Burundi’s Economy and Digital Landscape

Burundi is a small, landlocked country in East Africa with a developing economy and a nascent digital sector. Despite its challenges as one of the world’s poorest nations, Burundi is gradually laying the groundwork for digital growth. This in-depth report provides an overview of Burundi’s geography and demographics, analyzes the current economic landscape with 2023–2024 data, and focuses heavily on the state of internet infrastructure and the digital economy. It examines popular online platforms, the use of the national .bi domain, leading companies in the digital sector, and the local digital marketing ecosystem. The goal is to highlight how connectivity and online business are evolving in Burundi’s context, and what strategies and opportunities are emerging in its internet economy.

Geographic and Demographic Overview

Burundi’s geography and population profile set the context for its economic and digital development. Understanding the country’s location, size, and demographics is crucial to assessing the opportunities and constraints for growth and connectivity.

Location and Environment

Burundi is located in the Great Lakes region of East-Central Africa, bordered by Rwanda to the north, Tanzania to the east and south, and the Democratic Republic of the Congo to the west. Though often grouped with East African nations, it is sometimes also considered part of Central Africa due to its geography. The country is landlocked, with no direct access to the sea – a factor that complicates trade logistics and raises costs for imported goods. It covers an area of about 27,800 km², making it one of the smallest countries on the African mainland. Despite its small size, Burundi’s terrain is diverse, featuring rolling highlands, plateaus, and a portion of the Lake Tanganyika shoreline in the southwest. The climate is generally tropical highland, with relatively moderate temperatures in the central plateau and warmer, humid conditions near Lake Tanganyika.

The combination of being landlocked and hilly means Burundi relies on overland routes through neighboring countries for international trade and connectivity. Goods typically travel through Tanzania (to the port of Dar es Salaam) or via Kenya (through Uganda/Rwanda to Mombasa) for overseas trade. Likewise, internet and telecommunications links must come through fiber-optic cables from neighboring states, as Burundi has no direct submarine cable landing. Geographically, the country’s location has also influenced its inclusion in regional initiatives (like the East African Community) aimed at improving infrastructure and integration.

Population and Urbanization

Burundi has a population of approximately 13.4 million people (as of early 2024), making it densely populated for its land area. In fact, Burundi’s population density – roughly 480 people per square kilometer – is among the highest in Africa, rivaling that of neighboring Rwanda. This dense rural population puts heavy pressure on land resources and has implications for economic development, as most citizens rely on small-scale farming. The population is growing around 3% per year, which means Burundi adds around 350,000 people annually. Rapid population growth, combined with limited land, contributes to ongoing challenges in food security and poverty.

One striking demographic feature is the extremely young population. The median age in Burundi is only about 16 years, indicating that half of Burundians are children or teenagers. More than 40% of the populace is under 15 years old, and only about 2–3% are 65 or older. This youth bulge means a high dependency ratio – relatively few working-age adults supporting many dependents – but it also means that improving education and digital skills for youth could pay dividends for the country’s future development.

Burundi remains predominantly rural, with only 15% of the population living in urban areas and 85% in rural communities. The largest city and economic center is Bujumbura, located on Lake Tanganyika, which was the capital until 2019. Bujumbura is the main hub for commerce, industry, and whatever limited tech infrastructure exists. In 2019, the government officially moved the capital to the smaller central city of Gitega as part of a decentralization plan, but Bujumbura still hosts many businesses and has the most developed infrastructure. Other towns of note include Ngozi, Muyinga, and Rumonge, but overall urban centers are few and relatively small. The low urbanization rate implies that most Burundians live in dispersed villages and farming communities, which makes delivering services – including electricity, internet, and telecommunications – more challenging and costly per capita. Rural connectivity is a major hurdle for the digital economy, as we will explore in later sections.

Language and Society

Burundi’s social fabric is characterized by a shared language and a history of communal living, but also by past ethnic tensions. The national language is Kirundi, which is spoken by the vast majority of the population as a first language – an important unifying factor, as nearly everyone can communicate in Kirundi. In addition, French is an official language and is used in government, education, and business to some extent (a legacy of Belgian colonial rule). English was also declared an official language after Burundi joined the East African Community, but English proficiency remains low and it is not widely spoken by the general population. There is some use of Swahili as well, especially in Bujumbura and among communities engaged in regional trade, since Swahili is common in East African commerce. The mix of languages has implications for digital content: most local media and online discussions occur in Kirundi or French, which means international content in English might not be as accessible to many Burundians without translation or bilingual education.

Ethnically, the population is primarily Hutu (roughly 85%) with a significant Tutsi minority (around 14%) and a very small population of indigenous Twa (Pygmy) people. While this ethnic divide has been the source of historical conflict (notably the civil war of 1993–2005), in day-to-day life many cultural elements are shared and intermarriage is common. For the purpose of economic and digital development, these ethnic distinctions are less directly relevant than factors like education level, location, or income. However, past instability arising from ethnic politics did set Burundi back economically and affected investor confidence for years. Since the mid-2000s, Burundi has been rebuilding its social cohesion and political stability, though there have been episodes of unrest (such as the 2015 political crisis). Stability is crucial for any investment in infrastructure, including telecom networks and tech startups, so the societal healing and governance improvements are indirectly important for the digital economy’s prospects.

Infrastructure and Access to Utilities

A final aspect of Burundi’s context is the state of basic infrastructure and services, which underpins both economic activity and the reach of digital technology. Electricity access is extremely low – only about 10–12% of the population has access to electricity (as of 2022), one of the lowest rates globally. Essentially all urban dwellers have at least some access to the electric grid, but in rural areas (where the vast majority live) electrification is minimal. This means most households rely on kerosene, firewood, or small off-grid solutions for lighting and have no reliable power for appliances. The lack of electricity is a major barrier to internet and computer use: if people cannot easily charge a phone or power a radio/TV, their engagement with digital services remains limited. In recent years, some off-grid solar projects and phone charging kiosks have emerged to help rural communities power their devices, but energy poverty remains a significant challenge.

Transport infrastructure is also underdeveloped – roads in rural areas are often unpaved and in poor condition, and there are no railways. The limited road network affects distribution of telecom equipment and makes it costly to extend fiber-optic cables or maintain cell towers in remote areas. All these geographic and demographic factors – high rural density, a young population, shared local language, low electrification – form the backdrop against which Burundi’s economic and digital landscape must be understood. They help explain why certain approaches (like mobile-first internet access or community-based digital training) might be necessary, and why progress in the digital economy may be slow but also very impactful when it reaches communities. Next, we turn to Burundi’s overall economy, to see how traditional sectors are faring and what resources the country has as it ventures into the digital age.

Current Economic Landscape (Key Indicators for 2023–2024)

Burundi’s economy is one of the smallest and least developed in the world. This section provides an overview of the major economic sectors, key indicators like GDP, growth rates, inflation, and trade, with an emphasis on the latest data from 2023 and 2024. Understanding the economic baseline is important because the digital economy does not exist in isolation – it depends on factors like general income levels, infrastructure investment, and economic policies. We will highlight how the economic context might influence or constrain digital growth.

GDP, Growth, and Income Levels

By global standards, Burundi’s economy is extremely modest. In 2023, the country’s gross domestic product (GDP) was around $2.6–3.0 billion USD (in nominal terms). This is roughly the same size as the economy of a small city in a developed country. With a population of over 13 million, that translates to a GDP per capita of only about $200–$225 per year – marking Burundi as either the poorest or one of the very poorest countries worldwide in monetary terms. Even when adjusting for purchasing power (GDP PPP), per capita income is estimated around $700–$800, reflecting the low cost of living but still indicating severe poverty. The typical Burundian lives on subsistence agriculture and informal economic activities, with very little cash income.

Economic growth has been positive but sluggish in recent years. Real GDP growth was approximately 2.7% in 2023, according to World Bank estimates, and is projected around 3.5% in 2024. These growth rates are modest and barely keep up with population growth (~3%), meaning that on a per capita basis, incomes are almost stagnant or growing only slightly. In the mid-2010s, Burundi’s economy actually contracted due to political instability – the 2015 crisis (when the then-president’s disputed third-term bid led to unrest) resulted in donor aid suspension and capital flight, hurting the economy through 2016–2017. Since about 2018, there has been a slow recovery and normalization. The peaceful political transition in 2020 (after President Nkurunziza’s sudden death and the election of President Évariste Ndayishimiye) helped improve relations with international partners. Donors like the European Union have resumed some aid, and the IMF and World Bank have new programs to support economic reforms. These have contributed to slightly better growth prospects.

However, growth remains far below what is needed for significant poverty reduction. A bright spot is that agriculture output has improved with better weather and farming practices, and public investment (for instance in energy and mining projects) has increased. In 2024, growth is expected to tick up partly due to improved electricity generation and initial mining activities, which we’ll detail later. The structure of GDP by sector is heavily weighted toward agriculture and services, with very little industrial output. This structure influences how much the country can invest in technology – for example, a country reliant on subsistence farming has less capital to pour into tech infrastructure than one with a big industrial base.

It’s worth noting that the informal economy in Burundi is huge. Most economic transactions at the local level are not recorded in official GDP. Small trading of produce, livestock, charcoal, or crafts, as well as barter exchanges, sustain livelihoods but are outside the taxed formal economy. This means government revenue is very limited (a constraint on funding things like national broadband projects), and also that financial services penetration (like bank accounts or digital payments) is extremely low. People living on a few hundred dollars a year in mostly cash or in-kind income are not immediately the typical consumers of online services. Thus, any growth of the digital economy is likely to start in the small urban, educated, and slightly better-off segment of the population and then slowly extend outward.

Major Sectors: Agriculture, Industry, and Services

Agriculture is the backbone of Burundi’s economy, accounting for around 30–40% of GDP and employing about 80% of the working population. The vast majority of Burundians are subsistence farmers, growing food for their own families. The main subsistence crops include bananas, beans, cassava, sweet potatoes, maize, and sorghum. Many households keep some livestock (goats, cattle, chickens) which are a form of savings and food security. While subsistence farming doesn’t contribute much to monetized GDP, it dominates land use and labor.

In terms of cash crops and exports, coffee has historically been Burundi’s primary export earner. Burundi produces mainly Arabica coffee, grown in the high altitude regions. Coffee once made up the bulk of export revenues (in some years 60–80%), but fluctuating global prices and occasional droughts or diseases affecting crops have caused output and revenue to vary. Tea is the second most important export crop; Burundi’s highland tea plantations produce black tea that is exported largely in bulk. Together, coffee and tea still account for a significant share of official export earnings (often over half). However, volumes are not large – export earnings have been around $200–$300 million in recent years, extremely low by global standards.

Other agricultural exports include some cotton, sugar, and hides, but these are relatively minor. There’s also a small horticulture sector (fruits, flowers) in development with support from NGOs, aiming to diversify exports. Food security is a persistent issue – despite fertile land, Burundi often cannot meet its own food needs due to land scarcity and soil degradation. The country at times has to import staple foods (like rice or palm oil) which adds pressure on its trade balance.

Industry in Burundi is minimal. Manufacturing and mining together usually account for less than 15% of GDP. What industry exists is mainly agro-processing: there are coffee washing stations and drying mills, tea factories, a brewery, a few small textile or soap factories, and mills for grain. There is no significant heavy industry or large-scale manufacturing base. The industrial sector has been stunted by years of under-investment, high transport costs (landlocked), and limited electricity. That said, Burundi has natural resources that could boost industry in the future: notably nickel deposits. The country is believed to have one of the largest nickel reserves in the world (the Musongati deposit), along with other minerals like cobalt, copper, and possibly rare earth elements. Due to past instability and infrastructure bottlenecks, these resources have not been fully exploited yet. In 2021–2023, the government has signed deals with foreign firms to begin mining operations for nickel and related minerals. If these projects proceed, mining could become a larger part of the economy and a major export earner within a few years. Already, gold mining (largely small-scale or informal) has appeared in export statistics; some gold is exported or smuggled, although the volumes are not well documented. A more regulated mining industry could increase GDP and provide revenue that might be invested in infrastructure (including digital).

Services make up the rest of the economy – roughly half of GDP. This broad sector includes trade, transport, government services, banking, telecoms, tourism, etc. In Burundi, services are mostly low-tech and small-scale. Retail trade (market vending) and transport (bicycle, motorcycle, taxi services) are common. The banking sector is very small, with only a handful of commercial banks serving primarily Bujumbura and a few towns. Microfinance institutions have a larger reach but still only a fraction of the population uses formal financial services.

One service sub-sector of note is telecommunications, which, while not huge in GDP terms, is growing and crucial for the digital economy (we will cover it extensively in the next section). Tourism is another area with potential: Burundi has natural beauty (lakeshore, mountains, wildlife) and cultural heritage, but tourism is underdeveloped due to past insecurity and lack of infrastructure. Only a few thousand foreign tourists visit per year (often far less than neighboring Rwanda or Tanzania). The government has begun promoting tourism and improving the country’s image abroad, which even ties into digital marketing efforts (as we’ll see, social media campaigns by influencers have been used to boost tourism). If tourism grows, it can bring in foreign currency and create hospitality jobs, as well as demand for better internet services in hotels and tourist areas.

Key Economic Indicators: Inflation, Trade, and Budget

Burundi faces persistent macroeconomic challenges that shape the business environment. One such challenge in recent times has been inflation. In 2023, the country experienced very high inflation – on the order of 25–30% on average. This spike was driven largely by surging food prices (poor harvests and global food inflation) and supply disruptions, as well as expansionary monetary policy to finance government spending. In 2022, inflation had already been elevated (around 18–20%). By early 2023, food items in local markets saw steep price rises, straining household budgets. The central bank took some measures to tighten liquidity and the government intervened (for example, by releasing food reserves), which helped temper inflation in late 2023. By the end of 2023 into 2024, price rises had begun to slow down, but the cost of living remains much higher than a few years ago. High inflation erodes consumers’ purchasing power – this means fewer people can afford non-essential goods like smartphones or data plans, directly affecting the growth of the digital economy. It also complicates pricing for telecom operators who import equipment and need to adjust tariffs.

On the trade front, Burundi consistently runs a trade deficit. Exports are very small (around a couple of hundred million USD per year as noted), while imports are larger (typically over $1 billion annually). The main exports are coffee, tea, gold, and some other agricultural or mineral products. The main imports include fuel (petroleum products), which Burundi must buy from abroad due to no domestic oil production, as well as consumer goods, machinery, vehicles, construction materials, and foodstuffs like rice. Fuel imports especially weigh heavily on the import bill. With such low export earnings, Burundi relies on foreign aid, loans, and remittances to pay for imports. The chronic trade imbalance also puts pressure on the Burundian franc (BIF) currency. The BIF has been gradually depreciated by the central bank, but an official-fixed rate and rationing of foreign exchange have at times led to parallel exchange markets. A shortage of foreign currency means companies (including ISPs wanting to buy international bandwidth, or retailers wanting to import tech devices) face difficulties and delays accessing dollars or euros. This is an often overlooked but significant barrier to digital expansion: if an ISP can’t get enough foreign currency to pay an upstream provider, internet bandwidth remains scarce or expensive; if a phone retailer can’t easily import handsets, the local price of a smartphone stays high.

Government finances are tight. The government budget depends on a small tax base (agriculture is hard to tax, and industry is tiny). Tax revenue comes mainly from import duties, VAT in the cities, and some income tax from formal sector workers. Donor aid used to contribute a large portion of the budget (in the early 2010s, up to half of government spending was donor-funded), but after political issues, direct budget support was cut. It’s slowly resuming, but Burundi has had to operate on shoestring budgets, often resorting to central bank financing (money printing) to fund needs – which ties back to inflation. Public debt is rising, though much is on concessional terms. The government’s ability to invest in big projects like nationwide fiber optics, tech education, or e-government platforms is quite limited without external support. Recognizing this, institutions like the World Bank have begun to finance digital development initiatives (for example, projects to improve broadband connectivity or digital skills training) as part of a larger “Digital Economy for Africa” effort.

In summary, Burundi’s economic landscape in 2023–2024 is characterized by extreme poverty, a dominant subsistence agricultural sector, and slow growth with high inflation. Yet, there are glimmers of hope: improved political stability is unlocking aid and investment, agriculture is being modernized gradually, and new sectors like mining and tourism could emerge. These developments, if managed well, could provide the resources and demand needed to boost the country’s digital and internet economy. Next, we will delve into Burundi’s internet infrastructure and telecommunications sector – an area that, despite the country’s economic difficulties, has seen significant activity and is key to connecting Burundi’s youthful population to the online world.

Internet Infrastructure and Telecommunications

Telecommunications is a critical foundation for the digital economy, and in Burundi, it is one of the more dynamic sectors in an otherwise struggling economy. This section explores the state of telecom infrastructure: mobile networks (2G, 3G, 4G LTE, with an eye on 5G readiness), internet access and broadband availability, and the major telecom providers driving connectivity. We’ll see that Burundi, like many African nations, has leapfrogged to a mobile-first model of internet access, given the lack of fixed-line infrastructure. However, internet penetration remains low, and challenges like rural coverage, cost, and speed are significant issues to overcome.

Mobile Networks and Coverage (2G, 3G, 4G, and 5G)

Mobile telephony is the primary mode of communication in Burundi. Fixed telephone lines are virtually non-existent outside of some government offices and a few businesses; the vast majority of people rely on mobile phones. As of early 2024, there were about 7.78 million active mobile phone connections in Burundi. This figure is equivalent to roughly 58% of the population, which suggests that a little over half of Burundians have a mobile SIM. However, because many urban users own multiple SIM cards (to take advantage of different networks or promotions), the actual share of individuals with a mobile phone is lower – likely around 40–45%. Still, considering the poverty level, mobile adoption has been impressive in reaching even rural villages over the last two decades.

Burundi’s mobile network coverage has expanded greatly since the early 2000s. Basic 2G GSM networks now cover most inhabited areas, enabling voice calls and text messaging (SMS) nearly nationwide. In fact, it’s reported that about 66% of mobile connections in the late 2010s were still on 2G – many users, especially in rural zones, only had access to 2G signals or only owned basic feature phones. Over time, the telecom operators have been upgrading their networks to 3G and 4G in the more populated centers.

3G UMTS/HSPA networks (which allow mobile data and internet access at moderate speeds) are available in major cities and towns. The first 3G services launched around 2011, and since then 3G has spread to provincial capitals and economically important towns. By now, most districts have at least some 3G coverage in their urban centers. For many Burundians, 3G on a smartphone is the first experience of the internet.

4G LTE is a newer development: Burundi introduced 4G a few years later than some of its neighbors due to the small market size. The first 4G LTE network in Burundi was rolled out in 2016 by Lumitel (a newer entrant we’ll discuss soon). Lumitel surprised the market by launching LTE in six provinces simultaneously, including Bujumbura, Gitega, Ngozi, Rumonge, Makamba, and Muyinga – essentially covering key central regions and cities right from the start. Other operators followed: Econet Leo launched its own 4G in 2017, starting in Bujumbura and slowly expanding to other areas. Today, 4G coverage remains limited largely to urban zones – essentially Bujumbura and Gitega, plus a handful of secondary cities and major towns. Estimates suggest that by 2023, perhaps 15–25% of the population could access a 4G signal in their area. Projections indicate 4G coverage might reach about 35% of the population by 2025, as operators extend LTE to more towns. That still means many rural communities will stick to 2G/3G for some time.

The expansion of 4G is crucial for the digital economy because LTE offers broadband-like speeds that can support modern apps (video streaming, e-commerce apps, etc.), whereas 2G and even basic 3G struggle with data-heavy services. However, rolling out 4G in a low-income, mostly rural country is challenging. Telecom companies must invest in LTE towers and equipment, fiber optic or microwave backhaul for those towers, and have a customer base that can afford smartphones and data packages. So far, they have concentrated on areas with a higher density of potential paying customers (cities, large towns).

5G in Burundi is, at this stage, more of a future concept than a near-term reality. Globally, 5G networks are still mostly in wealthy or larger emerging markets. In Burundi, even 4G adoption is in its infancy; the device ecosystem (few can afford 5G-capable phones) and the required infrastructure investment make 5G a low priority. As of 2024, there have been no commercial 5G launches in Burundi, and the government has not yet auctioned or allocated any specific 5G spectrum. Telecom operators are understandably focusing on maximizing their 3G and 4G networks. Little appetite for 5G exists at present – the market needs to mature first. Perhaps in a few years, once 4G is widespread and if there is demand for faster connections (for example, by businesses or high-end users), Burundi might pilot 5G in Bujumbura. But in the current landscape, the emphasis is on expanding 4G coverage and improving network quality, as well as making internet access affordable to more people.

Internet Access and Broadband Penetration

The number of internet users in Burundi has been growing, but from a very low base. As of January 2024, about 1.51 million Burundians were internet users, which is roughly 11.3% of the population. In other words, nearly 9 out of 10 people in Burundi do not use the internet yet. This penetration rate is one of the lowest in the world; Burundi consistently ranks near the bottom for internet access (often only ahead of countries like North Korea or South Sudan in various lists). However, the trend is upward – the internet user base grew by about 40,000 (+2.7%) between 2023 and 2024. If we look at the past decade, the growth is more substantial in percentage terms: a decade ago, internet penetration was under 2%. So while 11% is low, it represents tens of times more people online than in the early 2010s.

The digital divide within Burundi is significant. Urban residents, who are just 15% of the population, make up the bulk of internet users. In cities like Bujumbura, you’ll find cyber cafés, Wi-Fi hotspots at some offices or NGOs, and many young people with smartphones using social media. In rural areas, by contrast, internet access might be limited to perhaps the one person in a village who has a smartphone and can get a weak signal on a hill, or people have to travel to the nearest town to use internet services. Additionally, there is a gender gap in internet usage: men are more likely to have phones and go online than women. Surveys indicate women’s share of internet users is only around one-third (e.g. about 36% of social media users were female). This reflects broader gender inequalities in literacy, income, and access to technology. Addressing this gap would require targeted efforts in digital literacy and affordability for women.

Broadband in the context of Burundi is almost entirely mobile broadband (3G/4G). Fixed broadband – such as DSL, cable, or fiber to home – is extremely scarce. The state-owned telco Onatel has provided some ADSL lines in Bujumbura in the past, and a few private ISPs offer dedicated internet via fiber or microwave links to businesses and NGOs in the capital. But the number of fixed-line broadband subscriptions is negligible (only a few thousand at most). The reasons are clear: the copper telephone network is limited and outdated, laying new cables is expensive, and most consumers couldn’t afford a computer or monthly broadband fee. Therefore, mobile Internet is the de facto Internet for Burundi’s population. People use data packages on their phones; even businesses often use 4G routers or mobile dongles instead of fixed lines.

Given this reality, improving mobile broadband penetration is critical. According to the International Telecommunication Union (ITU) and other data sources, internet penetration (including both mobile and fixed) around 2022 was about 10–11%. This suggests that those who are online likely use mobile data – either via smartphone or perhaps via a shared Wi-Fi that is powered by a mobile data SIM. Internet speeds are generally slow. Many users on 2G can barely load basic websites or use text-based apps. Even 3G speeds in Burundi might struggle with streaming video or downloading large files due to network congestion and limited bandwidth per user. The average broadband connection speed recorded is very low (a few Mbps at best on average – some stats say just ~4 Mbps). On 4G, in good conditions, users could experience double-digit Mbps speeds, but not everyone has 4G or strong signal coverage.

Affordability is another major barrier. The cost of data relative to income is high. For example, 1 GB of data might cost several thousand Burundian francs. While operators do provide smaller, cheaper bundles (like daily or weekly packs of a few MBs) to cater to low budgets, the reality is that for someone living on $1 a day, even a $2–3 internet bundle per month is a big expense. Initiatives to lower costs include infrastructure sharing between operators and increasing international bandwidth to reduce price per MB. International bandwidth to Burundi comes via terrestrial fiber links, mainly through Tanzania (connecting to submarine cables in the Indian Ocean). Over the last decade, bandwidth has increased and wholesale prices have dropped somewhat. In fact, between 2014 and 2017, international internet bandwidth accessible in Burundi reportedly increased almost five-fold, which allowed telecoms to lower retail data prices. Even so, compared to countries with direct submarine cable access, data costs in Burundi remain relatively high.

Electricity and devices also limit internet uptake: if one doesn’t have electricity regularly, keeping a smartphone charged is tough. Many rural users turn off data to conserve phone battery and only connect occasionally. Also, while cheap Android smartphones (some priced under $50) have made inroads, many people still use basic phones that are not internet-capable. There is a growing second-hand phone market, and some programs have tried to introduce low-cost smartphones, but device affordability is a work in progress.

One development in infrastructure is the presence of a national fiber backbone. Burundi has a project called the Burundi Backbone System (BBS) – a fiber-optic network across the country. BBS is a partnership involving the government and some telecom operators, aimed at providing high-capacity links between major cities and connecting Burundi to submarine cable gateways in the region. BBS was intended to operate as a wholesale provider (selling bandwidth to all operators to avoid duplication of networks). However, in practice, BBS also started offering some retail internet services, which has been a point of contention among private ISPs. The backbone’s expansion is vital for delivering 3G/4G service in more areas because each cell tower ideally needs a fiber connection to carry data back to the core network. The government has invested in extending fiber to all provinces, and connecting to neighbors’ networks (to Rwanda in the north, Tanzania in the east, DRC in the west). The redundancy of having multiple cross-border links can help keep the internet up even if one route fails.

Burundi also set up an Internet Exchange Point (IXP) in Bujumbura, which allows local ISPs and networks to exchange traffic directly rather than routing through Europe or elsewhere. This improves local internet speed and efficiency, especially for domestic content (for example, if an email is sent from one Burundian network to another, it can stay in-country).

In summary, internet access in Burundi is expanding slowly. The crucial task ahead is to extend broadband coverage beyond the cities and make it affordable. Efforts like expanding 4G to more rural towns, investing in community network projects or public Wi-Fi spots (like at schools or community centers), and leveraging satellite or other technologies could help reach the many communities still offline. There have been discussions about new solutions – for instance, LEO satellite internet services (like Starlink) have started in some African countries. As of 2024, Starlink or similar satellite broadband is not yet operating in Burundi, but it could be an option in the future to connect remote areas if costs come down (currently such services are expensive and require costly equipment). For now, the focus remains on terrestrial mobile networks as the main avenue for internet growth.

Major Telecom Providers and Their Role

Burundi’s telecom market has been served by a handful of operators, and in recent years it consolidated down to a few key players. As of 2023–2024, three main mobile operators are active: Lumitel, Econet Leo, and Onatel (ONAMOB). A fourth operator, Smart Burundi, ceased operations in 2022 due to financial and regulatory issues. Each of the remaining providers has a unique background and they together drive the telecom services used by Burundians.

• Lumitel – This is currently the leading telecom operator in Burundi by subscriber numbers. Lumitel is a relatively new entrant, having launched in 2015, but it quickly rose to prominence. Lumitel is owned by Viettel Group, a Vietnamese military-backed telecom multinational that has a strategy of investing in developing countries. From the start, Lumitel pursued aggressive network expansion and marketing. It built out coverage in all provinces rapidly, even reaching many rural communities (down to the “colline” or hill level in some cases). Lumitel achieved a milestone of 1 million customers within 3 months of launch – a testament to latent demand and effective rollout. It was also the first to introduce 4G LTE in Burundi (in 2016), giving it a reputation for technological advancement. By 2021, Lumitel had around 3 million subscribers, capturing more than half the mobile market. It offers 2G, 3G, and 4G services and has a broad distribution of airtime agents even in remote areas. Lumitel’s brand color is bright green and its presence is visible across the country on kiosks and advertising. Importantly, Lumitel also invested in a fiber backbone early on, which improved network reliability. Its willingness to invest heavily (with Viettel’s capital) filled a gap left by earlier providers that struggled financially. In addition to basic telecom, Lumitel operates a popular mobile money service called Lumicash, which we will discuss in the fintech context. Lumitel’s success shows that even in a low-income market, competitive pricing and wide coverage can yield a large customer base, and it underscores the role of foreign investment in building digital infrastructure.

• Econet Leo – Econet is the other major private operator, with a longer history in Burundi. Econet Wireless is a telecom group founded in Zimbabwe, and it entered Burundi in the early 2000s. The brand Econet Leo was formed around 2015 when Econet merged its operations with those of U-Com (which was a network previously run by VimpelCom). Thus, Econet Leo combined networks and became a stronger entity. Econet launched the first mobile services in Burundi back in 2003, so it has been around for two decades. It built a reputation for reliable coverage in many areas. Econet runs 2G and 3G nationwide, and introduced 4G in 2017 (starting in Bujumbura on band 1800 MHz). While it was not as fast as Lumitel in rolling out LTE, Econet’s 4G now covers Bujumbura and a few other key locales. Econet has historically been known for innovation; for example, in other African countries, Econet pioneered mobile money (EcoCash) and other services, and in Burundi it also has EcoCash as a mobile payment platform. By subscriber market share, Econet is likely the second-largest, perhaps on the order of 30–40% of the market (~2 to 3 million subscribers). Econet Leo’s challenges have included the economic downturn (which hit its mainly urban customer base) and competition from Lumitel’s low prices. Nonetheless, Econet remains vital: it’s a source of competition that helps keep prices in check, and it contributes to network coverage (people often carry both an Econet and Lumitel SIM to hedge against coverage gaps or network issues). Econet Wireless’s international experience in other countries also brings some technological know-how into Burundi’s telecom scene.

• Onatel (ONAMOB) – Onatel is the state-owned (formerly monopoly) telecom operator, established in the 1970s. Its name stands for National Telecommunications Office (Office National des Télécommunications). Onatel historically provided fixed-line telephone and basic telegraph services. In the 2000s, it launched a mobile division under the brand ONAMOB (also known by the name Tempo in the mobile market). In 2006, the government partially privatized Onatel, selling a 51% stake to a foreign investor (at one point this was the French group Vivendi). Despite partial privatization, Onatel did not leap ahead aggressively; it maintained presence but faced increasing competition. Onatel’s mobile arm has 2G and some 3G service, covering all provinces as well, but its market share has dwindled in the face of Lumitel and Econet. Onatel does have one advantage: it owns much of the core infrastructure such as the fixed telephone network and some fiber, and it provides internet services to government offices and some businesses. It also has international gateways for voice and data. In recent years, Onatel has struggled financially and the plans to further privatize or revitalize it have stalled. The regulator and government have, however, kept Onatel running as it’s considered a strategic asset. As of 2022, Onatel was still among the “four main operators”, though likely the smallest active one. Onatel’s brand “Tempo” is known for voice and SMS bundles at affordable rates targeting mainly local users. It too offers mobile internet, but perhaps with slower expansion of 3G/4G. Onatel additionally offers fixed broadband to a limited extent (e.g. DSL in parts of Bujumbura).

• Smart Burundi – It’s worth briefly noting Smart, even though it is now defunct, because it played a role in the market dynamic. Smart Burundi launched in 2013 (some sources say 2019 due to a re-launch) as part of the “Smart” telecom group that also operated in Uganda and Tanzania. The company positioned itself on low-cost offerings to quickly gather subscribers. It rolled out 2G and 3G in select areas. However, Smart struggled to gain a significant share against the established players. By 2020–2021, Smart Burundi’s user base and revenues were quite low. The Burundi telecom regulator ARCT in mid-2022 took action to shut down Smart’s operations, citing the company’s failure to pay about $3.2 million in taxes and the expiration of its license. Smart’s license renewal was denied since it hadn’t cleared its tax arrears. In August 2022, Smart was effectively ordered to cease services. Its exit made the market a three-player field. The shutdown also sent a signal to the industry about regulatory compliance and the government’s need for revenue. Former Smart customers likely migrated to the other networks.

With Smart gone, the competitive landscape now primarily features Lumitel vs. Econet, with Onatel as a smaller third competitor often focusing on legacy services and niche markets. The competition has been beneficial in some ways: for example, data prices have been pushed down and coverage has improved as each provider tried to reach more users. All operators have heavy prepaid user bases – over 99% of mobile subscriptions are prepaid (there were only around 7,000 contract subscribers in 2021). This means users buy airtime in advance in small increments, a common model in Africa that fits irregular incomes.

The telecom sector is overseen by ARCT (Agence de Régulation et de Contrôle des Télécommunications). The regulator is responsible for licensing, spectrum allocation, and ensuring fair competition. ARCT has also implemented policies like SIM card registration (since 2011, all SIMs must be registered to an ID to enhance security and reduce anonymous communications). At one point, the government even banned owning more than one SIM card from the same operator to prevent abuse during civil unrest, though that rule was later relaxed. Such regulations have implications: SIM registration is now enforced, meaning to get a SIM one must show an ID, which can reduce penetration among those without IDs and also raises privacy considerations.

Another piece of telecom infrastructure is the international gateway. Historically, Onatel controlled the gateway for international calls. Now, with IP telephony and independent data links, the market has opened up a bit, but the government still monitors international traffic closely (partly for security, partly for revenue on international calls).

A noteworthy aspect of telecom in Burundi is how critical it is for financial services and connectivity in absence of alternatives. Since few people have bank accounts, mobile networks have become the rails for money transfer (mobile money). Since postal services are limited, people communicate via phone or social apps for even important messages. The reliability of networks is thus essential. Generally, despite the country’s challenges, the mobile networks are considered reasonably reliable in urban areas – though users do experience dropped calls or slow data at times, especially when networks are congested or when power outages affect cell towers (many towers rely on generators or solar panels because of unreliable grid power). As telecom is one of the only high-tech industries in Burundi, it also contributes to government revenue via taxes and license fees, and provides employment (both direct and indirect, e.g. thousands of small agents selling SIMs and airtime across the country).

In summary, Burundi’s telecom infrastructure has grown to cover voice services widely and is gradually extending data services. Mobile telephony is the cornerstone of connectivity, with 3G and 4G bringing internet to those who have access. Operators like Lumitel and Econet are leading the push, with the state operator Onatel still in play. The internet backbone (fiber and microwave links) is improving, though rural last-mile connectivity remains mostly via mobile networks. The next challenges are boosting internet penetration beyond 11%, raising the quality of service, and keeping it affordable for the largely low-income user base. With this telecom foundation laid out, we can now explore how Burundians are using the connectivity – specifically, what digital platforms and services are popular, and how the digital economy is taking shape in terms of content and applications.

Popular Digital Platforms and Online Services in Burundi

Having looked at how people get online, we now focus on what Burundians do online – the digital platforms, apps, and services that have gained traction. In this section, we will cover the use of social media, messaging apps, e-commerce and online marketplaces, search engines, and other digital services (like content streaming or news) that are commonly used in Burundi’s internet ecosystem. This is the human side of the digital economy: how people communicate, transact, and consume information or entertainment online. We will highlight the most popular platforms, noting any local innovations or unique usage patterns in Burundi.

Social Media and Messaging

Social media is the entry point to the internet for many new users in Burundi. When someone acquires their first smartphone or goes to a cyber café, often the first thing they want to do is connect with friends or family on platforms like Facebook or WhatsApp. As of early 2024, there were around 940,000 social media users in Burundi, representing about 7% of the population. This number aligns closely with the number of internet users (11% of population) if we consider that many internet users’ primary online activity is indeed social networking. In fact, for many, Facebook is the Internet – they might use Facebook’s free mode or basic features without venturing to other websites.

Facebook is by far the dominant social media platform in Burundi. The same figure of ~940k corresponds to the number of Facebook users, according to Meta’s advertising data. That means essentially all active social media users in Burundi are on Facebook. This huge popularity can be attributed to a few reasons: Facebook has been around for a long time and has network effects (everyone joins because their acquaintances are there), it supports multiple languages (French and even some unofficial Kirundi content), and it often comes pre-installed or is easy to install on low-end Android phones. Many mobile operators have offered Facebook-centric data packages or even Facebook Free Basics (a service that allows limited Facebook access without data charges, though it provides only text and no external links). Facebook’s penetration among those who have internet is high – it’s estimated that the number of Facebook users is about 62% of all internet users in the country. This indicates that once someone has internet access, there’s a strong chance they are using Facebook regularly.

Facebook usage includes posting updates, joining groups, and following pages. In Burundi, community groups (like local neighborhood groups, or interest-based groups) are common, as are buy-and-sell groups where people can list items for sale. Given that formal e-commerce sites are scarce, Facebook groups and pages often serve as informal online marketplaces. For example, someone might post in a group that they are selling a used phone or home-made crafts, and interested buyers will contact them via Messenger or phone.

Facebook Messenger is also used but its reach is smaller – around 140,000 users (1.1% of population) were reachable via Messenger ads in early 2024. This relatively low number suggests that many Burundians use Facebook mainly for the news feed and public content, while for private messaging, they might prefer other apps. One reason is that Messenger as a standalone app can be heavy and requires a separate installation (though Facebook’s main app often nudges users to install Messenger to continue chatting). People with limited phone storage or data may skip Messenger and instead use integrated messaging or other platforms.

The king of messaging apps in Burundi is undoubtedly WhatsApp. WhatsApp is extremely popular across Africa, and Burundi is no exception. While exact user numbers for WhatsApp in Burundi are not published (since WhatsApp doesn’t offer advertising in the same way, making it harder to track), anecdotal evidence and usage patterns show it is widely used for person-to-person communication. WhatsApp’s appeal is its simplicity and the fact it works reliably even on slower networks by optimizing image sizes and allowing voice notes. It has effectively replaced SMS in many cases, as it uses data (which can be cheaper than SMS for active users) and allows group chats and media sharing. In Burundi, families, friends, and work colleagues often have WhatsApp groups to stay in touch. Businesses also use WhatsApp to communicate with customers – for instance, small shops or restaurants might take orders via WhatsApp, and NGOs use it to coordinate with field staff. During periods of unrest or during the COVID-19 pandemic, WhatsApp was crucial for sharing information quickly.

However, one challenge is that WhatsApp requires a smartphone; those with only basic phones cannot use it (whereas SMS is universal). Still, as smartphone penetration gradually increases, WhatsApp’s reach grows. Even now, a significant portion of the 1.5 million internet users likely use WhatsApp. Its end-to-end encryption also provides a sense of privacy in a country where media is state-influenced; people feel more free to discuss sensitive topics in WhatsApp groups than on public forums.

Other social networks have a much smaller footprint:

• Instagram has a presence, mainly among urban youth and those interested in fashion, photography, or lifestyle content. In early 2024, there were about 103,000 Instagram users in Burundi, equivalent to just 0.8% of the population. Though small in share, this user base grew by over 60% from the previous year, indicating that Instagram is picking up momentum as more young people come online and as the influencer culture slowly emerges. Instagram in Burundi features local musicians, models, artists, and also diaspora Burundians sharing content. It’s often used in conjunction with Facebook (since it’s also owned by Meta and easily cross-posts).

• Twitter (X) is very niche – with only around 43,000 users (0.3% of the population) by 2024. Those on Twitter tend to be politicians, journalists, academics, or tech-savvy individuals, including some diaspora members. Twitter is used to follow international news, engage in political discourse, or connect with East African community discussions. The government and embassies also use Twitter for official announcements. But overall, Twitter (now rebranded as X) touches a very thin slice of Burundian society.

• LinkedIn is similarly niche, around 85,000 members (0.6% of population). Those on LinkedIn are mostly professionals in Bujumbura, working in sectors like banking, telecom, NGOs, or students aspiring to connect with opportunities. It’s not a mainstream platform – more for job networking and international exposure.

• YouTube usage is present but limited by data constraints. YouTube doesn’t have official user numbers like the others, but many Burundians do consume media via YouTube when they have access. The music industry leverages YouTube to publish music videos; for instance, Burundian musicians put their songs on YouTube to reach fans (including diaspora). Also, people watch international content – from Nigerian movies to European football highlights – on YouTube. Some estimate of YouTube reach could be gleaned from Google’s ad data, but likely a low percentage have regular access. Still, YouTube’s influence is growing as more people get smartphones and as telcos introduce night data bundles or special offers that allow video streaming.

• TikTok has become globally popular and in Africa it’s growing, but in Burundi it’s still in early adoption. Some urban youth likely use TikTok to create and watch short videos, often comedic skits or dance challenges. With such a youthful population, TikTok has potential to catch on as connectivity improves – it’s something to watch in coming years.

• Other platforms: Telegram (another messaging app) might have a tech-savvy or opposition-leaning user base (due to its encrypted channels, sometimes used in restrictive environments), but its scale is small compared to WhatsApp. Snapchat might be used by a slice of teens/young adults for fun, but again limited by data. Pinterest or Tumblr are almost non-existent in usage share. Chinese apps like WeChat or Weibo have no foothold except maybe among Chinese expatriates in the country.

Language on social media is typically French or Kirundi, or a mix. Many posts by youth are in Kirundi (often written phonetically in the Latin alphabet), especially on Facebook, because that’s their most comfortable language. French is used in more formal contexts or by those who have higher education, often mixed with Kirundi in casual posts. You might see code-switching within a single post. English is occasionally used by those wanting wider reach or practicing it, but it’s not the norm for local content. This language mix means any digital marketing or content strategy must consider Kirundi for mass appeal.

Importantly, social media in Burundi isn’t just about personal connections – it’s a source of news and information. Given that independent media has faced restrictions and not everyone has TV or radio, many people rely on social networks for news. Facebook pages of news outlets (like Iwacu, an independent newspaper, or the state broadcaster RTNB) are followed to get updates. WhatsApp groups also circulate news (sometimes leading to misinformation spreading if unchecked). The government is aware of social media’s influence; notably, during critical times such as the 2020 national elections, authorities blocked access to social media (Facebook, Twitter, WhatsApp, YouTube) on election day to control information flow. This underscores that social media is seen as powerful – enough that shutting it can disrupt communication nationwide. People circumvented this by using VPNs, but usage likely dropped during the block. Outside such events, social media remains generally accessible, though users keep in mind that public posts are visible to authorities. Freedom of expression online is not absolute – some bloggers or online commentators have faced harassment in the past. Nevertheless, online platforms have opened space for youth and civil society to discuss topics like governance, human rights, and culture more freely than traditional state media.

To wrap up social media: Facebook is nearly synonymous with the internet in Burundi, with WhatsApp as the lifeline for daily communication. These two services, owned by Meta, dominate the digital social sphere. They are used for everything from chatting with family, running a small business, campaigning politically, to simply entertainment. As internet access expands (even gradually), we can expect social media user counts to rise. The challenge and opportunity for businesses and government is to leverage these platforms for outreach – which leads into the later section on digital marketing.

E-Commerce and Online Marketplaces

Formal e-commerce – meaning ordering goods or services online through a website or app and getting them delivered – is still in its infancy in Burundi. There are several hurdles: low internet penetration, limited electronic payment options, lack of reliable delivery logistics, and a general consumer preference for traditional markets. However, this is a space of emerging activity, with a few pioneering platforms and entrepreneurs trying to establish online shopping habits.

No major international e-commerce player (like Jumia or Amazon) operates in Burundi directly. Regional e-commerce companies have focused on larger markets. For example, Jumia, which is a leading e-commerce site in many African countries, does not have a Burundi branch. The market is small and logistically tough to serve. Instead, e-commerce efforts in Burundi have been mostly local startups or informal uses of social media.

Some notable attempts and platforms include:

• Kilakitu – Billed as one of Burundi’s first online marketplace platforms, Kilakitu aims to provide an e-commerce experience for the local market. It’s essentially an online shopping website where multiple sellers can list products. The idea is to bring a range of items (clothing, electronics, etc.) onto one platform. Being a startup, its reach so far is limited, but it represents the push towards digitizing retail.

• Ivyizamarket – This is a Burundian online marketplace (the name suggests something like “Good market” in Kirundi). It sets out a mission of connecting buyers and sellers across Burundi and even linking Burundi’s market to international buyers. The platform envisions helping local producers sell beyond their immediate locale and also enabling Burundians to shop from abroad and get items delivered. While the vision is grand, the execution in a country like Burundi is very challenging. Ivyizamarket’s headquarters are listed in Muyinga (a town in the northeast), which is interesting – suggesting e-commerce ideas are sprouting even outside the capital.

• Kukasoko – Another mentioned online marketplace (the name in Swahili might imply “to market” or something akin to “shop”). This platform similarly attempts to bridge buyers and sellers online within Burundi.

• Burundi Shop – A concept aimed to help those who are not internet-savvy to still benefit from online shopping, possibly by acting as an intermediary.

• There are also classifieds-style sites and communities. For instance, people use platforms like F6S (a startup community site) to list their e-commerce startup ideas, or tech directories listing “e-commerce development companies” in Burundi (targeting businesses wanting to create online stores).

The reality on the ground, however, is that most online buying and selling happens in a peer-to-peer manner via social media. Facebook groups and WhatsApp are the primary channels for what we might call “informal e-commerce”. A person might post pictures of shoes or clothes they are selling on a Facebook page, then interested buyers comment or message them. Payment is typically done in cash on delivery or via mobile money transfers (like sending money through EcoCash or Lumicash) and then arranging a meetup. Because trust in online transactions is low, buyers prefer to see the product or at least have some guarantee; hence, CoD (cash on delivery) is standard in any small e-commerce operations.

Mobile money integration can help e-commerce: for example, if a platform allows payment through Lumicash or EcoCash, that can substitute for the lack of credit cards (very few people have cards or bank accounts). We will discuss mobile money more in the fintech section, but for e-commerce, it’s a key enabler for digital payment.

Another area of e-commerce is online services. This includes things like phone airtime top-up, utility payments, ticket booking, etc., done online. In Burundi, people widely use mobile USSD services to buy phone credit or data bundles (dialing short codes for their telecom operators). Increasingly, some of these actions can be done through apps or websites – for instance, some savvy users might top up their phone or pay certain bills using mobile money apps. Yet, the breadth of services available online is small. There’s not a robust e-government portal where you can pay taxes or fees online (those functions are still manual). There are a couple of banks offering limited online banking or mobile banking for their customers, but since bank penetration is low, that’s not widespread.

In terms of digital services consumption: some urbanites use online ride-hailing (though there’s no Uber or Bolt, informal motorcycle taxi hailing might occur through WhatsApp groups). Food delivery apps are not established, but again, some restaurants in Bujumbura might take orders via WhatsApp or phone and deliver, which is a rudimentary form of e-commerce for food.

One indirectly related platform type is online classifieds. Instead of full e-commerce, these are websites where people post ads for things (like a Craigslist model). It’s unclear if Burundi has a prominent one; possibly not, as Facebook has taken over that function in many places.

Given the constraints, many e-commerce startups in Burundi face an uphill battle. Common challenges:

• Trust: Consumers aren’t used to buying unseen products; building trust in an online brand takes time and marketing.

• Delivery logistics: Address systems in Burundi are not well-defined, especially out of cities. Delivery often means calling the buyer and guiding a motorcycle courier to their location. This is manageable on a small scale, but scaling it is tough.

• Inventory and scale: These startups often have limited inventory or rely on third-party sellers who may not always have what’s listed, leading to potential customer disappointment.

• Internet/data: With only ~11% internet users, the reachable market is at most around 1.5 million people, of whom only a fraction have disposable income for shopping beyond necessities.

Nonetheless, the potential for e-commerce is there in the long term. Burundi’s inclusion in the East African Community means, hypothetically, as it integrates, cross-border e-commerce could happen (someone in Burundi ordering from Kenya or vice versa). There are efforts at the African level (like the AfCFTA – African Continental Free Trade Area) which include e-commerce as a component for boosting trade. If Burundi’s infrastructure and policies adapt, it could plug into regional e-commerce networks.

For now, most “e-commerce” in Burundi is informal. A typical scenario might be: A boutique owner in Bujumbura posts her new dresses on her Facebook page, people comment to reserve, she uses a boda-boda (motorcycle taxi) to send the dress to the customer in town, and the customer pays cash or via mobile money upon receipt. It works, but it’s essentially traditional commerce coordinated by digital means, rather than a seamless online ordering system.

We should also mention digital financial services as part of online services: sending money, paying bills, etc. The two mobile money services EcoCash and Lumicash allow users to do basic financial transactions which indirectly support online commerce (like paying an online seller, or buying prepaid electricity tokens via phone). These services are not “social” but are an important part of the digital ecosystem.

Search Engines and Local Content Platforms

In terms of searching for information, Google is the predominant search engine used by Burundians who are online. There is a local Google domain google.bi, which is Google’s interface tailored to Burundi (likely defaulting to French language results relevant to Burundi). However, many people just use the standard google.com or the Chrome browser’s omnibox to search. Google Search is important especially for those looking up educational information, news from outside, or simply to find out things like weather, translations, etc. Because Kirundi content on the web is limited, many queries might be in French or English. French queries could bring up results from French-speaking Africa or Europe which may or may not be relevant to Burundi. English queries would be used by the more educated segment for broader info. There is no competing search engine; Bing, Yahoo, or others have a negligible share.

YouTube (as a Google product) also serves as a search engine for videos; people might directly search YouTube for a topic, like a how-to video (e.g. farming techniques, or music) rather than doing a web search.

One interesting dynamic is the relative scarcity of local digital content. There are not a lot of Burundi-specific websites or online media, which means users end up on regional or international sites. For example, someone searching for local news might find themselves on the website of Iwacu (an independent newspaper) or Burundi Eco (an economics news site), but others might end up reading BBC Afrique or RFI (French international media) for news about Burundi if local sources are lacking or censored. The .bi domain section will discuss local websites more, but from a user perspective, there’s a hunger for relevant content. Social media partly fills that: many have learned that if something important happens, they’ll see it on Facebook via someone’s post rather than an official site.

Some digital content platforms that have gained following:

• Iwacu: This is a prominent independent media outlet (weekly newspaper and website) that provides news in French (and some in Kirundi) about Burundi. Its website is one of the most visited local sites for current events, especially for educated readers.

• Yaga: This is a blogging platform/collective created a few years ago to give Burundian youth a voice online. Yaga bloggers write articles or opinion pieces in French or Kirundi about social issues, culture, tech, etc. It’s an interesting local digital media initiative and has a strong social media presence.

• Government websites: Various ministries have websites under .bi domain. For instance, the presidency, the prime minister’s office, etc., have sites where they post press releases or information about government services. These are not heavily trafficked by the general public, but are part of the digital landscape. They demonstrate the government’s attempt at an online presence, albeit often with limited interactive functionality.

• Online forums or community pages: There might be some Kirundi forums or Facebook pages where people discuss things in depth. One example historically was “Burundi 24” on Facebook or other diaspora forums where issues are debated.

Streaming and entertainment: While not widespread due to bandwidth, some urban youth use streaming services. For music, aside from YouTube, they might use apps like Audiomack or locally store MP3s. There’s no local Spotify presence, but those who know how might use VPNs or account workarounds to access Spotify or Apple Music. For movies/TV, some might subscribe to DSTV (satellite) or use local video shops. A few might torrent or download content in cyber cafés to watch offline due to the connectivity issues.

In the realm of searching for services, a digital niche is slowly emerging for things like online directories (listing businesses, NGOs, etc.) but many would just search Google or ask in a WhatsApp group if they need a recommendation.

In conclusion, Burundi’s popular digital platforms are anchored by social media (Facebook, WhatsApp) for communication, with budding use of Instagram and YouTube for content. E-commerce is nascent, primarily happening through informal channels or a couple of new local platforms. And search and information access is mainly through Google, with limited but growing local web content. As more people come online, these trends may intensify, and local digital entrepreneurs hope to capture a piece of the market by creating platforms tailored to Burundians’ needs and languages.

Next, let’s discuss the national .bi domain and how it is used, which will further illuminate the local digital footprint in Burundi.

The .bi Domain and Local Web Presence

Every country has its own internet country-code top-level domain (ccTLD), and for Burundi, it is .bi. The .bi domain is an important part of the nation’s digital identity, even if its usage is currently limited. In this section, we examine the prominence of .bi: how it’s managed, who uses it, and its role in Burundi’s internet ecosystem. We also consider whether .bi has any significance beyond Burundi’s borders (some ccTLDs get adopted for other meanings, such as .io or .ai, etc., but .bi has its own story).

Administration and Use of .bi

The .bi domain was introduced in the 1990s (around 1996) as Burundi’s designated top-level domain. It is administered by the Burundi National Center of Information Technology, which is likely a government-affiliated body (often, a country’s telecom regulator or a state IT agency manages the ccTLD). In the case of Burundi, the National Center of Information Technology (Centre National des Technologies de l’Information, CNTI) is responsible for .bi domain registrations and overall policy.

Registration of a .bi domain is open – meaning there are no strict residency requirements. Individuals or businesses from anywhere can register a .bi domain (for a fee) if they wish, which is why some domain registrar companies internationally offer .bi domains. This openness could, in theory, allow .bi to be used as a domain hack. For instance, “bi” is an English prefix meaning “two” or a shorthand for “bisexual” in LGBTQ contexts, or an abbreviation for “business intelligence” in tech. However, .bi has not become globally trendy for such uses (unlike, say, .io was used by tech startups, or .tv by media). One reason might be that .bi registration costs are relatively higher and it’s not marketed aggressively, or simply that “.bi” is not as intuitive for popular words.

Within Burundi, the usage of .bi is primarily by official institutions and local organizations. For example:

• Government agencies typically have .bi websites. For instance, the presidency might use a domain like presidence.bi, the central bank might have brb.bi, ministries have their own .bi addresses, etc. These sites are used for publishing information, though they may not be heavily interactive.

• Telecom companies have adopted .bi for their local presence: as we saw, Lumitel’s website is lumitel.bi, and Econet uses econet.bi. By using .bi, these companies signal they are local and committed to the country (plus, it might help with local search engine optimization, as search engines could treat .bi as more relevant for Burundian users).

• Some local private companies and organizations also use .bi. For example, a bank like Banque de Credit de Bujumbura might use a .bi domain, or a university like University of Burundi could use .bi, and NGOs registered in Burundi sometimes use .bi for their websites.

• News and media: Iwacu’s site is iwacu-burundi.org (they chose .org, perhaps for wider recognition), but some news or community sites might have .bi addresses.

The number of .bi domains registered is not publicly advertised, but given the scale of internet development, it’s likely in the low thousands. Many local businesses might still opt for a .com if they want to appeal internationally, or use what their parent company uses.

For instance, a local tour operator might choose a .com to attract international tourists searching for Burundi tours. On the other hand, a local tech startup proud of being Burundian might pick .bi. It’s a strategic choice.

One issue that sometimes arises with small ccTLDs is they can become targets for misuse (spam, phishing sites, etc.) if not well managed. There’s no significant evidence that .bi has a bad reputation, which is good – it’s mostly under the radar globally, used legitimately by Burundians. The domain policies likely include preventing obviously malicious registrations.

From a trust perspective inside Burundi, using .bi can actually signal legitimacy. Locals may trust a business more if its website ends in .bi, associating it with the country and presumably subject to local oversight, rather than an unknown .com that could be run by anyone anywhere. Some domain retailers even advertise that “if someone from Burundi sees a .bi, they trust it more”.

Prominence and Future of .bi

The .bi domain is not yet extremely prominent simply because Burundi’s overall web presence is small. But as the digital economy grows, .bi could see greater uptake. A few factors to consider:

• Digital government services: If the government launches more e-services (like online tax filing, e-visa system, etc.), these would likely be under .bi domains, and citizens would become more accustomed to visiting .bi sites for official matters.

• Local content creation: If more Burundian entrepreneurs create websites or local apps, many will likely host on .bi domains to emphasize their national identity. For example, an e-commerce site targeting Burundians might prefer .bi (say, “shop.bi”) to make it clear it’s local.

• Academic and cultural sites: As universities digitize archives or local knowledge, they might use .bi domains, adding to local content.

• Regional integration: Being part of EAC, one might see joint platforms where each country’s section uses their ccTLD (like an East African business directory with subsections like something.bi for Burundi entries).

One current drawback is that the cost of .bi domains tends to be higher than generic domains. Some registrars list .bi domains for around $100 or more per year, which is far above the typical $10 for a .com. If those prices aren’t subsidized for local individuals, a small business in Burundi might find .bi too expensive, preferring a cheaper .com/.org. It would be beneficial if local authorities kept .bi affordable for Burundians to encourage its use.

Another aspect is email: Many local companies use .bi for professional email addresses (like info@company.bi). This looks more professional for domestic operations. But plenty also use Gmail or Yahoo addresses due to ease.

In terms of visibility, if you browse the Burundian internet, you’ll find .bi in places like:

• Government portals (e.g., gov.bi might be used as an overall government site or individual ones like presidence.bi, etc.).

• Academic: University of Burundi’s site is ub.edu.bi perhaps (mixing edu and .bi).

• Tourism: The official tourism board might have a .bi site advertising the country’s attractions.

• Local forums or projects, e.g., a tech hub or innovation lab might have a .bi domain.

International usage of .bi is minimal. There could be a handful of foreign entities that grabbed .bi domains because “bi” is meaningful to them (like a company with initials B.I. or a bisexual community forum using .bi cleverly). But these are few and not enough to define .bi’s character globally.

In the context of national branding, Burundi hasn’t heavily marketed the .bi domain abroad. Some countries do that (for example, Tuvalu makes money from .tv by marketing it to television companies). Burundi likely doesn’t see .bi as a revenue generator internationally, so the focus is local usage.

To sum up, the .bi domain is an available but underutilized asset. It stands ready to be adopted more widely as Burundi’s digital presence grows. For now, its prominence is mainly in official and formal sectors, with everyday internet users not particularly paying attention to domain names (as many interact via social media or apps instead of directly navigating to URLs). Over time, as more businesses establish a web presence, we might see a flourishing of .bi websites, which would strengthen the local internet ecosystem by providing more native content and services.

After exploring the infrastructure and platforms, we now turn to the business side of the digital economy: which companies are leading in the online and tech space in Burundi, and how various sectors like telecom, fintech, media, and e-commerce companies shape this landscape.

Leading Companies in Burundi’s Digital Sector

The digital sector in Burundi is still emerging, but there are clear leaders in various categories that are driving online services and technological innovation. In this section, we profile the top companies and organizations operating in the digital space – including telecommunications firms, fintech and mobile money providers, digital media outlets, and e-commerce or tech startups. We will highlight these key players, using bold text for their names, and discuss their roles and strategies.

Telecommunications Companies (Connectivity Providers)

The telecom operators are arguably the most critical companies in Burundi’s entire digital economy, as they provide the connectivity backbone and often branch into related digital services.

• Lumitel – As mentioned earlier, Lumitel (a subsidiary of Viettel Group) is the market leader in mobile services. Beyond simply selling SIM cards, Lumitel has been positioning itself as a comprehensive digital service provider. It offers voice, SMS, data, and has expanded into value-added services like music streaming (ringback tones, etc.), and crucially, mobile financial services. Lumicash, Lumitel’s mobile money platform, allows customers to deposit, withdraw, and transfer money, pay certain bills, and buy airtime digitally. Lumitel’s strategy includes affordable pricing to attract the masses and extensive rural outreach (setting up kiosks and agents even in smaller towns). Its aggressive network investment has made it a top investor in Burundi’s infrastructure. Lumitel is often involved in corporate social responsibility in tech, such as sponsoring ICT competitions or educational programs, which helps build its brand goodwill. For example, it might partner with the government on projects to extend connectivity to schools or health centers. With its foreign backing and local dominance, Lumitel is likely to remain a cornerstone of Burundi’s digital growth.

• Econet Leo – Econet is the second major telecom company, under the umbrella of Econet Wireless. Its services parallel Lumitel’s: 2G/3G/4G coverage, plus a mobile money service called EcoCash. EcoCash is a significant part of Econet’s offering – it was one of the first mobile money services in Burundi (launched around 2012). EcoCash enables users on the Econet network to send money to each other, pay merchants who have EcoCash accounts, and even receive international remittances (Econet has partnered with remittance providers to allow diaspora to send money directly into EcoCash wallets). Econet also has introduced digital content services – for instance, it might have packages for WhatsApp or Facebook-only data (social bundles) to attract youth. Econet is known for marketing campaigns; it frequently runs promotions (like bonus airtime or data) and has a visible brand in media sponsorships (sponsoring events, TV programs, etc.). Being part of a pan-African group, Econet sometimes brings innovations it has tried elsewhere. For example, Econet’s parent company has interests in e-commerce (in Zimbabwe they ran a service called Ownai) and renewable energy. It wouldn’t be surprising if Econet Burundi eventually introduces things like solar home systems bundling or smartphone financing deals (just speculative, following their ethos of digital inclusion seen elsewhere). As a big taxpayer and employer, Econet has influence in policy discussions about ICT.

• Onatel/ONAMOB (Tempo) – The state-affiliated Onatel operates more quietly but is an important player especially for fixed services. It provides internet to many government offices and some NGOs via its fiber and DSL lines. Tempo (Onatel’s mobile brand) still serves a segment of users who perhaps have long-standing numbers or find certain tariffs attractive. Onatel also historically managed the .bi registry and likely still hosts the country’s main internet exchange point. The company also provides fixed wireless phone services in some areas (using CDMA technology for rural telephony, though this is less relevant now with mobile coverage everywhere). Onatel’s future is a bit uncertain – there have been talks of further privatization or seeking strategic investors to revamp it. If that happens, Onatel could become more competitive in data services. As of now, it may not lead in innovation, but it ensures that government and administrative networks keep running, which is vital for any digital initiatives in public services.

• Internet Service Providers (ISPs) – Outside the mobile operators, there are a few specialized ISPs in Burundi. For instance, companies that provide broadband to businesses or VSAT (satellite internet) to remote projects. These include small firms or international ones like Liquid Telecom (which has presence in many African countries, sometimes providing cross-border fiber connectivity). There is also likely some presence of BBS Telecom (the Burundi Backbone System operating some retail business). These ISPs serve banks, embassies, NGOs, and others who need dedicated internet links beyond what a mobile network can provide. While not household names to the general public, they are key for enterprise connectivity, which underpins things like ATM networks, corporate offices, and connectivity for international organizations in Burundi.

In telecom, one should also mention Regideso – not as a telecom, but as the national utility company for electricity and water. Recently, some African utilities have started leveraging their infrastructure to support telecom (like laying fiber along power lines). If Burundi’s energy sector improves, Regideso could play a role in supporting telecom by powering towers or leasing fiber capacity. This is tangential, but all infrastructure sectors connect.

Fintech and Mobile Money Providers

Financial technology in Burundi is spearheaded by mobile money, since traditional banking has limited reach. The leading fintech services are integrated with the telecom operators:

• Lumicash – This is Lumitel’s mobile money platform. It launched around the same time Lumitel started operations (mid-2010s). Lumicash allows Lumitel subscribers to have a mobile wallet linked to their phone number. Users can visit a Lumicash agent (often the same as a Lumitel airtime seller) to deposit cash into their wallet or withdraw cash from it. Once money is in the wallet, the user can send it via SMS/USSD to another person (who receives it in their mobile wallet). They can also pay certain bills or merchants who accept Lumicash, buy airtime directly, etc. Lumicash quickly gained popularity given Lumitel’s large subscriber base. It has particularly been useful for people in rural areas to receive money from family in the city or vice versa, saving travel time. The challenge initially was agent network coverage and liquidity (ensuring an agent in a village has enough cash to give you if you withdraw a mobile money amount). Over time, that network has grown.

• EcoCash – Econet’s mobile money service has a similar feature set. It was one of the first in Burundi, so it had early adopters. However, in late 2022 and 2023, EcoCash faced a crisis: the government’s revenue authority seized some of Econet’s bank accounts due to a tax issue, which temporarily paralyzed the EcoCash system for a couple of weeks. This caused a stir as people relying on EcoCash couldn’t use their funds during that period. The Central Bank had to intervene to resolve the situation and get EcoCash back up. This incident highlighted how important mobile money had become and also the regulatory friction possible. After resolution, EcoCash resumed and continues to serve many users. It’s often used by salary-paying organizations to pay employees (some NGOs might pay field staff via mobile money), and for peer remittances.

• Bank-led fintech: A few banks are trying to offer digital services. For instance, Banque de l’Habitat du Burundi (BHB) launched an e-wallet app called “Ikirengu” (just a hypothetical example), or a bank like BANCOBU enabling mobile banking to check balances and transfer funds between accounts via phone. However, since only ~7-8% of Burundians have bank accounts, these services target a small segment.

• Microfinance apps: Some microfinance institutions might adopt tablet-based systems and SMS alerts for their clients, but full mobile integration isn’t widespread yet.

• International fintech: Western Union and MoneyGram have agents for international remittances; increasingly, these link to mobile money (so someone abroad can send to a mobile wallet directly). There are also some startup fintechs like Crypto/Blockchain initiatives by diaspora – for example, a diaspora group might experiment with a cryptocurrency remittance to Burundi (this is speculative, but crypto is starting to appear in African remittance solutions though not mainstream in Burundi).

• Payment aggregators: Perhaps companies that help integrate payment options for the rare e-commerce site or digital service. For instance, if an e-commerce site wants to accept both Lumicash and EcoCash and maybe credit cards, an aggregator might handle that. This is very early stage in Burundi; not many online merchants to serve yet.

In summary, telecom-led mobile money (Lumicash and EcoCash) are the top fintech players, bringing basic financial inclusion to millions. They enable the digital payment aspect of the economy, which is crucial for any online commerce or paid digital service. The telcos essentially double as financial service providers, regulated under the central bank for that portion. Their success is measured in how many active wallets exist – likely several hundred thousand for each. Mobile money also plays a role in government plans, like potentially distributing social aid or collecting certain fees (some countries let you pay for things like ID cards via mobile money; Burundi may explore that).

Digital Media and Content Companies

While telecoms and fintech form the infrastructure and transactions, digital media companies create and distribute local content.

• Iwacu Press Group – Iwacu is the main independent media house in Burundi producing content across print, radio, and web. Its online presence is significant: Iwacu’s website publishes news articles daily in French (and sometimes Kirundi summaries). They also have active social media channels. As a company, Iwacu has had to navigate government pressures for its reporting but has managed to continue operating. They are a key source of news for the educated public and the international community following Burundi. They might not be “digital-only” (since they come from print), but they have embraced digital distribution.

• Buja FM / Isanganiro / Rema – These are radio stations (some independent, some government-aligned). They increasingly stream content online or post news bits on their websites and Facebook pages. So, the media landscape is a mix of traditional outlets that use digital channels to reach the diaspora and younger audiences. For instance, Radio Isanganiro has a website and might post their programs as podcasts online.

• Yaga Burundi – The Yaga platform is a collective of bloggers and citizen journalists. It’s essentially a digital media startup (with support from international partners initially) that nurtures local content creation. Yaga articles often spark discussions on social media among youth. As a company/entity, Yaga has shown how digital-only content can gain a following even in a low-internet context by writing relatable stories in local language and using social sharing.

• Television and Video content: The state TV (RTNB) likely has some YouTube channel or posts clips to Facebook. There’s also possibly a small video production industry that shares content via YouTube or sells on DVDs.

• Tech and news websites: There might be a couple of tech blogs or IT companies running informational sites. For example, an ICT training center might run a blog with tech tips in Kirundi/French. These are usually small operations but contribute to digital literacy.

• Diaspora media: It’s worth noting some influential digital content about Burundi comes from the diaspora. Websites or YouTube channels run by Burundians abroad often comment on politics or offer analysis. While not physically in Burundi, they shape online discourse. For example, a YouTube channel by a Burundian in Belgium discussing daily news can attract viewers back home who have internet.

Many of these media and content players monetize via advertising (which ties into the digital marketing topic soon). However, given the small digital ad market in Burundi, some rely on grants or their offline revenue.

E-commerce and Tech Startups

We touched on local e-commerce platforms earlier. To reiterate and put in context of companies:

• Kilakitu, Ivyizamarket, Kukasoko – these are startup companies trying to pioneer online marketplaces. They are likely small teams of entrepreneurs (maybe even recent graduates) doing everything from developing the site to marketing to arranging deliveries. They might be incubated or supported by tech hubs or programs (if any exist in Burundi). Their revenue models would be commissions on sales or listing fees, but currently volumes are low, so they could be pre-revenue or barely breaking even. Their success will depend on internet growth and trust-building.

• Tech hubs and innovation labs: There may be a hub in Bujumbura (for example, something like “Burundi Innovation Hub” or a French cultural center’s tech incubator) that fosters startups in digital fields. Such hubs gather startups focusing on things like mobile apps for agriculture, or educational tech solutions, etc. The companies emerging from these might not yet be widely known, but they form the bedrock of an ecosystem. For instance, a startup creating a Kirundi language learning app or a farmers’ market price SMS service can be considered part of digital economy companies.

• International companies with online operations: A few multinational companies have online operations targeting Burundi. For example, Orange Money from neighboring countries isn’t in Burundi, but MTN had an ISP presence historically (I recall at one time Africell or MTN had some legacy operations which closed). Possibly nothing major currently, but if say Starlink or another satellite internet company decides to enter Burundi, they’d become a notable digital actor (selling hardware and subscriptions directly to consumers). Or if an e-commerce giant like Alibaba finds a way to ship to Burundi, it indirectly affects local retailers.

• Others: There are likely a handful of digital marketing agencies or web design firms in Bujumbura. These are companies whose business is to create websites, run social media campaigns, etc., for clients. For example, a company might be called “Digital Burundi Agency” offering social media management to the few businesses that want it. These outfits are important for building local capacity – when banks or hotels want a web presence, they turn to them. Some also develop custom software for NGOs or government (like a system for hospital patient records, etc.). They are part of the tech sector companies though not consumer-facing.

In summary of companies:

• The big Telecom & mobile money companies (Lumitel, Econet, Onatel) dominate the digital landscape in terms of infrastructure and user base.

• The financial tech side is led by Lumicash and EcoCash, making those services (and by extension Lumitel/Econet again) crucial to transactions.

• Media players like Iwacu and Yaga ensure local content circulates and are adapting to digital channels.

• Emerging startups in e-commerce (Kilakitu, Ivyizamarket) and other tech fields show budding innovation, though they remain small.

• A variety of supporting companies (ISPs, agencies, IT firms) complete the ecosystem, serving enterprise needs and enabling others to go digital.

The interplay of these companies defines how far the digital economy can go. Collaboration is sometimes seen: for instance, a startup might partner with a mobile operator to use their billing, or a media house might partner with an ISP for content delivery. The government also can partner or regulate these companies (for example, central bank regulating mobile money, or telecom regulator influencing operator behavior).

With the key players identified, the next focus is how businesses and brands in Burundi are leveraging the digital channels through marketing, advertising, and outreach – essentially, the state of digital marketing and online advertising in the country.

Digital Marketing and Online Advertising in Burundi

The final piece of the digital economy puzzle is how businesses and organizations market themselves in the digital realm. Digital marketing in Burundi is a nascent but growing field. As internet penetration slowly increases and more Burundians use social media and online services, companies are beginning to shift some of their marketing efforts to these channels. In this section, we’ll examine common digital marketing strategies in Burundi, the platforms used for advertising, the role of influencers, and how local practices shape online promotion.

Online Advertising Platforms and Strategies

Given that Facebook is the most widely used online platform in Burundi, it is naturally the primary avenue for digital advertising. Businesses large and small create Facebook Pages and use them to engage with customers. For many companies, having a Facebook Page is as important as having an official website (if not more important, since that’s where the audience is). On these pages they post updates, promotions, new product photos, etc.

Facebook Ads (paid advertising) are also utilized, particularly by larger companies like telecoms, banks, or NGOs running campaigns. Through Facebook’s advertising tools, an advertiser can target people in Burundi by location, age, gender, and interests. For example, a telecom might run a sponsored post about a new data bundle, targeting users in Bujumbura aged 18-35 who have interests in technology. The reach is limited to those ~940k Facebook users, but it can be an efficient way to hit a very specific segment, such as urban youth with disposable income. The cost of Facebook ads in a small market is relatively low, so even smaller businesses sometimes experiment with “boosting” a post for a few dollars to reach more locals.

Instagram advertising is integrated via Facebook’s tools (since Meta owns both), but given the smaller base (only ~100k users on Instagram in country), it’s likely used mainly by brands targeting a trendy youth/expat segment — like a new cafe or fashion boutique in Bujumbura wanting to showcase visuals.

Google Ads (search ads or display ads) are not heavily used by local businesses at this stage, for a couple of reasons. Firstly, few people are searching the web for local businesses — they might directly go to Facebook or rely on word of mouth. Secondly, setting up Google Ads requires some know-how and possibly an international payment method. That said, international companies that target Burundi might use Google Ads on the display network. For example, an NGO might run Google Ads for free as part of Google Grants (for nonprofits) to educate on a public health issue, or a global service might target the handful of Burundians searching for “cheap flights Burundi” or similar. But overall, the search ad market is tiny.

Local websites that carry ads: A site like Iwacu or other news portals might have banner ad slots. Local businesses sometimes place banner ads for events or products on these sites. The revenue for local media from web ads is limited because of low traffic, but it’s a start. For instance, a bank might banner-advertise a new loan product on a popular news site, or a university might advertise its enrollment.

Telecom advertising: The telecoms themselves are big advertisers. They do a lot offline (billboards, radio jingles, SMS blasts) but also online. They frequently update their social media with promotions. They also leverage their own channels: For example, sending bulk SMS to subscribers announcing a new service is common. SMS marketing is an early form of “digital” marketing that doesn’t require internet and reaches many. You might receive an SMS from EcoCash about a chance to win a prize if you transact, or from Lumitel about a special weekend data pass.

Email marketing is not widespread to consumers, because few use email regularly except in professional settings. However, NGOs and businesses do use email to reach partners or clients. For example, travel agencies might maintain an email list of expat clients to send offers. But for locals, email isn’t the go-to channel.

Content marketing: Some brands engage in content marketing indirectly by sponsoring content that appeals to people. For instance, a brewery might sponsor a series of YouTube interviews (the brand gets mention but the content is entertainment). Or a bank could sponsor financial literacy posts on Yaga. These are subtle forms of marketing through content support.

Social Media Marketing and Influencer Activity

Social media marketing, as noted, revolves around Facebook primarily. Social media contests and campaigns are common. A business might do a Facebook contest like “share our post and win a prize”, which helps them gain visibility via shares. Telecom companies often run such contests (e.g., “post a selfie using our service and tag us to win airtime”).

The concept of influencer marketing – partnering with individuals who have a large online following to promote a brand – is at an early stage in Burundi but starting to appear. There are a few personalities on Instagram, Twitter, or Facebook who have garnered significant followers. These may include:

• Musicians and artists: Popular singers or hip-hop artists in Burundi (like Big Fizzo or Sat-B) have a large fan base online. When they release a music video, it trends among Burundian users. Brands have noticed this and sometimes have these artists endorse their products. For example, a telecom might have a musician as an ambassador who posts about the telecom’s services. Or a beverage company could sponsor their concert and get shout-outs.

• Media figures: Radio or TV hosts with online personas also can influence. They might be given free products or deals to mention a business.

• Bloggers/YouTubers: People from the Yaga community or independent vloggers, if they have a niche following (say a fashion vlogger or a tech blogger), a brand relevant to that niche might engage them. For instance, a fashion boutique could invite an Instagram fashionista to wear their clothes and post pictures tagging the store.

• Tourism influencers: As noted, there was a campaign to use social media influencers for tourism. A few local content creators took scenic photos of Burundi (beautiful landscapes, cultural sites) and shared them with hashtags to improve Burundi’s image. This was possibly coordinated by the tourism board. Such influencers might also work with hospitality businesses (hotels, resorts) by featuring them in content.

The scale of influencer marketing is still small. An “influencer” in Burundi might have tens of thousands of followers, not millions. And the deals are likely informal – perhaps free products or a small stipend in exchange for a post, rather than big contracts. But as companies see the traction that a local celebrity can bring on social media, they are increasingly allocating a bit of their budget to this.

One barrier to influencer marketing is that many followers of Burundian influencers are actually in the diaspora (for example, exiles or immigrants in Europe who follow news from home). If a significant portion of an influencer’s audience is abroad, a local brand might find that less useful, unless they also target diaspora (like selling real estate or services where diaspora are clients). So brands choose influencers whose followers are mainly domestic (like youth in Bujumbura).

Local Digital Marketing Practices

Local businesses in Burundi adapt general digital tactics to the realities of the market:

• Because internet isn’t pervasive, most businesses integrate digital with traditional marketing. For example, a shop will still rely on a signboard, word of mouth, maybe radio ads, and then use a Facebook page as an additional channel. Very few rely solely on digital.

• Language in marketing: To connect with the widest audience, marketing content is often in Kirundi or a mix of Kirundi and French. A Facebook post by a brand might be written in casual Kirundi phrases to feel relatable. French is used to target the educated segment or for formal announcements. We see code-switching: one sentence in Kirundi, next in French, to cover all bases. For the small English-speaking crowd (like international community in Burundi), some ads might be in English, but local companies usually stick to Kirundi/French.

• WhatsApp as a marketing tool: Many small businesses use WhatsApp to promote their goods. They might maintain broadcast lists of customers. For example, a grocery delivery service could send out a weekly WhatsApp message with available produce and prices to its customer list. Or a boutique owner might WhatsApp photos of new arrivals to her regular clients. WhatsApp business app (which allows catalogs and quick replies) could be in use by some merchants.

• SMS marketing: As earlier mentioned, SMS is still used for marketing due to its reach on basic phones. Banks might SMS their clients about new account features, or restaurants send out SMS about daily specials (some restaurants collect customer phone numbers).

• Online classifieds and groups: Marketing can be simply participating in online communities. A car dealership might post in a Facebook group titled “Buy and Sell Bujumbura” whenever they have a new used car for sale. Real estate agents often share listings in WhatsApp or Facebook groups rather than formal sites. This peer-to-peer marketing is crucial in a trust-based society.

• Community engagement: Businesses also do digital CSR or community engagement which indirectly markets them. For example, a telecom may run an online quiz about Burundian history and give winners prizes, both to engage youth and subtly promote the brand as patriotic and fun.

• Challenges: There are challenges to digital marketing in Burundi. The limited audience size means digital campaigns might not yield large volumes of sales, leading some companies to be hesitant to spend much on them. Also, measurement is an issue – many businesses don’t have sophisticated analytics to know if their Facebook campaign increased foot traffic or sales. Thus, they often use digital marketing as a supplement rather than core strategy.

However, as the younger, more connected generation grows, companies realize they need to establish their digital presence early. We see banks creating mobile apps not because most clients use them now, but to be ready for the future clientele that will demand them. Similarly, a brand that invests in social media presence now hopes to build loyalty with the early adopters, expecting those adopters to influence others over time.

Influence of the Diaspora and Cross-border Marketing

One aspect to mention is the role of the Burundian diaspora in digital communication. There are many Burundians living in Rwanda, Tanzania (refugee camps), Kenya, Uganda, Europe, and North America. They consume a lot of digital content about Burundi and also contribute (via blogs, social posts, YouTube). Businesses in Burundi sometimes also consider diaspora as a market – for instance, a real estate developer might advertise online to diaspora, inviting them to invest in property back home. They might use channels like diaspora Facebook groups or sponsor content on diaspora-run sites. So digital marketing in Burundi isn’t only inward-looking; it can also be about reaching Burundians abroad who have more purchasing power (to send money, invest, or donate to causes).

Local Marketing Campaign Examples

To illustrate, here are a few hypothetical examples of how digital marketing plays out in Burundi:

• A new smartphone brand enters Burundi (say Tecno or Infinix). They launch a campaign mostly on radio and billboards, but concurrently, they run a Facebook campaign where people who bought the phone can post a creative photo with it using a hashtag. The best photo wins an accessory. This generates user content and buzz on social media about the new phone.

• A bank has a new mobile banking app. To drive adoption, they create short tutorial videos in Kirundi demonstrating how to use it and post these on Facebook and YouTube. They also have staff do live Q&A sessions on Facebook Live about the app. Meanwhile, they send SMS with a download link to their customers. Over a few months, they track increase in app sign-ups.

• A popular restaurant in Bujumbura uses Instagram to showcase its dishes, with nicely shot photos. It collaborates with a well-known local foodie (if such exists) who visits and posts a review on their blog and shares on social media, praising the restaurant. The restaurant sees new faces coming in mentioning they saw it on Instagram.

• The Ministry of Health runs a digital campaign for a vaccination drive. They create informative posters (in Kirundi) and share them on WhatsApp to community leaders who then forward them in local WhatsApp groups. They also have a Facebook page “Min Santé Burundi” where they post myth-busting facts about vaccines, trying to combat misinformation that might spread online.

Through these emerging efforts, Burundi is stepping gradually into the realm of digital marketing. It’s a mix of modern techniques adapted to local context, and it will evolve as connectivity improves.

Conclusion and Future Outlook

Burundi’s economy faces significant challenges, but the digital and internet sector offers a path for innovation and inclusive growth. The country’s geography and demographics – a dense, young, mostly rural population – mean that solutions must be tailored to reach people in remote areas and leverage the energy of youth. Economically, Burundi remains one of the poorest nations, reliant on agriculture and foreign aid, yet modest improvements in GDP growth and the prospect of new industries (like mining) provide some hope for increased investment capacity, including in ICT infrastructure.

In the realm of internet and telecommunications, Burundi is making slow but steady progress. The foundation laid by mobile operators – especially Lumitel and Econet Leo – has brought connectivity to millions. While internet penetration (11%) is still low, each year more people come online as 3G/4G networks expand and affordable devices spread. The absence of widespread fixed broadband has pushed a mobile-centric model, which, with continued investment, can eventually deliver broadband to even rural communities via wireless technologies. The country has yet to embark on 5G, but that remains a future target once the market is ready.

The digital platforms that Burundians engage with are dominated by social media and mobile services. Facebook and WhatsApp have become household names among those online, serving as the primary conduits for communication, news, and even commerce. The use of the .bi domain by local entities is on the rise, establishing a Burundian identity in cyberspace, though global presence remains minimal. Importantly, mobile money services (Lumicash and EcoCash) highlight how technology can leapfrog infrastructure gaps – providing financial services to a largely unbanked population and enabling digital payments that support e-commerce and day-to-day transactions.

Key companies are spearheading this digital evolution: telecom firms drive connectivity, fintech arms drive financial inclusion, media companies drive local content creation, and a budding crop of startups are exploring e-commerce, e-learning, and other online solutions. Their success will depend on a supportive ecosystem – from regulation that encourages competition and innovation, to investment in human capital (digital skills training, for instance, so that Burundi’s young population can become creators in the digital economy, not just consumers).

Digital marketing in Burundi, while still in early stages, reflects a recognition among businesses that the future of customer engagement will be online. As more of the populace joins social networks, companies are adapting by building their social media presence, experimenting with targeted ads, and even tapping into local influencers to carry their brand message. This trend will likely grow. In a few years, we may see a much more vibrant digital advertising scene, with companies allocating significant portions of their marketing budget to online campaigns and engaging with customers through interactive digital content.

Looking ahead, Burundi’s government and private sector have opportunities to accelerate the digital economy:

• Investing in ICT infrastructure like fiber-optic networks, data centers, and broadening 4G (eventually 5G) coverage will reduce costs and improve user experience.

• Enhancing digital literacy and skills through education will prepare the workforce for new kinds of jobs and entrepreneurship in tech.

• Developing clear policies and strategies for digital transformation (e.g., e-government services, tech incubators, and innovation funds) can create an enabling environment for growth in this sector.

• Strengthening regional integration in technology with the East African Community could allow Burundi to benefit from economies of scale (such as shared digital platforms or cross-border e-commerce).

• Ensuring a fair and secure digital space – balancing regulation to curb misinformation or fraud without stifling freedom – will be important to maintain trust in digital systems. Events like social media shutdowns during elections, while seen as security measures, have side effects on business continuity and user trust, so finding ways to keep the internet open and safe is key.

In conclusion, Burundi’s digital and internet economy is at a nascent but pivotal stage. The country has bold aspirations to leverage ICT for development, recognizing that traditional economic paths alone will not suffice to uplift its largely young population. By focusing on connectivity, encouraging digital innovation, and integrating these efforts with broader economic development plans, Burundi can gradually transition from an economy heavily dependent on subsistence farming to one that also harnesses the power of information technology, online services, and digital entrepreneurship. Progress may be incremental, but the trajectory is clear: the digital domain will play an increasingly central role in Burundi’s economic narrative in the years to come.

With continued improvements in infrastructure, supportive policies, and the resilience and creativity of the Burundian people – both at home and in the diaspora – the digital economy could become a catalyst for greater inclusive growth, helping connect Burundi more deeply with the global information society while addressing local needs through homegrown innovation. The coming decade will be crucial to watch as Burundi’s economy and society adapt to and capitalize on the digital revolution.