Identifying the top retail chains in Sudan where you can sell your products is relatively easy. The bigger challenge is approaching them and convincing them to work with you.

A more effective entry strategy is often to partner with a distributor who already supplies smaller retailers, independent shops, or regional markets. Over time, that distributor can help you expand into larger chains. Another option is to start with online platforms, which are slowly gaining ground in Sudan.

This article provides insights into Sudan’s retail market and guidance on how to convince distributors and retailers to work with you.

Sudan’s Retail Market at a Glance

Sudan, with a population of about 49 million (2023), is one of the largest countries in Africa. Despite years of political and economic challenges, it remains a key market due to its strategic location and resource potential.

The economy is largely based on agriculture (sorghum, millet, wheat, gum arabic, livestock), as well as oil, gold, and minerals. Domestic demand for consumer goods, processed foods, pharmaceuticals, and household products is steadily growing, especially in urban centers.

Key cities include:

• Khartoum – the capital and main business hub with the highest concentration of modern retailers.
• Omdurman – a large urban area with traditional markets and wholesale activity.
• Port Sudan – the country’s main seaport and gateway for imports.

Sudan’s main imports include foodstuffs, manufactured goods, petroleum products, medicines, machinery, and consumer products—creating strong opportunities for international suppliers.

Funding Your Market Entry

Entering Sudan requires investment. Contracts, distribution agreements, translation, logistics, and marketing all cost money—and additional working capital is often needed.

With a solid market entry plan and clear financial projections, you can increase your chances of securing support from banks, development funds, or private investors. We help companies prepare professional documentation and business cases to convince funders.

How to Start in Sudan: Distributor, Retailer, or Online?

If you are introducing consumer products into Sudan, you typically need a local partner:

Distributors

• Handle importing, warehousing, and distribution.
• May not actively promote your brand but can help you enter quickly.
• Provide the best route for testing your product in the Sudanese market.

Large Retailers

• Retailers are very risk-averse and often cautious about new products.
• Some modern supermarkets exist in Khartoum (such as Abu Auf, Mega Mart, and Al-Moalem Supermarket), but traditional wholesale and retail shops remain dominant.
• Retailers may request listing fees or marketing contributions.

Online

• E-commerce in Sudan is still in its early stages, with smaller platforms such as Alsoug.com or social commerce (Facebook, WhatsApp, Instagram shops) playing a role.
• Volumes are still low, but online channels are growing and useful for creating brand awareness.

Drafting a Winning Distributor Pitch

Your distributor pitch must answer the most important question: “How will I benefit?”

Distributors and retailers in Sudan face currency fluctuations, import restrictions, and high operating risks. To convince them, your pitch should:

• Clearly show the profit margins they can expect.
• Highlight the competitive advantage of your product.
• Share concrete data—sales potential, market comparisons, consumer demand.
• Emphasize long-term partnership and reliability in supply.

Why Distributors Hesitate

• Retailers must remove an existing product to make room for yours.
• Wholesalers only push a limited number of products to maximize quick sales.
• Web shops feature only a handful of products prominently, the rest sit in the background.

This means that to win them over, your product must clearly demonstrate it can generate better sales and returns than their current options.

With the right partner and pitch, Sudan can offer strong opportunities—especially in FMCG, food & beverages, healthcare, and household goods.