The Gambia’s Economy and Digital Landscape

Geographic Position and Its Influence on Development

Location and Territorial Characteristics

The Gambia is a small West African nation defined by the winding course of the Gambia River. It is the smallest country on mainland Africa by land area, covering approximately 11,300 square kilometres. The country’s territory consists of a narrow strip of land on both banks of the Gambia River, which flows through its centre and empties into the Atlantic Ocean. The Gambia is almost entirely surrounded by its much larger neighbour, Senegal, except for a short coastline along the Atlantic in the west. This unusual enclave-like geography means that Senegal borders The Gambia on three sides, making access to foreign markets by land heavily dependent on Senegalese territory. The capital city, Banjul, is situated on an island at the mouth of the river, while the largest urban centre, Serekunda, lies further inland along the coastal area. With an estimated population of around 2.8 million in 2024 concentrated in a small area, The Gambia has a relatively high population density. The average density exceeds 200 persons per square kilometre, and in the urban coastal strip the concentration is even greater. Over 60% of Gambians reside in urban and peri-urban centres (notably Greater Banjul and Kombo St. Mary), reflecting a rural-to-urban migration trend in search of jobs and services. This demographic pattern puts pressure on limited land resources and urban infrastructure, but also creates hubs of economic activity in the coastal region.

Impact of Geography on Economic Activities

The Gambia’s geographic positioning has had a profound influence on its economic development. The country’s narrow shape and reliance on the Gambia River historically made it a gateway for trade in the region. During colonial times, control of the river facilitated commerce in goods such as peanuts (groundnuts) and enabled access to inland areas. In the modern era, having an Atlantic coastline—albeit only about 80 kilometres long—gives The Gambia a maritime outlet that is vital for trade and tourism. The presence of the river provides fertile floodplains for agriculture, but also means that arable land is largely confined to the river’s banks and surrounding areas. About one-fifth of the land is arable, and agriculture often depends on seasonal rains and river irrigation. Being surrounded by Senegal has encouraged a re-export trade economy: The Gambia has leveraged its lower import duties and port facilities to import goods (like fuel, textiles, and consumer products) and then unofficially re-export them to Senegal and other neighbours. This re-export sector became a significant part of Gambian trade, as merchants took advantage of differential tariffs and a strategic position. However, such geography also poses challenges. The country’s dependence on Senegal for overland trade can create vulnerabilities – for instance, when border disputes or closures occur, they disrupt supply chains and raise the cost of imports. A clear example was seen in past episodes of border closure where essential goods piled up or became scarce, underscoring The Gambia’s limited autonomy in transport logistics.

Moreover, The Gambia’s small size means it lacks the diverse natural resource base of larger African states. There are no sizable mineral deposits or oil reserves, so the economy must rely on agriculture, fishing, tourism, and services rather than extractive industries. The river and Atlantic coast do support a notable fishing industry – fish and crustaceans are an important export and local protein source. The climate is Sahelian–subtropical, with a single rainy season (June to October) that is crucial for crops. This makes the economy vulnerable to rainfall variability and climate change; droughts or erratic rains can severely impact agricultural output and rural livelihoods. Geography also made The Gambia an attractive winter sun destination: its Atlantic beaches and warm climate have given rise to a tourism industry focused along the coast. However, being narrowly coastal, the country is susceptible to coastal erosion and sea level rise which threaten tourism infrastructure and communities. Overall, The Gambia’s location – an enclave along a navigable river, with ocean access but surrounded by one neighbour – has shaped it into a trading post and tourist haven, while also constraining its economic diversification and rendering it dependent on external factors for growth.

Overview of The Gambia’s Economy

GDP, Growth and Income Levels

The Gambia is a low-income economy characterized by modest output and a heavy reliance on external income sources. In recent years, nominal Gross Domestic Product (GDP) has been in the range of $2.3–2.4 billion, reflecting the small size of the economy. Adjusted for purchasing power, GDP stands around $7.5 billion (PPP), and GDP per capita remains low at roughly $900 in nominal terms (around $2,800 PPP). These figures place The Gambia among the least developed countries globally. Economic growth has been positive but moderate over the past decade, with real GDP expanding by around 4–6% annually in the late 2010s and early 2020s (aside from disruptions in 2020 due to the global pandemic). More recently, growth accelerated to an estimated 5.7% in 2024, indicating a robust post-pandemic recovery. This growth has outpaced population expansion (population grows about 2.5% per year), leading to a rise in per capita income. Key drivers of growth include agriculture rebounding with good harvests, a revival of tourism and services, and steady construction activity. However, the economy also faces volatility: it is sensitive to weather conditions (affecting crops), global commodity prices, and regional political stability. Inflation has been a challenge, elevated in part by imported food and fuel costs. In 2023, consumer price inflation spiked into double digits (exceeding 11%), eroding purchasing power, though it showed signs of moderating by 2024 as global conditions improved.

Despite recent gains, The Gambia remains a poor country in terms of human development indicators. The Human Development Index value is low (around 0.495, classified as “low human development”), and many citizens struggle with poverty. Nearly half of the population lives below the national poverty line, and extreme poverty (living on under $2.15 a day) affects roughly 16% of Gambians (as of 2024). These conditions underscore the importance of inclusive growth – ensuring that improvements in GDP translate into better livelihoods. The government’s economic policies in recent years have focused on stabilisation and reform after the political transition in 2017. Under President Adama Barrow’s administration, efforts have been made to restore fiscal discipline and gain the confidence of international donors and investors. Public debt had ballooned in the past (reaching over 80% of GDP by 2017), but thanks to debt relief and prudent budgeting it has gradually declined to about 70% of GDP. Nonetheless, The Gambia is still rated at high risk of debt distress, meaning careful economic management is necessary to avoid unsustainable borrowing. The fiscal deficit has been narrowed to around 3.5% of GDP in 2024, reflecting improved domestic revenue collection and spending controls. This macroeconomic stabilisation provides a slightly more solid foundation for growth, but substantial development challenges remain.

Sectoral Composition and Employment

The Gambian economy is relatively undiversified, with a few key sectors dominating output and employment. Agriculture is the backbone of livelihoods: it contributes roughly 20–30% of GDP (varies by year with weather) and employs the majority of the workforce. About 75% of Gambians depend on agriculture for their livelihood, mostly in small-scale subsistence farming. The main crops are groundnuts (peanuts), rice, millet, maize, and sorghum; among these, groundnuts have historically been the primary cash crop and export earner. Horticulture (fruits and vegetables) and cotton are also produced on a smaller scale, and cashew cultivation has been increasing. Livestock rearing (cattle, goats, poultry) is common in rural areas. Agricultural productivity is generally low, constrained by traditional farming methods, limited irrigation, and vulnerability to drought. Less than half of arable land is estimated to be under cultivation, indicating potential for expansion if investments are made in irrigation, mechanisation and farmer support. The government has repeatedly prioritized agriculture for investment to achieve food security and reduce rural poverty, though progress has been gradual.

Services form the largest share of GDP, typically around 58–60% of output, thanks in large part to trade and tourism. The Gambia has marketed itself as “the Smiling Coast of Africa,” attracting tourists primarily from Europe. Tourism became a crucial industry, contributing roughly 15–20% of GDP in the years before the COVID-19 pandemic. Visitors are drawn to the country’s beaches, wildlife (birdwatching is popular), and cultural experiences. This sector generates foreign exchange, employment in hotels, restaurants, and tour operations, and stimulates other industries like construction (for hotels) and agriculture (to supply hospitality needs). However, it is a highly seasonal and externally sensitive sector: the Ebola outbreak in West Africa in 2014 and the pandemic in 2020 severely depressed tourist arrivals, showing the risk of over-reliance on this industry. Other services include retail and wholesale trade (which is significant given The Gambia’s trading orientation), transport and communications, banking and finance, and government/public services. In recent years, telecommunications and IT services have grown in importance (as detailed later in the digital economy sections), though from a small base. Financial services remain relatively underdeveloped, with banks mostly concentrated in urban centers and limited reach in rural areas – a gap that mobile money services are starting to address.

Industry (manufacturing, mining, utilities, and construction) is the smallest segment of the economy, accounting for roughly 10–15% of GDP. There is very little heavy industry or mineral extraction. Manufacturing is confined to small-scale processing of agricultural products (like peanut processing into oil or cake, fish smoking and canning, bakeries, and a brewery), as well as production of basic consumer goods (such as plastics, soap, and furniture) for the local market. Industrial growth is constrained by the small domestic market, high energy costs, and competition from imported goods. Construction has been a relatively dynamic sub-sector, fueled by both private investment (hotels, commercial buildings, housing) and public infrastructure projects. In the lead-up to an Organisation of Islamic Cooperation (OIC) summit (originally planned for 2019 and later rescheduled), significant construction projects took place, including road upgrades, conference facilities, and a new airport terminal. These works temporarily boosted industrial output and employment in construction trades. However, outside of such projects, industrial activity is limited. The Gambia has some sand and mineral mining (for example, heavy mineral sands along the coast), but no large-scale mining operations. Energy production is largely through a single utility (NAWEC) reliant on imported fuel, although there is nascent investment in solar power.

Employment patterns mirror these sectoral shares. The vast majority of jobs are informal and in agriculture or petty trade. Formal employment is mainly found in the civil service, education and health sectors, banks, and larger private firms (including hotels and telecom companies). Unemployment and underemployment are persistent issues, especially among youth. Each year, many young Gambians enter a labour market that cannot absorb them into well-paid jobs, leading some to migrate abroad or resort to informal work. Official overall unemployment rates have been recorded in single digits, but this understates the prevalence of underemployment (people working few hours or in low-productivity roles). Indeed, underemployment in rural areas and among youth is high, reflecting the gap between the labour force and the limited modern sector opportunities. The reliance on subsistence farming and informal commerce means productivity is low and incomes are often precarious. Thus, one of the government’s development priorities is to encourage investment in sectors like agribusiness, light manufacturing, and ICT, which could create jobs and add value to local resources, thereby transforming the structure of the economy over time.

Trade Structure and Key Partners

Trade is a critical component of The Gambia’s economy, as the country depends heavily on imports for consumer goods and exports a narrow range of products. The Gambia consistently runs a large trade deficit – the value of imports far exceeds that of exports. The export base is small and concentrated. Major exports include agricultural products (notably groundnuts and groundnut oil, sesame, cashew nuts), fisheries products (fish and fish oil), and re-exported goods such as refined petroleum and lumber. Timber exports, in particular, have been controversial; The Gambia became a conduit for rosewood and other hardwood logs harvested in neighboring countries (often illegally in Senegal’s Casamance region) and then shipped to buyers in Asia. Such re-export of lumber and cashews to China and Vietnam grew rapidly in the 2010s, inflating export figures but not reflecting broad-based production within the country. For example, one year saw re-exports of wood to China dominate the export basket. Re-export trade – wherein imported goods are sent out again without significant processing – at times accounts for up to 80% of The Gambia’s merchandise export earnings. Apart from these, tourism is a vital export service, bringing in foreign currency from visitor spending (though tourism revenues are recorded under services in the current account, not merchandise trade). Imports, on the other hand, are extensive: The Gambia imports virtually all its fuel, much of its food (rice, flour, sugar, etc.), capital goods, vehicles, textiles and clothing, and other consumer goods. With limited domestic manufacturing, the country relies on imported cement, machinery, electronics, and household items. This high import dependence is sustained by external earnings (tourism, re-exports, and remittances from Gambians abroad) and foreign aid.

The Gambia’s major trading partners reflect its re-export activities and traditional ties. China has been the leading trade partner in recent years – it is a top destination for Gambian re-exports (especially timber and nuts) and also one of the largest sources of The Gambia’s imports (manufactured goods, machinery, and cheap consumer products). Other significant export partners include regional neighbors and a few Asian and European markets. Senegal historically was not a major direct trade partner in official statistics (due to informal cross-border trade not being fully recorded), but a great deal of goods do end up in Senegal via informal channels. Mali often appears in export data as well, likely as a transshipment destination for goods moving along corridor routes. India has been a buyer of Gambian groundnuts and cashew kernels. The European Union (notably the United Kingdom, Netherlands, and Germany) and Vietnam are important for specific exports like groundnuts and fish products. On the import side, aside from China, significant suppliers include Belgium and the Netherlands (which serve as entry points for European goods), Ivory Coast (a regional source of refined petroleum products that The Gambia imports and partly re-exports), and Brazil and India (which export rice and sugar commonly consumed in The Gambia). The trade with Senegal is substantial though often informal: food, livestock, and construction materials flow between the two countries’ markets. The Gambia’s membership in the Economic Community of West African States (ECOWAS) means it aspires to regional trade integration, but practical integration remains limited.

An interesting quirk in recent trade data was the emergence of Kazakhstan as an export destination accounting for an unusually large share of Gambian exports in some years – this is believed to be related to gold or other high-value commodities being shipped through The Gambia. In general, trade figures can be skewed by re-exports and occasional one-off transactions. Nonetheless, the persistent reality is that The Gambia imports far more than it exports in goods, resulting in an annual trade deficit on the order of several hundred million dollars (for example, imports might total around $600–700 million in a year against exports of $100–200 million). This deficit is partly offset by the surplus in services (tourism) and by remittances. Remittances from the Gambian diaspora abroad are a lifeline to the economy – they contribute roughly 20% of GDP, one of the highest ratios in Africa. Many Gambian households receive funds from relatives in Europe, the United States, or other African countries, which support consumption and investment back home. These remittance inflows, along with foreign aid, help finance the import bill and support the local currency (the dalasi). However, reliance on such external flows also means that global economic troubles or shifts in migration policies can directly affect The Gambia’s economy. Overall, the country’s trade structure underscores its role as a small, open economy that must integrate with regional markets and carefully manage external relationships. The government has made efforts to curb illicit re-exports (like illegal timber trade) and is working with partners to formalize trade, while also promoting export diversification – for instance, encouraging more processed agricultural exports or niche products. Strengthening trade logistics (port facilities, customs efficiency, and transport links like the new Senegambia Bridge) is seen as vital to leveraging The Gambia’s geographic position for economic gain.

Internet Access and Telecommunications Infrastructure

Telecommunication Networks and Providers

Over the past two decades, The Gambia has made significant strides in expanding its telecommunications infrastructure, despite the constraints of its size and economy. The country’s telecom market includes a mix of state-owned and private operators. Gamtel (Gambia Telecommunications Company) is the state-owned incumbent responsible for fixed-line telephony and the national backbone infrastructure. Its mobile subsidiary, Gamcel, was one of the early mobile providers. However, private competition reshaped the market in the 2000s and 2010s. Today, the leading mobile network operators are Africell and QCell, alongside Gamcel; a fourth operator, Comium, provided services in the past but has struggled and had its license suspended in recent years. Africell, a regional telecom company, has established itself as the dominant player – it is estimated to hold over 60% of the mobile market share in The Gambia and boasts extensive network coverage (around 93% territorial coverage with its combined 2G, 3G, and 4G network). QCell, a Gambian-owned firm, entered the market later but grew rapidly by introducing affordable data plans and being the first to launch 4G LTE services locally. Gamcel, while still operational, has a smaller share and has faced challenges competing with the agility and promotions of its private rivals.

Mobile telephony is by far the main mode of communication for Gambians. The number of active mobile subscriptions in the country has exceeded the population: at the start of 2024 there were over 3 million cellular subscriptions in use, equivalent to about 107% of the population. This figure reflects many individuals owning multiple SIM cards (often to take advantage of different networks’ offers or to ensure coverage in different areas). Virtually the entire population is covered by at least a 2G network signal, enabling basic voice calls and SMS even in rural villages. The expansion of 3G networks in the 2010s brought mobile internet to much of the populace; by around 2020, about 42% of all mobile subscribers had mobile internet access (3G/4G), a proportion that has continued to grow as smartphones become more common. Both Africell and QCell have rolled out 4G LTE in urban centres and along key corridors, offering faster data speeds, though 4G coverage in very remote areas remains limited. The telecommunications backbone of the country is maintained largely by Gamtel, which operates a fibre-optic network linking major towns. A notable development was The Gambia’s connection to the Africa Coast to Europe (ACE) submarine fiber-optic cable in 2011. This undersea cable landing dramatically improved the international bandwidth available to the country, lowering the cost of internet bandwidth and improving reliability compared to the previous dependence on satellite links. Gamtel manages the ACE landing station and the country’s international gateway – historically a monopoly position which has been a point of concern as it could limit competition in internet provision. In recent years, however, regulatory efforts have aimed at ensuring open access to the international bandwidth for all licensed operators.

In addition to the mobile operators, The Gambia’s internet service provider (ISP) market has a few other players. These include Unique Solutions and Netpage, local private ISPs that provide fixed wireless and VSAT internet services to businesses and some residential customers. QCell and Africell also offer internet services beyond mobile – QCell provides home broadband in some areas (using fiber or wireless broadband), and Africell likewise has data products for offices. Gamtel, through its internet arm, historically offered dial-up and later ADSL broadband over its fixed telephone lines, though the reach is limited by the small fixed-line network (fewer than 50,000 fixed telephone lines exist). The Public Utilities Regulatory Authority (PURA) oversees the telecom sector, working to improve quality of service and manage competition. The regulator has had to handle challenges such as spectrum allocation (for 3G/4G), interconnection disputes between operators, and the financial instability of smaller operators like Gamcel and Comium. A significant regulatory move was the suspension of Comium’s operations in 2021 for non-payment of fees, illustrating the enforcement of sector rules. Meanwhile, the government in partnership with donors (like China through Huawei) launched a National Broadband Network project to extend fiber connectivity deeper into the country, aiming to connect government offices and public institutions and eventually improve last-mile connections for citizens. Power supply remains a hurdle for telecom infrastructure – frequent electricity outages mean mobile towers rely on generators, adding to operating costs. Still, overall, the telecom infrastructure in The Gambia has become reasonably robust given the context: multiple mobile networks, a fiber backbone linking regions, and a modern international gateway via submarine cable. These form the foundation for the country’s growing internet and digital economy.

Internet Penetration and Usage Trends

Internet access in The Gambia has grown remarkably over the past several years, moving from a niche service in the early 2000s to a mainstream utility by the mid-2020s. The vast majority of internet connections in the country are through mobile networks, as fixed broadband remains scarce. As of early 2024, it was estimated that about 1.52 million people in The Gambia were using the internet, which corresponds to roughly 54% of the population. This is a significant increase from earlier in the decade; for example, in 2017 only around 18% of the population had internet access, and even by 2020 the figure was roughly one-third. The rapid rise can be attributed to the proliferation of affordable smartphones, competitive data packages by mobile operators, and the general increase in network coverage quality (especially the rollout of 3G and 4G services). By 2024, more than half of Gambians were online in some capacity, marking a milestone in digital inclusion. It’s worth noting that various estimates of internet penetration have differed: some sources showed a lower percentage (for instance, one report indicated only 33% penetration in 2023), possibly due to different methodologies in counting active users. However, the overall trend is clear – internet use is spreading quickly, reaching beyond urban elites to ordinary citizens, including those in rural communities where network access is available.

The type of internet access is predominantly via mobile data. Cheap Android smartphones (often costing less than GMD 2000, or under $40) have flooded the market, many imported from China or neighbouring markets. This has put internet-capable devices into the hands of students, traders, and villagers alike. Mobile operators offer prepaid data bundles that make it possible to use social media, messaging, and basic web browsing at relatively low cost, although high-speed data or heavy usage can still be expensive relative to incomes. By contrast, fixed broadband connections – such as DSL, cable, or fiber-to-the-home – are extremely limited. World Bank data shows that there were only around 5–6 thousand fixed broadband subscriptions in the entire country as of 2022, which is negligible in per capita terms (roughly 0.2 subscriptions per 100 people). These fixed lines mostly serve businesses, NGOs, and a few wealthy households, primarily in Banjul and the Kombos. As such, home internet via fixed line remains a rarity; most households that access the internet do so through mobile phones or perhaps via public internet cafés (though the latter are less common now with personal smartphones). Public Wi-Fi hotspots exist in some hotels, cafes, and at the university campus, but they are not widespread for general public use.

In terms of quality of internet, The Gambia’s connectivity has improved in bandwidth but still lags in speed and reliability compared to global standards. The country’s international bandwidth capacity increased hugely after connecting to the ACE fiber cable, which reduced latency and allowed for higher speeds on paper. However, within the country, the distribution of this capacity is limited by last-mile infrastructure and congestion on mobile networks. Median download speeds on fixed broadband have been measured at around 5–6 Mbps in recent years, which, while sufficient for basic usage, is low and places The Gambia near the bottom of global speed rankings for broadband. Mobile internet speeds (3G/4G) are often a bit lower on average and can vary widely; in the best scenarios with 4G, users might experience 10–20 Mbps, but many 3G users in rural areas see much slower speeds (1–3 Mbps or even just EDGE data rates in some cases). Network outages and disruptions have been an issue; for instance, damage to fiber-optic cables (either the undersea cable or domestic links) has at times caused nationwide internet blackouts or severe slowdowns. Vandalism or accidental cuts to the main fiber line have occurred, highlighting the need for redundancy. Indeed, the government has considered securing a secondary submarine cable connection to enhance redundancy and reduce vulnerability.

Another aspect of internet usage is the cost and accessibility. While basic mobile internet is available, the cost of data can still be prohibitive for extensive use by low-income individuals. Many users carefully ration their data or stick to using social media bundles that some operators provide at lower cost. There have been initiatives to improve affordability and reach: the government approved a national broadband policy in 2020 with ambitious goals such as aiming for “almost 100%” household access to high-speed internet by 2024, through measures like infrastructure sharing and fostering competition. Though that goal has not been fully met, progress is noted in terms of increased coverage. Additionally, the expansion of the electricity grid (and solar charging solutions) in rural areas has indirectly improved internet access because people can charge phones and power network equipment more reliably. Cyber cafés played a role in early internet adoption, but nowadays their importance has waned as personal device ownership has risen; still, one can find internet cafes or community telecentres in some towns, providing PC access for those who need to type documents, use printing, or access services that are easier on a desktop than a phone.

Infrastructure Developments and Challenges

The Gambia’s telecom and internet infrastructure development has been a story of both significant gains and ongoing hurdles. On the positive side, the country has benefitted from various infrastructure investments. The ACE submarine cable, as mentioned, was a game-changer when it went live for The Gambia around 2012. To distribute this capacity inland, fiber-optic backbones were laid along the length of the country (often following the south bank of the river and main highway). Gamtel, with support from external partners, installed a fibre network that connects Banjul to major towns like Brikama, Farafenni, Soma, and Basse in the far east. There are also microwave transmission links providing backup connectivity. More recently, the government has placed emphasis on expanding last-mile broadband. In 2019, Gamtel in partnership with Huawei launched the National Broadband Network project, which aimed to extend fiber connectivity directly to key institutions (government offices, schools, health facilities) and potentially enable fiber-to-the-premises in some urban locations. This project, when completed, is expected to significantly raise the bandwidth available within the country and could facilitate introducing services like e-government, telemedicine, and e-learning on a wider scale.

Another development was the establishment of a Internet Exchange Point (IXP) in The Gambia to allow local ISPs and operators to exchange traffic domestically without having to route it via Europe or elsewhere. The IXP helps keep local internet traffic (for example, accessing a Gambian website or communicating within the country) faster and more cost-effective. It also enhances resilience, so that if international links go down, local services can still function within the country. The Gambia Internet Exchange Point (IXP) has been operational for some years and has participants including the major telcos and ISPs.

In the mobile arena, operators have invested in network upgrades. Africell and QCell have been in a bit of a competitive race to roll out 4G services in urban areas; QCell launched 4G in 2018 and Africell followed suit, each installing dozens of LTE base stations around Greater Banjul and key provincial towns. Expansion of 4G continued into the 2020s, though the number of 4G users is still a subset of total mobile users (due to the need for capable devices and SIMs). There is anticipation of 5G technology on the horizon, but given The Gambia’s market size and the need to still fully capitalise on 4G, 5G is likely a few years away from deployment. Another aspect of infrastructure is the national power grid – telecom infrastructure depends on electricity, and historically Gambia’s electricity supply (run by NAWEC) has been unreliable with frequent outages especially outside the capital. Improvements in power generation and distribution are gradually reducing downtime, and many towers and exchanges are equipped with backup generators or solar panels to mitigate outages.

Despite these advances, challenges remain significant. One major challenge is ensuring connectivity and high-quality service in rural areas. While most villages have at least a GSM signal, many remote communities still lack access to high-speed data. The rural-urban digital divide means that inhabitants of Greater Banjul may stream videos or engage in e-commerce, whereas those in up-river regions might only use basic messaging due to slower networks. The cost of extending fiber and 4G base stations to sparsely populated areas is high, and operators often face low returns on such investment. The government has considered universal service policies or incentives to encourage rural coverage. Additionally, The Gambia’s dependence on a single major international cable (ACE) is a vulnerability; any break in that undersea cable, which has happened occasionally due to accidents at sea, can severely disrupt internet access nationwide until repairs are made. Having a secondary connection (for example via Senegal’s infrastructure or another cable system) would greatly improve resilience, and negotiations on that front have been ongoing.

Another challenge is the regulatory and competitive environment. With Gamtel historically controlling the gateway, there have been calls to liberalise the international bandwidth market further to reduce prices. The high cost of wholesale bandwidth and certain taxes contribute to internet retail prices that are still relatively high for the average Gambian (when measured as a share of income). PURA and the Ministry of Information & Communication Infrastructure (recently restructured as the Ministry of Communications and Digital Economy) are working on policies to enhance competition and encourage new services (like possibly licensing additional ISPs or facilitating infrastructure sharing among operators to lower costs). For instance, infrastructure sharing could reduce redundant tower construction and allow smaller players to piggyback on larger networks.

Finally, there are challenges around skills and local content. The infrastructure may be improving, but to have a vibrant digital economy, skilled technicians and relevant content/services are needed. The Gambia faces a shortage of advanced ICT skills in areas such as network engineering, cybersecurity, and software development. The country often relies on external expertise for major tech projects. Moreover, a lot of internet content consumed is foreign (e.g., social media platforms, entertainment from abroad); developing local digital content and services (websites, apps, e-government portals) requires investment and training. Nonetheless, the trajectory is one of progress: each year connectivity is reaching more people, getting a bit faster, and slowly becoming more affordable. The government’s Digital Economy Master Plan 2023–2033 explicitly emphasizes building “resilient infrastructure and cutting-edge technologies” to turn The Gambia into a fully digital nation, indicating high-level commitment to overcoming these infrastructure gaps in the coming decade.

Popular Digital Platforms and Online Services

Social Media and Messaging

In The Gambia’s burgeoning digital sphere, social media platforms and messaging apps have become central to everyday communication and information sharing. Facebook is the most popular social networking platform in the country, having established a strong user base since the 2010s. As of 2024, it is estimated that over 600,000 Gambians have Facebook accounts, which is nearly a quarter of the population. Facebook’s appeal lies in its multi-faceted use: people create profiles to connect with family and friends (including the large Gambian diaspora abroad), join Facebook Groups for community discussions or buying and selling goods, and follow news or entertainment pages. A significant majority of Gambian Facebook users are young and male (though female participation is growing as internet access becomes more gender-inclusive). The platform serves not just as a social connector but also as a source of news – many get their local news updates via posts and shares on Facebook rather than traditional media. Alongside Facebook, WhatsApp has an almost ubiquitous presence as a messaging application. With the increasing penetration of smartphones, WhatsApp quickly took over from SMS as the primary way to send messages, voice notes, and photos. It is common for Gambians of all walks of life – from market vendors to taxi drivers to students – to use WhatsApp daily. Its appeal is partly due to cost (operators often have special WhatsApp bundles) and its simplicity. WhatsApp groups are prevalent, serving as channels for everything from extended family chats to professional associations and community alerts. For example, neighbourhood watch groups or mosque committees often coordinate via WhatsApp. The platform’s end-to-end encryption also gives users a sense of privacy in their communications.

Apart from Facebook and WhatsApp, other social and communication platforms are making inroads, especially among the youth. Instagram has a growing user base in The Gambia, used primarily by younger people to share photos and short videos. It has also become a space for young entrepreneurs and creatives (such as fashion designers, photographers, and boutique owners) to showcase their work and products. While not as massive as Facebook, Instagram’s visually-driven format attracts those interested in lifestyle content. Twitter is used by a smaller segment of the population – typically urban, educated Gambians including journalists, activists, and tech-savvy youth. It’s often used for political commentary, real-time news discussion, and engagement with global conversations. The Gambian Twitter community, though not huge, was notably active around the 2016 political transition and subsequent elections, using the platform for civic discourse. YouTube is popular mainly as a consumption platform; many Gambians watch music videos (local and international), religious lectures, and comedy skits on YouTube. However, due to data costs, heavy YouTube use is somewhat limited unless one has access to Wi-Fi. Instead, sharing of videos via WhatsApp or watching short clips on Facebook is more common than streaming long YouTube videos for many users.

In recent years, TikTok has burst onto the scene among young Gambians, mirroring its global rise. Teenagers and young adults create and share short videos of dances, comedic sketches, or personal vlogs on TikTok. By 2023, it wasn’t unusual to find Gambian TikTok content creators with significant followings, and even political messaging found its way onto TikTok during local elections, as evidenced by campaign-related videos and memes. Another platform worth mentioning is LinkedIn, though its user base is limited to professionals and job-seekers in urban areas; it is utilized for networking by those in the ICT, finance, or development sectors. Telegram and other messaging apps have niche usage but nowhere near WhatsApp’s dominance.

It’s important to note that while millions have internet access, not all of them heavily engage on social media platforms. Data from early 2023 suggested only about 13–15% of the population had “active” social media accounts (roughly 400,000 people), possibly excluding those who use only messaging or who lurk without formal accounts. However, the influence of social media extends beyond these direct users: information from Facebook or Twitter often gets relayed via word of mouth or traditional media (e.g., radio shows discussing what’s trending online). Social media has also become a democratic space for expression in the post-Jammeh era. Under the former regime, internet and social media were heavily monitored and occasionally shut down (for instance, internet blackouts occurred around the 2016 election). Since the democratic transition, Gambians have enjoyed greater freedom online, using platforms to debate issues, hold leaders accountable, or mobilize for causes. This has fundamentally changed the media landscape – citizens no longer rely solely on state broadcasters or newspapers; they can publish their own thoughts in a Facebook post or a tweet. Of course, this comes with the global challenges of misinformation. Gambian social media sometimes sees the spread of rumours or fake news, particularly on politicised issues, which the government and civil society are learning to address through digital literacy initiatives.

Online Media, E-Services and E-Commerce

As internet usage grows, Gambians are increasingly turning to online platforms for news, services, and commerce, although these areas are still developing. In terms of digital media, several local news outlets and content creators have established an online presence. Traditional newspapers like The Point, The Standard, and Foroyaa have websites and Facebook pages where they publish articles, making news accessible to the online audience. Additionally, purely digital news portals and blogs have emerged, providing alternative sources of information and commentary. Online radio and TV streaming is also on the rise: GRTS (the national broadcaster) and private radio stations often stream their programs on platforms like Facebook Live, allowing the diaspora and those without radios to tune in via the internet. A growing number of Gambians use online forums and discussion pages to discuss topics from politics to sports – Facebook groups often fulfill this forum role, as do dedicated WhatsApp groups.

The government has been pushing forward with e-government services, albeit slowly. The creation of the Ministry of Communications and Digital Economy signalled an intention to digitize public services. Some progress includes the availability of certain government forms and information online (through official portals like the Government of The Gambia website). The renewal of vehicle licenses, passport application appointments, and visa applications are examples of processes that have gained online components. There is also a platform for filing tax returns electronically for those registered with the Gambia Revenue Authority’s system. In 2022, a significant initiative saw the launch of an electronic payment portal for government services, intended to reduce cash handling and improve convenience. While e-services are not yet widespread (many processes still require in-person visits and manual paperwork), these initial steps mark the beginning of a digital transformation in public administration.

In the private sector, e-commerce and online business activity is gradually emerging. The Gambian market faces constraints such as limited credit card usage, distrust of online payments, and logistical challenges, but entrepreneurs are innovating within those limits. Social media commerce is perhaps the most prevalent form of e-commerce: many small businesses and individuals sell products via Facebook and Instagram. One can find clothing boutiques, cosmetics vendors, and gadget retailers showcasing their wares on Facebook pages, with interested buyers communicating via Messenger or WhatsApp to arrange payment (often cash on delivery or mobile money) and delivery by motorcycle courier. Essentially, Facebook is being used as a makeshift online marketplace. There is also a popular Facebook group called “Buy & Sell Gambia” where thousands of members trade everything from used furniture to electronics.

Beyond social media, a few dedicated e-commerce websites and apps have been launched. Farm Fresh is an example of a homegrown e-commerce platform: it started as an online grocery service connecting farmers to urban consumers, allowing people to order fresh produce and have it delivered in the Greater Banjul area. It demonstrated the potential for niche online services tailored to local needs. Another venture is Yoshop, which functioned as an online marketplace for general products (similar to a mini Amazon for Gambia), though scaling such a platform remains challenging. On-demand services are also appearing – for instance, some tech startups have introduced food delivery ordering through WhatsApp or simple mobile apps, partnering with restaurants in the city.

The use of digital payments in commerce is an important component of online services. Recognising that credit/debit card penetration is low (few Gambians have international bank cards), the focus has shifted to mobile money as a facilitator for digital transactions. Two major mobile money services operate in The Gambia: QMoney (offered by QCell) and Afrimoney (offered by Africell). These allow users to store funds in a mobile wallet linked to their phone number and to send/receive money, pay bills, or purchase airtime. Initially, uptake of mobile money was slow – as of 2019, only about 2% of adults had a mobile money account – due to factors like the preference for cash, limited agent networks, and lack of interoperability. However, by the mid-2020s, usage has started to rise. The Central Bank, seeing the potential for financial inclusion, mandated interoperability between mobile money providers, meaning a user of QMoney can transact with a user of Afrimoney, which simplifies adoption. Now, urban youth and businesses increasingly use mobile money for peer-to-peer transfers (for example, splitting a restaurant bill or sending money to family upcountry) and even for payments. Some e-commerce initiatives accept mobile money as a payment method since it’s far more common than credit cards. For instance, a customer ordering groceries on a platform like Farm Fresh could pay via QMoney.

Despite these advances, consumer trust and infrastructure for e-commerce need further development. Many Gambians are still wary of paying for something they haven’t physically seen or touched, which is why cash on delivery remains popular. Delivery logistics are being built up – companies now offer courier delivery within the metropolitan area, and there’s growth in motorbike delivery services for parcels and food. As addresses are not standardized in many communities, delivery often involves phoning the customer for directions, which is a hurdle that gradually improves with better mapping and addressing efforts. Moreover, the legal framework for e-commerce is still catching up: while there is an Information and Communications Act (2009) and some regulations on electronic transactions, comprehensive consumer protection for online purchases is nascent. To address this, the government’s digital economy plans include drafting laws that will bolster e-commerce, data protection, and cybersecurity, to foster a safe environment for online trade.

In summary, Gambians are increasingly embracing online platforms for a variety of needs. Social media is almost indispensable at this point for communication and small-scale commerce. Formal e-services and e-commerce are in their early stages but show promise, especially as digital literacy improves and trust in online transactions grows. The cultural shift is evident – five years ago one could hardly order a meal or buy a phone through the internet in The Gambia; today, these conveniences, while not yet widespread, are available and gaining traction among a tech-aware segment of the population. As infrastructure improves and more of the population comes online, it is expected that digital platforms will play an ever larger role in Gambian economic and social life.

The .gm Top-Level Domain and National Digital Identity

Management and Usage of the .gm Domain

Every country has its own designated country-code top-level internet domain (ccTLD), and for The Gambia this is “.gm”. The .gm domain is intended to serve as a digital identifier for Gambian entities – ideally, websites for Gambian businesses, government agencies, and organizations would use .gm to signal their national presence (similar to how France uses .fr or Senegal uses .sn). However, the history of .gm’s management and adoption has been quite unusual. Since the mid-1990s, The Gambia’s .gm domain has been administered not by the Gambian government or a local authority, but by an individual based overseas. In 1996, the .gm domain was delegated by the global internet authorities (IANA/ICANN) to a private individual, a technologist who took on the responsibility of running it when domestic capacity to do so was lacking. For many years, this Norway-based custodian managed the .gm registry as a sort of volunteer caretaker. Under his management, the .gm domain remained operational – Gambian institutions that wanted a .gm address could get one, but the process was not widely marketed or institutionalized within the country.

This situation meant that awareness and use of .gm among Gambians stayed very low. Most local businesses or even official agencies ended up using generic domains like .com or .org for their websites, since registering those was straightforward through global registrars. As a result, the .gm space is sparsely populated. It was reported in late 2024 that there were fewer than 2,000 active .gm domain registrations in total, and only a little over half of those were actually held by Gambian entities. This figure is extremely low for a country domain (by comparison, some similarly small countries have tens of thousands of domains registered). The low uptake can be attributed to the lack of local promotion of .gm, higher costs or difficulty historically in registering one, and general ignorance among the populace that .gm exists or why it might be beneficial to use it.

Recognizing that the national domain is part of critical digital infrastructure and sovereignty, the Gambian authorities in recent years have moved to regain control of .gm. The task has been spearheaded by the Gambia Information and Communication Technology Agency (GICTA) in collaboration with the Ministry of Communications and Digital Economy. In 2024, officials announced they were working on the re-delegation of the .gm domain – essentially transferring the administrative control from the individual in Norway to a Gambian-based entity. This process involves applying to ICANN, demonstrating that the local internet community and government are ready to manage the domain responsibly. It is not a trivial process, as ICANN requires evidence of technical competence, policies for domain management, and broad support. The current caretaker of .gm has indicated willingness to hand over control provided that the domain will be maintained professionally and kept open for local benefit, rather than exploited for profit. To this end, GICTA engaged experienced local telecom engineers and began setting up the infrastructure needed for a local registry.

As of the latest updates, efforts were “very high up” to complete the re-delegation swiftly. The expectation is that once The Gambia officially manages .gm, the government will encourage its usage by making registrations easier and possibly cheaper. Likely, the .gm registry will be operated either by GICTA or a designated non-profit, and there might be campaigns urging businesses to get a .gm web address. Some African countries have seen a surge in national domain registrations after taking similar steps, especially if they tie it into national branding or a requirement (for example, requiring government agencies and schools to use the country domain).

Significance for National Digital Presence

The .gm top-level domain holds symbolic and practical significance for The Gambia’s national digital identity. On a symbolic level, having control of .gm and actively using it is akin to flying the country’s flag in cyberspace. It signals digital sovereignty – that The Gambia has its own address space on the internet that it administers. This is important for national pride and for asserting the country’s presence in the global digital arena. When foreign internet users see a .gm address, they immediately know the content is related to The Gambia, which can enhance recognition of Gambian businesses, tourism, and culture internationally. Conversely, the under-utilization of .gm so far has meant that much of Gambia’s online content is under generic domains, making it less visible as distinctly Gambian.

Practically, a robust .gm domain can bring benefits such as targeted reach and trust. Local businesses using .gm can signal to Gambian customers that they are a local, credible operation – this can build trust as opposed to an anonymous .com that could be anywhere. For instance, a customer might be more comfortable buying from an e-commerce site called shop.gm than one with a foreign domain, because the .gm implies local accountability. Search engines also often use ccTLDs as a factor in delivering country-specific search results, meaning .gm websites could be prioritised for users searching from within The Gambia. Additionally, emails from .gm addresses (like info@company.gm) clearly identify the country origin, which can be useful in international correspondence.

For the government, using .gm domains for official sites (e.g., gov.gm for government agencies or mod.gm for ministries) can enhance the security and integrity of e-government services. It consolidates them under a domain that can be monitored and protected by national authorities. Currently, many Gambian government websites do use .gm, but some have had to use .com or .org due to past difficulties. With local control regained, all public sector institutions are likely to migrate to .gm for consistency.

In terms of national digital strategy, integrating the .gm domain into development plans aligns with broader efforts to boost the digital economy. It complements initiatives like developing local data centres and encouraging locally hosted content. If The Gambia can also host the DNS infrastructure for .gm within country (with redundancies), it improves resilience – internal .gm traffic can be routed even if international links go down. There is also an economic aspect: domain registrations bring in fees, and if thousands more .gm domains are registered in the future, that could become a modest revenue stream that stays in the country (rather than paying foreign registrars).

The challenge will be marketing the domain effectively and ensuring excellent service. Gambian entities will only switch to or adopt .gm if it is affordable, easily obtainable, and reliable. If, for example, the registration process is slow or the domain records are not maintained properly, that could discourage users. Hence, GICTA’s role in providing a professional registry service is crucial – possibly partnering with experienced ccTLD operators from other countries for best practices.

One must acknowledge that ccTLD usage often lags if global platforms dominate – for example, a Gambian entrepreneur might feel they reach more audience on a Facebook page than a standalone website with a .gm. But over time, as businesses mature and require their own web identity (for full control, e-commerce, etc.), .gm can become more attractive. A push might come in the form of integrating .gm with national digital identity programs; for instance, issuing .gm email addresses or subdomains as part of some citizen portal.

In essence, bringing home the .gm domain is a step in consolidating national digital identity and independence. It signals that The Gambia is not just a consumer of global digital platforms, but is also carving out its own space on the Internet. Many stakeholders, from the tech community to policymakers, see this as a foundational element of a healthy digital ecosystem. As the country moves forward with its Digital Economy Master Plan, having full command of its internet domain will likely be a point of pride and a tool for fostering a distinctly Gambian digital content sphere.

Leading Internet-Based and Technology Companies

Major Telecommunications and Internet Providers

The forefront of The Gambia’s digital economy is dominated by its telecommunications companies, which serve as the backbone for internet access and related services. At the top of this list is Africell Gambia, the largest mobile operator in the country. Africell is part of a wider African telecom group but has deeply entrenched itself in the local market since starting operations in 2001. It has grown to become the market leader by subscriber numbers, with well over 1 million active subscribers (and a market share above 60%). Africell’s dominance stems from its aggressive marketing, extensive coverage, and competitive pricing. The company provides 2G, 3G, and 4G LTE services and has a reputation for reliable voice services and a strong presence even in many rural areas. They have invested in network infrastructure, reportedly achieving around 93% geographic coverage. Africell is also known for its community engagement and branding – its logo and promotions are visible across the country, and it sponsors local events and talents, ingraining it in the social fabric. Importantly, Africell has expanded beyond basic telecom into mobile money (with Afrimoney as its mobile wallet service) and even into media (running promotions like Africell-sponsored TV game shows). As a foreign-owned yet locally attuned company, it exemplifies how international investment can drive local digital growth.

Next is QCell, a home-grown Gambian telecom company established in 2009. QCell entered a market that already had incumbents, but it quickly made a name by focusing on data services and innovation. It was the first to launch 3G UMTS services nationwide, and later the first with 4G LTE. QCell’s founder, a young Gambian entrepreneur, leveraged a customer-centric approach and slogans like “The Quality Network” to draw subscribers. Over the years, QCell has amassed a substantial subscriber base (hundreds of thousands) and is generally considered the second-largest operator. It may have slightly less coverage up-country than Africell, but in urban areas its network is robust and often considered the fastest for data. QCell too diversified into mobile money with QMoney, which is notable as The Gambia’s first mobile money service. The company also provides ISP services, offering fixed wireless broadband and even fiber connectivity to certain businesses. QCell’s success as a domestic company in a field often dominated by large multinationals is a point of pride in Gambia’s tech narrative.

Gamtel/Gamcel remains an important player by virtue of its ownership of critical infrastructure. Gamtel (the fixed-line operator) operates the national fibre backbone and the international gateway link via the ACE cable. Gamcel (its mobile arm) for a long time enjoyed the status of an incumbent mobile provider, but it has in recent years struggled with market share (reportedly well under 20% now). Gamcel’s network covers the country, but customer perception of its services lag behind the competitors, partly due to slower innovation and perhaps less financial muscle for network upgrades. The government has been working on revitalizing Gamtel/Gamcel through partnerships and restructuring, recognising that a healthy state operator can contribute to competition and service in areas the private operators might neglect. There has been talk of strategic investors or management contracts to help turn around Gamcel’s fortunes. Despite its challenges, Gamcel is still the third-largest mobile provider and serves a section of the population (some customers remain loyal to the state network, and it has decent presence in some rural zones).

Historically, Comium was the fourth mobile operator, but as noted earlier, it faced regulatory suspension in 2021 due to financial issues. Comium’s network at its peak had a notable share in the mid-2000s, but it did not invest in 3G services as quickly as others, causing many subscribers to migrate away. By the time of its suspension, Comium’s user base had dwindled. The fate of Comium is uncertain – it attempted to negotiate and settle dues, and there were reports of potential buyers. If revived, it could re-enter to add competition, but as of mid-2020s its operations remain minimal or halted.

In the internet service provider (ISP) space, aside from the mobile operators (all of which also serve as ISPs for mobile data), there are dedicated companies. Unique Solutions is a prominent Gambian IT and communications company that offers enterprise IT solutions and internet connectivity (often through wireless links and VSAT). It provides services like corporate VPNs, networking, and software solutions, acting as both an ISP and a tech service firm. Unique Solutions has been behind many government and NGO connectivity projects. Netpage is another ISP focusing on wireless broadband; it pioneered WiMAX technology in The Gambia and serves business and home users in Greater Banjul with broadband via radio links. InSIST Global (which appears in PURA’s list as Insist Net) is an ICT company known for software development and also for providing internet connectivity solutions. DK Telecom is a lesser-known ISP that also provides some internet services.

The presence of these multiple players creates a modestly competitive environment for internet provision, although realistically the mobile operators carry the bulk of individual consumers. The smaller ISPs tend to cater to niche or high-end markets. For example, a large hotel or bank might use both a mobile operator’s 4G service and a fixed wireless link from an ISP as backup.

Another notable segment is the satellite internet and VSAT providers, which serve remote needs, especially before the fibre expansion. Some international companies and NGOs use VSAT in very remote outposts where even GSM coverage might be weak. As technology advances, the possibility of services like SpaceX’s Starlink (satellite broadband) in the future could further change the ISP landscape, though regulatory frameworks would need to adapt.

Emerging Tech Firms and Startups

Beyond the established telecom and ISP companies, The Gambia’s digital economy features a budding ecosystem of tech startups and innovative firms. While nascent, this startup scene has shown promise in addressing local challenges through technology. One of the pioneering startups often cited is Farm Fresh, which as mentioned earlier, is an online marketplace connecting farmers directly with consumers. Farm Fresh demonstrated that e-commerce tailored to local contexts (in this case, reducing the farm-to-table supply chain) can gain traction. Another is Tutoring and E-learning platforms such as Innovate Gambia – a platform that was created to share educational resources and support students (especially during COVID-19 school closures).

In the fintech space, aside from telco-led mobile money, independent startups are exploring digital payments and financial services. InnovaTM and EziPay Gambia are examples of services looking to facilitate online payments and money transfers, sometimes in collaboration with banks. There’s also Ping Money, a fintech initiative in the remittance space that works to channel diaspora remittances directly into mobile wallets in The Gambia, thereby reducing reliance on traditional cash pick-ups.

IT services and software development firms are emerging to cater to both local and foreign clients. Companies like Assutech (which powers the Youth Empowerment Project’s online tools and appears to be involved in web development) and Biztech offer services ranging from web design, mobile app development, to IT consulting. These firms are often started by young Gambian professionals, sometimes returning diaspora or graduates of the University of The Gambia’s IT programs. They contribute to building local capacity and have occasionally scored contracts for government systems or international projects. For instance, a local firm might develop a custom inventory system for a ministry or a mobile app for an NGO health project.

Technology hubs and incubators have also started to form, providing collaborative spaces and mentorship for startups. One notable hub is Jokkolabs Banjul, which is part of a larger West African network of co-working spaces. Jokkolabs provides a physical space in Bakau where entrepreneurs, developers, and creatives can work, share ideas, and host meetups. It also has been involved in training and events, such as hackathons focusing on civic tech. There are also academic initiatives, like a planned innovation hub at the University of The Gambia, aimed at encouraging students to venture into tech entrepreneurship.

Startups in The Gambia often align with pressing needs of society: agriculture (e.g., platforms to provide weather info or farming tips via SMS), education (e.g., e-learning portals and educational content apps), and tourism (e.g., online booking for tours or hotels). An example in tourism is a platform that was developed to allow tourists to book local tour guides or experiences online, helping small tour operators reach clients directly. While such platforms are still gaining users, they indicate a direction towards digitalizing the traditional sectors.

Digital media and marketing agencies can also be considered part of the tech-driven companies. As businesses want to establish online presence, agencies like DigiCastle or Arkope have popped up, offering web development, social media management, and online advertising services. They blend creativity with technical skill to help clients navigate the digital landscape. These agencies are usually small teams of young techies and creatives.

The Gambia’s small market means many startups aim to also tap into regional or international markets for scale. For example, a Gambian ed-tech solution might look to serve users in other English-speaking West African countries. However, expanding beyond national borders requires overcoming capital and network barriers. Access to finance is one of the biggest challenges for tech startups in The Gambia; venture capital and angel investors are few, and local banks are generally risk-averse regarding startups. Programs like the Youth Empowerment Project (YEP) funded by the EU have been instrumental in providing seed grants, training, and exposure for startups. YEP’s Tech Startup Support program has incubated several startups, categorizing them by maturity and helping them refine business models. Through such programs, startups like AllSteam (an education technology venture) and Light-Space (working on solar-tech solutions) have received mentorship and small grants.

In summary, while The Gambia cannot yet boast tech giants or a large volume of tech companies, the presence of agile startups and IT SMEs is steadily growing. These emerging companies are important because they create high-skill jobs for youth, provide locally appropriate digital solutions, and form the seeds of a future larger digital economy. As successful examples accumulate, they inspire more young Gambians to pursue tech entrepreneurship. The government has recognized this potential – policies and strategies now emphasize innovation and entrepreneurship, and there are discussions about providing tax incentives or innovation funds to further boost the sector. If the enabling environment (financing, regulation, mentorship) continues to improve, The Gambia could see one of these startups scale up significantly and even expand beyond its borders, putting the country on the map in the African tech scene.

Development of the Digital Marketing Sector

Business Adoption of Digital Marketing

In The Gambia, the marketing landscape has been transformed in recent years by the advent of digital tools, albeit at a pace slower than in more developed markets. Traditionally, Gambian businesses relied heavily on word-of-mouth, print flyers, billboards, and radio/TV commercials to reach customers. Now, an increasing number of businesses – from large enterprises to small family shops – recognize that having an online presence is essential. This shift to digital marketing is driven by the growing number of Gambians spending time online (especially on social media) and the cost-effectiveness of digital channels compared to traditional advertising.

Larger companies and institutions were the first movers. Banks, telecom operators, and major hotels established dedicated marketing teams to handle their social media pages and websites. For instance, all the major telecom operators maintain active Facebook and Twitter accounts where they not only advertise promotions but also engage in customer service. Banks like Trust Bank or GTBank advertise new products (such as mobile banking apps or loan services) via social media posts and sponsored ads targeted at Gambians. Even the government has joined online outreach; ministries and the Office of the President share updates on Facebook and have verified accounts to disseminate public information, an implicit form of marketing government programmes.

For small and medium-sized enterprises (SMEs), digital marketing adoption has been more organic and often driven by necessity during challenging times. A notable catalyst was the COVID-19 pandemic in 2020: with movement restrictions and less foot traffic, many small businesses turned to social media to reach customers. Restaurants posted daily menus on Facebook and WhatsApp and offered delivery, clothing retailers did live video sales sessions, and artisans showcased their work on Instagram. Those who ventured into these methods often found they could reach a far larger audience than through their physical storefront alone. For example, a tailor in Serrekunda could post pictures of dresses on Facebook and end up getting orders from customers in other towns or even abroad in the diaspora community.

However, overall business adoption of formal digital marketing strategies is still at an early stage. Surveys and diagnostics (like the World Bank’s Digital Economy Diagnostic for The Gambia) have indicated that a relatively low percentage of businesses have an official website or use data-driven marketing. Many rely solely on having a social media page and perhaps using personal accounts to promote their business informally. Having a website is often seen as optional; some businesses feel that a Facebook page suffices. There is also a gap in understanding – not all business owners, especially of the older generation, are familiar with how to utilize online tools effectively. That said, younger entrepreneurs almost automatically consider social media marketing part of doing business.

Training and awareness are increasing. Organisations like the Gambia Chamber of Commerce and Industry (GCCI) and various youth business groups have held workshops on digital marketing for SMEs, teaching basics such as setting up a Facebook business page, using WhatsApp Business app (which allows catalogs and automated messages), and the importance of online customer reviews. Anecdotally, it is now common to see even small shops listing their WhatsApp number and Facebook page on their storefront signage, indicating they recognize customers might want to engage through those channels.

Digital Advertising Channels and Strategies

The channels for digital marketing in The Gambia mirror global trends, with social media at the forefront. Facebook is the primary advertising platform. Businesses can use Facebook’s targeted advertising to reach specific demographics in The Gambia – for instance, an education institute can target ads to teenagers preparing for exams, or a cosmetics importer can target women of certain age groups in urban areas. The relatively large Facebook user base in the country (hundreds of thousands) means ads can attain significant reach. Moreover, Facebook-owned Instagram is also used for advertising, especially for visual-heavy products like fashion, food, and lifestyle services. Many businesses run cross-platform campaigns (Facebook and Instagram together via Meta’s ad tools), though Instagram’s reach in Gambia is smaller.

Another key channel is WhatsApp, albeit its use in marketing is more informal since WhatsApp doesn’t have traditional ads. Businesses leverage WhatsApp by creating broadcast lists or groups of customers who opt in to receive updates. For example, a supermarket might send a weekly deals flyer as a WhatsApp image to all its customer list. Real estate agents share property photos via WhatsApp, and travel agencies circulate tour packages. WhatsApp Business app features, such as quick replies and catalogs, help semi-automate interactions. A lot of commerce happens through these one-to-one or group communications rather than open advertising.

Twitter is occasionally used for campaigns, especially by telecoms or events promoters, but given Twitter’s smaller user base, it’s not a primary ad channel for most consumer businesses. YouTube advertising (pre-roll ads on videos) is not widely exploited except by perhaps bigger international brands, due to the limited usage of YouTube compared to other platforms and the technical know-how required to set up those ads.

Local online news sites provide some advertising opportunities too. Websites like The Standard or online portals might feature banner ads for banks, universities, or telecom promotions. However, the traffic on these sites is modest, and so is the digital ad inventory in the Gambian online media. As such, a lot of digital advertising is concentrated on social media where eyeballs are guaranteed.

One strategy businesses use is collaborating with social media influencers, a practice that has started to take root. Influencers in Gambia could be popular musicians, radio personalities, or just individuals who have amassed a large following through comedy skits, motivational speaking, or beauty tips on social media. Companies may give such influencers free products or pay them a fee to mention or showcase the company’s offering on their personal pages. For instance, a telco might have a musician do a skit about buying a data bundle, or a cosmetics brand might engage a beauty vlogger to demonstrate their makeup. These influencer marketing efforts resonate especially with younger audiences who follow these figures. It’s a new form of word-of-mouth that is seen as more authentic by consumers.

E-mail marketing remains relatively underutilized in The Gambia, mainly because businesses have not traditionally maintained extensive email lists, and consumers tend to respond better to phone-based communication. Nonetheless, some sectors, like travel agencies or professional services, do send periodic newsletters to clients via email.

Given the limited size of the market, the advertising budgets for digital are not huge for most businesses. A small enterprise might spend just a few hundred dalasis a week boosting a Facebook post, while a bigger company might allocate a few hundred thousand dalasis over a quarter for a series of social media ad campaigns. These figures are small in global terms, but digital marketing’s strength lies in its targeting efficiency. Many businesses appreciate that even with a modest budget, they can reach a highly relevant audience segment (for example, “people in Banjul interested in sports” for a gym advertisement). This is in contrast to a radio ad which blasts to everyone without distinction.

One notable strategy on the rise is the use of video content for marketing. With improving internet speeds, short video ads or promotional clips are being more frequently produced. A restaurant might create a 30-second video of its chef preparing a dish and share it on Facebook; a fashion store might do a mini runway show video. Video content tends to get higher engagement online. Additionally, live video is leveraged – during events like product launches or trade fairs, it’s now common to see parts of it broadcast live on Facebook or Instagram, generating immediate interaction.

Local digital marketing firms or freelance social media managers often assist businesses that lack in-house expertise. They help run pages, design simple graphics (flyers for online), and schedule posts at optimal times. We also see traditional marketing agencies evolving to include digital offerings in their portfolio.

However, challenges persist: a chunk of the population is still offline or only intermittently online, so digital has not completely displaced traditional channels. Many businesses adopt a mix of traditional and digital marketing – for example, combining a billboard or a radio jingle with a social media campaign using the same slogans or imagery. This integrated approach ensures they cover older demographics and rural audiences via traditional media, while capturing youths and urbanites through digital.

Consumer Behaviour in the Digital Era

The rise of the internet in The Gambia has begun to subtly shift consumer behavior and expectations. Gambian consumers, especially those under 40 and in urban areas, are increasingly researching products and services online before making purchasing decisions. Where previously one might rely on a friend’s recommendation or just walk into the nearest store, now a potential customer is likely to search on Facebook for reviews or ask in a WhatsApp group for opinions. For example, someone looking for a good tailor might recall seeing an Instagram post of a dress and seek out that tailor, or a parent seeking a school for their child might visit the school’s Facebook page to see pictures and feedback. In this way, digital presence and reputation are influencing where people spend their money.

Consumers also have growing expectations for convenience due to digital services. The concept of delivery and on-demand service has taken root. Urban Gambians appreciate being able to call or message and have goods delivered to them (be it a meal, groceries, or airtime for their phone). This convenience factor is driving more businesses to offer delivery and accept orders via phone/online, knowing that customers may choose the business that offers these options over one that doesn’t. The younger generation, in particular, values speed and responsiveness – a business that quickly replies to Facebook inquiries or WhatsApp messages is viewed favorably, whereas slow response could lose a sale. As such, many enterprises try to be attentive to their online queries. It’s not uncommon to see on local Facebook groups a person asking “Where can I buy X product?” and within hours multiple businesses or individuals comment with offers and contacts – a real-time marketplace dynamic that showcases how consumers use digital channels to fulfill needs quickly.

Advertising and marketing on digital platforms have also made Gambian consumers more aware of choices than before. They are exposed to a variety of brands and products through social media that they might not encounter in their immediate physical surroundings. For instance, someone might discover a new café across town because it popped up in their news feed, or learn about a locally made soap brand through an influencer’s post. This increased awareness can raise consumer expectations for quality and service, as they know they have alternatives. It also fosters a bit of a culture of seeking deals and promotions. When telecom companies or supermarkets post promotions online, consumers actively engage – they might tag friends or share the info, leading to more bargain-driven shopping behavior.

With more information available, consumers are gradually becoming more discerning. Reviews and testimonials carry weight. While formal review platforms (like Yelp or TripAdvisor) are not widely used except in tourism, informal reviews happen in comment sections and group discussions. A few negative comments about poor service at a restaurant on a popular Facebook thread can dissuade others from going there. Conversely, buzz created by rave reviews can drive a surge of customers. Businesses are learning to monitor and manage their online reputation accordingly.

Consumer trust in online transactions is a work in progress. Many are still hesitant to pay upfront for something online for fear of scams or non-delivery. Cash on delivery remains the norm for e-commerce precisely to address this trust gap. However, as people gain successful experiences (for example, ordering and actually receiving a product as expected), trust builds incrementally. One area where trust has significantly improved is ride-hailing and taxi arrangements through digital means: there are WhatsApp-based taxi services where a trusted dispatcher connects clients with vetted drivers. Initially, people were unsure, but now a solid user base relies on these services, reflecting greater trust in digitally mediated services when a reputation system is in place.

The digital marketing wave also has an effect on consumer engagement with brands. Gambians engage playfully and directly with brands online. For instance, when a mobile company posts asking trivia questions or doing a giveaway contest on Facebook, hundreds of users might comment and participate. This gives consumers a feeling of being part of the brand community and can foster loyalty. Customers now often use social media as a customer support channel – if someone’s internet bundle isn’t working, they might quickly comment under the operator’s Facebook post to complain and expect a response. This public-facing dialogue pressures companies to be responsive and fair, thereby indirectly improving customer service standards across the board.

In terms of content consumption behavior, digital marketing has led to an appreciation for visual and interactive content among consumers. A nicely designed poster or a catchy video jingle online will capture attention more effectively than plain text. Gambian consumers share entertaining or useful adverts with each other – for instance, a humorous short video ad may go viral on WhatsApp, extending the reach of that marketing far beyond the original placement. Marketers have noticed that aligning advertisements with cultural nuances (like including local language phrases or relatable social scenarios) resonates well with local audiences and prompts sharing.

Finally, consumer data usage is evolving – not in the sense of big data analytics (which is still nascent in Gambia) – but in that consumers are aware of targeted ads. Some urban consumers have remarked that they saw an ad “because I was searching for similar items,” indicating recognition of how digital marketing targets them. This is a new facet of consumer mindset: understanding that one’s online behavior (likes, searches) influences what ads appear. While not everyone is aware of these mechanisms, a segment of savvy users is, which may in the future lead to expectations of more personalized shopping experiences online.

In conclusion, Gambian consumer behaviour is gradually aligning with global digital consumer trends: more informed, more connected, and more convenience-seeking. Digital marketing has both driven and responded to these changes by shaping how businesses present themselves and interact with customers. As internet access continues to expand and the current generation of digital natives grows in purchasing power, the influence of digital marketing will only deepen, leading to a more sophisticated market dynamic where quality, reputation, and engagement are continuously mediated through digital platforms.

Conclusion and Future Outlook

The Gambia stands at an important juncture in its economic evolution, where traditional sectors and digital innovations are increasingly intertwined. This comprehensive look at the country’s economy reveals a dual narrative: on one hand, a small agrarian and service-based economy grappling with the challenges of limited resources, high poverty, and external dependencies; on the other hand, the emergence of a digital frontier that holds promise for leapfrogging certain development hurdles. Geography and history have made The Gambia a trading enclave and tourist destination, but now technology and connectivity are redefining its potential. The expansion of internet access to more than half the population by the mid-2020s is a game-changer. It means that any future economic development initiatives can leverage connectivity—be it delivering education and healthcare through tele-services, expanding markets for farmers via e-commerce, or tapping into remote work opportunities for the youth.

The traditional economic foundation remains vital: agriculture will continue to employ the majority and needs investment in productivity; tourism will remain a key foreign exchange earner and must be revitalized post-pandemic with digital marketing to new demographics; trade will always be central, so improving logistics and pursuing export diversification are ongoing tasks. However, the digital economy is poised to become a significant growth engine if nurtured correctly. The government’s policy focus – evidenced by establishing a dedicated digital economy ministry and crafting a national digital master plan – indicates recognition that ICT can drive job creation and improve service delivery. Initiatives such as reclaiming the .gm domain and implementing a national broadband network are foundational moves to solidify the digital ecosystem’s infrastructure and governance.

Looking ahead, several trends seem likely. Mobile connectivity will strengthen further, possibly reaching near-universal internet coverage by late this decade, especially as 4G extends and 5G eventually makes its debut. This will make high-speed internet a commonplace utility, spurring new businesses and solutions (like telemedicine in rural clinics or smart agricultural advisories via IoT devices). The digital skills of the population are expected to improve as more people gain experience online and as educational curricula place greater emphasis on ICT literacy. The University of The Gambia and other institutes are producing more graduates in IT and engineering, who could become the workforce for an expanding tech industry.

Crucially, the entrepreneurial ecosystem is likely to mature. We can expect some of today’s startups to grow into medium-sized enterprises, employing dozens or hundreds of people and perhaps serving regional markets. The success of a few could create a demonstration effect, attracting diaspora investors or international venture capital to pay attention to Gambia. For example, a Gambian fintech that makes substantial headway in digitizing remittances or merchant payments might draw funding to scale up, thereby accelerating financial inclusion domestically. The presence of a youthful, English-speaking population who are active on social media also means that global digital platforms will see The Gambia as a small but growing market – we might see more tailored involvement from companies like Facebook (Meta) or Google in terms of programs or partnerships, similar to what they have done in larger African countries, aimed at training digital marketers or supporting small businesses.

In the realm of digital marketing and commerce, the forecast is for deeper integration into everyday business. By 2030, one can imagine that virtually every formal business and many informal ones in The Gambia will have some digital footprint – a social media page, a listing on a local online directory, or presence on an e-commerce platform. Consumers will come to expect convenient online services as standard. This could drive the creation of a homegrown e-commerce platform with wide usage or the entry of a pan-African e-commerce player if conditions allow. With anticipated improvements in payment systems (for instance, the Central Bank’s efforts may yield a fully interoperable national switch and more fintech innovation), paying online or via mobile will become simpler and more trusted, which is a critical component for e-commerce growth.

Another aspect of the future to watch is the role of diaspora and international links in the digital economy. The Gambian diaspora, which already contributes significantly through remittances, could become more involved through investment in tech ventures or mentorship (e.g., successful tech professionals abroad mentoring startups at home). Moreover, The Gambia could harness outsourcing trends: given its English language and improving connectivity, it might attract small-scale business process outsourcing or become a niche hub for remote digital services in areas like content moderation, data entry, or customer support for international firms. Such developments would create new categories of employment beyond the traditional paths.

Of course, these optimistic trajectories depend on addressing key challenges. Ensuring political stability and good governance remains paramount – investors and innovators thrive in a climate of predictability and rule of law. Continuing to strengthen education (particularly STEM and vocational ICT training) is needed to provide the human capital for a digital economy. The infrastructure must keep pace: power supply, internet bandwidth, and affordable access should continuously improve. Regulatory frameworks, including data protection, cyber security, and e-commerce laws, need to be enacted and enforced to build trust and safety in digital transactions. The Gambia’s regulators will also need to balance encouraging innovation with consumer protection; for instance, fintech innovations should be embraced but monitored to protect users from fraud.

In sum, The Gambia’s economy is still anchored in its geographic and social realities – a small nation with big development needs – but the infusion of digital technology offers a path to amplify opportunities and efficiencies. A farmer in Farafenni might soon use a smartphone to get the best price for their groundnuts, a young entrepreneur in Brikama could be selling handcrafted products to overseas customers via an online platform, and a student in Banjul might learn coding through an online course and freelance for a foreign company without leaving home. Such scenarios, once distant, are now within reach due to the digital transformation underway. The Gambian economy of tomorrow will likely be a hybrid of the old and the new: groundnut fields and solar-powered irrigation alongside mobile apps and fiber-optic cables. With prudent management and continued investment in both people and technology, The Gambia’s “smiling coast” can evolve into a “smiling digital economy,” harnessing the internet and innovation to improve the prosperity and well-being of its people.