Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and , reputable, prominent B2B websites.
Last Published: 11/7/2016
Electronic commerce is gradually beginning to be used in Madagascar, though it is not as developed as in the United States.  Mobile banking and payment services provided by the three major mobile network operators in the country have seen enormous success since their introduction in 2010.  The number of mobile money subscribers exceeded the number of traditional banking customers in 2012, according to the Malagasy Central Bank.  In addition to deposit and withdrawals, subscribers can also use mobile banking to pay for an ever-increasing number of goods and services.

A local e-commerce retailer, Exeia, set up shop in February 2015 and is now the top e-commerce retailer in Madagascar.  The company sells various goods to include electronics, appliances, home decoration, cosmetics, fashion and sportswear, to name just a few.  The company offers a 15 to 20 day delivery time for products originating from the United States.  Though internet shopping is being progressively explored by the small middle and wealthy classes, there is a need to improve the security of data and of electronic money transactions, according to the local IT industry association.

Payment by bank credit cards – generally limited to Visa – is accepted in department stores, large shops, renowned hotels and restaurants, and large supermarkets in major towns.  


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Madagascar eCommerce Industry Trade Development and Promotion eCommerce