Identifying the main retail channels in Tanzania is relatively straightforward. The challenge lies in approaching them—and convincing them to take on your products.

For many businesses, the best entry strategy is to first work with a local distributor who can introduce your products into smaller supermarkets, independent retailers, and wholesalers. Over time, this creates the credibility and sales traction needed to enter larger retail chains. Online platforms are also emerging as an additional route.

This article explores Tanzania’s retail market and provides practical guidance on how to secure partnerships with distributors and retailers.

Find the Right Retail Channels in Tanzania

Tanzania is one of East Africa’s most promising consumer markets:

• Population: Over 65 million (2023), making it one of the largest in East Africa.
• GDP per capita: Approximately USD 1,200 in 2023.
• Economy: Diversified across agriculture, mining, tourism, and a growing services sector. Agriculture remains dominant, but urbanization is fueling demand for consumer goods.
• Main imports: Machinery, vehicles, fuel, foodstuffs, chemicals, and manufactured products.
• Key cities:
  • Dar es Salaam – commercial capital and the country’s largest consumer market.
  • Dodoma – the administrative capital with growing economic activity.
  • Arusha & Mwanza – regional hubs with rising middle-class populations.

Tanzania’s retail landscape is still developing, but modern trade is expanding, especially in urban centers like Dar es Salaam.

Get Funding from Banks & Investors

Entering Tanzania requires capital to cover:

• Import registration and compliance with local standards (TBS, TFDA).
• Distribution and warehousing agreements.
• Transportation and logistics (given the country’s large geography).
• Marketing, branding, and promotional activities.

To secure financing, whether from banks or investors, prepare a solid business plan that includes:

• Market potential and demand projections.
• Sales and pricing forecasts.
• Distribution strategy and target channels.
• Risk mitigation (currency fluctuations, logistics challenges, etc.).

A strong financial case builds credibility and increases your chances of support.

How to Start in Tanzania: Distributors, Retailers, or Online?

Consumer products typically require an intermediary in Tanzania—either a distributor, a retailer, or an online marketplace.

1. Distributors

• Import, warehouse, and distribute products to supermarkets, wholesalers, and smaller retailers.
• Crucial for building market presence quickly.
• Less likely to actively promote your brand, but essential for sales traction.

2. Large Retailers

• Modern retail is growing, with players like Shoppers Supermarket, Village Supermarket, TSN Supermarket, and Game (Massmart/South Africa) operating in Dar es Salaam and other cities.
• Retailers are selective and may require listing fees or supplier-funded promotions.
• Provide visibility and access to middle- and high-income consumers.

3. Online Stores

• E-commerce is still small but rising, with platforms like Jumia Tanzania and niche online shops.
• Useful for testing product acceptance, experimenting with pricing, and building brand awareness.
• Volumes are limited but growing steadily with smartphone penetration.

How to Draft Your Distributor Pitch

Your pitch must clearly explain the value of working with you. Consumer-facing marketing materials rarely convince distributors or retailers—they want to know what’s in it for them.

Your pitch should include:

• Profitability: Distributor and retailer margins.
• Market demand: Why Tanzanian consumers will buy your product.
• Evidence: Sales rotation, return rates, or consumer insights.
• Support: Marketing plans, promotions, and after-sales commitments.
• Portfolio fit: How your product complements existing brands.

Remember:

• A supermarket has limited shelf space and must remove another product to stock yours.
• Distributors have limited sales capacity and will prioritize products that sell quickly.
• Online platforms showcase only a handful of products prominently.

Your pitch should leave no doubt that your product deserves priority.

Final Thoughts

Tanzania is a growing consumer market with significant opportunities, especially in urban centers like Dar es Salaam. However, success depends on building strong partnerships with distributors and gradually scaling into supermarkets and online platforms.

Start small, gather market data, and prove demand. With persistence and the right pitch, your products can reach Tanzania’s 65 million-strong consumer market.