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High internet coverage and strong trust in natural products — everything you need for great conversions
With a population of 18.3 million and a median age of 19.2, Senegal is one of Africa’s youngest and fastest-growing markets
1
60% of the population uses the Internet. Facebook and WhatsApp are the main platforms
2
52% of the population lives in cities. Most are concentrated in Dakar, Pikine, and Touba
3
96% earn off-the-books income. They pay in cash via the COD model
4
Lives in the city
Actively uses Facebook and WhatsApp
Trusts recommendations and reviews
Cares about family health
Price-conscious
Prefers natural products
Certificates and packaging matter
Orders via COD (cash on delivery)
52% of the population lives in cities. Main potential:
Capital city, youth, money, good logistics
Densely populated Dakar suburbs
A religious hub where traditional healing practices are deeply trusted
Industrial hub, stable income, developed infrastructure
#1 platform 4.6 million users
Young audience (18–34) engages with viral content
Main channel for communication and orders
Strong engagement Ages 25–34
Used less, but visual content is trusted
They order if cash on delivery is available
Most competitors don’t localize their content; few reviews or native stories
Brand
Strengths
Weaknesses
Wide selection, nationwide delivery
Expensive, no localization
Wide range, free shipping
Not adapted for local audience, no COD
Leading pharmaceutical distributor since 1949
Sells only wholesale to pharmacies
Strong social media presence, expert content
Instagram-only, limited product range
Wide selection of sports supplements
Only present on social media
Diverse product selection
Occasional delivery delays
70–80% of households officially live on $130–250/month
In reality, they earn more — up to $500/month including informal income
96% work informally, mainly without contracts or social benefits
$50–85 (30,000–50,000 FCFA) — considered a normal price
$100+ (70,000 FCFA and above) — expensive unless value is explained
Discounts over 50% raise suspicion
Below is data collected from a focus group
Real people
Languages: Wolof + French
Women in hijabs, modest clothing
Simple stories: mother, grandmother, worker
Explanation of product benefits
Expert figure in creatives, preferably local
Mentions like “natural product”, “no chemicals”, “no blockers”
Testimonials from everyday people
Product’s halal compliance
Option to pay on delivery (COD)
AI-generated visuals
Staged or unnatural emotions
Animations and excessive effects
Women in provocative clothing
Promises of “miracle” and “healing in 3 days”
Overly bright colors
Discounts over 50% raise suspicion
Lack of certification and product packaging images
People respect tradition and religion but are open to new things
Recommendations from family, acquaintances, or trusted figures are key
Brand reputation and packaging are very important
They seek natural solutions
Often buy for their parents
They prefer simplicity, complex terms are off-putting
Open to new brands if there are reviews and clear product value
Trust increases if the product feels “local” rather than “Western”
Localized, certified, and ready to launch
Turnkey: landings, prelandings, banners — all focused on Senegal
We handle logistics, delivery, and support, all via COD
Creatives are tested and landings are localized. The market is ready, just launch the traffic.
400+ employees worldwide and native call centers
Full cycle — from production to logistics
We conduct thorough research before launch
You run the traffic — we convert it
