Find clients and sell your products in Africa

Finding clients abroad is always a challenge, and business development in Africa is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in Africa do this with their general sales pitch. However, if you don't know the local regulations, pricing levels and your competition's product, sales meetings may be difficult to conclude successfully.

How to sell your product or service in Africa?

Africa, the world’s second-largest and second-most-populous continent, has a diverse population exceeding 1.3 billion. It’s characterized by its youth, with a significant portion under 25, presenting both challenges and opportunities for development.

African economies are diverse, ranging from resource-rich nations like Nigeria and South Africa to rapidly growing economies like Ethiopia. Key sectors include agriculture, mining, energy, and increasingly, technology and services. Investment in infrastructure and technology is crucial for future growth.

Opportunities abound in renewable energy, agribusiness, digital services, infrastructure development, and tourism. The continent’s growing middle class and urbanization also open up markets for consumer goods, financial services, and healthcare.

Business culture and etiquette in Africa

Business culture in Africa varies widely due to its diversity across 54 countries. Generally, it emphasizes personal relationships, respect for hierarchy, and community-oriented decision-making. Networking and face-to-face meetings are crucial for building trust. Formal attire in business settings reflects professionalism, though this can vary by region.

Patience and flexibility are key, as processes may take longer than in Western contexts. Understanding and respecting local customs, traditions, and languages can significantly impact business success.

VAlidate the HS-codes you use for shipping

Almost every country or trade block in the world has its own detailing on the international HS-code list. With our report you strongly reduce the risk on misclassifications, delays and higher custom duties than expected.

Tell us what you want to ship and where to and we ask you all relevant questions to get to the most likely code.

Translate your website and check your SEO

Even if your business is really international, it may be wise to set up local website translations and check whether your text aligns with the culture.

This also counts for Africa and its inhabitants. People prefer reading in their own language and also search most of the time in their own language. Therefore you need to include the relevant keywords in your texts, and these may not be a direct translation.

With regards to content, my personal experience is that if you have a successful blog topic in one language, it is likely to do well also in other languages. Don’t reinvent the wheel, just make a proper translation.

Shipping your products

If you sell physical products, you need them to get delivered into Africa. Depending on the country you are in, this may be a challenge.

First of all you may have to pay import duties or settle VAT. This can be complex if you don’t have your own legal entity in the country.

There may also be non-financial bariers, like certifications or approvals to be obtained. Especially for food, cosmetics or medicine this may be the case. Check this in advance, even before you invest in your marketing.