Mauritania - Distribution and Sales Channels

Distribution and Sales Channels

Last published date: 2023-12-04

Fifty percent of Mauritania’s imported goods enter via the ports in Nouakchott or Nouadhibou. From there, they are trucked to wholesalers, distributors, and retailers who distribute them directly to the end users. Large wholesalers, especially those involved in the leading family conglomerates that dominate much of Mauritania’s economy, account for the majority of the country’s import trade. Agents operating on commission deal mainly in electronic components or heavy machinery and spare parts.

Most goods are retailed through small shops, boutiques, or by vendors in the sprawling open-air markets prominent in Nouakchott and other towns. The informal sector remains robust, involved in everything from the sale of livestock and vehicles to spare parts, used clothing, and vegetables. Medium-sized stores and small supermarkets are increasingly common, especially in Nouakchott and Nouadhibou.

Using an Agent or Distributor

Using a distributor is not legally required, although using a local agent is required in the fisheries, agriculture, and telecommunication sectors. Increasing numbers of local businesspeople express interest in representing U.S. companies. Commercial agents are found in many sectors, including, but not limited to new and used vehicles, fisheries, heavy equipment, oil products distribution, oil and mining exploration, agriculture, pharmaceuticals and medical equipment, telecommunications, and electronic tools. In general, these agents have a written contract, and they negotiate sales and purchases on behalf of producers, manufacturers, and dealers. The distributor operates independently and is only bound by the written provisions of the distribution agreement. Either party may terminate a distribution agreement of specified duration at the end of the contract period without prior notification.

Visiting the country is necessary to find a suitable agent or distributor. It is recommended that U.S. businesses travel to Mauritania to meet face-to-face with potential operators in the sector that they are interested in. It is important to establish the reputability of an agent or distributor before signing any agreement with them. Maintaining good contact with the government and having influence within the local business community and civil society will help a business succeed in Mauritania.

Establishing an Office

To establish a local office, a foreign investor must first visit the Directorate for Private Sector Development at the Ministry of Economy or APIM. There, an investor submits a proposal for their investment project and obtains information about the necessary documents to file, as well as steps to be undertaken in order to obtain an Investment Certificate. The Investment Certificate is required to be legally established in Mauritania and is important for all administrative procedures during the life of the project.

In addition to the Ministry of Economy, investors need to contact the ministry relevant to their business. The APIM and the Mauritanian Chamber of Commerce offer assistance and advice to those wishing to establish an office in Mauritania. The Employers’ Association, the Chamber of Commerce, and the Mauritanian Information Center for Technical and Economic Development maintain lists of business groups and/or individuals and other information useful to companies wishing to do business in Mauritania. Finally, the U.S.-Mauritania Business Council is an organization that promotes trade and investment between the United States. and Mauritania and is a good reference for any U.S. investor or company looking to open an office in Mauritania.

For the latest Investment Climate Statement (ICS) which includes information on investment and business environments in foreign economies pertinent to establishing and operating an office and to hiring employees, visit the U.S. Department of Department of State’s Investment Climate Statements website.

Franchising

Franchising laws and regulations remain limited in Mauritania. However, prominent businesspeople have expressed a desire to franchise brands from the United States.

Direct Marketing

Direct marketing is on the rise in Mauritania. There are increasingly popular new sources of spreading information to the public, mainly through the internet and mobile technologies. E-commerce and other online websites are also used to advertise products. Graphic billboards on major thoroughfares and roadside banners are an important form of advertising.

There are few qualified advertising agencies in Mauritania, although the number of billboards is increasing rapidly in Nouakchott and Nouadhibou, as they are a relatively inexpensive means of advertising. Radio and TV are occasionally used for advertising, but they are quite expensive. Events such as tradeshows and exhibitions are limited in Mauritania; however, tradeshows are popular when they occur. A great deal of information also passes by word of mouth.

Some marketing companies:

Asmaha

BP. 5712 – Nouakchott

Tel: (+222) 43 83 00 74 & 32 26 51 58

asmaha.sa@hotmail.com

Crea Communication

BP. 3304 – NOUAKCHOTT

Tel: (+222) 45 25 66 85 (+222) 45 25 53 56

https://www.creamauritanie.net/

Dar El Ichhar

BP. Z 10 AVE DE GAULLE – NOUAKCHOTT

Tel: (+222) 44 00 00 00 (+222) 47 69 69 69