The Gambia, with around 2.8 million people, is one of Africa’s smallest economies but serves as a lively trade hub in West Africa. Over 50% of the population lives below the poverty line, yet the country benefits from a strategic location along the Atlantic coast, a relatively open trade environment, and close ties with Senegal. Urbanization in Banjul and Serrekunda is driving growth in consumer markets and retail networks.

Market Context & Trade Landscape

• Import‑dependent economy: The Gambia relies heavily on imports of rice, flour, beverages, textiles, machinery, vehicles, and electronics.
• Gateway location: Goods enter primarily through the Port of Banjul, with strong cross‑border trade flows to and from Senegal.
• Growing retail demand: Urban areas are seeing a rise in supermarkets, wholesalers, and specialty stores.
• E‑commerce opportunities: Mobile penetration exceeds 90%, and mobile money services (such as QMoney and Africell Money) are expanding, enabling digital sales.
• Key partners: Imports come mainly from China, Senegal, the Netherlands, and other EU countries.

Distribution & Retail Channels

• Modern supermarkets & retail stores: Chains such as Kairaba Shopping Centre, Right Choice Supermarket, and some Lebanese‑run supermarkets cater to middle‑income consumers.
• Wholesale markets: Informal wholesalers and general traders dominate in Serrekunda Market and other urban hubs.
• Informal retail: Kiosks, street vendors, and open‑air markets are vital for reaching rural populations.
• Digital & e‑commerce platforms: Social media and mobile money are driving early‑stage online retail, especially among younger buyers.

Recommended Market Entry Strategy

• Base operations in Banjul or Serrekunda: These are the commercial centers with access to distributors and logistics services.
• Partner with established importers and supermarkets: Leverage their networks and supply chains to penetrate the market quickly.
• Engage informal networks: Build relationships with market wholesalers and kiosk operators to expand reach.
• Explore mobile‑enabled e‑commerce: Use mobile money and social platforms for pilot sales initiatives.
• Streamline logistics: Plan through the Port of Banjul and work with experienced customs brokers to navigate import procedures smoothly.

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 a small but dynamic market like The Gambia requires deep knowledge of informal trade systems and local networks. SCA‑Partner, based in Nairobi with presence across 54 African countries, provides the local expertise and reliable partnerships you need to enter The Gambia effectively.

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