Senegal, with a population of about 17 million people and 45% urbanization, is one of West Africa’s fastest-growing and most stable economies . As the capital city and main port, Dakar accounts for 90% of industrial activity and is the nucleus of modern retail and distribution .

Key Distribution & Retail Channels

1. Port & import logistics

– Almost all imports flow through the Port of Dakar, then are trucked to interior regions and even neighbouring Mali .
– Informal trucking routes are critical due to unreliable rail services, though rail renovation is in progress .

2. Modern vs. informal distribution

– Modern retailers (hypermarkets, supermarkets) make up just ~2% of the retail food market, but are growing with the middle class and rising urban income .
– Auchan, Casino, Carrefour/CityDia, Elydia, and Super U have established a strong presence—Auchan leads with 37 stores .
– However, about 80% of trade remains informal—small shops, kiosks, open-air markets dominated by local, Lebanese, Turkish, and Chinese merchants .

3. E‑commerce & digital platforms

– Online retail platforms like Jumia, Afrimarket, and Senweb Shop are growing, supported by mobile payment adoption via Orange Money, Wave, and social media channels .
– The retail delivery market is projected to reach US$178 million by 2025, with ~12% user penetration .

Channel Strategy Insights

Channel	Opportunity	Considerations
Modern retail	Higher-end consumers in Dakar; global brands	Competition from Auchan/Casino; public perceptions of high pricing
Informal networks	Broad reach via kiosks & markets	Informal regulation and varied pricing
E‑commerce & delivery	Growing urban digital penetration	Infrastructure issues (addresses, delivery reliability)

"Don’t buy auchan buy from the local?" – Reddit user on higher prices at Auchan vs local markets

"There is opportunity and the market is growing… you need competition." – Reflections on e‑commerce and pickup point models

How to Enter Successfully

1. Partner with local distributors familiar with both modern retail giants and informal markets.
2. Map your multi‑channel presence across supermarkets, shops, and digital platforms.
3. Address logistics and e‑commerce gaps: consider pickup-point models and reliable delivery networks that complement local mobile-money use.
4. Tailor your pricing and packaging to consumers shopping in informal channels, including small-quantity formats.

What SCA‑Partner Offers in Senegal

• Country data & economic research
• Export/import support and customs guidance
• Investment, incorporation, and trademark assistance
• Distributor and retail partner identification
• Marketing & sales representation
• E‑commerce strategy and logistics planning

Local Support in Africa

SCA‑Partner, headquartered in Nairobi and active across 54 African countries, delivers:

• In-depth market intelligence
• Channel partner sourcing and vetting
• On-the-ground logistics, marketing, and sales support

Expanding into Senegal—or across Africa? You need a trusted local partner to navigate both formal and informal channels.

👉 Visit us at: www.scapartner.com