Mauritania’s Economy and the Digital Landscape – A Business Overview

Overview of Mauritania’s Geography and Economic Structure

Geographic Location and Natural Resources: Mauritania is a Northwest African nation bordered by the Atlantic Ocean to the west, sharing land frontiers with Western Sahara to the north, Algeria to the northeast, Mali to the east and southeast, and Senegal to the southwest. Covering about 1,030,000 km², it is the 11th-largest country in Africa. Approximately 90% of its territory lies within the Sahara Desert, giving Mauritania an arid landscape with vast stretches of dunes and sparse vegetation. Most of the population lives in the more temperate southern band of the country where limited rainfall supports agriculture. The capital city, Nouakchott, sits on the Atlantic coast and is home to roughly one-third of the nation’s people. Mauritania is endowed with significant natural resources. It possesses extensive deposits of iron ore (the country’s most prominent mineral asset), as well as gold, copper, and gypsum. Off its Atlantic coast, Mauritania’s fishing grounds are among the richest in Africa, teeming with fish and seafood that support a vital fishing industry. In the early 2000s, oil was discovered offshore (notably the Chinguetti oil field), making Mauritania a small-scale oil producer. More recently, large reserves of natural gas have been identified in the offshore Grand Tortue/Ahmeyim field shared with Senegal, positioning Mauritania to become a significant gas producer in the coming years. These abundant natural endowments form the backbone of the economy but also underscore the country’s dependence on commodities and primary industries.

Population and Economic Profile: Mauritania’s population is estimated at 4.8–5 million (2023), with a median age of only ~18 years, reflecting a young demographic. The country is classified as a Lower-Middle-Income economy and remains one of the Least Developed Countries (LDCs) in terms of human development indicators. The official currency is the Ouguiya (MRU). Despite its wealth of resources, Mauritania has a relatively small economy: in 2023 its Gross Domestic Product (GDP) was around $10–11 billion (nominal), which translates to roughly $2,300 GDP per capita. In terms of purchasing power parity, GDP is about $33 billion, indicating that local price levels are lower than global averages. Economic growth in recent years has been moderate but subject to volatility. Periodic droughts, commodity price swings, and institutional challenges have influenced growth rates. The government’s economic planning has aimed for annual growth above 5%, but achieving these targets consistently has been difficult.

Mauritania’s economic structure is characterized by a mix of traditional primary sectors and capital-intensive extractive industries, alongside a modest services sector. The primary sectors (agriculture, livestock, and fishing) engage a large share of the workforce (over half of all workers depend on subsistence farming or herding for livelihood), yet these activities contribute only around 10–15% of GDP due to low productivity. Rain-fed agriculture is limited to the southern Sahelian zone and along the Senegal River valley, where crops like millet, sorghum, and rice are grown. Livestock (camel, cattle, goats, and sheep herding) is a prominent traditional activity and an important source of food and income for rural communities. Fishing is another key primary sector: Mauritania’s coastal waters yield high-value fish and seafood (such as octopus, squid, and fish stocks) which are exported globally. Fisheries account for a significant portion of export earnings and provide jobs, especially in coastal cities, although concerns about overfishing and sustainability have arisen.

Key Industries and Sector Contributions: Mining and extractive industries form the pillar of Mauritania’s formal economy. The country is one of Africa’s top exporters of iron ore – iron mining alone makes up nearly 50% of export revenues. Massive iron ore deposits are mined in the northern regions (notably at the Zouérate mines) and transported by rail to the port of Nouadhibou for export. In addition to iron, gold and copper mining have expanded over the past decade as world metal prices rose. New gold and copper operations in the interior (such as the Tasiast gold mine and others) have attracted foreign investment and boosted output. Petroleum production from offshore wells began in 2006, providing a small contribution to GDP; however, output from the initial oil field has declined from its peak. The anticipated development of the Grand Tortue/Ahmeyim natural gas project (with reserves around 15 trillion cubic feet) is a major future economic driver – once operational, this offshore gas field (expected to produce liquefied natural gas, LNG) will generate export revenues and could spur related industries.

Industry (including mining, oil, construction, and manufacturing) constitutes roughly 35–45% of GDP. A notable industrial activity tied to primary resources is fish processing (cleaning and freezing fish for export). Manufacturing beyond resource processing is minimal, limited to small-scale food processing, plastics, or metalworks. Services account for the remaining share of GDP (approximately 35–40%). The services sector includes government administration, trade, transportation, finance, and a small tourism segment. Nouakchott, as the capital, is the center of services – here one finds banks, telecom companies, and markets that facilitate commerce. Tourism in Mauritania is niche (focusing on desert tours and cultural heritage in ancient caravan towns like Chinguetti), but security concerns have kept visitor numbers modest. The public sector is significant in services, given government spending and donor-funded projects that drive parts of the economy.

Current GDP and Trade Indicators: As of the latest data (2022–2024), Mauritania’s GDP stands around $10 billion in nominal terms, having grown in recent years due to higher commodity export values. The GDP composition illustrates the country’s reliance on extractives: agriculture and fishing contribute roughly one-eighth of GDP, industry (mostly mining/oil) contributes close to half, and services make up the rest. GDP growth has been positive in the past few years, recovering from a slowdown in 2020 (due to the global pandemic’s impact on demand and logistics) and accelerating with the rebound of commodity markets. Inflation has been moderate to high single digits, influenced by import prices (especially fuel and food).

Mauritania’s trade balance is closely tied to its natural resources. Exports of goods were about $4–5 billion in recent years, while imports slightly exceeded that, around $4.5–5 billion, making the trade balance marginally negative or near-balanced. The country’s export basket is highly concentrated: the leading export commodities are iron ore, gold, copper, crude oil (petroleum), and fish/seafood. Iron ore alone typically accounts for almost half of export earnings by value. Gold has become a substantial export as well, thanks to the large gold mining operations, while fish products (sold mostly to the European and Asian markets) bring in vital foreign exchange. On the import side, Mauritania must buy abroad most of the manufactured goods and fuel it needs. Major imports include machinery and equipment (for mining and construction), vehicles, refined petroleum products (diesel, gasoline, etc.), foodstuffs (grains, sugar, vegetable oil – as domestic agriculture cannot meet the population’s food needs), and consumer goods.

The country’s trade partners reflect its commodity focus and historical ties. China is Mauritania’s single largest export market (taking in roughly 40%+ of Mauritanian exports, notably iron ore and fish for China’s industries and markets). The European Union collectively is also important – for instance, Spain, France, Italy, and Germany purchase fish products and some minerals. Neighbors and regional partners like Côte d’Ivoire and other ECOWAS countries feature for certain exports and re-exports. Key import sources are China (for affordable consumer goods and machinery), Turkey and France (machinery, food, and vehicles), the UAE (which exports fuel and goods), and other global suppliers including the United States and Belgium. Mauritania runs trade deficits in food and manufactured items but aims to offset them with mining export revenues.

Economic Policy and Structure Notes: Mauritania is actively part of regional economic blocs and initiatives that shape its trade and investment climate. It is a member of the African Union (AU) and has signed onto the African Continental Free Trade Area (AfCFTA) agreement, which over time is expected to ease trade with other African nations. The government has pursued economic reforms such as privatization of state enterprises and improving the business environment to attract foreign investment, especially in mining, oil/gas, and infrastructure. Still, challenges remain: the economy is undiversified and vulnerable to external shocks like commodity price fluctuations or droughts affecting agriculture. Poverty and unemployment are high (poverty is around 30–40% of the population by national estimates). The urban-rural economic divide is significant – cities benefit from mining and government spending, while rural communities rely on subsistence activities with limited income. Mauritania’s economic structure thus presents both rich opportunities (in natural resources and a young workforce) and structural challenges (diversification, inclusion, and resilience).

Internet Access and Infrastructure

Internet Penetration and Usage: Mauritania has seen steady growth in internet connectivity over the past decade, although a significant portion of the population remains offline. As of 2023–2024, approximately 2.0–2.2 million Mauritanians are internet users, representing an internet penetration rate of roughly 40–45% of the population. In other words, less than half of citizens have used the internet in the last few months, while the remainder (over 55%) are still not regular internet users. This penetration rate, however, marks a substantial increase from just a few years ago – for example, internet usage was only about 24% of the population in 2017, growing to 41% by 2022, and continuing upward. The rise corresponds with expanded mobile network coverage and more affordable access. It is notable that internet use is not evenly distributed: the vast majority of Mauritania’s internet users are in urban areas, especially in Nouakchott and other cities, whereas in rural villages deep in the desert or sahel, connectivity and usage rates are much lower. Moreover, internet access in Mauritania is predominantly mobile-based. Fixed broadband subscriptions are very limited (due to low fixed telephone line infrastructure), so most people who go online do so via mobile phones, using cellular data networks. The country had about 6.4 million mobile cellular connections active in early 2024 – an indicator that many individuals own more than one SIM card (the mobile subscription penetration is about 130% of the population). Owning multiple SIMs is a common practice, as users aim to take advantage of different coverage areas or promotions from various providers, or maintain separate personal and business lines. This mobile-first usage pattern means that the typical internet user in Mauritania accesses social media, messaging, and web content on a smartphone (or a feature phone with internet capability), rather than on a desktop computer.

Despite the increasing number of users, Mauritania’s internet user base still lags behind some global and regional averages – its ~44% penetration is just slightly above the overall African average (around 39%), but well below global internet penetration (which is over 65%). The demographic of internet users skews toward younger, urban, and more educated segments of the population. Given Mauritania’s youthful population, there is a large cohort of tech-savvy youth driving internet adoption – many of them see the internet (especially via smartphones) as a key medium for communication, entertainment, and even education. However, among older generations and in pastoral communities, internet use remains minimal. The government and international agencies estimate that continued improvements in infrastructure could raise penetration significantly (targets of 70% internet usage in the population have been mentioned as a future goal if projects succeed).

Telecommunications Infrastructure (Mobile Networks and Broadband): The communications backbone in Mauritania has historically been underdeveloped, but recent investments are changing the landscape. Today, the country’s connectivity relies primarily on mobile networks provided by a handful of telecom operators. There are three major mobile service providers: Mauritel, Mattel, and Chinguitel, along with a newer operator RIMTEL (also referenced as RIMATEL) and a minor player Sahel Telecom. Mauritel (the former state telecom, now part of Maroc Telecom’s network) is the dominant operator, controlling roughly two-thirds of the market in terms of subscribers. Mattel, partially owned by Tunisia Telecom, has around 15–20% of the market, and Chinguitel (backed by Sudanese investment) has around 8–10%. RIMTEL is a newer entrant that has started gaining a small market share (~7%). The presence of an incumbent with overwhelming market share has led to relatively poor competitive dynamics – until recently Mauritel’s dominance meant higher prices and slower rollout of innovations. The government regulator has been encouraging competition and even considering additional licenses or spectrum allocations to improve services and reduce costs.

In terms of network technology, Mauritania started with basic 2G GSM networks in the late 1990s, expanded to 3G in the 2010s, and only in the past few years introduced 4G (LTE) services. As of 2017, only about 41% of the population had access to 3G coverage and 4G was nonexistent. However, by 2021 mobile operators began rolling out 4G networks in urban centers. Currently, 4G LTE is available in Nouakchott and some other major cities (like Nouadhibou, and possibly regional capitals such as Kiffa or Zouérat), offering faster data speeds to urban consumers and businesses. Despite this progress, 4G coverage is still very limited – estimates suggest only around 12% of the population is within coverage of a 4G signal. Most rural and remote areas rely on 2G/3G networks, which provide basic voice services and relatively slow internet (EDGE/3G speeds that are enough for messaging and light browsing but not high-bandwidth applications). There is currently no 5G network in Mauritania; the government has expressed interest in future 5G upgrades, but no concrete timeline or licenses have been established for next-generation mobile service.

For fixed-line and broadband infrastructure, Mauritania has historically faced challenges. The fixed telephone line penetration has always been very low, given the large distances and low population density outside cities. As a result, fixed broadband (e.g., ADSL or fiber to home) is extremely limited – primarily used by some businesses, banks, or government offices in Nouakchott and Nouadhibou. However, a significant development was the completion of a 4,000-kilometer national fiber optic backbone in 2021. This fiber network, built with government support and likely donor funding, connects various regions of Mauritania and links to undersea cable landing stations. Mauritania’s international connectivity received a boost with the connection to the ACE (Africa Coast to Europe) submarine cable, which runs along West Africa’s coast. By linking into ACE and other regional fiber links, Mauritania’s available international bandwidth has increased from about 54 Gbps in 2019 to over 80 Gbps by 2021. The new fiber backbone is expected to dramatically improve domestic transmission capacity, lower the cost of bandwidth, and enable broader coverage (for example, making it easier to extend reliable internet to inland towns). Indeed, officials project that this backbone could help reduce the cost of internet service by 50% for fixed broadband and 25% for mobile data, making access more affordable to consumers. The government’s Ministry of Digital Transformation, Innovation, and Modernization of Administration (a ministry created to spearhead ICT development) has set ambitious goals: leveraging these infrastructure upgrades to raise internet penetration toward 70% in the coming years and encouraging new market entrants (such as internet service providers or telecom operators) by providing them with backbone access at reasonable wholesale rates.

Urban-Rural Connectivity and Access Disparities: There is a pronounced urban-rural digital divide in Mauritania. In urban areas like Nouakchott (which houses a large share of the population) and secondary cities, residents enjoy relatively better connectivity – multiple mobile networks, some fiber points of presence, cybercafés, and smartphone usage is common among youth. Internet cafés and Wi-Fi hotspots exist in cities for those who cannot afford personal data plans. Meanwhile, in rural settlements, especially deep in the interior, connectivity can be very sparse. Entire communities might rely on a single distant cell tower providing only voice/SMS or very slow data. Many rural residents simply have no internet access at all due to lack of coverage or because the cost of data and devices is prohibitive relative to their income. Another factor is electricity – some remote villages lack reliable electricity which is necessary to power telecom equipment and charge phones. The government and operators have periodically launched initiatives to extend mobile coverage to underserved areas (for example, using universal service funds to subsidize rural tower installations). Nonetheless, as of 2024 the majority of internet users are in cities, and rural citizens are largely left behind digitally. Bridging this gap is part of the national digital strategy, recognizing that internet access can contribute to economic inclusion and development (for instance, pastoralists could benefit from market information or weather alerts via mobile internet if available).

Government and Private Sector Efforts: The Mauritanian government has elevated the priority of ICT infrastructure in its development plans. The creation of a dedicated digital transformation ministry indicates high-level commitment to modernizing communications and administrative services. Government efforts include policy measures like simplifying licensing for ISPs, investing in public telecom infrastructure (such as the national fiber network), and implementing e-government solutions that can drive demand for connectivity. For example, there are plans to digitize government services (permits, civil registration, tax payment systems) which will both improve efficiency and encourage citizens to come online to access services. The government also collaborates with international organizations: programs backed by the World Bank or the International Telecommunication Union (ITU) have provided funding and technical assistance to improve connectivity in Mauritania.

On the private sector side, the telecom operators are the key players expanding infrastructure. Mauritel, as the largest company, has been upgrading its network gradually – introducing 4G, expanding fiber links to base stations, etc. Mattel and Chinguitel have also been investing in their networks, albeit at a smaller scale. Competition has begun to spark more aggressive rollouts; for instance, when one operator launched 4G in Nouakchott, others quickly followed to avoid losing high-end customers. Additionally, private ISPs (Internet Service Providers) have started to emerge, offering services like fixed wireless broadband in urban zones. These ISPs often depend on leasing capacity from the main fiber backbone and targeting businesses or affluent households with higher-speed internet packages.

In terms of affordability, the average cost of internet in Mauritania remains relatively high for the average citizen. A basic mobile data package can consume a substantial portion of monthly income for low-wage earners. Studies indicate that a low-volume data package (1GB or so using at least 3G) costs about 6% of average monthly income in Mauritania, which is above the affordability target recommended by the UN (which is 2% or less of income for 1GB). The government’s aim to cut prices by boosting infrastructure is intended to address this. If fiber backbone improvements successfully lower wholesale costs, consumers should see cheaper data bundles and higher data caps, making the internet more accessible to more people.

Quality and Reliability of Internet: Alongside access, quality of service is a concern. Many Mauritanian internet users experience low to moderate speeds. As of 2023, the average download speed recorded in Mauritania was around 20 Mbps for both mobile and fixed broadband (though this figure is likely an urban average with 4G; many users on 3G would see much lower speeds). Latency can be high and service can be inconsistent, especially outside major cities. With only one primary undersea cable connection (ACE), the country’s international bandwidth is somewhat fragile – damage or outages on that cable could severely impact internet connectivity nationwide. There have been instances where cable cuts or other technical issues caused nationwide slowdowns or outages. Additionally, the international upstream connectivity is rated as “poor” by internet analysts, meaning Mauritania has limited redundancy (only a couple of routes for global traffic). Plans to possibly join another submarine cable or increase peering with neighboring countries might improve this in the future.

Another aspect of reliability is the phenomenon of internet shutdowns. Mauritania, like some other nations, has in the past enforced temporary internet blackouts during sensitive periods (for example, to curtail cheating during national exams or to manage civil unrest during elections). In the last few years, there were multiple instances of network shutdowns or significant throttling. In the 12 months up to early 2025, observers recorded 3 instances of internet shutdowns imposed by authorities. Such actions, even if temporary, affect business continuity and user trust in the internet’s reliability. The business community has voiced concern that cutting off the internet disrupts commerce, banking, and communications, urging the government to find alternative solutions to security concerns.

Ongoing Challenges and Outlook: In summary, Mauritania’s internet infrastructure is improving but still faces challenges of coverage, affordability, and reliability. The digital divide between connected urban youth and offline rural populations is a critical issue to tackle to ensure inclusive growth. However, positive developments like the national fiber backbone, the introduction of 4G, and increased smartphone penetration provide a foundation for further expansion. The government’s target of 70% internet usage is ambitious, but with sustained investment and regulatory support, the coming years could see a majority of Mauritanians gaining online access. This trend will be driven by mobile technology (with hopes that eventually 4G and even 5G can be extended countrywide) and supported by cheaper data. As connectivity improves, it sets the stage for growth in the digital economy – e-commerce, e-government, online education, and other internet-based services are expected to flourish gradually, transforming Mauritania’s economic and social landscape.

Digital Ecosystem and Popular Online Platforms

Popular Websites and Social Media Usage: Mauritania’s digital ecosystem, while still emerging, is largely dominated by global internet platforms. The most visited websites among Mauritanian internet users mirror global trends: search engines like Google, video-sharing platforms like YouTube, and social networking services such as Facebook consistently rank at the top of web traffic charts in the country. For instance, Google is typically the default gateway to the web for Mauritians looking up information, and YouTube is widely used for entertainment (music, sports highlights, religious content, etc.). Facebook is the leading social media platform in Mauritania in terms of user base. As of early 2024, Facebook had approximately 1.1 million Mauritanian users – equivalent to about 22% of the entire population or roughly half of all internet users in the country. This strong reach makes Facebook a central hub for social connection, news sharing, and even commerce (via its pages and groups) in Mauritania.

Social media overall has grown rapidly. There are an estimated 1.2 to 1.3 million active social media users in Mauritania (around 25% of the population as of 2024, up sharply from just 15% a year or two earlier). The surge is partly due to better access and a young population eager to engage online. Interestingly, TikTok has seen a meteoric rise: TikTok’s advertising data suggests about 1.24 million users aged 18+ in Mauritania can be reached on the platform. This implies that TikTok has essentially caught up to or even surpassed Facebook among adult users, which underscores a shift in how people – especially under 30 – consume content (short-form videos have enormous appeal). WhatsApp, while not a traditional “website,” is arguably the most widely used online service in Mauritania for messaging. Virtually every smartphone owner uses WhatsApp to communicate due to its convenience and the fact that it uses relatively low bandwidth for text and voice messages. Many family, community, and business communications happen over WhatsApp chats. Other social platforms have smaller but growing footprints: Instagram has around 120–130 thousand users (about 2–3% of the population), primarily young people in the capital who are interested in photo sharing and lifestyle content. Twitter (recently rebranded as X) is not as widespread as Facebook, but it is used by a segment of the population, including journalists, tech-savvy youth, and some public figures, to follow news and engage in discussions. LinkedIn usage is minimal, confined to professionals in urban centers.

Local content platforms or websites are relatively few and far between. The .mr country code domain is not heavily populated – only about 1,400 domains are registered under .mr, indicating that not many local businesses or organizations maintain their own websites compared to larger countries. The Mauritanian online content that does exist often uses other domains like .com or .org as well. Examples of local websites include news portals and forums: for instance, there are French and Arabic language news sites such as Cridem or Alakhbar that report on Mauritanian news and get some domestic traffic. Government institutions have official websites (usually under .mr) providing information about ministries and services. However, beyond news and government, the local web offering is limited – there are few local e-commerce web portals or entertainment sites specific to Mauritania. This means Mauritanian netizens rely heavily on international platforms for both content and services. In fact, an analysis found that only 2% of the top 1000 websites accessed in Mauritania are served from within the country (i.e., having local caching or hosting in Mauritania); the vast majority of content comes from servers abroad (Europe, USA, etc.). This also reflects in user behavior: for news, many educated Mauritanians follow international Arabic-language or French-language media (such as Al Jazeera, France24, BBC Afrique) via their websites or YouTube channels, since local media is limited.

Social Media and Communication Habits: Social media is a primary driver of internet engagement in Mauritania. Facebook acts as a multi-purpose platform – people use it to stay in touch with friends and family, to join groups of common interest (for example, community groups for Mauritanians abroad, or local buying/selling groups), and to follow pages that share news or religious content. Because of relatively low fixed internet penetration, smartphones are the main device, and as such, visuals and videos (consumable on mobile) are popular. WhatsApp and Facebook Messenger serve as the dominant messaging apps, effectively replacing SMS for anyone with data access. They are used for everything from simple chats to sharing photos, forwarding audio messages, and coordinating events. WhatsApp’s role is so ingrained that it also functions as a tool for business (as we will detail in the e-commerce section, many small businesses use WhatsApp to showcase products and take orders).

TikTok’s popularity indicates a shift towards video-centric social networking. Young Mauritians, often with limited other avenues for entertainment, have embraced TikTok to create and watch short videos – from comedy skits to dance trends and motivational clips. It provides a creative outlet and a window to global youth culture. The fact that TikTok’s estimated reach is about 48% of adults 18+ suggests that nearly half of Mauritanian young adults are on it. YouTube is also frequently used, though not always via direct website visits; many access YouTube videos shared through links on WhatsApp or Facebook due to data considerations. Long-form YouTube content like lectures (religious sermons are popular in this predominantly Islamic country), music videos, and international football highlights have a steady viewership.

Local Digital Content and Startups: The local digital content creation scene is budding. A handful of Mauritanian bloggers, YouTubers, and Facebook influencers have started to gain traction by producing content in Arabic or French tailored to local interests – ranging from commentary on social issues to cooking recipes and educational videos. While the influencer market is not large, it is slowly developing as more people come online and look for content relevant to their lives. This also offers new avenues for digital marketing (some local businesses collaborate with these content creators to reach audiences, a practice still in its infancy).

When it comes to tech startups and online services, Mauritania’s ecosystem is still at an early stage. Compared to some other African countries, Mauritania has relatively few tech startups, due in part to the small market size, limited venture capital presence, and a nascent pool of tech talent. That said, there are efforts to foster entrepreneurship. Tech hubs and incubators have emerged in Nouakchott – for example, there have been hackathons and coding workshops organized by groups like Hadina RIMTIC (a local ICT incubator initiative) and international NGOs aiming to build digital skills among youth. A few startups of note include those in fintech and online services. For instance, some young entrepreneurs have developed mobile apps or platforms to serve local needs: apps for mobile payments (often partnering with banks), simple e-commerce marketplaces for peer-to-peer selling, and digital content platforms for news aggregation. One local success has been the development of Bankily (an e-banking app, though it’s a bank-driven product rather than a startup) which has garnered wide adoption – we’ll discuss Bankily in the next section as it relates to e-commerce. Another area seeing startup activity is in transport and logistics tech – with the rise of online shopping (even if via WhatsApp), there is a need for local delivery solutions, spurring small startups that offer motorbike delivery services or courier apps in Nouakchott.

In terms of domains and local web presence, as mentioned, the “.mr” country-code top-level domain is underutilized. Government websites (for example, the official government portal, ministry sites, and public institutions like the central bank or universities) use .mr addresses. A few businesses and organizations have also registered .mr domains, but many opt for .com due to ease or broader recognition. The relatively low number of .mr domains (around 1.4 thousand) suggests that having a standalone website is not yet common for small businesses – instead, many businesses rely on Facebook pages or simple Google My Business listings for their online presence. This highlights an important aspect of Mauritania’s digital ecosystem: platform dependency. Much of the online activity is happening on large global platforms rather than on standalone Mauritanian websites or apps. While this allows quick access to a large audience (e.g., setting up a Facebook page is easier than building a website), it also means local content is at the mercy of third-party platforms and global internet dynamics.

Language and Online Culture: The online sphere in Mauritania is multilingual, primarily Arabic and French. Modern Standard Arabic (and the local Hassaniya Arabic dialect) is used widely, particularly for social media posts, YouTube content, and messaging. French, a language of education and business in Mauritania, is also prevalent online, especially in written content and on platforms like Facebook and Twitter where a portion of users post in French. There are also local languages (Pulaar, Soninke, Wolof) spoken in Mauritania; these appear occasionally in social media contexts, but far less in written digital content. As a result, Mauritanian netizens often consume content from the broader Arabic-speaking internet and Francophone internet, connecting them to cultural and information flows beyond their borders. This has benefits (access to diverse content) and challenges (local content creators must compete with international content for attention).

In summary, Mauritania’s digital ecosystem is characterized by a high reliance on global platforms, a growing base of social media users (especially on Facebook and TikTok), and an emerging but still modest local digital content and startup scene. People go online mainly to socialize, consume media, and communicate, with social networks and messaging apps at the heart of daily digital life. The dominance of mobile access shapes this behavior – content that is mobile-friendly and easily shareable tends to thrive. As connectivity improves and more businesses and services go digital, the ecosystem is expected to broaden: we anticipate more local websites, greater e-services adoption, and perhaps the rise of home-grown digital solutions tailored to Mauritania’s unique context. The next section delves into how this digital landscape is influencing commerce, marketing, and business in the country.

E-Commerce, Digital Marketing, and Online Business Landscape

State of E-Commerce and M-Commerce: In Mauritania, formal e-commerce websites (analogous to Amazon or Jumia) are not yet mainstream, and online shopping habits are only beginning to form. However, this doesn’t mean Mauritanians aren’t buying and selling online – instead, they have adopted a unique approach to e-commerce that leverages the tools at hand, primarily social media and messaging apps. The most prevalent mode of online commerce is through WhatsApp and Facebook. Local vendors, boutiques, and individual entrepreneurs create WhatsApp accounts or groups where they showcase products through photos and descriptions. For example, a clothing shop might regularly post pictures of new dresses or shoes in a WhatsApp group of subscribers or on a Facebook page, including prices and contact info. Interested buyers will then message to inquire, place orders, and arrange delivery or pickup. Essentially, social commerce is the norm – commerce is happening via social networks rather than dedicated e-commerce platforms. This trend is driven by the ease of use of these apps (both sellers and buyers are already using WhatsApp/Facebook daily) and the low barrier to entry (no need for a complicated e-commerce website or app).

A hypothetical customer journey might look like this: A person sees a post on a Facebook page of a local electronics shop advertising smartphones. They comment or message the page to ask about the price. The seller responds via Facebook Messenger or WhatsApp, and they negotiate. The buyer might then confirm an order, and the seller dispatches the item through a local courier or delivery boy, with payment on delivery or via a mobile money transfer. This informal process is very common in urban Mauritania. It is essentially m-commerce (mobile commerce) because it all happens over mobile phones.

There have been attempts to introduce more structured e-commerce platforms. A few startups and companies launched online marketplaces or listing websites (for example, platforms listing cars for sale, or general classifieds). Some did gain moderate usage among the more tech-savvy audience, but none have reached a national ubiquity. Regional e-commerce players like Jumia do not have a dedicated Mauritania presence (Mauritania’s market is small and logistically challenging). That said, a small number of Mauritanian consumers do engage in cross-border online shopping for specialized items – using sites like AliExpress or Amazon, usually via intermediary shipping services or when traveling. But those cases are exceptions due to high shipping costs and lack of local delivery infrastructure.

One notable entrant in the online retail space is Ubuy, an international shopping facilitator (ubuy.mr) that allows purchasing goods from overseas retailers for delivery in Mauritania. Ubuy and similar services cater to a niche that can afford imported goods and is comfortable ordering online in a more traditional e-commerce manner. Generally, though, trust in online payment and delivery is still developing; many Mauritians prefer the familiarity of dealing directly with a known seller via chat and paying in cash or on delivery, rather than entering card details on a website.

Digital Payment Systems: A critical component of e-commerce – online payment – is evolving in Mauritania. Credit card penetration is very low; few people have international payment cards or even local debit cards that can be used online. As a result, cash-on-delivery and in-person payment have been the default for goods ordered via phone or internet. Recognizing this gap, Mauritanian banks have rolled out mobile banking and payment apps to enable digital transactions among the population. Two leading digital payment solutions have emerged, both backed by major banks: Bankily and Masrivi.

• Bankily is the mobile/e-banking platform launched by Banque Nationale de Mauritanie (BNM), one of the country’s largest banks. Bankily functions as a smartphone app that lets users maintain a mobile money account tied to BNM. Users can deposit money (through bank branches or authorized agents), then use the app to transfer funds to others, pay bills, or pay merchants who accept Bankily. It essentially acts as a mobile wallet, and its uptake has been significant, making it one of the most popular financial apps in the country.

• Masrivi is a similar e-banking service provided by Banque Mauritanienne du Commerce International (BMCI). It allows BMCI customers to perform digital transactions. While Masrivi has its user base, Bankily has reportedly enjoyed greater popularity overall, likely due to network effects (more people on one platform makes it more useful) and aggressive marketing by BNM.

These digital payment platforms have started to facilitate e-commerce by providing a way to settle transactions without cash. For example, a person buying from a WhatsApp vendor can now transfer the payment via Bankily if both parties have the app, rather than meet up to exchange cash. This is especially useful in a context where sellers and buyers might not be in the same city. The convenience and relative security (not having to carry cash) are being appreciated by a growing segment of users.

Additionally, these platforms are linking Mauritania to international payment systems. Notably, Bankily has forged partnerships with Orange Money in Europe and Remitly in North America, enabling Mauritanians abroad (in Europe, USA, Canada) to send remittances directly into Bankily accounts back home. This integration means diaspora can support e-commerce and family needs seamlessly – for instance, a Mauritanian abroad could transfer money to a relative’s Bankily wallet, who then can spend it locally without needing cash-out.

Aside from bank-led solutions, mobile operator-led mobile money is not as dominant in Mauritania as in some African countries (where telcos like Orange or MTN lead mobile money). Since Mauritania’s operators are smaller and the banking sector took initiative, the model is more bank-centric. However, one operator, Mauritel, did introduce a service for mobile payments, and others may follow as the market grows. Orange Money, widely used in neighboring countries, is only indirectly present through the Bankily partnership for remittances, since Orange as a mobile operator doesn’t operate in Mauritania proper.

Logistics and Last-Mile Delivery: A challenge for e-commerce in Mauritania is the logistics of delivering physical goods. Given the lack of formal street addressing in many areas and the vast distances between cities (with much empty desert in between), establishing an efficient delivery network is difficult. Currently, most online purchases in Nouakchott are delivered by informal couriers – typically young men on motorbikes who are given the location directions via phone. Some businesses maintain their own delivery staff, while others use independent couriers that operate like ride-hailing drivers. There are nascent delivery startups and services (similar to Uber Eats style or parcel delivery) that are trying to bring more structure to this system, at least within the capital. For inter-city delivery, Mauritania’s existing transport options (buses, bush taxis) are sometimes used – e.g., a seller in Nouakchott might send a package on a transport that’s going to another city, and the buyer picks it up at the station.

The national postal service, Mauripost, has limited capacity and isn’t a major e-commerce facilitator yet, but it’s one of the institutions that could be improved to support parcel delivery. In the meantime, many transactions remain local – sellers and buyers often reside in the same city, making fulfillment easier. Looking ahead, as demand for online purchases grows, we can expect more investment in logistics: perhaps dedicated courier companies expanding routes, or collaborations with regional logistics firms. For international orders, DHL and other courier services do operate but are expensive, which confines most cross-border e-commerce to higher-value items only.

Leading Online Businesses and Platforms: Since the e-commerce landscape is informal, it’s hard to pinpoint “leading online businesses” as in a list of top e-commerce sites. Instead, leading players are often traditional businesses that have effectively leveraged online channels. For instance, some of Nouakchott’s large supermarkets and retail stores have started taking orders via WhatsApp or launching basic e-commerce sections on their websites for delivery in the city. Electronics retailers and fashion boutiques in the capital are quite active on Facebook/Instagram, turning their social media pages into mini storefronts. These businesses are essentially the frontrunners of online commerce in Mauritania by adapting their sales strategy to include digital outreach.

One specific platform to note is online classifieds: websites or Facebook groups where people list items for sale (like a local Craigslist). There are popular Facebook groups for selling used cars, property, and other secondhand goods. A platform called Agence Mourassil, for example, is known in Nouakchott for posting real estate listings and vehicles on social media. Such channels fill the gap of an organized e-commerce marketplace by connecting buyers and sellers, albeit requiring them to close the deal offline.

Another domain of online business is freelancing and remote work opportunities for Mauritanian youth. While still a small trend, some skilled individuals (e.g., programmers, graphic designers) are tapping into global freelance platforms to offer their services, effectively exporting digitally. This isn’t e-commerce in the product sense, but it is part of the online business landscape where the internet enables new income streams.

Social Media as a Marketing Tool: For businesses in Mauritania, digital marketing is becoming increasingly important. With a significant share of the urban population on Facebook, companies see social media as a key way to reach customers. It is now common for even small businesses to have a Facebook page where they post updates, promotions, and engage with customers. Large companies (telecom operators, banks, etc.) run Facebook and Twitter accounts for customer service and brand advertising. Boosting posts and running Facebook Ads targeted at Mauritanian users is a growing practice among marketing-savvy enterprises – this allows them to reach tens or hundreds of thousands of local users in a cost-effective manner. Given that Facebook can target users by city or interests, businesses tailor their digital ad campaigns (for example, a new restaurant might target young adults in Nouakchott with Instagram and Facebook ads showcasing their menu).

Beyond Facebook, businesses also use SMS marketing to reach people who may not be online. Since virtually everyone has a mobile phone (even if not internet-enabled), some companies still send bulk SMS announcements for promotions or public service messages. However, as more people come online, the focus is shifting to internet-based channels which allow richer content.

Digital Advertising Trends: The advertising industry in Mauritania is adapting to the digital age. Traditional media like radio and television remain very important for nationwide reach, but digital advertising is the new frontier for engaging the urban youth demographic. We see a blend of strategies: for instance, a telecom company launching a new data package might advertise it on billboards and TV, but also run a simultaneous social media campaign with interactive content, possibly involving a popular local Facebook personality or a hashtag challenge on TikTok. Companies have also begun using influencer marketing on a small scale – e.g., a clothing retailer might give free outfits to a few well-known young people on Instagram to wear and post about, hoping to drive sales through peer influence.

One trend is the use of WhatsApp broadcast lists by businesses to push marketing messages directly to customers’ phones. For example, a retailer may compile a list of customers’ WhatsApp numbers (with their consent) and periodically send new product images or sale announcements. Since WhatsApp is so widely used, this direct marketing can be effective, though if overused it risks annoying users.

Consumer Behavior Online: Mauritanian internet users are gradually gaining confidence in online transactions, but trust remains a key issue. Many consumers still prefer to see products in person or at least have personal communication with the seller before committing to a purchase. The absence of strong consumer protection laws for e-commerce means buyers rely on reputation and word-of-mouth. Social media, interestingly, provides a form of accountability – if a seller scams customers, word can spread quickly in the community groups, which discourages bad actors to some extent. Conversely, a seller with many followers and good reviews on their page gains trust and can expand their business.

Another aspect of user behavior is the heavy use of mobile data packages with social media bundles. Telecom operators often offer special plans that give cheaper or unlimited access to certain social apps (like Facebook or WhatsApp) without counting against data limits. These plans encourage people to use those platforms more and, as a side effect, have made Facebook/WhatsApp quasi-essential utilities. It also means a lot of internet newcomers’ first and primary experience of the internet is via a social network interface rather than the open web. For digital marketers, this underscores that reaching people through those dominant platforms is key, as opposed to, say, expecting users to navigate to a standalone website or app.

Recent Developments and Future Outlook: In 2023 and 2024, the momentum in Mauritania’s digital business sphere has been building. The combination of improved connectivity (thanks to 4G and fiber) and the COVID-19 pandemic experience (which pushed more activities online globally) has raised awareness of the potential of digital solutions. We’ve seen the government launching more online portals – for instance, portals for filing taxes or applying for documents – which, beyond their administrative purpose, also accustom people to transacting online. Financial services are expanding their digital offerings; more banks are likely to introduce mobile apps, and interoperability between different mobile money services is expected to improve, making it easier to pay anyone regardless of which bank or network they use.

Looking ahead, one can anticipate a more organized e-commerce marketplace emerging in Mauritania. This could take the form of a local entrepreneur launching a comprehensive shopping platform or a regional player entering the market. As trust in online payments increases via Bankily/Masrivi and as logistics networks strengthen, the stage is set for a company to streamline the currently fragmented social-media-driven commerce into a one-stop shop. Additionally, digital marketing will continue to mature: more companies will allocate budget to online ads, perhaps even leveraging analytics and local market research to target customers effectively. With around 25% of Mauritanians on social media now and the number climbing, digital channels will become as important as traditional media for advertising within a few years.

One important factor is the role of social media in influencing consumer trends. The rapid adoption of TikTok, for instance, may inspire new forms of marketing (short, catchy video ads or viral challenge sponsorships). It also speaks to an appetite for visual content – businesses might need to produce more video and imagery to engage customers rather than relying on text. The youthful population is setting the tone: trends popular in the wider Arab world or West Africa often quickly find their way into Mauritanian social feeds. Smart businesses will capitalize on these trends in a culturally relevant way to appeal to local audiences.

Conclusion (Outlook for the Digital Economy): Mauritania’s online business landscape is at a formative stage – full of challenges but also opportunities. The fundamental building blocks (internet access, digital payment tools, and a young user base) are falling into place. Economic players from small shop owners to banks and telecoms are increasingly incorporating digital channels into their operations. For a business-oriented observer, the trajectory suggests that Mauritania’s digital economy is poised for growth. We can expect more formalization of e-commerce, greater penetration of digital financial services, and an expansion of internet-driven business models across sectors (from agriculture market information systems for farmers, to e-learning platforms for students, to perhaps telemedicine in health).

The government’s support will be crucial – policies that maintain affordable internet, ensure fair competition among telecom and internet providers, and protect consumers online will enhance confidence. Already, membership in initiatives like the Smart Africa Alliance and various ICT development programs indicates Mauritania is seeking to learn from and leapfrog using best practices. For investors and entrepreneurs, niches exist in ICT infrastructure, fintech, e-commerce logistics, and local content creation.

In conclusion, while Mauritania’s economy today remains centered on mining pits and fishing ports, there is a quiet transformation underway via digital connectivity. The internet is knitting this vast country closer together, linking Mauritanians with each other and with global markets. Over the next decade, the hope and expectation is that the digital sector’s contribution to GDP will rise, new tech-driven jobs will be created, and traditional sectors will become more efficient through digital integration. Mauritania’s digital journey is just beginning, but the foundation laid thus far – as described in this report – gives reason for optimism that the country will harness the internet and digital technology as catalysts for economic diversification and inclusive growth.