Equatorial Guinea, with a population of about 1.7 million people, is one of Africa’s upper‑middle‑income economies thanks to oil revenues. However, over 40% of the population still lives below the poverty line. Despite good port access and high per‑capita income compared to many neighbors, the market is small, highly import‑dependent, and concentrated in a few urban centers like Malabo and Bata.

Market Context & Trade Landscape

• Import‑dependent economy: Most food products, beverages, construction materials, vehicles, and consumer goods are imported.
• Key ports and logistics: Goods enter mainly through the Port of Malabo (on Bioko Island) and the Port of Bata (on the mainland).
• Urban‑focused market: The majority of formal retail activity is concentrated in Malabo and Bata.
• E‑commerce potential: Internet penetration is above 30% and growing; mobile money services are slowly emerging, offering opportunities for digital trade.
• Key trading partners: Imports largely come from Spain, China, Cameroon, and other EU and regional markets.

Distribution & Retail Channels

• Modern supermarkets & stores: Supermarkets like Martínez Hermanos, EGTC, and Lebanese‑owned stores serve middle‑ and upper‑income consumers in Malabo and Bata.
• Wholesale distributors: Many goods are handled by large import‑export houses with Spanish or Lebanese roots.
• Informal retail: Open‑air markets and neighborhood shops remain essential for everyday consumer goods, especially outside the cities.
• Digital & e‑commerce platforms: Still early‑stage, but social media channels and mobile money are gradually being adopted for small‑scale trade.

Recommended Market Entry Strategy

• Focus on Malabo or Bata as your hub: These cities have the largest concentration of retailers and logistics services.
• Partner with established importers and supermarkets: Leverage their existing distribution networks and regulatory experience.
• Build informal networks: Connect with market traders and local distributors to reach rural and suburban consumers.
• Explore digital channels: Test mobile money and social media sales to capture younger, tech‑savvy buyers.
• Plan logistics carefully: Coordinate shipments via Malabo or Bata and ensure compliance with strict import licensing and customs regulations.

How SCA‑Partner Supports You

• Trade and channel‑market analysis
• Distributor and retailer identification and vetting
• E‑commerce pilot and digital logistics setup
• Import licensing, customs clearance, and clearance strategies
• Trademark registration, regulatory compliance, and due diligence

Local Support That Matters
Entering Equatorial Guinea requires knowledge of its urban‑focused retail, strong import systems, and informal networks. SCA‑Partner, based in Nairobi with presence across 54 African countries, provides the local expertise and reliable partnerships you need to enter Equatorial Guinea effectively.

That’s where we come in.
👉 Visit us at: www.scapartner.com