Sector, 2019-2028
3.6 Retail Consumer Total Gift Spend Market Share Analysis by Retail Sector, 2019-2028

4 Kenya Corporate Consumer Gift Spend Analyzer
4.1 Corporate Consumer Spend on Gift - Market Size and Forecast, 2019-2028
4.2 Corporate Consumer Gift Spend Market Analysis by Volume, 2019-2028
4.3 Corporate Consumer Gift Spend Market Size and Forecast Analysis by Product Category, 2019-2028
4.4 Corporate Consumer Gift Spend Market Share Analysis by Product Category, 2019-2028
4.5 Corporate Consumer Total Gift Spend Market Size and Forecast Trend Analysis by Retail Sector, 2019-2028
4.6 Corporate Consumer Total Gift Spend Market Share Analysis by Retail Sector, 2019-2028

5 Kenya Gift Card Spend Analyzer
5.1 Gift Card Spend Market Size and Forecast, 2019-2028
5.2 Gift Card Spend Market Analysis by Transaction Value and Volume, 2019-2028
5.3 Gift Card Spend Market Analysis by Avg. Value and Unused Value, 2019-2028
5.4 Gift Card Spend Market Share Analysis by Consumer Segment, 2019-2028
5.5 Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028
5.6 Digital Gift Card Spend Market Size and Forecast, 2019-2028

6 Kenya Digital Gift Card Spend Analyzer
6.1 Digital Gift Card Market Size and Forecast, 2019-2028
6.2 Digital Gift Card Penetration by Occasion, 2019-2028
6.3 Retail Consumer Digital Gift Card Market Size and Forecast, 2019-2028
6.4 Retail Consumer Digital Gift Card Spend Market Share Analysis by Occasion, 2019-2028
6.5 Corporate Consumer Digital Gift Card Market Size and Forecast, 2019-2028
6.6 Corporate Consumer Digital Gift Card Spend Market Share Analysis by Occasion, 2019-2028
6.7 Corporate Consumer Digital Gift Card Spend Market Share Analysis by Company Size, 2019-2028
6.8 Large Enterprise Segment Digital Gift Card Spend Analysis, 2019-2028
6.9 Mid-Tier Segment Digital Gift Card Spend Analysis, 2019-2028
6.1 Small Scale Segment Digital Gift Card Spend Analysis, 2019-2028

7 Kenya Gift Card Spend Share by Demographics and Purchase Behaviour
7.1 Gift Card Spend Share by Age, Income, and Gender, 2023
7.2 Digital Gift Card Spend Share by Age, Income, and Gender, 2023
7.3 Gift Card Consumer Purchase Behaviour, 2023
7.4 Corporate Consumer Gift Card Spend by Company Type, 2023

8 Kenya Retail Consumer Gift Card Spend Analyzer
8.1 Retail Consumer Gift Card Spend Market Size and Forecast, 2019-2028
8.2 Retail Consumer Gift Card Spend Market Share Analysis by Occasion, 2019-2028
8.3 Retail Consumer Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028
8.4 Retail Consumer Digital Gift Card Spend Market Size and Forecast, 2019-2028

9 Kenya Retail Consumer Gift Card Spend Analysis by Functional Attribute, 2019-2028
9.1 Retail Consumer Gift Card Spend Market Size and Forecast - Open Loop vs. Closed Loop, 2019-2028
9.2 Retail Consumer Open Loop Gift Card Spend Market Size and Forecast, 2019-2028
9.3 Retail Consumer Closed Loop Gift Card Spend Market Size and Forecast, 2019-2028
9.4 Retail Consumer Average Value of Gift Card Purchased by Functional Attribute, 2019-2028

10 Kenya Retail Consumer Gift Card Spend Analysis by Occasion
10.1 Retail Consumer Gift Card Spend Market Share Analysis by Occasion, 2019-2028
10.2 Retail Consumer Gift Card Spend Market Size and Forecast - Festivals & Special Celebration Days, 2019-2028
10.3 Retail Consumer Gift Card Spend Market Size and Forecast - Milestone Celebration, 2019-2028
10.4 Retail Consumer Gift Card Spend Market Size and Forecast - Self-Use, 2019-2028
10.5 Retail Consumer Gift Card Spend Market Size and Forecast - Other, 2019-2028

11 Kenya Corporate Consumer Gift Card Spend Analyzer
11.1 Corporate Consumer Gift Card Spend Market Size and Forecast, 2019-2028
11.2 Corporate Consumer Gift Card Spend Market Share Analysis by Occasion, 2019-2028
11.3 Corporate Consumer Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028
11.4 Corporate Consumer Digital Gift Card Spend Market Size and Forecast, 2019-2028

12 Kenya Corporate Consumer Gift Card Spend Analysis by Functional Attribute
12.1 Corporate Consumer Gift Card Spend Market Size and Forecast - Open Loop vs. Closed Loop, 2019-2028
12.2 Corporate Consumer Open Loop Gift Card Spend Market Size and Forecast, 2019-2028
12.3 Corporate Consumer Closed Loop Gift Card Spend Market Size and Forecast, 2019-2028
12.4 Corporate Consumer Average Value of Gift Card Purchased by Functional Attribute, 2019-2028

13 Kenya Corporate Consumer Gift Card Spend Analysis by Occasion
13.1 Corporate Consumer Gift Card Spend Market Share Analysis by Occasion, 2019-2028
13.2 Corporate Consumer Gift Card Spend Market Size and Forecast - Employee Incentive, 2019-2028
13.3 Corporate Consumer Gift Card Spend Market Size and Forecast - Sales / Channel Incentive, 2019-2028
13.4 Corporate Consumer Gift Card Spend Market Size and Forecast - Consumer Incentive, 2019-2028

14 Kenya Corporate Consumer Gift Card Spend Analysis by Company Size
14.1 Corporate Consumer Gift Card Spend Market Share Analysis by Company Size, 2019-2028
14.2 Corporate Consumer - Large Enterprise Segment - Gift Card Spend Market Size and Forecast, 2019-2028
14.3 Corporate Consumer - Mid-Tier Segment - Gift Card Spend Market Size and Forecast, 2019-2028
14.4 Corporate Consumer - Small Scale Segment - Gift Card Spend Market Size and Forecast, 2019-2028

15 Kenya Corporate Consumer Gift Card Spend Analysis by Company Size X Functional Attribute
15.1 Large Enterprise Segment Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028
15.2 Mid-Tier Segment Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028
15.3 Small Scale Segment Gift Card Spend Market Share Analysis by Functional Attribute, 2019-2028

16 Kenya Gift Card Spend Analysis by Distribution Channel
16.1 Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline, 2021-2028
16.2 Retail Consumer Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline, 2021-2028
16.3 Corporate Consumer Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline, 2021-2028
16.4 Gift Card Spend Market Size and Forecast by Online Distribution Channel - 1st Party Sales vs. 3rd Party Sales, 2021-2028

17 Kenya Gift Card Spend Analysis by Retail Sector
17.1 Gift Card Spend Market Size and Forecast by Retail Sector, 2019-2028
17.2 Total Gift Card Spend Market Share Analysis by Retail Sector, 2019-2028
17.3 Sales Uplift by Retail Sector, 2023

18 Kenya Retail Consumer Gift Card Spend Analysis by Retail Sector
18.1 Retail Consumer - Gift Card Spend Market Size and Forecast by Retail Sector, 2019-2028
18.2 Retail Consumer Gift Card Spend Market Share Analysis by Retail Sector, 2019-2028

19 Kenya Corporate Consumer Gift Card Spend Analysis by Retail Sector
19.1 Corporate Consumer - Gift Card Spend Market Size and Forecast by Retail Sector, 2019-2028
19.2 Corporate Consumer Gift Card Spend Market Share Analysis by Retail Sector, 2019-2028

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List of Tables/Graphs

Table 1: Kenya Total Gift Spend Analysis (US$ Million), 2019-2028
Table 2: Kenya Gift Card Penetration by Market Value (%), 2019-2028
Table 3: Kenya Total Gift Spend Analysis by Number of Gifts (in Million), 2019-2028
Table 4: Kenya Total Gift Spend Analysis by Avg. Value Per Gift (US$), 2019-2028
Table 5: Kenya Total Gift Spend Market Share Analysis by Consumer Segment (US$ Million), 2019-2028
Table 6: Kenya Total Gift Spend Market Share Analysis by Consumer Segment (%), 2019-2028
Table 7: Kenya Retail Consumer Gift Spend Analysis (US$ Million), 2019-2028
Table 8: Kenya Retail Consumer Gift Card Penetration by Market Value (%), 2019-2028
Table 9: Kenya Retail Consumer Gift Spend Analysis by Number of Gifts (in Million), 2019-2028
Table 10: Kenya Retail Consumer Gift Spend Analysis by Avg. Value Per Gift (US$), 2019-2028
Table 11: Kenya Corporate Consumer Gift Spend Analysis (US$ Million), 2019-2028
Table 12: Kenya Corporate Consumer Gift Card Penetration by Market Value (%), 2019-2028
Table 13: Kenya Corporate Consumer Gift Spend Analysis by Number of Gifts (in Million), 2019-2028
Table 14: Kenya Corporate Consumer Gift Spend Analysis by Avg. Value Per Gift (US$), 2019-2028
Table 15: Kenya Gift Card Load Value (US$ Million), 2019-2028
Table 16: Kenya Number of Gift Cards Purchased (Million) 2019-2028
Table 17: Kenya Gift Card Transaction Value (US$ Million), 2019-2028
Table 18: Kenya Gift Card Transaction Volume (Million), 2019-2028
Table 19: Kenya Average Value of Per Transaction (US$), 2019-2028
Table 20: Kenya Unused Value of Gift Card Purchased (US$ Million), 2019-2028
Table 21: Kenya Gift Card Spend Market Share Analysis by Consumer Segment (US$ Million), 2019-2028
Table 22: Kenya Gift Card Spend Market Share Analysis by Consumer Segment (%), 2019-2028
Table 23: Kenya Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 24: Kenya Gift Card Spend Market Share Analysis by Functional Attribute (Volume in Million), 2019-2028
Table 25: Kenya Digital Gift Card Spend Market Size and Penetration by Value (US$ Million and %), 2019-2028
Table 26: Kenya Digital Gift Card Spend Market Size by Volume - Number of Cards (Mn) and Avg. Value of Card Purchased (US$), 2019-2028
Table 27: Kenya Digital Gift Card Market Size and Forecast by Load Value (US$ Million) and Digital Gift Card Penetration, 2019-2028
Table 28: Kenya Digital Gift Card Market Size and Forecast by Number of Cards (Million) and Avg. Value (US$), 2019-2028
Table 29: Kenya Digital Gift Card Penetration by Occasion - Retail Consumer (%), 2019-2028
Table 30: Kenya Digital Gift Card Penetration by Occasion - Corporate Consumer (%), 2019-2028
Table 31: Kenya Retail Consumer Digital Gift Card Market Size and Forecast by Load Value (US$ Million) and Digital Gift Card Penetration, 2019-2028
Table 32: Kenya Retail Consumer Digital Gift Card Market Size and Forecast by Number of Cards (Million) and Avg. Value (US$), 2019-2028
Table 33: Kenya Retail Consumer Digital Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 34: Kenya Retail Consumer Digital Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 35: Kenya Corporate Consumer Digital Gift Card Market Size and Forecast by Load Value (US$ Million) and Digital Gift Card Penetration, 2019-2028
Table 36: Kenya Corporate Consumer Digital Gift Card Market Size and Forecast by Number of Cards (Million) and Avg. Value (US$), 2019-2028
Table 37: Kenya Corporate Consumer Digital Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 38: Kenya Corporate Consumer Digital Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 39: Kenya Corporate Consumer Digital Gift Card Spend Market Share Analysis by Company Size (US$ Million), 2019-2028
Table 40: Kenya Corporate Consumer Digital Gift Card Spend Market Share Analysis by Company Size (by Value %), 2019-2028
Table 41: Kenya Large Enterprise Segment Digital Gift Card Spend Market Size (US$ Million) and Digital Penetration (%), 2019-2028
Table 42: Kenya Large Enterprise Segment Digital Gift Card Number of Cards (Mn) and Avg. Value (US$), 2019-2028
Table 43: Kenya Mid-Tier Segment Digital Gift Card Spend Market Size (US$ Million) and Digital Penetration (%), 2019-2028
Table 44: Kenya Mid-Tier Segment Digital Gift Card Number of Cards (Mn) and Avg. Value (US$), 2019-2028
Table 45: Kenya Small Scale Segment Digital Gift Card Spend Market Size (US$ Million) and Digital Penetration (%), 2019-2028
Table 46: Kenya Small Scale Segment Digital Gift Card Number of Cards (Mn) and Avg. Value (US$), 2019-2028
Table 47: Kenya Retail Consumer Gift Card Load Value (US$ Million), 2019-2028
Table 48: Kenya Retail Consumer Number of Gift Cards Purchased (Million) and Avg. Value (US$), 2019-2028
Table 49: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 50: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 51: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 52: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Functional Attribute (Volume), 2019-2028
Table 53: Kenya Retail Consumer Digital Gift Card Spend Market Size and Penetration by Value (US$ Million), 2019-2028
Table 54: Kenya Retail Consumer Digital Gift Card Spend Market Size by Volume - Number of Cards (Mn) and Avg. Value of Card Purchased (US$), 2019-2028
Table 55: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 56: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Functional Attribute (%), 2019-2028
Table 57: Kenya Retail Consumer Open Loop Gift Card Load Value (US$ Million), 2019-2028
Table 58: Kenya Retail Consumer Open Loop Number of Gift Cards Purchased (Million) 2019-2028
Table 59: Kenya Retail Consumer Closed Loop Gift Card Load Value (US$ Million), 2019-2028
Table 60: Kenya Retail Consumer Closed Loop Number of Gift Cards Purchased (Million) 2019-2028
Table 61: Kenya Retail Consumer Avg. Value of Open Loop Gift Card Purchased (US$), 2019-2028
Table 62: Kenya Retail Consumer Avg. Value of Closed Loop Gift Card Purchased (US$), 2019-2028
Table 63: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 64: Kenya Retail Consumer Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 65: Kenya Retail Consumer Gift Card Load Value - Festivals & Special Celebration Days (US$ Million), 2019-2028
Table 66: Kenya Retail Consumer Number of Gift Cards Purchased - Festivals & Special Celebration Days (Million) and Average Value (US$), 2019-2028
Table 67: Kenya Retail Consumer Gift Card Load Value - Milestone Celebration (US$ Million), 2019-2028
Table 68: Kenya Retail Consumer Number of Gift Cards Purchased - Milestone Celebration (Million) and Average Value (US$), 2019-2028
Table 69: Kenya Retail Consumer Gift Card Load Value - Self-Use (US$ Million), 2019-2028
Table 70: Kenya Retail Consumer Number of Gift Cards Purchased - Self-Use (Million) and Average Value (US$), 2019-2028
Table 71: Kenya Retail Consumer Gift Card Load Value - Other (US$ Million), 2019-2028
Table 72: Kenya Retail Consumer Number of Gift Cards Purchased - Other (Million) and Average Value (US$), 2019-2028
Table 73: Kenya Corporate Consumer Gift Card Load Value (US$ Million), 2019-2028
Table 74: Kenya Corporate Consumer Number of Gift Cards Purchased (Million) and Avg. Value (US$), 2019-2028
Table 75: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 76: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 77: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 78: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Functional Attribute (Number of Cards in Million), 2019-2028
Table 79: Kenya Corporate Consumer Digital Gift Card Spend Market Size and Penetration by Value (US$ Million and %), 2019-2028
Table 80: Kenya Corporate Consumer Digital Gift Card Spend Market Size by Volume - Number of Cards (Mn) and Avg. Value of Card Purchased (US$), 2019-2028
Table 81: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 82: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Functional Attribute (%), 2019-2028
Table 83: Kenya Corporate Consumer Open Loop Gift Card Load Value (US$ Million), 2019-2028
Table 84: Kenya Corporate Consumer Open Loop Number of Gift Cards Purchased (Million), 2019-2028
Table 85: Kenya Corporate Consumer Closed Loop Gift Card Load Value (US$ Million), 2019-2028
Table 86: Kenya Corporate Consumer Closed Loop Number of Gift Cards Purchased (Million), 2019-2028
Table 87: Kenya Corporate Consumer Avg. Value of Open Loop Gift Card Purchased (US$), 2019-2028
Table 88: Kenya Corporate Consumer Avg. Value of Closed Loop Gift Card Purchased (US$), 2019-2028
Table 89: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Occasion (US$ Million), 2019-2028
Table 90: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Occasion (%), 2019-2028
Table 91: Kenya Corporate Consumer Gift Card Load Value - Employee Incentive (US$ Million), 2019-2028
Table 92: Kenya Corporate Consumer Number of Gift Cards Purchased - Employee Incentive (Million), 2019-2028
Table 93: Kenya Corporate Consumer Gift Card Load Value - Sales / Channel Incentive (US$ Million), 2019-2028
Table 94: Kenya Corporate Consumer Number of Gift Cards Purchased - Sales / Channel Incentive (Million), 2019-2028
Table 95: Kenya Corporate Consumer Gift Card Load Value - Consumer Incentive (US$ Million), 2019-2028
Table 96: Kenya Corporate Consumer Number of Gift Cards Purchased - Consumer Incentive (Million), 2019-2028
Table 97: Kenya Corporate Consumer Gift Card Spend Market Share Analysis by Company Size (US$ Million), 2019-2028
Table 98: Kenya Corporate Consumer Gift Card Market Share by Company Size (%), 2019-2028
Table 99: Kenya Corporate Consumer - Large Enterprise Segment - Gift Card Load Value (US$ Million), 2019-2028
Table 100: Kenya Corporate Consumer - Large Enterprise Segment - Number of Gift Cards (Million), 2019-2028
Table 101: Kenya Corporate Consumer - Mid-Tier Segment - Gift Card Load Value (US$ Million), 2019-2028
Table 102: Kenya Corporate Consumer - Mid-Tier Segment - Number of Gift Cards (Million), 2019-2028
Table 103: Kenya Corporate Consumer - Small Scale Segment - Gift Card Load Value (US$ Million), 2019-2028
Table 104: Kenya Corporate Consumer - Small Scale Segment - Number of Gift Cards (Million), 2019-2028
Table 105: Kenya Large Enterprise Segment Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 106: Kenya Large Enterprise Segment Gift Card Spend Market Share Analysis by Functional Attribute (Volume - Number of Cards (Mn)), 2019-2028
Table 107: Kenya Mid-Tier Segment Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 108: Kenya Mid-Tier Segment Gift Card Spend Market Share Analysis by Functional Attribute (Volume - Number of Cards (Mn)), 2019-2028
Table 109: Kenya Small Scale Segment Gift Card Spend Market Share Analysis by Functional Attribute (US$ Million), 2019-2028
Table 110: Kenya Small Scale Segment Gift Card Spend Market Share Analysis by Functional Attribute (Volume - Number of Cards (Mn)), 2019-2028
Table 111: Kenya Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline (US$ Million), 2021-2028
Table 112: Kenya Closed Loop Gift Card Spend Market Share by Distribution Channel - Online vs. Offline (%), 2021-2028
Table 113: Kenya Retail Consumer Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline (US$ Million), 2021-2028
Table 114: Kenya Retail Consumer Closed Loop Gift Card Spend Market Share by Distribution Channel - Online vs. Offline (%), 2021-2028
Table 115: Kenya Corporate Consumer Closed Loop Gift Card Spend Market Size and Forecast by Distribution Channel - Online vs. Offline (US$ Million), 2021-2028
Table 116: Kenya Corporate Consumer Closed Loop Gift Card Spend Market Share by Distribution Channel - Online vs. Offline (%), 2021-2028
Table 117: Kenya Gift Card Spend Market Size and Forecast by Distribution Channel - 1st Party Sales vs. 3rd Party Sales (US$ Million), 2021-2028
Table 118: Kenya Gift Card Spend Market Share by Distribution Channel - 1st Party Sales vs. 3rd Party Sales (%), 2021-2028