Chad’s Economy and Digital Landscape

Geographic and Demographic Overview

Geographic Position and Climate

Chad is a vast, landlocked nation at the crossroads of North and Central Africa. Covering about 1,284,000 km², it is the fifth-largest country in Africa by area. Chad’s terrain spans the Sahara Desert in the north, the arid Sahel belt across the center, and more fertile savannas in the south. Major geographic features include the shrinking Lake Chad in the west – once one of Africa’s largest lakes – and the Tibesti Mountains in the north. Chad is bordered by Libya to the north, Sudan to the east, the Central African Republic to the south, and Cameroon, Nigeria, and Niger to the west. This landlocked position and vast distances (about 1,800 km from north to south) pose challenges for trade and connectivity, as goods must travel long overland routes to ports (primarily via Cameroon) and communities are spread across varied climates. The country’s climate ranges from scorching hot and dry in the north (with frequent sandstorms), to semi-arid in the central Sahel, to tropical in the far south with a single rainy season. These climatic zones influence economic activities – for example, agriculture is concentrated in the southern belt where rainfall is sufficient, while nomadic herding prevails in the drier central and northern regions.

Population and Urbanization

Chad’s population was estimated at 18.6 million in early 2024, reflecting a high growth rate of around 3% annually. The nation’s demographic profile is young and rapidly growing: the median age is only about 15 years, indicating that a huge proportion of Chadians are children or adolescents. This youthful population offers a potential demographic dividend for the future economy, but also puts pressure on education, employment, and social services. The population is very unevenly distributed, with most people living in the more fertile south and around the capital. The country remains overwhelmingly rural – only 24–25% of Chadians live in urban areas, while roughly three-quarters reside in rural communities. Major cities are few: the capital N’Djamena is by far the largest urban center (with over 1 million residents in its metro area), acting as the economic and administrative hub. Other towns like Moundou, Sarh, and Abéché are much smaller (each under 200,000 people) and serve as regional trade centers. Urbanization is slowly rising as rural inhabitants migrate toward cities for opportunities, but Chad’s urban population share is still one of the lowest globally. This low urbanization, combined with the dispersed population, makes nationwide infrastructure development – such as electricity grids and internet networks – particularly challenging.

Ethnic Composition and Languages

Chad is highly diverse ethnically and linguistically, reflecting its location at an African crossroads. There are more than 100 ethnic groups in the population. Broadly, the northern regions are inhabited by groups of Saharan and Sahelian origin (such as Arabs, Toubou, and Zaghawa) who often practice nomadic herding, while the southern regions are home to various Sudanic peoples (like the Sara, the nation’s single largest ethnic group) who traditionally engage in farming. This north-south diversity also aligns somewhat with religion: the north and center are predominantly Muslim, whereas the south has a largely Christian and animist population. French and Modern Standard Arabic are the official languages, a legacy of colonial history (French) and regional influence (Arabic). In practice, a simplified Arabic dialect (Chadian Arabic) serves as a lingua franca especially in the north and in markets, and French is used in government, education, and business – particularly in urban areas. Many indigenous languages are spoken across communities as well. The linguistic diversity means that digital content and marketing in Chad often need to be in French (to reach educated urban audiences) or occasionally in Arabic; local language content online is still very limited. Low literacy (only about one-third of adults are literate) further constrains how many people can engage with text-based media, making radio and oral communication important. This tapestry of ethnic and linguistic groups shapes consumer behavior and media usage patterns, as outreach may need to be tailored by region and language.

Social Challenges and Human Development

Chad’s demographic profile also highlights its development challenges. The country consistently ranks near the bottom of the Human Development Index. Poverty is widespread – recent estimates suggest around 42% of the population lives below the national poverty line, and a large share live in extreme poverty on an international scale. A combination of factors, including historical conflict, limited state reach, and low investment in health and education, have resulted in poor social outcomes. Life expectancy is low (in the early 50s), and maternal and child mortality rates are among the highest in the world. Only about 5 years of schooling on average are attained by children, and many (especially girls) drop out early. These conditions mean that the labor force is dominated by subsistence activities and informal work, and the skill base for modern industries (including the digital economy) is very narrow. However, the government has a long-term vision (outlined in its “Vision 2030: Le Tchad que nous voulons”) to improve human capital and diversify the economy. The youthful population, if better educated and connected, could become an engine for innovation and consumer market growth – including a rising demand for mobile and internet services. For now, though, businesses in Chad must operate in an environment where most consumers have very low purchasing power and where basic needs take precedence, influencing how products and digital services are adopted.

Economic Profile and Key Sectors

GDP and Growth Trends

Chad’s economy is characterized by a reliance on commodities and a history of volatility. In the early 2000s, the discovery and export of oil transformed Chad’s economic landscape. By 2023, the country’s annual Gross Domestic Product was approximately $18–20 billion (nominal USD), having grown significantly from just over $10 billion a decade earlier thanks to oil investments. However, on a per capita basis, GDP remains around $1,000 or less – reflecting the fact that wealth from oil has not broadly elevated incomes for the largely rural population. Chad is classified as a low-income economy and is among the poorest nations globally in per capita terms.

In recent years, economic growth has been mixed but showing improvement. After a recession in 2016–2017 due to a plunge in oil prices and internal fiscal crises, Chad entered a recovery phase. Real GDP grew by about 3.4% in 2022, accelerating to roughly 4–5% in 2023 as both oil output and non-oil sectors rebounded. The year 2023 saw a boost from increased oil production (up over 10% that year) and high oil prices, alongside growth in services and agriculture. For 2024, estimates show growth moderating to around 3.5–4%, partly due to challenges like severe flooding that hurt agricultural output. On the demand side, consumer spending – including that by refugee populations hosted in Chad – and public expenditure (especially around the 2024 elections) have supported growth. Despite growth, with population rising over 3% yearly, per capita economic gains are modest; in some years, per capita income has stagnated or even fallen when growth didn’t keep up with population. The economy’s heavy dependence on oil means that overall GDP trends tend to follow the swings of global oil markets. This volatility has spurred conversations about diversifying the economy and investing more in human capital and infrastructure to achieve sustainable development.

Oil: The Dominant Sector

Oil is by far the leading sector of Chad’s economy in terms of export earnings and government revenue. Since Chad became an oil-producing nation in 2003 (with the completion of a pipeline through Cameroon to the Atlantic coast), petroleum has accounted for the majority of its export value. At times, oil has contributed over 90% of export revenues and a significant share of GDP (roughly a third or more). The oil fields in the Doba Basin in southern Chad are the primary source of crude production. International companies have played a major role: originally a consortium led by ExxonMobil, Petronas, and others developed the fields. In recent years, there have been shifts in ownership – for instance, ExxonMobil exited Chad and a new player, Savannah Energy, briefly took over assets before disputes led the government to nationalize some oil assets in 2023. The government now, through the national oil company SHT (Société des Hydrocarbures du Tchad), seeks greater control over oil operations. China has also been involved; Chinese state firms like CNPC have developed separate fields and invested in a refinery near N’Djamena. Oil production volume is relatively modest on a global scale (around 100–130 thousand barrels per day in recent years), but it is crucial for Chad’s budget. High oil prices in 2022–2023 delivered windfalls, resulting in fiscal surpluses and improved foreign exchange reserves. However, this dependence comes with risks: downturns in oil price or production can quickly lead to budget crises, as seen in the mid-2010s. Furthermore, the oil sector is capital-intensive and creates few jobs, so it has limited direct impact on widespread employment or poverty reduction.

Agriculture and Livestock

Outside of the oil industry, the vast majority of Chadians rely on agriculture and livestock for their livelihood. The agriculture sector (including crop farming, herding, and fishing) typically accounts for around 20-25% of GDP but employs over 70% of the workforce. Farming in Chad is mostly subsistence-based. Key crops include sorghum, millet, and maize (staples for domestic consumption) grown in the south’s wetter regions. Cotton is the main cash crop historically – Chad was once a significant cotton exporter and cotton is still grown by many small farmers (the state cotton company, Cotontchad, plays a role in purchasing and ginning). Other export-oriented agricultural products are limited but include gum arabic, sesame, and shea nuts. Livestock rearing (cattle, camels, goats, sheep) is a critical traditional industry; cattle in particular are trekked across borders to markets in Nigeria and Cameroon, making livestock one of Chad’s largest non-oil exports (often informally). The country’s herders and farmers are vulnerable to climate shocks: droughts and erratic rainfall frequently cause poor harvests, while occasional severe floods (like those in 2022–2023) can destroy crops and pastures. Food security is a persistent issue, and in bad years millions require food aid.

Chad’s economic planners see potential in modernizing agriculture – improving irrigation around Lake Chad and the southern river basins, introducing better inputs, and developing agro-industry – to reduce reliance on imported food and create jobs. Some small agribusiness initiatives exist (for example, rice mills or dairy processing), but overall the sector remains traditional. Livestock trade has more immediate economic integration; cattle exports to Nigeria bring in substantial income for pastoralist communities, and there are efforts to improve veterinary services and market access for herders.

Services and Other Industries

The services sector in Chad has been gradually expanding, now contributing around 40% of GDP. Services include government administration, trade, transport, banking, telecommunications, and other activities. Government and public administration form a sizable part of the formal services due to the central role of the state in the economy (public sector wages and spending are significant in urban areas). Trade and transport services are vital given Chad’s landlocked status – trucking companies and informal traders move imports (fuel, food, manufactured goods) from ports in Douala (Cameroon) or railheads in Sudan into Chad’s markets. In N’Djamena and a few cities, a small private sector of hotels, restaurants, and retail exists, often serving expatriates, NGO workers, and a growing urban middle class. Banking is underdeveloped but includes a few commercial banks (like Banque Commerciale du Chari, and subsidiaries of regional banks) mostly concentrated in the capital. Microfinance and mobile money (to be discussed later) are increasingly important for financial services to the populace.

Chad’s industrial base beyond oil is very limited. There is some manufacturing and processing: a brewery, a few textile and soap factories, the N’Djamena oil refinery (jointly owned with China), and small-scale food processing plants. Construction activity saw a boom during the oil revenue peak around 2010–2013, as infrastructure projects and real estate in N’Djamena picked up, but then slowed when government revenues tightened. Due to high costs of electricity and imported materials, industrial development has lagged. In recent years, modest foreign investment outside oil has gone into gold and mineral exploration (Chad has some gold deposits and potentially uranium and other minerals), though no large-scale mines yet.

One area of emerging economic activity is the telecommunications and IT sector. Though still a small share of GDP, telecom has grown rapidly as mobile phone usage spread. The telecom sector’s contribution is captured under services and has been one of the more dynamic segments (with mobile operators becoming significant taxpayers and employers). The rise of mobile money services also blurs the line between telecom and financial services. The digital economy, while nascent, holds promise as a future growth driver given the youthful population’s interest in technology and the sheer need for innovative solutions in areas like education, agriculture (agritech), and finance.

Trade and Investment Trends

Because of its narrow production base, Chad runs a structural trade imbalance in non-oil goods but an overall surplus or manageable deficit when oil exports are high. Exports are dominated (over 90%) by crude oil. Other exports include livestock, a bit of cotton and gum arabic, but these are comparatively small. Chad’s main export markets for oil are the global markets (historically the U.S. and some European and Asian refineries took Chadian oil) via the terminal in Cameroon; for non-oil goods, regional trade with Nigeria and Cameroon (livestock and some agricultural goods) is important. Imports, on the other hand, are broad: the country imports nearly all of its refined petroleum products (fuel), machinery, vehicles, electrical goods, construction materials, pharmaceuticals, and a large share of its food (such as rice, flour, sugar, vegetable oil). The biggest import partners include Cameroon, France and other EU countries, China, and Nigeria. High fuel and food import costs can strain the balance of payments when oil revenues dip.

Chad’s landlocked geography and periodic insecurity in neighboring countries (e.g., conflict in Sudan or Central African Republic) make trade routes unreliable at times. The principal corridor through Cameroon to the port of Douala is critical; improvements in regional transport (like the construction of a bridge to Cameroon and road upgrades) have been ongoing to facilitate commerce. Chad is part of the Central African Economic and Monetary Community (CEMAC) which provides a common external tariff and simplified trade between member states, but intra-CEMAC trade is limited due to low industrial output. The country’s membership in the African Continental Free Trade Area (AfCFTA) also holds potential for future trade diversification, although infrastructure must improve to take advantage of it.

Foreign direct investment (FDI) in Chad has been concentrated in oil and mining. The major investors historically were American and Malaysian oil companies (Exxon, Chevron, Petronas) and more recently Chinese companies and other smaller oil firms. Outside the hydrocarbons sector, FDI is minimal – a few investors from the Middle East have looked at agriculture (for example, large-scale farming or livestock projects), and telecom companies (India’s Bharti Airtel and previously Luxembourg’s Millicom, now Morocco’s Maroc Telecom) represent significant foreign stakes in the service sector. The government has tried to attract investment in sectors like solar power, infrastructure, and mining, but the challenging business environment (ranked poorly on ease-of-doing-business indicators), concerns over governance, and security issues have limited interest. In the late 2010s, there was an attempt to bring a new mobile operator and other ventures, indicating opportunities exist where demand is unmet.

Chad’s government has at times instituted reforms to encourage business, such as creating special economic zones and investment codes. However, bureaucratic hurdles and corruption remain deterrents. In terms of development assistance, Chad receives significant aid and financing from international partners (World Bank, IMF, EU, France, etc.), which often goes into infrastructure that can indirectly support economic activity – for instance, road building, electricity projects, and now digital infrastructure (with new projects to boost broadband).

Fiscal and Monetary Environment

Chad is part of the CFA franc monetary zone, which means it uses the Central African CFA franc (XAF) – a currency pegged to the euro and managed by the regional central bank (BEAC). This arrangement has provided monetary stability and low inflation historically. Indeed, inflation in Chad averaged under 3% for much of the past decade, though it spiked to around 5–6% in 2022 due to global food and fuel price rises. By 2023, inflation eased to about 4.8%, and it hovered around 5% in 2024, slightly above the CEMAC convergence target of 3%. The controlled inflation is partly due to the currency peg and partly subdued demand in a largely poor economy. The CFA franc regime also means Chad cannot unilaterally devalue its currency, which is both a discipline and a constraint on monetary policy. The central bank sets interest rates for the region (with a moderately low policy rate), and liquidity is often tight for local banks.

On the fiscal side, government finances are heavily linked to oil revenue. During high oil price periods (like 2022–23), Chad managed to run a budget surplus – in 2023 the surplus was around 4-5% of GDP thanks to booming oil receipts. However, during low price periods, deficits and cash crunches have been common, leading to arrears in paying civil servants and contractors. The country underwent debt distress in the past decade; by 2020, Chad’s external debt became unsustainable, prompting it to seek relief under the G20’s Debt Service Suspension Initiative and later the G20 Common Framework. In 2022, Chad reached an agreement to restructure about $3 billion of debt, including loans from Glencore (tied to oil sales) and other creditors, which helped reduce debt service pressures. As a result, public debt fell to around 20% of GDP by 2022 (from higher levels earlier) – a relatively low ratio – and the risk of debt distress was downgraded from high to moderate. This debt deal, coupled with prudent spending of the oil windfall, gave Chad a bit of fiscal breathing room to invest in development.

Looking ahead, the government aims to balance the budget and use oil revenue for priority investments. But it must also manage social demands and security spending. The presence of large humanitarian operations (due to refugee influxes from Sudan and other neighbors) means international donors often fund activities that support basic services. For businesses, the fiscal environment has pros and cons: on one hand, the CFA franc stability and low inflation are positive, but on the other, the government’s limited budget for infrastructure and its occasional resort to raising taxes on telecommunications or other sectors can create an unpredictable operating climate. For example, telecom operators faced increased excise taxes on services a few years ago, impacting consumer prices (this was later rolled back to encourage digital growth).

In summary, Chad’s traditional economy is a mix of a dominant oil sector, widespread subsistence agriculture, and a small formal sector struggling to expand. The country’s economic fortunes often ride on external factors like commodity prices and weather conditions. However, there is growing recognition of the need to invest in diversification – including the digital economy – as a path to more inclusive and stable growth. The following sections will delve into how Chad is gradually building its digital and internet economy amid these broader economic conditions.

Telecommunications and Internet Infrastructure

Mobile Networks and Telecom Operators

Chad’s telecommunications sector has transitioned from a state-run monopoly to a competitive mobile market that is now a critical gateway to internet access. In the 1990s, telephone service in Chad was extremely limited, with only a few thousand fixed lines managed by the state telco Sotel Tchad. By the early 2000s, the advent of mobile telephony changed the landscape. Today, fixed-line telephony is almost nonexistent, while mobile phone networks cover a large part of the population.

Chad’s mobile market is essentially a duopoly. The two main operators are Airtel Chad and Moov Africa Chad. Airtel Chad is a subsidiary of India’s Bharti Airtel (operating across Africa), and Moov Africa Chad was formerly Tigo Chad (under Millicom) until it was acquired and rebranded by Maroc Telecom in 2019–2020. These two operators account for virtually all mobile subscribers in the country – together they serve about 99% of the market. The former state operator, Sotel, technically holds a mobile license and operates under the brand Salam but only provides limited 2G services and has an insignificant share (mostly used for basic voice in a few areas). As of early 2024, there were around 13 million mobile cellular connections active in Chad, equivalent to about 70% of the population. This figure suggests many people have at least one SIM card, though it also counts some people with multiple SIMs or inactive accounts. Actual unique mobile users are fewer, but mobile reach has grown impressively from virtually zero twenty years ago.

Both Airtel and Moov have built out GSM networks covering most populated localities. 2G (GPRS/EDGE) service is available in towns and along major roads, enabling basic calls and text as well as very slow data. 3G service began in the mid-2010s and is now available in the largest cities (N’Djamena, Moundou, Abéché, etc.) and some secondary towns. 4G LTE is a relatively recent development: Tigo (now Moov) was the first to launch 4G back in 2014, starting in the capital N’Djamena. For years it remained limited to the capital and a handful of cities. Airtel, after obtaining its 3G/4G license, also rolled out 4G in N’Djamena and a few urban centers. By 2023, 4G coverage was still basically confined to major urban areas, while 3G covered perhaps a quarter of the population. Estimates indicate around 25% of Chadians had access to at least a 3G network where they live, whereas vast rural swathes still only have 2G or no coverage at all. General GSM voice coverage reaches around 85% of the population (though covering only about a third of the country’s territory, given how large and sparsely populated it is). The biggest gaps are in remote desert and jungle areas with few inhabitants.

Maintaining and expanding mobile networks in Chad is challenging. The country’s infrastructure is underdeveloped, and operators face high costs for diesel power generators at cell towers due to the lack of reliable electricity in most areas. Harsh climate (extreme heat, dust) and seasonal floods can disrupt equipment and access. Despite these hurdles, telecom companies have continued to invest because demand for communication is fundamental and growing. Both Airtel and Moov have focused on increasing capacity in the capital and key cities, where their most lucrative customers are. Rural expansion is slower and often requires public-private partnerships or subsidies to be viable. The government, recognizing the importance of connectivity, has periodically pushed initiatives like reducing certain taxes or issuing new licenses to spur competition. In 2018, a tender for a fourth mobile license was announced to attract a new entrant (potentially an international operator, possibly to replace or invigorate the dormant Sotel/Salam). However, as of 2024, no new operator has actually entered, and the market remains with the two dominant foreign-owned carriers.

Internet Access and Usage

Internet access in Chad has historically been extremely limited but is now gradually improving thanks to mobile broadband. In the early 2000s, only a tiny elite in N’Djamena could access the internet via slow dial-up or satellite connections. The turning point came when Chad obtained its first fiber-optic connection to international networks in 2012. This was achieved by linking into a submarine cable landing in neighboring Cameroon, as part of the regional Central African Backbone (CAB) project supported by the World Bank. Before that, all internet traffic relied on expensive satellite links. The fiber link significantly increased the available bandwidth and lowered wholesale costs, although end-user prices remained high and the infrastructure beyond the landing remained weak.

As of January 2024, Chad had about 4.18 million internet users, which represents roughly 22.5% of the population. This is a remarkable increase from just a few years prior – internet penetration was barely in the single digits in the mid-2010s. The vast majority of these users access the internet through mobile devices and cellular networks, not fixed lines. Indeed, the phrase “internet user” in Chad effectively means someone using a smartphone (or a basic phone with internet capability) on an Airtel or Moov data network. Fixed broadband subscriptions (like DSL or fiber to home) are almost nonexistent outside a few corporate or government offices in N’Djamena. Public internet cafés, once a common way to get online, have diminished as more people use personal phones, but they still exist in some cities for those without smartphones.

Despite the growth in users, about 77% of the population remains offline, especially those in rural areas, older age groups, and poorer communities. Several factors contribute to low internet usage: limited network coverage in remote regions, high cost of data relative to incomes, low digital literacy, and lack of electricity or devices. For those who are online, connectivity is often slow and sporadic. Many users rely on 3G signals; even where 4G exists, the backhaul (network capacity) is sometimes insufficient, leading to congestion. Surveys indicate a common user experience is frustration with speed and reliability – the majority of Chadians describe their internet connection as “slow.” Bandwidth per user is generally low, meaning activities like video streaming are difficult for most, while basic social media and messaging are more feasible.

Chad’s government has recognized the need to improve internet access as a development priority. Beyond the Central African Backbone fiber project, Chad is part of a planned Trans-Saharan fiber backbone that would link it northwards to Libya and Algeria and further integrate regional connectivity. Within the country, a national fiber backbone is slowly being laid (often along main roads) to connect regional capitals. International partners have stepped in: for example, China (via Huawei and Exim Bank) financed some fiber-optic deployments and a data center, while the World Bank’s new Digital Transformation Project (approved in late 2024 with a $92 million grant) aims to expand affordable broadband, especially in rural areas. This project plans to extend fiber and mobile coverage to underserved provinces and strengthen the overall internet ecosystem. If these efforts materialize over the next five years, millions more Chadians could come online, and those already connected might experience faster, more reliable service.

One potential game-changer on the horizon is satellite internet. With the emergence of low-earth orbit satellite providers like Starlink, even remote communities could access high-speed internet if costs become affordable. In fact, Starlink announced plans to begin operations in Chad by 2025 (pending regulatory approval). While satellite broadband will initially be expensive and likely limited to NGOs, businesses, or wealthier individuals, over time it could provide an alternative means of connectivity where terrestrial infrastructure is lacking.

Broadband and 4G/5G Status

Broadband in Chad is almost entirely wireless. The concept of home fixed broadband (via cable, fiber, or ADSL) is rare outside some offices. A few companies in N’Djamena offer WiMAX or point-to-point wireless links for enterprise internet, and one can find small ISP outfits that serve NGOs or corporate clients with VSAT (satellite) or microwave links. For the general public, mobile broadband (3G/4G) is the de facto broadband. By 2024, about 22% of the population used the internet, but actual high-speed broadband users would be a smaller subset, likely those with 4G access.

Both major operators have been gradually upgrading networks. Airtel and Moov’s 4G LTE offerings in the capital advertise higher speeds (in theory up to 10-20 Mbps), but in practice users might get 1-5 Mbps on a good day due to network load and limited spectrum. 4G is still limited to larger cities: apart from N’Djamena, a handful of cities like Moundou, Sarh, and Abéché have seen initial LTE rollouts. 5G technology is not yet deployed in Chad. Given that even 4G is at an early stage and many are still on 2G/3G, 5G is likely years away. Operators would need significant investment in fiber backhaul and new equipment, and regulatory preparation, before 5G could be introduced. However, regional trends indicate it may eventually come – countries like Nigeria and South Africa are piloting 5G, and equipment costs will fall over time. For now, the focus is on expanding 4G coverage and capacity to meet current demand.

The cost of internet data is a critical issue. While prices have come down from a decade ago, mobile data in Chad is still expensive relative to incomes. Operators offer bundles – for example, a few hundred MB or 1 GB packages – but to an average Chadian, even these can consume a large portion of monthly income if used regularly. Some relief has been provided by tax policy changes: an excise tax on telecom services that had been raised to 18% was later removed in 2020 to encourage usage, and competition between Airtel and Moov also helps keep pricing in check. Nonetheless, affordability remains a barrier; many users keep mobile data turned off until needed, use zero-rated services when available, or rely on Wi-Fi at work/school if possible.

Another aspect of infrastructure is the power supply. Less than one-fifth of Chadians have access to electricity from the grid, and even for them, supply is often erratic. This affects internet use because charging phones or powering network towers is harder in off-grid areas. Telecom companies have had to invest in solar panels and batteries for base stations, and some digital services (like cyber cafés or phone charging kiosks) revolve around providing power as well as connectivity. In rural villages, one might see a shop with a solar panel offering to charge phones for a small fee, illustrating the linkage of energy access and digital access.

Government Policy and Initiatives

Chad’s government, through the Ministry of Posts and New Information Technologies, has set goals to develop the ICT sector. In 2020, an ambitious “Strategic Plan for Digital Development 2020–2030” was launched, signaling commitment to a digital transformation. The plan (also referred to as “Plan stratégique de développement de l’économie numérique et des postes”) outlines steps to modernize telecom infrastructure, improve e-government services, and promote digital skills and innovation. Concrete targets include increasing internet penetration, rolling out digital television, and computerizing more government operations.

One success has been the gradual implementation of e-government platforms. For example, some administrative procedures like e-visas (through the evisa.td portal) or online business registration have been introduced to streamline services. The government also set up an ICT regulatory agency and has worked with regional bodies to harmonize telecom regulations. However, the execution of these plans is slow due to limited funding and technical capacity.

The partnership with the World Bank on the Digital Transformation Project (2024) is a notable effort to jumpstart progress. This project not only invests in infrastructure but also emphasizes improving the legal and regulatory framework (for instance, updating laws on telecom, data protection, and digital transactions), building digital skills among youth and women, and setting up more robust digital government systems. Over the five-year span of the project, goals include providing broadband access to over 4.5 million additional people in rural areas and training tens of thousands of citizens in basic digital literacy. If met, these steps could significantly alter Chad’s digital landscape by the end of the decade.

Another area of policy is ensuring cybersecurity and appropriate regulation of online content. As internet use grows, authorities have balanced between encouraging open access and monitoring misuse. In the past, during times of political tension, there have been social media blackouts or internet shutdowns in Chad (notably a prolonged block of platforms like WhatsApp and Facebook in 2018 following protests). Such measures, while aimed at security, have drawn criticism for hindering freedoms and the digital economy. The government’s challenge is to create a secure online environment without stifling growth – for example, by adopting cybercrime laws and joining initiatives for online child protection, etc., which are gradually being considered.

In summary, Chad’s telecom infrastructure is still in a developmental phase: mobile networks serve as the backbone, reaching most populated areas with basic service and slowly extending broadband capabilities. Internet access, though expanding, remains low by global standards, and the quality of connection is often limited. Ongoing investments in fiber optics, potential new technologies like satellite internet, and supportive policies under the digital transformation agenda promise to improve this situation. These improvements are crucial, as better connectivity will facilitate all other aspects of the digital economy – from social media use to e-commerce and e-government.

Digital Platforms and Online Services

Social Media Usage in Chad

Social media has become the face of the internet for many new users in Chad. With relatively few local websites or TV channels, Chadians who come online tend to gravitate to global platforms to communicate and consume content. As of January 2024, there were around 973,000 social media users in Chad, equivalent to about 5.2% of the population. This number may seem low, but it actually more than doubled between 2022 and 2024, indicating a rapid uptake as smartphones proliferate.

Facebook is the leading social media platform in Chad in terms of active users. Early 2024 data shows roughly 759,000 Facebook users in the country. Facebook’s appeal lies in its multi-purpose nature: people use it to stay in touch with family and friends (including diaspora abroad), follow news pages, join community groups, and even buy and sell items via its marketplace or informal groups. Many businesses and public figures in Chad maintain Facebook pages since it’s an accessible way to reach the connected minority. Notably, Facebook is also available in lightweight versions (Facebook Lite) that suit the low-bandwidth environment.

TikTok has surged to prominence as well, especially among urban youth. TikTok’s advertising data suggests nearly 1 million users (over 18) can be reached in Chad – this likely makes it the second most popular platform and perhaps even rivaling Facebook in usage among young people. The short-video format and entertaining content resonate in a country where literacy is low (visual content works better than text) and where many have basic smartphones. We see increasing numbers of Chadian youth creating TikTok videos, often comedic skits, dance challenges, or commentary on daily life. A few “TikTok influencers” from Chad have gained notable followings, sometimes collaborating with brands or NGOs to spread messages.

Other social networks have a smaller foothold:

• WhatsApp is extremely popular as a messaging app (though not always counted as “social media”). WhatsApp is widely used for person-to-person messaging and group chats, due to its encryption and the prevalence of phone-based contacts. Many organizations and businesses use WhatsApp to communicate with customers or share information in group broadcasts since SMS can be costly and less interactive.

• Facebook Messenger usage correlates with Facebook (around 250,000 users). People in Chad tend to use Messenger or WhatsApp for chat, depending on preference.

• Instagram is present but niche – around 90,000 users in early 2024, mostly among youth in N’Djamena who have interests in fashion, photography, and connecting to global trends. Instagram’s heavier data requirement and focus on visuals means its audience is limited to those who can afford frequent internet access.

• Twitter (X) has a very small user base in Chad. It’s used by some journalists, politicians, and tech-savvy individuals, often in French or English, but it’s not mainstream. Most political and public discourse online happens on Facebook rather than Twitter, unlike some other countries.

• LinkedIn and professional networks are minimal, only a few thousand users, typically educated professionals or those looking for international opportunities.

• YouTube is known and used, but given the bandwidth constraints, not many people regularly stream YouTube videos. Instead, sharing of video content often happens via downloading and forwarding clips on WhatsApp, or using low-resolution modes. Those who do access YouTube might download videos when on Wi-Fi or watch shorter content. There’s interest in music videos and entertainment from neighboring countries (Nigerian, Cameroonian music, etc.), as well as some local content creators who post to YouTube.

Local social media content is growing. A handful of Chadian bloggers and vloggers have started to make a mark, talking about issues like education, women’s rights, or simply lifestyle and comedy. They primarily use Facebook and TikTok to distribute their content, given the audience is there. The language of social media in Chad is predominantly French, although local Arabic (in Arabic script or sometimes transcribed in Latin letters) is also used especially in WhatsApp groups and Facebook posts targeting northern communities. English content is rare except from those interacting with an international audience.

One challenge has been the cost of accessing these platforms. To mitigate that, in the past telecom operators have offered special packages or promotions. For instance, Facebook Flex (a free mode of Facebook with text-only browsing) was introduced at one point, allowing users to check Facebook without data charges (minus photos/videos) as an on-ramp to get them habituated to the platform. Such initiatives help increase social media adoption even when money is tight.

Social media has also become a tool for the diaspora and domestic connection. Chadians living abroad (in France, Cameroon, the U.S., etc.) often maintain contact with home via Facebook and WhatsApp. They sometimes influence trends by sharing ideas or sending back content. In times of crisis or political change, social platforms have been crucial for spreading news. For example, during the 2021 transition after the death of President Déby, many turned to Facebook for real-time updates and discussions, given the limited independent media within Chad.

E-Commerce and Online Marketplaces

E-commerce in Chad is still in its infancy, but there are emerging platforms and practices indicative of a digital commerce potential. The low internet penetration and payment infrastructure issues have meant that traditional online shopping (like one-click ordering with delivery) is not yet commonplace. However, entrepreneurs are adapting models to local realities.

One pioneering platform is Mossosouk, launched in 2015 by a Chadian startup. Mossosouk (the name roughly meaning “marketplace” in local parlance) is an online marketplace that allows vendors to set up virtual shops and sell products ranging from electronics and fashion to household goods. Users can browse through a mobile app or website, place orders, and get items delivered within N’Djamena. Mossosouk essentially provides the catalogue and ordering system, and it coordinates delivery through its logistics arm. By 2023, Mossosouk had onboarded over 250 local sellers and was gradually expanding its user base – its Android app had a few hundred downloads, indicating that usage, while still small, was growing among the urban middle class. One of the key efforts of Mossosouk has been educating merchants on the benefits of selling online, as many initially didn’t see how the internet could bring them customers. The platform also offers promotions and a degree of order tracking to improve trust in online transactions.

Besides Mossosouk, much of Chad’s e-commerce is informal and done via social media. Facebook groups and pages act as digital marketplaces: for example, individuals post photos of clothing, phones, or cars for sale on buy-and-sell groups, then interested buyers contact them (often via WhatsApp) to arrange a meeting and payment in cash. This kind of peer-to-peer commerce is popular given it requires no sophisticated technology – just a Facebook account – and leverages the existing social network for trust. Instagram boutiques also exist, where small businesses (especially in fashion or cosmetics) show their products and handle orders through DMs and WhatsApp, targeting the style-conscious crowd in N’Djamena.

Regional and international e-commerce players have a very limited presence. Unlike some larger African markets, Chad does not yet have operations of major platforms like Jumia or Amazon. High logistics costs and the small online population deterred these companies so far. Some Chadians do purchase from abroad via specialized intermediaries – for instance, someone might order an item from Dubai or Europe through a relative or a freight forwarder, but this is not a mass phenomenon. Instead, physical trading companies in N’Djamena still dominate import of goods which are then sold in shops or markets.

One critical component for e-commerce is payments, and here fintech solutions are playing a role. Because credit card penetration in Chad is extremely low and most people don’t have bank accounts, e-commerce has to rely on cash-on-delivery or mobile money. Cash-on-delivery is straightforward: customers pay in cash when a courier delivers the item. This is the method Mossosouk started with, for example. However, handling cash can be risky and inefficient, so there’s a push to integrate mobile money payments into e-commerce transactions. As mobile money usage grows (see fintech section below), an increasing number of online sellers accept payments via Airtel Money or Moov Money. This way, a buyer can send money through their phone to the seller or platform, which reduces the need for face-to-face cash exchange. While still not ubiquitous, this practice is expected to expand as trust in digital payments improves.

Despite the small base, the potential for e-commerce in Chad is significant in the long term. With a young, growing population that will gradually come online, there is an untapped market for online retail, especially in areas where physical retail is underdeveloped. For example, outside the capital, many towns have limited variety of goods; if logistics networks improve, e-commerce could allow people in provincial cities to access products not available locally. Recognizing this, tech incubators in Chad (like WenakLabs and others) have been supporting startups in the e-commerce and logistics space. They are exploring ideas like connecting small farmers to urban consumers via mobile platforms, or enabling group-buying of imported goods to lower costs. The government’s digital plan also includes aspects of e-commerce regulation, such as consumer protection and electronic transaction laws, to build a safer environment for online trade.

Streaming Media and Online Entertainment

Given the constraints of bandwidth, streaming services in Chad are not as widespread as in more connected countries, but a segment of the population is beginning to use them. YouTube, as mentioned, is one major source of streamed content – primarily music and short videos. Chadians enjoy music videos from local artists and from across Africa (Nigerian Afrobeat and Sahelian music are popular) on YouTube when they can afford the data. Some artists in Chad have their own YouTube channels where they release music and hope to gather regional followings.

Audio streaming has potential too. With radio being the dominant traditional medium, some radio stations have started streaming their broadcasts online, so Chadians abroad or in other regions can listen via internet. There are also a few people using services like Spotify or Deezer, but since these require subscriptions and significant data, they are limited to a tiny, mostly expatriate or elite user base. Instead, people often download MP3s or share songs over Bluetooth/WhatsApp for offline listening.

International streaming platforms such as Netflix have a negligible presence in Chad at the moment. Only a very few high-income individuals or expatriates with good connections would subscribe to Netflix or Amazon Prime Video. The catalog issues (some content might not be licensed for Chad) and the necessity of using a VPN for certain services also pose hurdles. However, as internet speeds improve, we might see growth in streaming. In fact, one trend is the distribution of movies and shows via informal means – for example, someone might download a popular TV series and then share it with friends using USB drives or memory cards. There are local video clubs and cinemas where people gather to watch football matches or films; these venues increasingly use digital satellite or internet sources for content, bridging traditional viewing habits with modern tech.

Social media also doubles as a content platform: Facebook videos and TikTok provide entertainment for many who can’t access heavier streaming sites. People follow comedic skits, short news clips, and even soap opera snippets shared on Facebook. For instance, if there’s a popular Turkish or French soap opera, short segments may circulate on social media, allowing people to keep up without streaming entire episodes.

One area to note is digital television migration. Chad, like other countries, has been working on transitioning from analog to digital TV broadcasting. While this is over-the-air TV and not internet streaming, it is part of the digital media landscape. By moving to digital TV, more channels and potentially better quality can reach homes with set-top boxes, and eventually interactive services could be layered on. The government’s strategy for 2020–2030 includes achieving this digital switchover, which could expand the variety of content people access without needing full internet connectivity.

The .td Domain and Local Web Presence

Chad’s country-code top-level domain (ccTLD) is .td. This domain is relatively underutilized compared to many other ccTLDs. Fewer than 0.1% of the world’s websites use .td, indicating its global footprint is very small. There are a couple of reasons for this low usage: historically, .td domain registration was not very accessible or affordable to the general public, and local awareness of building websites is low. Additionally, many Chadian entities might find it easier to just create a Facebook page or use a generic domain like .com or .org for their web presence.

That said, .td is used by key institutions and companies within Chad. The government uses .td for official portals (for example, some ministries have websites ending in .td, and services like eVisa.td have emerged for online visa applications). The leading telecom operator, Moov, uses moov-africa.td for its local site, showcasing products and services to Chadian customers. Local news outlets and organizations sometimes use .td as well, though several host their sites on international domains or platforms due to reliability issues.

One interesting case is Google.td – Google maintains a redirect for the .td domain, which typically forwards to Google’s generic search, but this shows that major internet companies do secure ccTLDs in most countries. However, Google does not have dedicated services specific to Chad aside from language support (French/Arabic interfaces). There is also a small number of international or novelty users of .td domains; for instance, some tech enthusiasts have considered .td as shorthand for “to-do” or “TD” branding, but this is not common.

The technical management of .td has seen improvements in recent years. There have been efforts (with support from organizations like the Internet Society) to implement DNSSEC and modernize the registry, which would enhance security and reliability of .td addresses. Encouraging more local businesses to register .td domains is part of building a Chadian identity online. At present, many businesses rely solely on social media or have no online presence at all. In a modern business context, this is changing slowly: banks and telecoms have websites; some hotels and NGOs in Chad also maintain .td sites or at least .com sites with information for customers.

For domestic internet users, the .td domain isn’t particularly significant – they access whatever content is available, be it on .com, .fr, or .td. But from a strategic perspective, having more local content hosted under .td could be beneficial for digital sovereignty and local caching (data localization). The government’s digital strategy explicitly mentions developing local content and services, which presumably includes using the national domain. They would like Chadian media, forums, educational content, and e-commerce to flourish under the .td domain space in the coming years. One barrier to this is the need for local web development skills and hosting infrastructure. Currently, even if a .td domain is registered, the site might be hosted on servers outside the country due to limited data center facilities in Chad. The Huawei-built national data center, once fully operational, may provide more onshore hosting options that could bolster .td usage.

In conclusion, the .td domain’s presence is modest but symbolically important. As Chad’s internet ecosystem grows, one would expect more .td websites to come online – for example, local governments, universities, or startups using the ccTLD. This will both reflect and reinforce the digital maturation of the country. For now, though, most Chadian digital interaction happens on global platforms and domains, with .td gradually carving out its local niche.

Leading Digital Companies and Services

Telecom Providers and Connectivity Companies

The backbone of Chad’s digital economy is its telecom operators. Airtel Chad and Moov Africa Chad are not only communication service providers but also major players in digital services and finance. Each serves over 4 million subscribers and offers an array of services beyond just voice calls.

• Airtel Chad: Part of the pan-African Airtel group, Airtel Chad has around 47% of the mobile market. It offers GSM voice, 3G and 4G data plans, and was the first to get a 3G/4G license in Chad. Airtel positions itself as providing the “best and largest 4G network in Chad” (as per its marketing), and while coverage is indeed extensive, user feedback often urges improvement in data speed and network downtime. Airtel’s importance also lies in Airtel Money, its mobile money service (discussed below in fintech). The company has invested in social initiatives as well, like some education and health programs, portraying an image of a partner in development. However, Airtel has faced challenges such as heavy taxes, which at one point made it consider leaving the market; a combination of government negotiations and improved conditions kept them in operation.

• Moov Africa Chad: Formerly Tigo, Moov is now under Maroc Telecom’s umbrella brand “Moov Africa” since 2021. Moov holds about 53% of the mobile market, making it the leader by a slight margin. Historically, Tigo/Moov was known for being innovative – it launched Chad’s first 4G service and introduced Tigo Cash (now Moov Money). Under Maroc Telecom, Moov has access to more capital and regional expertise, which could help network expansion. Moov Africa Chad provides similar offerings to Airtel: voice/SMS, data bundles, and mobile money. They also tend to compete on promotions – for example, Moov might offer special night-time data rates or bonus airtime to entice users away from Airtel. The competition between Moov and Airtel is a defining feature of the telecom landscape, with each trying to increase subscribers through better coverage or pricing. This duopoly dynamic means consumers have two choices, which is better than a monopoly but still limited; both companies have fairly aligned interests in maintaining tariffs. The government regulator (OTRT) monitors them to prevent abuse of market power and has occasionally pressured them to improve quality of service.

• Sotel Tchad (Salam): The national telecom company, Sotel, operates under the brand Salam for mobile, but it has been largely inactive in the competitive sense. Salam Mobile has only a 2G network in a few localities and a tiny user base. Sotel’s infrastructure is more notable in the fixed-line realm – it owns exchanges in N’Djamena and some trunk lines (and is involved in managing international fiber gateways). In recent years, Sotel has struggled financially and operationally. There have been talks of restructuring it or finding a strategic partner to revitalize the company. Given the crucial role of telecom in national security and backbone infrastructure, the government likely wants Sotel to remain relevant (perhaps as a wholesale provider or through niche services like fiber to government offices). The Huawei-built data center mentioned earlier is presumably under the auspices of the government/Sotel, meaning Sotel could evolve into more of an infrastructure provider (data center, backbone fiber) while Airtel and Moov focus on retail services.

• Internet Service Providers: Aside from the mobile operators, there are a few small ISPs that serve specific markets. For instance, there are companies that provide satellite internet to NGOs in remote areas (especially important given Chad hosts refugees and many aid agencies require connectivity in field offices). Some companies in N’Djamena provide wireless broadband to businesses using microwave links. Names include TchadNet and others historically, though some may have been absorbed or have arrangements with the big telcos now. In truth, Airtel and Moov also offer corporate internet solutions, so standalone ISPs have a hard time competing unless in very specialized scenarios.

• Global Connectivity Players: A new entrant indirectly in the scene will be Starlink (SpaceX’s satellite broadband). In anticipation of its 2025 launch, discussions are underway to get the necessary licenses. Starlink could serve banks, embassies, or even wealthy households with high-speed internet in areas that currently only have slow connections. Its presence will likely be complementary (not a direct competitor to mobile operators’ mass market, but filling a gap in high-end broadband).

These connectivity companies collectively form the foundation that enables all other digital services. Their investments in towers, fiber, and spectrum are the single most important determinant of how fast Chad’s digital economy can grow. It’s worth highlighting that these companies are also large employers and taxpayers in Chad. Between Airtel and Moov, thousands of jobs (including indirect ones like airtime resellers) are provided. They also partner with many local businesses for distribution and mobile money agent networks, thereby spurring micro-entrepreneurship at the street level (a shop owner becomes an Airtel Money agent, for instance).

Fintech and Mobile Money

In a country where traditional banking reaches only a small fraction of the population, fintech – especially mobile money – has stepped in to bridge the financial inclusion gap. Mobile money services allow users to send and receive money, pay bills, and purchase goods using their mobile phone balance or wallets, without needing a bank account. In Chad, the two dominant mobile money platforms correspond to the two telcos:

• Airtel Money: Offered by Airtel Chad, Airtel Money has been available for several years and leverages Airtel’s extensive pan-African experience in mobile financial services. Users can register for an Airtel Money wallet at any Airtel agent by providing an ID. Once set up, they can deposit cash into their mobile wallet (converted to digital balance) and then make transfers to other Airtel Money users, or withdraw cash through agents. Airtel Money is commonly used for peer-to-peer transfers, such as urban workers sending money to family in rural areas. It is also increasingly used for paying utility bills (in areas where electricity or water bills exist) and for services like mobile airtime top-up (essentially buying phone credit digitally, often with a small bonus incentive to promote the habit). By 2024, Airtel Money’s active user base has grown, but it still covers a minority of Airtel’s overall subscribers – meaning there’s plenty of room to scale. One bottleneck has been the agent network; Airtel has had to recruit and train thousands of agents across cities and larger villages to handle cash in/out and customer service.

• Moov Money: When it was Tigo, the service was known as Tigo Cash, and it was quite popular. After Maroc Telecom’s acquisition, it has rebranded to Moov Money in Chad (in other Moov countries they might use a different moniker like “MT Cash” or simply “Moov Money”). Moov Money similarly allows wallet services and has a network of agents. Millicom’s original introduction of mobile money in Chad made many early adopters familiar with the concept. Today, Moov Money competes head-to-head with Airtel Money. In some areas, one might have more agents than the other. Anecdotally, people might choose based on which network their peers use (for ease of transfers) or which one has an agent in their vicinity. It’s common for merchants in N’Djamena to display both Airtel Money and Moov Money logos, indicating they accept payment through either.

The significance of mobile money goes beyond just convenience; it is forming the rails on which broader fintech solutions can run. For instance, microfinance institutions are exploring integrating with mobile wallets to disburse and collect micro-loans. NGOs have started using mobile money to distribute cash aid to refugees or vulnerable families, as it’s safer and more transparent than physically handing out cash. Civil servants in some cases receive salaries through these platforms, and there are ongoing efforts to digitize payments like school fees or taxes via mobile money to reduce leakage and long queues.

Apart from telco-led mobile money, other fintech innovations are slowly emerging:

• Some banks have launched mobile banking apps or USSD services. For example, a bank might allow its customers to check balances or transfer funds via a mobile app. However, given low banked rates, these reach only a small elite.

• Fintech startups: A handful of startups focusing on payments or financial services are being incubated. While still very early, one might see startups enabling digital savings groups or offering pay-as-you-go solar power financed through mobile payments. These ideas tie into needs on the ground – e.g., solar home systems providers often use mobile payments for customers to top-up credit.

• International money transfer: Services that connect mobile money to international remittances are invaluable in Chad. Companies like WorldRemit or Orange Money (even though Orange isn’t an operator in Chad, they sometimes allow remittances into Airtel or Moov wallets through partnerships) facilitate diaspora sending money home directly into mobile wallets. This is cheaper and faster than Western Union. The inflow of remittances through digital channels is growing and supports many families.

Chad’s central bank (via COBAC, the regional banking commission) regulates mobile money to ensure security and consumer protection. So far, there have been no major incidents of mobile money system failures or mass fraud, which helps build trust. However, at the user level, education is needed – for example, to guard against PIN theft or scams. Both Airtel and Moov regularly send SMS advisories and have tried to incorporate security features.

Beyond payments, fintech in a broader sense could include things like digital lending, insurance, and crowdfunding. These are nascent in Chad. One example is agricultural insurance schemes that might use satellite data and mobile payouts to insure farmers against drought – this has been piloted in some Sahel countries and could be introduced in Chad given its climate risks. Crowdfunding or charity via mobile (raising funds for a community project through small mobile contributions) is another innovation that could catch on with the right platform and promotion.

Overall, the fintech landscape is currently centered on mobile money, which has become a crucial part of daily commerce for those who use it. It’s not unusual now in N’Djamena to pay for groceries or restaurant bills using a phone transfer. For businesses, this means faster transactions and less handling of cash (which is especially useful in a country where currency notes can be in short supply or change is hard to find). In rural areas, mobile money’s impact is still limited by network coverage and literacy, but where it’s available, it can save a person a day’s travel to town just to deliver money. As connectivity spreads, fintech services will likely be one of the earliest benefits that new users adopt.

Media, Tech Startups, and Innovation Hubs

Chad’s digital company scene extends beyond telecom and fintech into media and startups, although it is relatively small at this stage. Traditional media (TV, radio, newspapers) are adapting to digital channels, and new digital-native ventures are trying to gain a foothold.

• Digital Media and News: The only national TV station, Télé Tchad, is state-run and now has some presence online (like posting news clips on Facebook or YouTube). A few private radio stations (there are about a dozen in the country) have Facebook pages and sometimes stream content or post news updates online. One notable online news outlet is Alwihda Info, which is a Chadian news website that covers current events and has a significant following on social media. They use a .com domain, but they provide local news digitally, which many Chadians in the diaspora read to stay informed. Another site, Tchadinfos, and Journal du Tchad, likewise serve as digital newspapers. These outlets face challenges such as small advertising markets and occasional censorship, but they represent an important part of the local internet content. They also experiment with digital revenue models like sponsored content or donations.

• Tech Startups: The startup ecosystem in Chad is emerging thanks to the efforts of tech hubs and a handful of visionary entrepreneurs. One key player is WenakLabs, a tech hub in N’Djamena (founded in 2014) that provides co-working space, training, and incubation for startups. WenakLabs has incubated over 100 startups/projects to date. These startups tackle various local problems with technology: for example, ZereSoft (one of WenakLabs’ success stories) focuses on modernizing agriculture through digital tools, providing data and services to farmers. Another project, Nomad Learning, created an SMS-based learning platform to deliver educational content to students in areas with no internet. There’s also DaTchad, a data journalism initiative aiming to bring more open data and analysis into the public sphere.

  More recently, Chad Innovation Hub has gained recognition, even being awarded as Central Africa’s best incubator in 2023 and 2024. This indicates growing support for innovation. The Innovation Hub and WenakLabs often collaborate with international partners (UNICEF, French cooperation, etc.) to run hackathons, coding workshops, and pitch competitions. Through these events, young developers and entrepreneurs get to showcase ideas like mobile health apps, e-commerce platforms (as with Mossosouk earlier), and educational tech solutions. While the scale is still small – a typical startup might have a few founders/employees and serve a few thousand users at most – the ecosystem is slowly building confidence. Importantly, these hubs are fostering an entrepreneurial mindset among Chadian youth, showing that not all ambition has to channel into government jobs or emigrating abroad; one can create solutions locally.

• International Tech Companies: At present, global tech firms (Google, Microsoft, etc.) do not have direct offices in Chad given the market size, but they engage through third parties. For instance, Google might run developer group meetups via community leads in N’Djamena, and some Chadians participate in global coding competitions or online freelancing. The presence of these big players is more indirect – e.g., Microsoft’s cloud services might be used by companies in Chad via resellers, or Chinese tech companies like Huawei are active as contractors (Huawei built telecom infrastructure as noted, and also provides a lot of the network equipment).

• Telecom Adjacent Companies: A few local companies deal in telecom-adjacent sectors, such as tower maintenance, fiber cable laying, and IT services for businesses. As Airtel and Moov often outsource certain operations, local entrepreneurs have started ISPs, network solutions firms, and ICT consultancies. These companies don’t have high public profiles but are part of the digital economy’s supply chain.

• Content Creation and Entertainment: Another budding area is digital content creation. We touched on influencers in social media – some of these content creators effectively are one-person media companies. For example, a comedian making YouTube skits may partner with a mobile operator to produce sponsored funny videos that subtly advertise a new data bundle. Musicians in Chad also use digital distribution; local music is sold as mobile ringtones or on platforms like Boomplay (an African music streaming app). As internet access widens, one can foresee more local artists releasing content directly online and monetizing via concerts or sponsorships rather than physical sales, integrating them into the digital economy.

• E-services and Platforms: A few service sectors are seeing digital entrants. For example, in transportation, there isn’t an Uber in Chad, but an entrepreneur might launch a small-scale ride-hailing service that works via WhatsApp or a simple app for motos (motorcycle taxis) in N’Djamena. In education, some private institutes started offering online registration and even remote classes during the COVID-19 pandemic – using Zoom or WhatsApp to teach. Telemedicine is another niche: in 2020–2021, during pandemic restrictions, a couple of initiatives tried connecting patients in provinces to doctors in the capital through teleconsultations (though again limited by connectivity).

The business environment for these digital companies is gradually improving. Government and donor programs provide some seed funding and training. However, challenges remain: access to capital is a major issue since local banks are conservative and don’t understand startup models well, and there’s no established venture capital presence. Many startups rely on grants or prize money from competitions to get by. Additionally, talent retention is hard – skilled developers might find better opportunities abroad unless incentivized to stay. Despite these difficulties, the perseverance of tech entrepreneurs in Chad is laying the groundwork for what could become a vibrant sector in the future.

In summary, beyond the big telecom operators, Chad’s digital economy has a small but growing cast of players: from mobile money agents on every street corner to the young teams at WenakLabs coding late into the night. Together they are slowly introducing new services into Chadians’ lives, whether it’s shopping online, paying with a phone, learning to code, or consuming news digitally. Each success story, however modest, helps build momentum for the country’s digital transformation.

Digital Marketing and Social Media Culture

Online Advertising and Business Presence

As internet usage increases in Chad, businesses are tentatively embracing online advertising and digital presence as a means to reach consumers. In a market where traditional advertising (billboards, radio jingles, SMS blasts) has long dominated, the shift to online marketing is gradual but noticeable among forward-thinking companies.

Most medium to large businesses in Chad now maintain some form of digital presence, primarily through Facebook pages. For example, telecom companies like Airtel and Moov have official Facebook pages where they advertise new promotions (data bundles, call rates) and engage with customers via comments or Messenger. Banks such as Banque Société Générale or commercial retailers post updates on services, holiday closures, or product launches on their social media pages. These pages serve as a key customer service channel too – customers often leave inquiries or complaints on Facebook, and the companies try to respond promptly to manage their reputation.

When it comes to paid online advertising, Facebook is the platform of choice. Facebook’s ad tools allow targeting by location (like N’Djamena residents), interests, and even device type, which is valuable in Chad’s context. For instance, a company selling smartphones might run ads targeted at young adults in the capital who use Android devices. The cost of Facebook ads in Chad is relatively low (given the small user base, there’s less competition for ad impressions), making it appealing even for small businesses. Some local advertising agencies have started offering digital marketing services, helping clients design social media campaigns or sponsored posts. We also see occasional Google Ads placements on the few local websites (like news sites) – a small revenue stream for those publishers and a way for global ads to reach Chadian eyeballs if they browse those sites.

However, online advertising is still supplemental to traditional channels. A lot of businesses use SMS marketing heavily: for example, retailers might partner with mobile operators to send out mass SMS announcements of a sale or event to all subscribers in N’Djamena. This has a wide reach because even those without smartphones get the message. The downside is people often regard these unsolicited SMS as spam. Over time, as more migrate to data services, businesses may favor messaging apps or email, but currently email marketing is minimal due to low email usage in the general populace.

The government and international organizations also utilize digital channels for outreach. Ministries have Facebook pages to post public service information (like health advisories, or announcements about exams), and during the pandemic, social media was used to spread COVID-19 prevention messages in local languages. NGOs working on issues such as child vaccination or women’s rights run targeted campaigns on social platforms, sometimes using sponsored content that features local influencers or culturally resonant messaging.

Influencers and Content Creators

A nascent influencer culture is taking shape in Chad’s digital sphere. While the term “influencer” might not yet have the same weight as in more connected countries, there are definitely individuals who have amassed significant followings on social media and who shape online conversations. These include:

• Bloggers/Activists: People like technology bloggers, human rights activists, or social commentators who maintain blogs or active Facebook profiles discussing societal issues. When they recommend a product or praise a service, their followers take note. Companies have started to engage some of these figures for promotions. For instance, a popular blogger might be invited to a new smartphone model launch event and then share a review or photos, effectively acting as an influencer.

• Entertainment Personalities: Comedians, musicians, and entertainers use social media to grow their fan base. A comedian who regularly posts short skits on TikTok or Facebook could have tens of thousands of followers. Brands may sponsor their next video or have the influencer wear branded apparel. Musicians releasing a new song might partner with a mobile operator – e.g., Airtel might sponsor a music video in exchange for exclusive ringtone rights or inclusion of their logo. These entertainers become de facto influencers when they speak about products or causes.

• Beauty and Fashion Influencers: In N’Djamena, a small scene of fashion-conscious youth, especially young women, share makeup tutorials, style photos, or boutique finds on Instagram and Facebook. They often tag where they got items from, thereby promoting those shops. Some have started small businesses themselves (like an online clothing store) and use their personal brand to drive sales.

• Community Leaders on WhatsApp: In a different vein, local community leaders or entrepreneurs might manage large WhatsApp groups – for example, a group for job postings or a group for farmers sharing tips. If they endorse a particular service (like “Use X app for weather forecasts” or “visit Y store for equipment”), it influences the group members. This informal influence sometimes is more effective than a broad ad, because it’s coming from a trusted figure in a community, even if that community is a WhatsApp group of 200 people.

The concept of influencer marketing is still new to most Chadian businesses, but we’re seeing the first partnerships. For instance, telecom companies have given free data or small contracts to a few active social media voices to amplify their campaigns. A mobile money service might partner with a known singer to create a catchy jingle that then goes viral on social media. In 2022, during a major sporting event, some companies used popular sports commentators on Facebook to create buzz about watching matches at certain venues or buying drinks from certain brands, blending patriotism, sports, and marketing.

It is worth noting that the influence of these personalities extends offline because the audience that follows them online will talk about it offline. With relatively low internet penetration, a lot of content shared online ends up being discussed via word-of-mouth in families, social gatherings, or on radio call-in shows. In that sense, even a small digital influencer can have a multiplier effect beyond their immediate follower count.

Mobile Marketing and Local Digital Practices

Marketing in Chad often requires a creative blend of old and new methods, largely because of the digital divide. Mobile marketing is ubiquitous in the form of SMS, as mentioned, but also through voice messages and IVR (interactive voice response) in multiple languages for those who can’t read texts. For example, during a promotion, you might get an automated phone call that, when answered, plays a recorded jingle or announcement about a promo in French and Arabic.

Radio and digital synergy: Radio remains the king of reach in Chad; virtually every household has a radio. Companies have started to tie radio campaigns to digital ones. A radio ad might tell listeners to find more info on the company’s Facebook page or to send a keyword via SMS to receive a discount code. Likewise, on social media, you might see posts that encourage people to tune into a particular FM station at a certain time for a live contest or Q&A. This multi-channel approach tries to funnel radio’s broad audience into a more interactive digital engagement.

Influence of Language and Culture: Marketing materials must account for French and Arabic. In digital ads, French is predominantly used (since the literate, net-using population skews Francophone). However, we have started seeing some content in Arabic (written) especially targeting the northern community online. Additionally, video or audio content often uses Chadian Arabic or even local languages to connect emotionally. A viral marketing video might feature a character speaking Sara or a mix of Chadian Arabic and French to make people laugh and feel represented. This cultural localization is key; purely imported French ads don’t resonate deeply, so agencies are tailoring content to local humor and sensibilities.

Local business directories and online presence: A practice emerging in the urban professional class is using platforms like Google Maps or local directory sites to find businesses. While Chad isn’t rich in local apps for discovering services, people do increasingly rely on recommendations in Facebook groups (e.g., “Where can I find a good plumber in N’Djamena?” posts often get many replies, which is essentially crowd-sourced marketing for those mentioned businesses). Recognizing this, some businesses encourage happy customers to leave a positive note on their Facebook or to share their page, thereby leveraging the community effect.

Influencer-led marketing practices: One local practice is the use of “brand ambassadors” on campus or in neighborhoods. For instance, mobile operators hire young promoters who roam with T-shirts and occasionally have social media accounts where they post about the brand. These ambassadors combine physical word-of-mouth with a digital footprint, albeit small. Similarly, events like small tech conferences, trade fairs, or even musical concerts often have hashtags and social media tie-ins now, encouraging attendees to post and thus organically market the event sponsors.

Challenges in digital marketing: It’s not all smooth sailing. Companies sometimes complain that their target audience isn’t online yet – for example, how do you advertise an agricultural input to farmers who don’t use the internet? Solutions have been hybrid: SMS for those with phones, radio for others, and increasingly a plan to expand rural connectivity so that tomorrow’s farmers might use a smartphone app. Another challenge is measurement: very few have sophisticated analytics to know how well a digital campaign performed. It’s often anecdotal feedback (“10 people came to our shop saying they saw us on Facebook”) that guides their judgment.

Despite these challenges, there is enthusiasm for digital marketing’s potential. It offers a level of engagement and feedback loop that was impossible with static billboards or print ads. Businesses can see comments, answer questions instantly, and adapt their messaging. For example, if a bank announces a new service on Facebook and sees many questions about fees, it can quickly adjust by posting a detailed follow-up about the fee structure. This agility is appreciated by the small but growing customer base online.

Local practices also include a reliance on visual marketing. Acknowledging that many users might have low literacy or prefer visual info, marketers use images, emojis, and videos heavily in social media posts. A mobile money advertisement might be a simple cartoon strip image showing how to send money home, needing minimal text. Or a beverage company might run an online photo contest, encouraging users to share a selfie with the product – capitalizing on the growing selfie culture among youths with camera phones.

In sum, Chad’s digital marketing landscape is in a formative stage. It combines the reach of traditional channels with the engagement of new media. Companies are learning what resonates with Chadian audiences through trial and adaptation. Each year sees more businesses allocating a portion of their ad budgets to online channels, which is a strong sign that digital marketing will become a core part of business strategy moving forward. As more of the population comes online – especially the next generation of consumers – having a solid digital marketing approach will shift from being a novelty to a necessity for commercial success.

Outlook: Towards a Digital Economy Future

Chad’s journey into the digital age is just beginning, but the progress made in the last few years provides a foundation for optimism. The combination of a youthful population, improving connectivity, and growing entrepreneurial drive suggests that the digital and internet economy could become a significant pillar of Chad’s overall economy in the coming decade.

Several factors point to continued growth in Chad’s digital sector:

• Improving Infrastructure: With the World Bank’s Digital Transformation Project and other infrastructure investments underway, internet access will expand and become more affordable. As fiber optics reach more cities and mobile networks upgrade, we can expect internet penetration to move from 22% toward the 30-40% range in a few years. Each percentage point increase means tens of thousands of new individuals coming online, bringing new consumers into the digital marketplace and new talents onto platforms.

• Government Commitment: The government’s strategic plans and recent political stability efforts create an environment where long-term projects (like the 2030 digital vision) can be pursued consistently. E-government initiatives will likely digitalize more public services – imagine more online portals for taxation, licensing, or agricultural advisory services. This not only improves efficiency but also familiarizes citizens with using the internet for important tasks, thereby increasing digital literacy and trust.

• Education and Skills: International partnerships (from organizations like UNESCO, ITU, and various NGOs) are focusing on ICT education in Chad. Coding workshops, digital literacy in schools, and university programs in computer science are slowly expanding. Over the next decade, we should see a larger cohort of Chadian ICT professionals. Some may work remotely for global companies (bringing in valuable income and skills), while others start their own ventures locally, creating a virtuous cycle of innovation and job creation.

• Regional Integration: Chad stands to benefit from regional digital initiatives. Being landlocked, it can virtually integrate with larger markets. For instance, once connected by fiber, a tech startup in N’Djamena could service clients in Cameroon or Nigeria. Participation in the AfCFTA could also open opportunities for Chadian tech services to be exported or for Chadian consumers to access a wider array of online goods and services from Africa. There’s also talk of harmonizing mobile money across the CFA franc zone, which would make cross-border payments easier and could boost commerce.

• Private Sector Diversification: As oil revenue is no longer seen as a guaranteed crutch (due to volatility), both government and the private sector are looking for diversification. The digital economy is attractive in this regard because it can grow quickly with relatively lower capital after initial infrastructure is in place. We can expect more investments in telecom (perhaps new MVNOs or a fourth operator eventually), more banks and financial institutions partnering with fintech startups, and even traditional sectors like agriculture using digital tools (market price apps, weather SMS alerts, etc.) to increase productivity.

Challenges remain, of course. Chad must ensure that improvements in connectivity reach all segments of society to avoid widening inequalities between the connected urban youth and the offline rural poor. Cybersecurity will need attention – as more critical systems go online, resilience against cyber threats becomes important. Also, there’s the human challenge of maintaining affordability; if the economy doesn’t grow enough to boost incomes, even improved internet service might stay out of reach for many. Therefore, a holistic approach is needed: coupling digital advancement with economic inclusion efforts like affordable device programs, community internet centers in villages, and content in local languages.

From a cultural standpoint, as more of daily life moves online – whether it’s reading news, shopping, or socializing – it will influence societal norms. We may see the rise of digital advocacy in civil society (online petitions, social media campaigns for civic issues) and a new digital-savvy middle class that demands transparency and efficiency. The government will likely use digital tools for governance and citizen feedback, integrating SMS or app-based reporting for public issues (like reporting a broken water pump via a mobile app). Over time, this can strengthen governance and citizen engagement.

For businesses, a more digital Chad means new markets and efficiencies. A farmer might use a mobile platform to sell produce directly to a buyer in the city, getting a better price. A craftswoman could advertise her goods on an online marketplace to customers abroad. Companies will have richer data to understand consumer behavior (through digital payments and social media analytics) and can tailor products better. Logistics firms might spring up to handle the increase in delivery needs that come with e-commerce growth.

The presence of global technologies like Starlink and the influence of global digital trends will ensure Chad doesn’t develop in isolation. Chadians are increasingly aware of what’s possible by observing neighboring countries and beyond. This aspiration – to have what others have, whether it’s streaming the latest show or building the next big app – can be a powerful motivator for both individuals and policy-makers.

In conclusion, Chad’s economy at present is still rooted in oil and subsistence agriculture, but the strong focus on the digital and internet economy in current strategies is planting seeds for a transformation. The next decade could see Chad evolving into a more connected, innovative, and diversified economy where digital technology empowers its people and businesses. The road is long and not without obstacles, but the momentum is palpable. The towers are rising, the fiber is being laid, the entrepreneurs are coding, and the youth are logging on – pixel by pixel, Chad is crafting a brighter digital future within its broader economic narrative.