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: 7/2/2019

Overview

Although there is limited internet connectivity in Guinea, it is not yet a viable or feasible method for trade and commercial promotion.  Guinea has been connected to a submarine fiber optic cable off the coast since 2013.  As costs decrease and the internet penetration rate rises, electronic commerce will likely increase commensurately.  The government signed a contract for a fiber optic backbone project worth USD 238 million that is installing 4,000 km of fiber optic cable throughout the country.  The project is expected to be completed by the end of 2018.  Mobile internet access is ramping up quickly, especially through the use of “medium technology” phones capable of simple internet connections. Internet cafes do exist in some of the larger cities, but they are expensive for many Guinean consumers.

Guinea is a cash economy.  A majority of Guinea’s commerce is informal and transactions are mostly completed with cash.  At present, the banking system cannot support e-commerce nor ensure the reliability or safety of transactions completed with credit or debit cards.  Although some businesses accept credit cards, more often than not, credit cards do not work outside of large hotels and the airport.  Mobile phone companies are aggressively launching mobile money platforms.  Most monetary amounts move via the Orange Money transfer system, as well as Mobile MTN, Western Union, and MoneyGram.  ATM machines exist in Conakry but are generally uncommon.


Mobile eCommerce

Mobile money is a fast growing part of the Guinean economy. Most Guineans who use mobile banking use the “Orange Money” platform, a partnership between Guinea’s largest cell carrier Orange and Ecobank or its chief competitor MTN.


Digital Marketing

Digital marketing has grown significantly over the past two years, particularly over Facebook. Private companies are increasingly turning to Facebook to target Guineans with disposable incomes, and government ministries have begun using Facebook as a platform to communicate with the general population.


Major Buying Holidays

Guinea is a Muslim country and major buying holidays follow the Islamic calendar. Eid-al-Fitr and Tabaski are major gift-giving holidays. Christmas and New Years are minor buying holidays as well.


Social Media

Social media is growing quickly as a standard means of interfacing with the internet and communicating. Facebook dominates the Guinean social media market. Twitter, Instagram, and other platforms have low penetration rates in Guinea.

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.