• Mauritania launches e-commerce plan with GIZ to boost digital trade.
• Connectivity lags due to high costs and weak rural coverage.
• Cash, poor logistics, and social media sales limit growth.

Mauritania is embarking on a new phase of its digital transformation by developing a national e-commerce strategy. The Ministry of Digital Transformation launched the initiative with technical support from GIZ. The strategy aims to structure a nascent sector with significant potential. According to TechCabal Insights, Africa’s e-commerce market could double by 2029. A report published by the digital economy consulting firm in October 2024 forecast 105% growth, with the market increasing from $55 billion to $112.73 billion. Mauritania could play a role in this trend.

The ministry’s secretary general emphasized that the strategy will encompass all commercial activities within the national economic cycle. The government aims to regulate the sector and transform it into a source of wealth. However, current data also highlight an urgent need to improve the technical ecosystem to enable sustainable economic development in the sector.

Digital Access Improving, But Remains Uneven

Internet connectivity is crucial for e-commerce development. In 2024, about 44.4% of Mauritania’s population, nearly 2.2 million users, had regular internet access. This rate is higher than the African average of 38% but lower than the global average of 68%, according to the International Telecommunication Union (ITU). Coverage is primarily concentrated in urban areas like Nouakchott and Nouadhibou, where 3G remains dominant at 43.9% compared to 34.7% for 4G. In rural areas, poor mobile network access and high data costs limit digital penetration.

The cost of a basic mobile internet plan in Mauritania is estimated at 8.6% of monthly Gross National Income (GNI) per capita, while a fixed plan costs 19.2% of monthly GNI. These prices are well above the African averages of 3.9% for mobile and 13.4% for fixed, restricting the potential customer base for e-commerce.

Telecom service quality also poses a challenge. In November 2024, the telecom regulator sanctioned operators Mauritel, Mattel, and Chinguitel for failing to meet required network performance standards.

Electronic Payments: Cash Still Dominant

Another major obstacle is low banking penetration. UNCTAD’s March 2024 report, Mauritania: eTrade Readiness Assessment, states that “Financial inclusion remains low (20.9 per cent), especially for women (15.5 per cent) and young adults (13.1 per cent).” Although digital payments are making headway via mobile money services, the use of bank cards remains limited due to the sparse deployment of electronic payment terminals (POS) among merchants, the report adds.

The UNCTAD study confirmed that cash-on-delivery remains the dominant payment method (83.8%) in Mauritanian e-commerce. This model is costly, insecure, and hinders the collection of reliable financial data on the sector.

The Dominance of Social Media

Most online commercial exchanges occur via social media platforms such as Facebook Marketplace, WhatsApp, and TikTok, due to the absence of structured local platforms. These informal channels attract customers among the 1.5 million social media users recorded in February 2025, according to the Digital Report. However, they raise issues regarding traceability, after-sales service, and consumer protection, all of which undermine trust in e-commerce and hinder its adoption. The lack of a national database on online businesses further complicates strategic planning.

Logistics Challenges

Logistics remain another weak link. UNCTAD notes that the quality of logistics and last-mile delivery services is a real barrier to the development of e-commerce in Mauritania. This situation is worsened by the lack of a reliable physical addressing system and a solid, digitalized postal infrastructure, including address directories and postal codes, which complicates parcel delivery to recipients’ homes. Packages are often delivered to post office branches. Delivery services frequently rely on oral directions or landmarks, which has led to the rise of informal motorbike courier networks. However, these are unlikely to be viable if e-commerce expands on a large scale. High costs, frequent delays, and a lack of tracking undermine reliability and deter consumers.

Compared to countries like Senegal or Côte d’Ivoire, Mauritania lags in the development of its digital ecosystem. Nevertheless, the potential for progress is considerable if investments are well-targeted. While a national e-commerce strategy holds promise for tax revenue, wealth creation, and employment, it alone will not be enough to transform the sector into a dynamic and inclusive ecosystem.