Sierra Leone, with approximately 8.5 million people (2023), is a lower-income, import-driven economy in West Africa. Trade represents about 88% of GDP, with major imports including machinery, fuel, foodstuffs, vehicles, and rice .

Distribution & Retail Overview

Port & Wholesale System

• Queen Elizabeth II Quay in Freetown is the country’s primary seaport; Freetown International Airport supports some imports .
• Most imported goods are handled by wholesalers who manage customs clearance, storage, and distribution to retailers—some operate their own small retail chains .

Retail Channels

• Supermarkets: Chains like Choithram and Monoprix serve urban middle- to upper-class consumers).
• Traditional markets and kiosks dominate daily consumer access, especially in regional towns and informal settings.

Local Manufacturers

• Domestic food processors often struggle with distribution. Many resort to self-distribution or opening their own outlets due to weak wholesale networks ).

E‑commerce & Delivery

• E‑commerce is emerging; less than 1% of the population shops online, though mobile money (20–25% of adults) is growing ).
• Grocery delivery is projected to reach US$23 m in 2024 and grow annually by ~22% .

Strategic Channel Entry

Channel	Strategy Insight
Wholesalers	Partner with those who manage customs, warehousing, and supply inland retail. Urban-focused wholesalers often run linked retail outlets.
Supermarkets	Build relationships with Choithram, Monoprix, and similar chains in Freetown.
Traditional retailers	Engage market traders and kiosk networks for mass consumer reach.
Local distributors	Support SMEs in forming cooperatives and accessing shared logistics to improve coverage (
E-com and delivery	Pilot via mobile-money-enabled platforms and partner with local couriers to tap a growing urban niche.

How SCA‑Partner Can Help

• Deep market research & trade data
• Identification and vetting of wholesalers and retail partners
• Tailored strategies for modern retailers and kiosks
• Logistics and customs-clearance support
• E‑commerce / digital channel pilots with mobile-payment integration
• Trademark registration and compliance guidance

Why Local Expertise Matters

Sierra Leone’s market features a fragmented wholesale sector, dominant traditional malls, selective modern retail outlets, and nascent digital delivery. Navigating this mix demands ground-level understanding of freight logistics, distributor credibility, market reach, and payment infrastructure.
SCA‑Partner, based in Nairobi with expertise across 54 African countries, offers the local insight and trusted partnerships needed for effective market entry.

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