Eswatini, with a population of about 1.2 million people, is a small but strategically placed market in Southern Africa. Surrounded by South Africa and Mozambique, Eswatini benefits from easy access to regional supply chains. While over 50% of the population lives below the poverty line, the country’s stable business environment and well‑developed road network make it an attractive hub for trade and distribution.

Market Context & Trade Landscape

• Import‑dependent economy: Eswatini imports most of its food products, beverages, consumer goods, textiles, and electronics.
• Regional integration: As part of SACU and SADC, it enjoys duty‑free access and seamless trade with South Africa, which is its main supplier.
• Strong retail growth: Urban areas such as Mbabane and Manzini host shopping malls and modern supermarkets catering to a growing middle class.
• E‑commerce potential: Internet penetration is rising (over 50%), with mobile money platforms like MTN Mobile Money supporting digital payments.
• Key partners: Major imports come from South Africa, China, and other regional markets.

Distribution & Retail Channels

• Modern supermarkets & retail chains: Leading brands include Shoprite, Pick n Pay, Spar, and OK Foods, with outlets in Mbabane, Manzini, and other towns.
• Wholesale distributors: Local wholesalers and South African‑linked distributors supply shops, hotels, and informal markets.
• Informal retail: Kiosks, spaza shops, and open‑air markets remain crucial in rural and peri‑urban areas.
• Digital & e‑commerce platforms: Online retail is growing slowly, with social media and mobile payments enabling small‑scale digital trade.

Recommended Market Entry Strategy

• Choose Mbabane or Manzini as your hub: These are Eswatini’s commercial centers with access to key distributors and retailers.
• Partner with established chains and wholesalers: Leverage their existing networks and cross‑border logistics.
• Engage informal networks: Build relationships with market traders and small shop owners to expand rural reach.
• Explore e‑commerce pilots: Utilize mobile money and social platforms to tap into younger consumers.
• Plan logistics through South Africa: Use well‑established road corridors and customs arrangements for smooth operations.

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 Eswatini means leveraging its strong links to South African supply chains and balancing formal retail with informal markets. SCA‑Partner, based in Nairobi with presence across 54 African countries, provides the local knowledge and reliable partnerships you need to enter Eswatini effectively.

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