The development of online business remains low in The Gambia. Most people conduct their business deals with cash, but digital money platforms provided by mobile phone companies are becoming more popular. Most technical connection systems in the nation function below the required standards, including basic card payment tools. Banks have rolled out ATM technology, but most people across Gambia still do not use it. People who shop online regularly use DHL but must pay high delivery fees because online product demand is steadily increasing. The Gambia experiences economic development that improves the spending ability of its people. As individuals use digital technology more, they have better chances of joining online shopping. E-commerce solutions enable more business-to-customer sales in a growing market. The Gambia offers direct access to the large West African market, especially from Nigeria and Ghana, plus its total population of 340 million people.
Million.
Research the Western market
Companies need to research local market conditions to achieve success. People in Western areas prefer to purchase consumer products and services mostly through Shopify and Local Marketplaces during online transactions. Last year, online sales in The Gambia surged 15% because people purchased sustainable goods and digital services online.
Choose a profitable business model
Your business strategy must match Western marketplace rules. Popular options include:
- An online shop that sells products to consumers needs Shopify to run its business.
- You can start a dropshipping business to purchase items from worldwide suppliers and sell them locally with no merchandise on hand, especially when you need a small amount of money to launch your business.
- Provide professional consultation and tutoring services since Western people want personalised help.
Set your product prices in the local market currency. Research Western markets to determine your pricing strategy since new businesses should set their rates 10-20% below major retailers for consumer goods and services.
Build a professional website
A well-designed website enables you to attract Western customers as your online business presence. By investing in a custom website, you gain better brand identity and customer trust due to the smartphone shopping preferences of 70% of Western buyers.
Key features for your site:
- Clear navigation and fast loading times.
- Show consumer goods and service products through sharp, first-class photos.
- Secure checkout supporting Local Currency payments.
Scale and optimise
As you develop your business, add new products or serve new customer regions. Research demonstrates that Western customers want products of superior quality delivered speedily, which makes these priorities essential.
Give your website better tools, such as:
- The system automatically sends marketing emails to past buyers.
- Live chat for instant support.
Begin by examining Shopify stores of competing businesses.
Check for missing market opportunities, especially in sustainable consumer goods or personalised service categories. The Internet resources Google Trends and local business directories show current Western trends.
The Gambia has not developed e-commerce as a recognised purchasing platform.
purchasing goods. However, recent and ongoing improvements to ICT connectivity
Competitive power infrastructure makes The Gambia a top place for business investment.
investment. The economy will expand continuously in the future years.
to a greater market for e-commerce services.
Key facts
Mobile phones have widespread use throughout the country, which creates favourable conditions for online business development. Every year for several previous years, mobile phone user numbers expanded by 40% in total. The banking sector and the mobile phone network currently benefit from mobile technology implementation. Every major banking institution serves e-banking needs, while Africell and Qcell run their own mobile money transfer services. Most businesses in the market do not sell products or services online because they lack electronic payment systems. During the last year, the government did not introduce any laws that impact online business operations. Online marketing appears more popular than before, especially social media, yet buyers still complete transactions personally. Lower data prices will increase internet access, which connects more people to online shopping platforms. More POS payment systems at stores will make buying online more attractive for Gambians. Nowadays, few stores offer this payment method to their customers.
Business-to-consumer
Mobile money platforms will remain the main type of e-commerce activity in The Gambia for the next few years. Users can buy prepaid energy service through a program called “Cash Power Ticket System”, which now works side by side with mobile money platforms and automated teller machines.
E-commerce services
Few Gambian companies maintain online businesses that meet international quality standards. Most young business owners use their online platforms to promote their services, but they require buyers to make transactions directly with them at an arranged meeting.
Online payment
Most businesses in The Gambia use their online platforms to promote their products since they still need to accept cash payments during the transaction. Users widely adopt mobile banking options through their smartphones. People can use their online payments to refill electricity services and deposit money for utilities, as well as school tuition at stores. Consumers experience two main banking options, which let them take out emergency cash and move money between their accounts as well as other banks.
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