Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and, reputable, prominent B2B websites.
Last Published: 4/12/2019

Overview:
E-Commerce is a nascent subsector in The Gambia.   Internet access is increasing, but it is still low  at 15-19 percent.  Personal computer ownership is also low.  However, mobile phone penetration rate is very high (exceeding 100 percent in 2015), and offers promising opportunities for e-commerce.  The proportion of mobile phone users with data connection is approximately 14 percent, but has been growing rapidly at an average annual rate of 40 percent over the past two years.  The industries that currently make use of mobile technology are the banking and mobile phone sectors.  All the major commercial banks provide some form of e-banking service, and at least two of the mobile companies (Africell and Qcell) offer mobile money transfer services.  Besides these two sectors, the percentage of products or services sold online is almost zero, due to the the lack of electronic check out options. 
Despite the low level of internet penetration, Gambian entrepreneurs, both locally-based and within the Gambian diaspora, do make some use popular American eCommerce websites like Amazon. These entrepreneurs must have a distributor in The Gambia to receive goods and distribute them.  The goods are usually transported as luggage during personal international travel.   This type of  eCommerce retailing is a new practice with an unknown market size, and local knowledge about such services is limited, with the customer base dominated by Gambians based abroad. 
Current Market Trends:
No new government laws or regulations affecting online businesses were passed within the past year.  Goods are increasingly being advertised online, mainly through social media, but final sales transactions are done in person.  Reduced data charges would significantly boost the number of internet users and hence the number of individuals that can be reached via eCommerce.  Trends to encourage more cashless transactions, such as establishing POS systems at retail shops, might also incentivise more Gambians to opt for online shopping.  Currently, the number of retailers providing this as a payment option are very limited.
Domestic eCommerce (B2C):
Mobile money will likely continue to be the area where eCommerce activity is concentrated in The Gambia over the next few years.  Utility payments will also continue to integrate eCommerce infrastructure, since households can purchase pay-as-you-go energy tickets, locally referred to as the “Cash Power Ticket System”, at ATM points and via mobile money platforms.  In 2017, conventional money transfer systems also facilitated the purchase of Cash Power tickets by Gambians overseas for their family members in The Gambia.  The local authorities have not made any major announcements with regard to eCommerce in The Gambia, but many expect e-governance initiatives to become available online under the new government.

Cross-Border eCommerce:
Gambians in the diaspora often sell goods to each other via e-Commerce platforms, with relatives in The Gambia as the intended end users.  Household items and accessories are the most popular items purchased online.  The United States remains the top buyer country for Gambian-sourced goods purchased online via popular platforms such as eBay and Amazon, but personal websites run by startups and independent shops are also being utilized.  The principal challenge to cross-border e-Commerce remains the low internet usage among Gambians.  This creates the need for agents who act as ‘middlemen’ in the distribution of goods and services.  A number of Gambians in the diaspora also operate money transfer platforms and provide cross-border eCommerce services.

B2B eCommerce:
Business-to-business transactions are seldom done via eCommerce platforms.  The Gambian market is overwhelmingly characterized by cash transactions.  Tax evasion plays a major role in determining the preference of businesses for cash transactions.

eCommerce Services:
A limited number of Gambian businesses operate with a website, and among those that do, few run websites which can be rated at international standard.  Among young entrepreneurs, a few have started developing mobile-based eCommerce platforms, but the majority of these only serve to advertise goods and services online, listing a point of contact with whom buyers can meet to conduct the transaction in person.

eCommerce Intellectual Property Rights:
The Intellectual Property Rights environment is practically non-existent for eCommerce.  The Gambia’s IPR environment is generally weak and characterized by a lack of regulations.  The Gambia Police Force (GPF) is making efforts to establish and enforce regulations - which was largely impossible until recently, due to the lack of expertise in the field.  

Popular eCommerce Sites:
Due to the infant stages of eCommerce culture in The Gambia, there are currently no known fully functioning eCommerce websites.  The majority of the websites that came into being in recent years are third-party websites.  

Online Payment:
Online payments are not common in The Gambia as many ‘eCommerce’ platforms only advertise goods and services that depend on cash payments for final sales.

Mobile eCommerce:
The mobile eCommerce ecosystem is in the early developmental stages.  In 2016, a mobile based eCommerce application was launched, but it was only in use for one year before becoming inactive.  High data costs in The Gambia are a major deterrent to increasing eCommerce activity in the country.

Digital Marketing:
Digital/online marketing is often conducted using Facebook services.  It is not uncommon for companies to invest in short online campaigns to ensure wider reach for their services.  Instagram usage is also growing, as many people prefer its image-based direct advertising over text-based advertising, given the modest literacy levels. 

Major Buying Holidays:
The major buying holidays in The Gambia are during the religious celebrations of Eid ul Fitr and Eid ul Adha on the Islamic calendar and Christmas on the Christian calendar.

Social Media:
There is significant social media participation in The Gambia, so there’s a fair amount of local advertising on those platforms.  The majority of the activity is concentrated on Facebook (a recent survey showed that 64% of young men and 38% of young women use Facebook) and its subsidiaries,  i.e.,  WhatsApp and Instagram. Twitter is less used in The Gambia but it is becoming increasingly popular as the number of Gambians online increases.
 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.