Sudan’s Digital Economy and Internet Landscape: A Comprehensive Business Report

Sudan, a country at the crossroads of Africa and the Middle East, is witnessing a transformative period in its digital economy and internet landscape. This report provides a comprehensive overview of Sudan’s current digital ecosystem with up-to-date data and insights as of 2025. It covers the nation’s geographic and strategic context, the state of its internet and mobile connectivity, the local internet ecosystem (from the country’s top-level domain to e-commerce trends), key digital players in the market, and evolving patterns in online marketing and consumer behavior. The analysis is structured for a business audience, highlighting critical figures and trends that define Sudan’s digital economy today.

Geographic and Strategic Positioning of Sudan

Location and Regional Context

Sudan is located in northeast Africa and shares borders with seven countries: Egypt to the north; Ethiopia and Eritrea to the east; South Sudan to the south; and Libya, Chad, and the Central African Republic to the west. It also has a coastline along the Red Sea in its northeast, giving it strategic access to maritime trade routes and undersea cable landings. With an area of approximately 1.88 million square kilometers, Sudan is one of Africa’s largest countries by land area, making internal connectivity a considerable undertaking. Historically, Sudan’s position has made it a gateway between sub-Saharan Africa and the Arab world, a factor that influences its cultural and economic ties. This strategic positioning means Sudan could serve as a regional hub for commerce and data transit, especially via Port Sudan, which hosts critical port facilities and telecommunications infrastructure connecting to Middle Eastern and East African networks.

Demographics and Urbanization

Sudan’s population was estimated at 50.8 million in early 2025, characterized by a young demographic profile and significant rural presence. The median age in the country is only about 18.5 years, indicating a youthful population that in the coming years will drive demand for digital services as they come of age. Roughly 37% of Sudan’s people live in urban centers (with Khartoum being the largest metropolitan area), while 63% reside in rural areas. Urbanization has been gradually rising, and city dwellers generally have better access to internet and mobile networks compared to those in remote regions. This urban-rural divide is an important consideration for the digital economy: urban markets like Khartoum, Omdurman, and Port Sudan have become early adopters of new technologies and online services, whereas rural communities often face infrastructure challenges. Sudan’s youthful, growing population represents a significant potential user base for online services, but it also underscores the need for substantial investment in connectivity to bridge geographic disparities.

Overview of Sudan’s Digital and Internet Economy

Internet Penetration and User Base

Sudan’s internet user base has grown over the past decade, though a majority of the population remains offline. As of January 2025, approximately 14.6 million individuals in Sudan were using the internet, which translates to an internet penetration rate of about 28.7% of the population. In other words, nearly seven out of ten Sudanese citizens – about 36 million people – are not yet connected to the internet, highlighting a substantial digital divide. This penetration figure has seen modest growth; for instance, the user base increased by roughly 1.6% between 2024 and 2025, a rate that kept pace with population growth but did not significantly raise the percentage of the population online. The limited expansion in internet uptake can be attributed to factors such as infrastructure challenges, affordability issues, and the disruption of services during recent conflicts.

Notably, Sudan has a pronounced digital gender gap: surveys indicate that around 39% of women in Sudan reported having mobile internet access in recent years, compared to nearly 50% of men, reflecting socio-economic and cultural barriers that affect women’s digital inclusion. Overall, improving internet penetration remains a key priority for the country’s digital economic growth, as a large untapped audience could come online with the right investments and conditions.

Mobile Connectivity and Infrastructure

Mobile connectivity is the primary conduit for internet access in Sudan, as fixed broadband infrastructure is limited. At the start of 2025 there were about 21.6 million active cellular mobile connections in the country. This number is equivalent to roughly 42% of the population, indicating that many Sudanese have at least one mobile subscription (though some users maintain multiple SIM cards, so unique user penetration is lower). The mobile connection count in Sudan actually fell in 2024 by over 5 million connections (a drop of around 20%), largely due to the impacts of civil conflict that damaged infrastructure and disrupted services.

Despite these setbacks, mobile networks remain the backbone of Sudan’s internet ecosystem. More than two-thirds of these mobile connections are now on 3G or 4G networks (classified as broadband-capable connections), meaning a majority of mobile subscribers have the technical ability to access data services. However, 4G LTE coverage is still relatively limited – reaching roughly a third to half of the population – and most users rely on 3G, especially outside major cities. Network coverage disparities are evident: while urban areas often enjoy multiple operators and data services, rural coverage can be spotty or limited to basic 2G voice and text in some locales.

Sudan’s mobile operators have made incremental upgrades to network speed and capacity. Average mobile broadband speeds have improved in recent years (median mobile download speeds rose by over 50% in the year leading up to 2023, reaching into the double-digit Mbps range). Still, in global terms, mobile internet speeds and reliability in Sudan remain modest. Expanding both coverage and capacity – through more cell towers, spectrum upgrades, and eventually technologies like 5G – is essential for future digital growth.

Broadband Access and Digital Infrastructure

Fixed broadband access in Sudan is considerably less common than mobile internet, due to the high costs and limited reach of wired infrastructure. Only about 1.87 million households (under 20% of all households) were estimated to have internet access at home in 2024, underscoring how many people depend on mobile data or public access points for connectivity. Fixed internet subscriptions (via DSL, fiber, or fixed wireless) are mostly concentrated in urban centers like Khartoum and a few other cities. Sudan’s national backbone infrastructure includes fiber-optic links connecting major cities, and the country is connected internationally through several submarine fiber-optic cables landing at the Red Sea coast (such as the EASSy and FALCON cables, and direct links to Saudi Arabia via the SAS-1 and SAS-2 systems). These connections provide the country’s gateway to global internet bandwidth.

Notably, Sudan has been preparing to join the new 2Africa submarine cable system, which – if completed – would vastly increase international bandwidth and potentially lower costs, although ongoing conflict has delayed some infrastructure projects. Electricity supply is another infrastructural piece of the puzzle: power outages and limited electrification in some areas hinder consistent internet service delivery and network expansion. In sum, the physical infrastructure for broadband exists in rudimentary form, but significant upgrades and investments are needed to deliver high-speed, reliable internet nationwide.

Policy Environment and Recent Developments

The policy and regulatory environment for ICT in Sudan has seen changes in recent years, with the government acknowledging the importance of the digital economy. Telecommunications and internet services are regulated by national authorities (historically the National Telecommunications Corporation, and more recently a dedicated Ministry of Telecommunications and Digital Transformation) which oversee licensing, spectrum allocation, and service quality. The government had launched initiatives such as a Universal Service Fund to expand rural connectivity and even promoted e-learning platforms in partnership with tech companies.

However, the challenging political and economic situation has impeded steady progress. Sudan experienced periods of nationwide internet shutdowns during times of political upheaval (for example, during mass protests in 2019 and after a coup in 2021), and more recently, the outbreak of civil conflict in 2023 led to the destruction of telecom infrastructure and a multi-week internet blackout in early 2024. These disruptions not only underscored the fragility of the network but also dealt a blow to businesses that rely on connectivity. On the economic front, high inflation and currency depreciation have made internet devices and data plans less affordable to the average consumer, which further dampens adoption rates.

Despite these hurdles, there are ongoing efforts to bolster the digital economy. Public-private partnerships are being explored to fund infrastructure (for example, mobile operators and government agencies working together on coverage expansion), and Sudan’s removal from certain international sanctions in 2020 opened the door to foreign tech investments. The recent injection of foreign capital into local startups – for instance, a major Sudanese classifieds platform raising funds to build a payments network – signals that even amid instability, stakeholders see long-term potential in Sudan’s digital market. Moving forward, a combination of stable governance, supportive policy, and infrastructure investment will be critical to accelerate the growth of the internet economy in Sudan.

The National Internet Ecosystem

The .sd Domain and Internet Governance

Sudan’s country-code top-level domain (ccTLD) is .sd, which was introduced in 1997 for use by Sudanese entities online. The .sd domain is administered by the Sudanese Internet Society under the oversight of telecommunications authorities. In practice, however, the adoption of .sd has been relatively modest – many businesses and organizations opt for generic domains like .com or .org, partly due to historical difficulties in registering local domains and the international orientation of many Sudanese websites (especially those targeting the diaspora or a global audience). Nonetheless, .sd remains an important part of the national internet identity; government websites and many local services use the .sd suffix (for example, official portals and some banks’ websites).

Internet governance in Sudan involves not just domain management but also the regulation of online content and access to data. The state has intermittently exerted control over internet use – including the noted shutdowns and content filtering – which has implications for businesses. Companies have had to contend with outages or restrictions that can affect e-commerce transactions, online customer outreach, and digital advertising campaigns. At the same time, local internet governance bodies and ISPs work to keep the country connected through crises. Relocating key internet exchange points and data center operations to safer regions (such as moving facilities to Port Sudan during the 2024 conflict) is one example of how the ecosystem has adapted. As stability improves, a more robust governance framework that balances security with openness will help encourage both local and international digital enterprises to flourish under the .sd domain and beyond.

Popular Online Platforms and Services

Sudanese internet users primarily engage with a mix of global platforms and local digital services. In terms of sheer reach, international tech giants dominate online traffic: Google is extensively used as the search engine of choice (along with its suite of services like Gmail and YouTube), and Facebook is by far the most popular social networking platform in Sudan. Facebook’s user base in the country is significant, accounting for roughly half of all social media usage. Other major social media services include WhatsApp, which is nearly ubiquitous as a messaging app for both personal and business communication, and YouTube, which is widely accessed for entertainment and news content whenever bandwidth allows.

Sudanese users also have a notable presence on Twitter (X) – the platform has a strong community, particularly for news, activism, and public discourse, comprising a large share of social media activity. Instagram and TikTok usage is rising among urban youth, though these platforms still have a smaller audience compared to Facebook and WhatsApp. For day-to-day online activities, people frequently rely on messaging and social apps (Facebook Messenger in addition to WhatsApp) to share information, buy and sell goods informally, and keep in touch with the Sudanese diaspora abroad. Local content portals also attract users: online news sites (such as Sudan Tribune, Alintibaha, and others) and community forums have dedicated followings. However, due to the relatively low overall internet penetration, mass adoption of purely local apps or Sudan-specific platforms has been limited; instead, global platforms that are easily accessible via smartphones form the backbone of Sudan’s digital life.

E-Commerce and Digital Services Landscape

E-commerce in Sudan is at an emerging stage, with a few pioneering platforms and many transactions still happening through informal channels. The leading online marketplace in the country is Alsoug, originally launched as a classifieds platform in 2016. Alsoug has grown to become Sudan’s most prominent e-commerce hub, boasting nearly two million app downloads and a wide user base buying and selling everything from electronics and vehicles to real estate and household items. In 2021, Alsoug’s significance was highlighted when it secured a major foreign investment (about $5 million) – the first notable international tech funding in Sudan in decades – to develop a national digital payments network called Cashi. This move underscored both the demand for online marketplaces and the need for modern payment solutions in Sudan.

Aside from Alsoug, other e-commerce and online service platforms have appeared. For instance, M3roud offers a digital storefront for retail goods (though smaller than Alsoug, it caters to a niche of consumers looking for convenience). In the transportation sector, Tirhal has been a notable startup – a ride-hailing app launched locally that gained popularity in Khartoum and other cities by providing a taxi service similar to Uber, tailored to local needs and cash-based payment habits. There are also emerging players in specific verticals: Aqar.sd for real estate listings; Dukaney (meaning “my shop”) and other small e-commerce initiatives targeting groceries and daily essentials; and various service-based apps that facilitate things like food delivery or home maintenance, although these remain mostly limited to affluent city neighborhoods.

In the financial technology space, beyond the mobile money offerings by telcos, a handful of fintech startups and banks are pursuing digital solutions. Cashi (the Alsoug-linked payment platform) aims to become a nationwide e-wallet for easy online transactions. Some banks, such as Bank of Khartoum and others, have introduced mobile banking applications and online banking portals, enabling customers to transfer money, pay bills, and manage accounts via smartphone. These efforts are gradually bringing more Sudanese into cashless transactions.

Sudanese startups have begun to attract regional attention as well. The investment by Egypt’s Fawry into Alsoug’s fintech venture is one example of cross-border interest in the market. Additionally, tech hubs and coding incubators started appearing in the late 2010s in Khartoum – such initiatives were nurturing local talent in software development and entrepreneurship before the recent conflict. It’s also worth noting the influence of global tech accessibility: the lifting of U.S. sanctions in 2020 allowed Sudanese users and developers greater access to international software services and cloud platforms, which in turn has helped local tech companies utilize modern tools. For example, Sudanese app developers can now distribute apps on mainstream app stores, and businesses can use global cloud hosting and digital advertising services more freely than before.

Overall, Sudan’s digital services sector – encompassing e-commerce, online classifieds, ride-hailing, and fintech – is laying the groundwork for a broader digital economy. By 2024, the total revenue from online goods sales (B2C e-commerce) was estimated at around $126 million, with projections suggesting growth to roughly $155.9 million by 2028 (a compound annual growth rate of about 5% per year). Key product categories driving online consumer spending include hobby/leisure items and consumer electronics (each accounting for roughly a quarter of e-commerce revenue), followed by fashion, furniture/homewares, and personal care products. These figures are small relative to Sudan’s population and overall retail market, which highlights both the constraints faced so far and the significant room for expansion. If infrastructure improves and consumers gain trust in online shopping, millions more Sudanese could shift from informal buying (through social media and word-of-mouth) to using formal e-commerce platforms – greatly increasing the scale and impact of the digital marketplace.

Leading Digital and Tech Companies in Sudan

Major Telecommunications Providers

The telecommunications sector is the cornerstone of Sudan’s digital economy, and it is dominated by a few key players with extensive customer bases. The three major mobile network operators in Sudan are Zain Sudan, MTN Sudan, and Sudani (operated by Sudatel), with an additional fixed-line and internet provider Canar Telecom playing a significant role in broadband connectivity.

Zain Sudan – a subsidiary of the Kuwait-based Zain Group – is the leading mobile carrier in the country, serving a large proportion of mobile subscribers. It has been at the forefront of rolling out 3G and 4G services and generally enjoys strong brand loyalty. Zain’s offerings include mobile voice and data plans, and it has been innovating with digital services such as mobile money wallets for its customers.

MTN Sudan, part of the pan-African MTN Group, is another prominent operator. It maintains a competitive presence in both urban and rural markets, continually investing in network expansion. MTN has also introduced its mobile money platform to Sudan’s market, aiming to leverage its experience from other African countries to boost financial inclusion among the unbanked population.

Sudani is the mobile brand of Sudatel (Sudan Telecommunications Company), which is partially state-owned. Sudani provides mobile, fixed wireless, and broadband services, and historically it has managed much of Sudan’s telecom infrastructure, including key international gateways. Sudani is known for its broad network coverage in certain regions and for serving government and enterprise clients in addition to consumers. Meanwhile, Canar Telecom focuses on fixed-line telephony and internet services. It operates fiber-optic networks and, having been backed by foreign investment in the past, manages a significant portion of the country’s backbone and international connectivity.

These telecom companies collectively drive the expansion of internet access and digital services. They have at times collaborated with each other and with authorities – for instance, during the 2024 national outage, providers coordinated to reroute connections through Port Sudan to gradually restore service. Each of these companies is also a major employer and investor in Sudan’s economy, and their performance often reflects broader economic conditions. Despite conflict-related setbacks, the telecom sector in Sudan remains resilient, continuously repairing and upgrading infrastructure as needed. Looking ahead, these firms are expected to spearhead the introduction of new technologies like 5G when the time is right, and to partner with the government on extending coverage to underserved areas as part of the country’s digital development.

E-Commerce, Tech Platforms, and Startups

Sudan’s digital business landscape beyond telecom is still developing, but several companies and startups have established a strong online presence and are shaping the market’s direction. In e-commerce, the standout company is Alsoug, which has effectively become Sudan’s leading online marketplace. Alsoug’s platform hosts hundreds of thousands of listings, and after its notable funding round with international investors, it is expanding into fintech through its payment arm Cashi. This positions Alsoug not just as a classifieds site but as a growing digital ecosystem (combining a marketplace with digital payments), potentially paving the way for more sophisticated e-commerce transactions in the country. Another online shopping venture is M3roud, known for selling retail goods via a web platform; while smaller than Alsoug, it fills a niche for consumers looking for specific products delivered with convenience.

In the transportation and mobility sector, Tirhal has been a success story. This ride-hailing application, developed by Sudanese entrepreneurs, offered an Uber-like service and quickly gained traction by catering to local preferences (such as allowing cash payments and phone-based ordering for those without constant internet). Tirhal’s popularity demonstrated an appetite for app-based solutions in urban Sudan and spurred competition and innovation in the transport-tech space.

There are also digital platforms focusing on particular verticals. For example, Aqar.sd provides an online portal for real estate, where people can browse and advertise property listings. Other startups and websites, like Dukaney, have attempted to offer online shopping for groceries and daily necessities. Additionally, various service-oriented apps have been introduced – from food delivery services to platforms for finding freelance services – though these are mostly in early stages and tend to operate only in Khartoum or larger cities.

In the fintech domain, beyond the mobile money services offered by Zain, MTN, and Sudani, a handful of dedicated fintech firms are trying to modernize financial transactions. Cashi, born out of Alsoug, is one prominent example aiming to establish a universal digital wallet. Some banks have stepped up as well; for instance, major banks have deployed mobile banking apps that let customers pay bills or transfer funds online, an important step in a country where traditional banking services haven’t reached everyone.

Sudanese startups and tech companies have begun to gain recognition beyond the country’s borders. The investment by Egypt’s Fawry into Alsoug’s payment initiative was the first foreign tech investment after sanctions were lifted and is a signal of confidence in Sudan’s market potential. Tech entrepreneurs in Sudan have also been supported by local innovation hubs and IT training centers (which emerged in Khartoum in the late 2010s). These hubs have helped cultivate a community of developers and startup founders, some of whom have built solutions catering specifically to Sudanese needs in education, health, and agriculture using digital tools.

It is worth noting that the presence of global technology companies in Sudan is indirect but important. While giants like Google, Facebook, or Amazon do not have offices in Sudan, their platforms and services are increasingly utilized by Sudanese businesses and developers. The post-sanctions period allowed Sudanese users access to previously restricted services (such as certain cloud computing platforms, development tools, and online payment gateways), enabling local tech firms to use contemporary technologies and even reach international customers or markets via the internet.

Overall, the non-telecom digital sector in Sudan remains small but dynamic. The companies and startups in e-commerce, transport, fintech, and other online services are pioneers in a nascent market. They face obstacles – limited funding, occasional political instability, and a still-maturing consumer base – but they also enjoy the advantage of being early movers in sectors that have huge upside potential. As internet access improves and trust in digital services grows, these players are positioned to scale up rapidly and potentially transform Sudan’s commerce and services landscape.

State of Internet Marketing in Sudan

Digital Advertising Trends

Digital advertising in Sudan is gradually gaining traction as more of the population comes online, but it currently represents only a small portion of the overall advertising market. Traditional media – television, radio, and outdoor billboards – still capture the bulk of ad spending due to their broad reach across a largely offline population. However, businesses are increasingly recognizing the value of online channels to target the growing urban, youthful, and connected demographic. Internet penetration nearing 30% means there are now millions of Sudanese reachable via digital ads, and this audience tends to be concentrated in economically active cities.

Over the past few years, spending on social media advertising and search engine marketing has risen steadily from a very low base. Companies in telecom, banking, and retail sectors were among the early adopters of digital ads – for example, telecom operators frequently promote new data packages on Facebook and Google’s ad networks to reach tech-savvy users, and banks have run online campaigns to introduce their mobile banking services. One notable trend is the emphasis on mobile-friendly advertising: given that the vast majority of internet traffic in Sudan comes from mobile devices (in line with African regional trends, where over 70% of web traffic is via mobile), advertisers prioritize formats like short video clips, sponsored social media posts, and banner ads that display well on smartphone screens. The cost of digital advertising in Sudan is relatively affordable, and platforms like Facebook allow fine-grained targeting by location, age, and interests – a new capability compared to the broad-brush approach of traditional media.

Nonetheless, the overall digital ad market is still in an early phase. The limited internet audience and frequent connectivity issues (including severe cases like nationwide internet blackouts during crises) mean that many companies still view online marketing as a supplement rather than a core advertising strategy. As internet access expands and stabilizes, it is expected that digital advertising’s share of the marketing mix will increase, following the pattern seen in other emerging markets where the tipping point is reached once a critical mass of the population is online.

Social Media and Business Presence

Social media platforms have become the de facto online presence for many Sudanese businesses, ranging from large corporations to small startups and family-run shops. Creating and maintaining a standalone website (especially under a .sd domain) can be costly or technically challenging, so businesses often turn to social media for a quick and effective digital footprint. Facebook is the most commonly used platform in this regard: companies set up Facebook Pages to serve as their virtual storefronts, where they can list products, post updates, respond to customer inquiries, and even take orders via messaging. Many restaurants, boutiques, and home-based artisans use Facebook or Instagram to showcase offerings (from daily menus to handmade crafts), leveraging the visual nature of those platforms to attract customers. In the B2B and professional services realm, some companies have begun using LinkedIn for networking and employer branding, although LinkedIn’s user base in Sudan remains relatively small and concentrated in urban professionals.

Another critical platform is WhatsApp: while not a public social network, WhatsApp Business has been adopted by many local businesses to communicate with customers, send promotions, and coordinate sales. It is common to see retailers and service providers prominently display their WhatsApp numbers for orders and customer service, reflecting how ingrained the app is in daily commerce. The reliance on WhatsApp effectively turns it into a marketing channel as well, where broadcast lists and group chats serve to disseminate product information and promotional offers to an opted-in customer base.

The reliance on social media for business also means that companies pay close attention to social media metrics and feedback. They track likes, comments, and shares as indicators of consumer interest and reach. Some brands have started allocating budget to “boost” their social posts or run targeted ad campaigns on Facebook/Instagram to increase their visibility beyond organic followers. Social media has also enabled small businesses to operate without physical storefronts, reducing overhead and allowing entrepreneurs to test products directly with the market. Overall, social networks serve as a low-barrier entry point to digital marketing for Sudanese businesses, and much of the country’s internet marketing activity currently revolves around these platforms.

Influencer Marketing and Local Content Creators

Influencer marketing in Sudan is in its infancy but growing in prominence as social media usage deepens. A new cohort of Sudanese content creators and “micro-influencers” has emerged on platforms like Instagram, TikTok, YouTube, and Facebook, attracting audiences by producing locally relevant content. For example, young influencers might showcase Sudanese fashion and culture, share comedic sketches in Sudanese Arabic, or vlog about everyday life and travel within Sudan – gaining tens of thousands of followers at home and among the diaspora.

Brands are beginning to partner with such influencers to tap into their engaged audiences. Local fashion and cosmetics companies, for instance, may send products to popular Instagram personalities for review or promotion, and telecom operators have invited well-known YouTubers or Facebook figures to experience new services (like a 4G launch) and talk about it online. While the scale of these influencer collaborations is relatively modest – often involving free merchandise or small sponsorship fees rather than large contracts – the impact can be significant within the connected community. Influencers offer a trusted voice and a relatable persona that can help businesses humanize their marketing and build credibility with consumers in an organic way.

Additionally, some Sudanese businesses are cultivating their own in-house brand ambassadors or leveraging satisfied customers as advocates on social media. Given the communal nature of Sudanese society, word-of-mouth carries considerable weight; in the digital context, a recommendation from an influencer or a friend on social media can strongly sway consumer decisions. As internet access broadens, the influencer scene is likely to expand as well – potentially evolving into a more formal sector with marketing agencies and talent managers connecting brands to online personalities. For now, it remains a grassroots phenomenon that savvy businesses are experimenting with to stay ahead of the curve.

Online Consumer Behavior

Understanding the behavior of Sudan’s online consumers is crucial for any business looking to succeed digitally. Despite the relatively low internet penetration, those who are online tend to skew more urban and educated, and their usage patterns reflect a blend of global digital habits and local constraints. One key trait is that Sudanese consumers often use the internet in a mobile-first manner – their smartphone is their primary (and sometimes only) device for accessing online services. This means they favor platforms and content optimized for mobile use. For businesses, this translates to ensuring websites and apps are mobile-responsive and that content is concise (data-light) given the high cost of mobile data for users.

Another aspect is trust and payment. Many consumers remain cautious about online transactions; decades of operating in a cash-based economy and the lack of robust consumer protection have fostered a preference for in-person dealings. As a result, cash on delivery is the norm for e-commerce in Sudan. Even when orders are placed through an app or website, it’s common for payment to be completed offline upon delivery or pickup. Businesses have adapted to this hybrid model, but it does mean the full efficiencies of e-commerce are not yet realized. Building trust – through clear return policies, displaying customer testimonials, and gradually introducing secure online payment options – is key to shifting consumer habits over time.

Sudanese consumers also heavily rely on peer recommendations and social proof. Online reviews are not yet widespread on local e-commerce sites, so people turn to social media comments, WhatsApp group discussions, and personal referrals when evaluating a product or service. This word-of-mouth dynamic means that a single viral Facebook post or a recommendation by a popular figure can significantly boost (or hurt) a brand’s fortunes. Companies are aware of this and thus often encourage satisfied customers to spread the word online.

In terms of content consumption, Sudanese internet users spend much of their time on social networking and communication – staying in touch with friends and family is a top priority, especially given the large diaspora community. This is followed by seeking out news and entertainment content. Many users get news updates via Facebook and Twitter feeds, as well as through YouTube channels of local news outlets or citizen journalists. Entertainment online is often limited by bandwidth constraints; streaming long videos or using services like Netflix is not as common due to data costs and speed limits. Instead, short-form videos on platforms like TikTok or quick clips on Facebook are more popular, as they consume less data and load more easily on mobile connections.

When it comes to responding to digital marketing, Sudanese consumers exhibit behavior similar to global patterns in terms of clicking on ads or engaging with content, but they may require more reassurance before making a purchase or providing personal information online. Successful digital marketers in Sudan often incorporate local cultural elements and language (Arabic, or even local dialect slang) to make advertisements feel relatable. They also might use promotions or incentives — for instance, small discounts, free mobile data, or bonus loyalty points — to encourage first-time users to try an online service or to complete an e-payment, thereby overcoming hesitation.

Overall, the Sudanese online consumer is curious and increasingly engaged with digital content, but also value-conscious and cautious. Businesses entering this space need to educate consumers about their services, be transparent to build credibility, and deliver consistently on promises (e.g. product quality, delivery times) to earn positive word-of-mouth. With patience and trust-building, companies can tap into a growing cohort of internet-savvy Sudanese who are ready to embrace the convenience and choice that digital commerce and services offer.

Conclusion and Outlook

Sudan’s digital economy and internet landscape present a mix of significant challenges and promising opportunities. On one hand, low internet penetration, infrastructure gaps, and the disruptions caused by recent conflicts have constrained the digital sector’s development. The majority of Sudan’s people remain offline, and those online often experience connectivity that is slower and less reliable than global standards.

Yet on the other hand, the fundamentals for growth are evident: a large, young population eager to engage with the digital world, improving mobile network reach, and an entrepreneurial tech community that has begun to lay the groundwork with innovative services. There is pent-up demand for connectivity and modern online conveniences that, if met, could unlock new markets.

For the business community, Sudan’s current digital landscape requires navigating risk but also offers the potential of a substantial payoff. Companies that establish a foothold now – by investing in infrastructure, cultivating user trust, or building local partnerships – stand to gain a strong early-mover advantage as the market inevitably expands. International investors and regional tech players are already signaling interest, as seen in the first wave of tech funding post-sanctions and in plans to integrate Sudan into continental broadband projects (like the 2Africa undersea cable). Government and policy-makers have a crucial role to play in this trajectory. If they prioritize rebuilding and modernizing telecom infrastructure, ensure a stable regulatory environment, and encourage competition and innovation, they can greatly accelerate digital transformation. Conversely, continued instability or heavy-handed restrictions could delay progress and keep Sudan trailing its peers in the region.

Optimistically, if Sudan can leverage its strategic geographic position, engage its educated youth, and reconnect with global technology networks, it could experience a leapfrogging effect – similar to other emerging economies – where the rapid adoption of mobile and internet services helps drive broader socio-economic development. In many African and Middle Eastern markets, we have seen how quickly e-commerce, digital finance, and e-government services can flourish once foundational elements (like widespread 3G/4G coverage and accessible smartphones) are in place. Sudan has the ingredients to follow that path, provided it can surmount its current challenges.

In summary, Sudan in 2025 stands at a crossroads in its internet journey. The current landscape shows the seeds of a modern digital economy taking hold: expanding mobile connectivity, the rise of online marketplaces, businesses embracing social media outreach, and consumers gradually warming to e-services. The coming years will be pivotal. With resilience and innovation from its tech companies, support from both local stakeholders and international partners, and a return to stability, Sudan’s digital future could be bright – unlocking new opportunities for commerce, innovation, and inclusive growth across the country.