Find Distributors and Retail Buyers in Africa – Focus on Tanzania

Identifying the top retail chains in Africa where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to first find a local distributor in Tanzania who can help you get your products into smaller chains or individual stores, and then help you scale into the big names. Alternatively, you could consider starting online.

In this article, you will find more information on the Tanzanian retail market and guidance on how to convince retailers and distributors to work with you.

Distributor: Find the Right Retail Channels in Tanzania

Tanzania, located in East Africa with a population of over 65 million, has a young and rapidly growing consumer market. With Dar es Salaam as the commercial hub and Dodoma as the capital, the country offers an expanding urban middle class and improving infrastructure—making it a growing destination for consumer goods.

Agriculture dominates the economy, but sectors like retail, FMCG, logistics, telecommunications, and construction are witnessing substantial growth. Importation plays a big role in consumer product availability, and local distribution networks are developing to meet increasing demand for quality, branded goods.

Retail formats in Tanzania range from traditional open markets and dukas (small shops) to modern trade channels like supermarkets and shopping malls. Understanding this dual structure is key when entering the market.

Supermarket Chains in Tanzania

Tanzania’s modern retail sector is relatively young but growing steadily. The major supermarket players include:

• Shoppers Supermarket – With outlets in Dar es Salaam and Arusha.
• Village Supermarket
• TSN Supermarket
• Nakumatt (defunct but previously active in Tanzania)
• Game Stores – A South African brand with a presence in Dar es Salaam.
• Shoprite – Previously exited the market but future re-entries are being explored.
• Choppies – Formerly present, some operations remain through partners.

Besides these, you will find regional supermarkets, shopping centres like Mlimani City Mall, and a strong network of local wholesalers and independent retailers across the country.

Modern trade is focused in urban centers like Dar es Salaam, Arusha, Mwanza, and Dodoma, while traditional retail dominates in rural areas.

Travel to Tanzania for a Better Impression

The best preparation for doing business in Tanzania is visiting the country. You can experience the business culture, visit potential retail partners, see competitor products on the shelves, and build your network.

Travel Tools:

• Trip.com – Compare and book flights and hotels.
• Hotellook – Compare hotel rates across platforms.
• Localrent – Connect with car rental providers for mobility across cities.

How to Start in Tanzania: Distributors, Retailers or Online?

If you have a consumer product that can’t be sold directly from your country to Tanzanian end-users, you need a local step in between: a distributor, a retail chain, or a webshop.

Distributors

• Handle import, clearance, warehousing, and last-mile distribution.
• Typically don’t invest in product marketing or promotions.
• Ideal for testing market demand and establishing early presence.

Retailers

• Risk-averse; may require listing fees or promotional support.
• Offer direct access to mass market and shelf visibility.
• Useful if your brand already has some traction or marketing budget.

Online

• Local e-commerce platforms like Jumia Tanzania, Mauzo Fast, or Kasha (for health & beauty) are growing.
• Webshops allow cost-effective entry, review collection, and pricing experimentation.
• Ideal for niche products, digital-savvy consumers, and data gathering.

Key Question for Any Distribution Partner: How Much Will I Earn?

Distributors and retailers in Tanzania are cautious—they already manage portfolios of known brands. Convincing them to prioritize your product means you need a clear business case. Consider:

• A retailer must free up shelf space for your product.
• A web shop can only highlight a limited number of products on the front page.
• A distributor will only push your product if it clearly earns them more than existing options.

Present your margins, turnover potential, and marketing support clearly in your pitch.

Customs Clearance for Tanzania

Importation in Tanzania requires:

• Registration with Tanzania Revenue Authority (TRA)
• Product classification and clearance through Tanzania Customs Integrated System (TANCIS)
• Payment of VAT, import duties, and levies

Working with a licensed Importer of Record (IOR) like Tecex can simplify logistics and regulatory compliance. Tecex also offers warehousing and local distribution support.

How to Draft Your Distributor Pitch?

Don’t just send your end-user brochures to potential distributors. Instead, create a dedicated distributor pitch deck that highlights:

• Market opportunity in Tanzania
• Margin and volume projections
• Competitor comparison
• Product registration or certifications
• Logistics and marketing support you’ll offer

Make it clear, concise, and focused on what’s in it for them. Include sample turnover, promotion strategies, and pricing models—this increases the chances of meaningful engagement.

Want Help Finding Distributors in Tanzania?

If you’re looking to enter Tanzania or find local sales partners, we can assist with:

• A market scan and identification of qualified distributors
• Organizing online or in-person introductions
• Helping draft your distributor pitch
• Managing initial sales meetings or trade visits

Get in touch to discuss your project and how we can support your entry into the Tanzanian market.