The Digital Economy of South Suda - Business Overview

Country Overview

Geography and Demographics

South Sudan is a landlocked country in East-Central Africa, sharing borders with Sudan to the north, Ethiopia to the east, Kenya to the southeast, Uganda to the south, the Democratic Republic of the Congo to the southwest, and the Central African Republic to the west​. It covers roughly 619,700 square kilometers of territory, with its capital and largest city in Juba. The nation attained independence in 2011, making it Africa’s youngest country. South Sudan’s population is estimated at around 12 million people as of 2023​, although exact figures are difficult to confirm due to the lack of recent census data. The population is predominantly rural (about 78% in rural areas) and extremely young – the median age is only about 17 years​, indicating a large youth cohort. South Sudan is ethnically diverse, with the Dinka and Nuer among the largest groups, and it uses English as an official language alongside many local languages. Decades of conflict prior to and after independence have displaced millions and left a significant portion of citizens living abroad or as refugees in neighboring countries. This challenging backdrop has shaped the country’s development path and the current state of its economy.

Economic Indicators at a Glance

South Sudan is one of the world’s least developed economies, heavily dependent on oil production and exports. Oil revenue accounts for over 90% of the country’s exports​ and a major share of government income. This reliance on a single industry has made the economy highly vulnerable to oil price fluctuations and regional instability. South Sudan’s GDP was approximately $7 billion in 2023​, which translates to a very low GDP per capita (well under $1,000). Economic growth has been volatile in recent years. After some recovery in 2021, real GDP contracted by 0.4% in 2022/23​ amid renewed challenges, and it was projected to shrink further (by about 5%) in the fiscal year 2023/24 due to disruptions from regional conflict (notably the war in neighboring Sudan)​. Inflation has remained high – roughly 16–17% in 2023 – driven by supply chain disruptions and currency depreciation​​. The South Sudanese Pound has been unstable, having lost much of its value since 2019.

Basic human development indicators reflect the post-conflict rebuilding stage of the country. Poverty is widespread (an estimated 80% or more of the population lives below the international poverty line) and food insecurity is severe, with about 7 million people considered food insecure in 2023​. Unemployment is officially around 12.5% as of 2023​, though underemployment and informal employment are common in this largely subsistence economy. South Sudan’s formal labor force is small – agriculture employs an estimated 95% of the population (mostly at subsistence level)​, even though agriculture contributes only a single-digit percentage of GDP. The oil industry, while vital for revenue, employs only a small fraction of the workforce.

Despite these challenges, South Sudan is gradually integrating into regional and global economic systems. It is a member of the East African Community (EAC) since 2016 and is working toward accession to the World Trade Organization. The government has also expressed commitment to the African Continental Free Trade Area (AfCFTA), seeking to diversify trade beyond oil. Key economic plans, such as the Revised National Development Strategy (2021–2024), emphasize diversification and private sector growth. The traditional economy remains fragile—highly dependent on oil and emergency aid—but there is a growing recognition that investing in infrastructure, human capital, and the digital economy will be crucial to South Sudan’s future development. This context sets the stage for understanding the nascent but growing digital economy in the country.

Digital and Traditional Economy

E-commerce and Digital Trade

South Sudan’s digital economy is at an early stage, but recent initiatives show momentum in e-commerce and online business. A major milestone was the launch of the country’s first e-commerce marketplace, Dukaanye, in late 2022​. The government, in partnership with international organizations (including the UN Development Programme and the Enhanced Integrated Framework), established an E-commerce Hub in Juba to support online trade​​. This hub is equipped with computers, internet access, and training facilities, and it powers Dukaanye – an online marketplace platform that provides South Sudanese businesses a space to promote and sell products online​. The launch of Dukaanye (accessible at dukaanye.com) is an historic development; it enables local entrepreneurs to reach customers via the internet for the first time in South Sudan. Everything from agricultural produce (locally grown coffee, honey, shea butter) to artisanal crafts and household goods are now being marketed on this platform​, creating new channels beyond the traditional physical markets.

To make e-commerce viable, significant emphasis has been placed on capacity building. In 2022, roughly 700 micro, small, and medium-sized enterprises (MSMEs) were trained in various aspects of online business – including basic ICT skills, setting up online stores, social media marketing, digital content creation, and data analytics​. These trainings, often targeting youth and women entrepreneurs, are meant to ensure that small business owners can actually leverage the new marketplace and digital tools. Government officials have voiced optimism that e-commerce can promote entrepreneurship, connect producers to regional and global value chains, and create private-sector jobs​​. Indeed, South Sudan’s leadership sees digital trade as a way to participate in emerging opportunities like the AfCFTA for goods that were traditionally sold only offline​.

However, the e-commerce sector faces formidable challenges. Online business in South Sudan must overcome very limited internet penetration (until recently, only a small minority of citizens were online – a topic covered in detail in the next section) and logistical hurdles such as poor delivery infrastructure. One key barrier has been the high cost of data and connectivity. South Sudan historically has had one of the highest mobile broadband tariffs in Africa, making internet access expensive for businesses and consumers alike​. Additionally, physical infrastructure is lacking: only about 4% of the population lives within 25 km of a fiber-optic node (i.e. close to the national fiber backbone), meaning most communities do not have reliable high-speed internet nearby​. Payment infrastructure is another critical piece – for e-commerce to thrive, digital payment and banking systems need to be in place so that customers can pay for goods online. As discussed in the fintech section below, digital payments are still nascent in South Sudan, which means many online sales still require cash-on-delivery or hybrid solutions. Despite these obstacles, the foundations for e-commerce have been laid. With continued investments in connectivity and skills, and the legal framework the government has begun putting in place for the digital sector​, South Sudan’s e-commerce segment is expected to grow from its current small base. Early adopters like Dukaanye are essentially pilot projects that, if successful, can scale up and inspire additional online marketplaces or services in the coming years.

Fintech and Mobile Money

Financial technology in South Sudan is centered on mobile money services – a critical facet of the digital economy given the country’s extremely low banking penetration. Fewer than 10% of South Sudanese adults have an account at a formal financial institution, and as of 2021 less than 1% of adults had a mobile money account​. Recognizing the opportunity to leapfrog traditional banking, South Sudan introduced mobile money relatively recently. The first mobile money services launched in 2019 – notably m-GURUSH and NilePay, both in partnership with Zain (one of the major telcos). This launch in 2019 was a key milestone, marking the birth of digital financial services in the country. m-GURUSH, developed by local tech firm Trinity Technologies in partnership with Zain, became the pioneer mobile wallet in South Sudan, offering basic services like person-to-person transfers, airtime purchase, and bill payments. NilePay, a mobile money platform with ties to a regional fintech firm, also entered the market around the same time.

The uptake of mobile money, however, started slow. In the first two years, only a tiny fraction of the population registered for these services, due in part to limited awareness, patchy telecom coverage, and the fact that many people lacked the required identification documents to meet Know-Your-Customer rules (in 2019, only about 41% of South Sudan’s population had any form of official ID)​. The infrastructure challenges loomed large: as of 2019, an estimated 83% of rural inhabitants had to travel at least 30 minutes to reach a mobile money agent (compared to 40% of urban residents)​, highlighting the difficulty of accessing cash-in/cash-out points outside cities. Moreover, low literacy and limited smartphone ownership constrained usage to more basic phone-based transactions.

Despite the slow start, there has been notable progress from 2021 onward. By 2022, m-GURUSH reported growth in its agent network and user base, and it took steps to improve affordability – halving transaction fees to about 4% (from an initial 8% fee) in 2022 to encourage more customers to use the service​. The mobile money providers also innovated in response to South Sudan’s macroeconomic instability. Because the local currency (SSP) saw massive depreciation (about 97% loss of value between late 2019 and late 2022)​, m-GURUSH introduced USD-denominated mobile wallets for its customers​. This allows users to hold and send money in U.S. dollars as well as in South Sudanese pounds, providing a hedge against inflation and making the service more useful for receiving remittances or transacting in a stable store of value. The platforms support a range of use cases now, including peer-to-peer transfers, mobile-to-bank transactions, international remittances, utility bill payments, and merchant payments in local shops​.

Competition in the mobile money space has also increased. MTN South Sudan, the other major telecom operator, launched its MTN Mobile Money (MoMo) service in 2022​. This introduced a second big player alongside m-GURUSH, giving customers more choice. The entry of MTN MoMo, which leverages MTN’s extensive telecom subscriber base, could further improve access to digital financial services by reaching users that perhaps weren’t on Zain’s network. More competition is expected to drive better service quality and possibly more competitive fees, which in turn could accelerate user adoption​. By 2023, South Sudan effectively has multiple mobile money offerings (m-GURUSH, NilePay, and MTN MoMo, among others), creating an emerging fintech ecosystem.

The role of mobile money in South Sudan’s economy is growing in importance. These services are helping to drive financial inclusion in a country where brick-and-mortar banking is scarce outside the capital. They also facilitate humanitarian cash transfers and salary payments electronically, which proved useful during the COVID-19 pandemic and ongoing humanitarian programs. That said, usage is still modest relative to the population: even by early 2023, mobile money user penetration likely remained in the single digits as a percentage of adults (well below the ~33% average in Sub-Saharan Africa)​. The challenges of limited telecom coverage, low smartphone penetration, and user trust will take time to overcome. The government, through the Bank of South Sudan, has established basic regulations for mobile money (since 2017) to foster a secure environment for fintech growth. As of 2023, policy efforts and market forces are aligning to expand digital financial services – recent developments like international remittance integration (m-GURUSH has launched an international transfer service​) and interoperability talks are setting the stage for broader fintech innovation. South Sudan’s fintech journey is just beginning, but it is a crucial pillar of the digital economy, enabling other sectors like e-commerce and digital entrepreneurship to function by providing payment solutions.

Tech Startups and Innovation

The tech startup ecosystem in South Sudan is very much in its infancy, reflecting the country’s broader economic situation. South Sudan is not yet ranked on global startup indices and has relatively few tech-driven startups, but a nascent entrepreneurial scene is starting to take shape​. Early tech startups are typically small, often self-funded or grant-funded, and focused on solving local problems. Many operate in the capital, Juba, where internet access and business services are concentrated. Despite the challenges, these startups are significant because they represent homegrown innovation and the potential for diversification of the economy through technology.

Several notable startups and tech initiatives have emerged in recent years (2023–2024). For example, NileBoda is a ride-hailing company that uses a mobile app to connect passengers with motorcycle taxis (boda-bodas) in Juba – essentially a South Sudanese version of bike taxi services common in East Africa. NileBoda has been highlighted in regional startup competitions as a local innovation in transportation. Another startup, GoGo Play, has been mentioned in regional awards as well – it is reportedly a digital entertainment platform, illustrating that South Sudanese entrepreneurs are venturing even into media and gaming. Other budding ventures include platforms for e-learning, solar energy solutions, and agri-tech services, often launched by young innovators aiming to address gaps in the market. While the number of such startups is still small (perhaps a dozen or two notable ones), they cover a range of sectors from fintech to logistics. The startup scene is still young and unranked globally​, but these pioneers are paving the way for innovation under very challenging conditions.

Support for tech entrepreneurship is gradually developing. In 2023, the government and UNDP launched the University Innovation Pod (UNIPOD) at the University of Juba – a $1.1 million innovation hub equipped with state-of-the-art technology and fabrication equipment​. This innovation lab is intended to foster interdisciplinary research, product prototyping (even including facilities to experiment with electronics and microchips), and to nurture the next generation of innovators​​. Notably, South Sudan was the first country in Africa to operationalize this UNDP-backed Innovation Pod concept among several planned in the region​. The UNIPOD provides young people and students a space to develop tech projects and entrepreneurship ideas, which is a positive sign for the future startup pipeline. Additionally, there are small co-working spaces and community-driven initiatives such as Koneta Hub, which organize hackathons and pitch competitions. Some South Sudanese startups have even participated in regional accelerators or contests in East Africa, gaining exposure and mentorship from more developed startup ecosystems in Kenya or Uganda.

On the financing side, local venture funding is extremely limited. Traditional banks are risk-averse and rarely lend to unproven startups, so entrepreneurs rely on personal funds, competitions, or donor programs. One notable institution is Kinyeti Venture Capital, a Juba-based investment company (backed by development finance) that makes small equity investments in promising South Sudanese businesses. Kinyeti has the potential to fund tech-driven firms if they show profitability. Moreover, international NGOs and programs sometimes provide grants or seed funding targeting youth innovation or digital solutions (especially those aligned with development goals, such as mobile apps for health or education).

Overall, South Sudan’s tech startup landscape is at an embryonic stage – characterized by a handful of passionate entrepreneurs, a slowly expanding support network of hubs and training, and the very early involvement of investors. The challenges – from unreliable power and internet to shortage of skilled talent – are significant. Yet, this emerging sector is critical for South Sudan’s long-term diversification. As one of the world’s last frontiers in the digital revolution, South Sudan offers a blank slate in many industries where creative digital solutions can leapfrog old systems. The government’s inclusion of digital economy development in national strategies (for example, linking the e-commerce project to the National Development Strategy) indicates a top-down recognition of the importance of tech and innovation. If stability improves and infrastructure investments continue, the 2020s could see Juba gradually developing into a small but vibrant tech hub that connects South Sudan’s youthful population with new economic opportunities.

Traditional Economy Overview

While the digital economy is beginning to blossom, South Sudan’s traditional economy still provides the context in which any digital progress must be understood. The country’s GDP and exports remain overwhelmingly driven by oil. Oil production (mostly from fields in the north of the country) typically contributes the majority of government revenues and hard currency earnings. As noted, oil made up over 90% of exports as of the early 2020s​. This oil dependence means that outside the oil sector, formal economic activity is very limited. Non-oil industries – such as manufacturing or industrial agriculture – are nascent or practically non-existent, contributing only marginally to GDP. For instance, manufacturing was around 2% of GDP in 2022​. Years of civil conflict (2013–2018) devastated what little infrastructure existed outside the oil sector, and even oil output itself has been well below potential due to conflict-related damage and underinvestment.

Agriculture is the backbone of livelihoods, if not of GDP. An estimated 95% of South Sudan’s population engages in agriculture to some extent​, mainly subsistence farming, pastoralism, and fishing. However, the sector’s productivity is extremely low – only about 4% of arable land is under cultivation​, and the country remains a net importer of food despite vast fertile lands. This gap is due to insecurity, displacement of farming communities, lack of tools and markets, and recurrent natural disasters like flooding and drought. In recent years, devastating floods have repeatedly hit key agricultural regions, further suppressing output​. Consequently, agriculture (excluding subsistence) contributes only a small fraction of GDP (roughly 6% in 2022)​, even though it could be a growth area if stability and investment improved.

The services sector has grown in relative terms and now forms over half of GDP​ – but much of this is government services, trading of imported goods, NGOs, and other non-tradable services that sprang up in the capital after independence. Private services (like telecommunications, trade, banking, hotels) are still at a rudimentary level outside Juba. One bright spot is telecom, which became a significant service industry after 2011 with foreign operators entering the market (this is directly related to the digital economy and will be discussed in the next section). Otherwise, South Sudan’s traditional services and industry are constrained by poor infrastructure: limited roads (only a few hundred kilometers of paved roads in the entire country), unreliable electricity (diesel generators are the norm for businesses), and a small domestic market with low consumer purchasing power.

South Sudan’s traditional economy faces enormous challenges: a largely illiterate workforce (general literacy is estimated around 34-35%), impacts of climate change, and the need to rebuild basic institutions. The government has been working with international partners on economic reforms – for example, stabilizing the currency, reducing inflation, and strengthening public financial management – to create a better environment for all business, whether traditional or digital. In 2023, the spillover of conflict from Sudan (to the north) strained the fragile economy by disrupting trade routes and oil transit (since oil is exported through Port Sudan)​. Despite these headwinds, South Sudan’s strategic plans, including its forthcoming national development vision and partnership frameworks, consistently highlight diversification and modernization. In practice, this means investing in agriculture value chains, supporting small industries, and crucially, leveraging technology to leapfrog in areas like finance, education, and trade. The traditional and digital economies are thus intertwined: for South Sudan, digital tools are seen as a way to catalyze improvements in the traditional sectors (for example, using mobile money to support market transactions for farmers, or e-commerce to sell local crafts). As we turn to the state of internet access and digital services, it’s important to remember that these new economic activities are emerging in parallel with efforts to strengthen the country’s foundational economy.

Internet Access and Infrastructure

Internet Penetration and Usage

Internet access in South Sudan has been improving gradually since 2023, but it remains at a very low level relative to the population. As of early 2024, there were about 1.36 million internet users in South Sudan, which represents roughly 12.1% of the population​. This marks a notable increase from roughly 7% internet penetration in 2023​. The jump in users over the year suggests rapid growth, albeit from a small base. In fact, between January 2023 and January 2024, the estimated number of internet users grew by over 60%, adding several hundred thousand new users​. This growth can be attributed to expanding mobile network coverage, slightly more affordable data (thanks to infrastructure improvements), and greater availability of smartphones in urban areas. Nevertheless, the vast majority of South Sudan’s people remain offline. By comparison, the average internet penetration in neighboring East African countries is significantly higher, which highlights South Sudan’s lag due to years of conflict and under-investment.

Nearly all internet access in South Sudan is through mobile networks. Fixed broadband is virtually non-existent – data shows effectively 0.0 fixed broadband subscriptions per 100 people​, indicating that home or fixed-line internet connections are extremely rare. Indeed, only about 5% of households had any internet access at home as of the latest data​ (and those would mainly be in cities like Juba, using either mobile routers or satellite links). This means the internet experience in South Sudan is predominantly via mobile phones (and to some extent internet cafes or offices). Even among the 1.36 million “internet users,” a significant portion may have very intermittent access – for example, using a neighbor’s phone occasionally or only getting online for specific needs due to cost constraints.

Demographically, internet users in South Sudan skew toward urban, male, and younger groups. Only about 21% of the population lives in urban areas​, but this minority accounts for the bulk of internet activity given better network coverage in towns. The gender gap is also pronounced: surveys in early 2024 indicate only 28.5% of social media users were female versus 71.5% male​, which reflects broader trends in phone ownership and digital literacy where women have less access. Internet usage is typically centered on communication (social media, messaging apps) and information (news, educational content) as opposed to high-bandwidth applications. Data usage per user is relatively low, as people often purchase small prepaid data bundles due to limited incomes. The cost factor is significant – for many South Sudanese, using the internet is a luxury. A single gigabyte of data can cost a sizable portion of an average person’s monthly income (South Sudan consistently ranks as one of the most expensive countries for mobile data in Africa). As a result, internet usage tends to be constrained to essential or highly valued activities.

Encouragingly, the trajectory is upward. Each year since 2020, South Sudan has added more internet users as networks expand and smartphones (often second-hand) become more common. Humanitarian and educational programs have started to incorporate digital access (for example, connectivity in refugee camps or schools), which also contributes to more people coming online. The government has set targets in its ICT policy to increase internet penetration by investing in infrastructure and reducing costs. By focusing on expanding mobile broadband, stakeholders aim to bring millions more South Sudanese online in the coming years. The implication for businesses is that the addressable online market, while small now, is growing quickly – doubling every couple of years from a very low base – which could transform the consumer landscape over the next decade if the trend continues.

Mobile Networks and Telecommunications Infrastructure

South Sudan’s telecommunications infrastructure is the backbone of its internet access. The country’s telecom sector is served primarily by two major operators: MTN South Sudan and Zain South Sudan. These are subsidiaries of large regional telecom companies (MTN Group based in South Africa, and Zain based in Kuwait, respectively) and they have been operating in South Sudan since shortly after independence. MTN and Zain together cover the majority of populated areas, at least with basic 2G voice services and some 3G data service. In recent years, both operators have rolled out 4G LTE networks in select areas (mainly Juba and a few other towns) to improve mobile broadband speeds​. The introduction of 4G is a relatively new development – for example, MTN launched 4G in Juba around 2020–2021, and Zain followed with its own 4G offerings. This has enabled significantly faster data access for those within coverage, supporting better use of social media, video calls, and other bandwidth-heavy applications in the capital city.

In addition to the two giants, a smaller locally-owned operator, Digitel, entered the market in 2021. Digitel is South Sudan’s first indigenous telecom company, and it began operations with the aim of extending mobile coverage to underserved areas and increasing competition. While Digitel’s network is still limited compared to MTN and Zain, its presence is important – it has been working on improving connectivity in some remote regions (using innovative approaches and presumably leveraging satellite backhaul where needed)​. The overall mobile network coverage in South Sudan remains spotty outside major towns. Large swathes of rural territory have no cellular signal, or only a 2G signal sufficient for calls and SMS. Even along main highways, network interruptions are common. The national operators have focused first on connecting state capitals and key economic areas, and gradually towers are being added in secondary towns.

International connectivity has seen a breakthrough: in 2020, a fiber-optic link connecting Juba to the regional subsea cable system was completed​. This fiber connection links Juba through Uganda to the Kenyan port of Mombasa, where international undersea internet cables land. The completion of this fiber-optic backbone was a critical step that reduced reliance on satellite internet and brought down bandwidth costs for the country​. Prior to 2020, almost all internet in South Sudan was delivered via satellite or expensive microwave links to Sudan/Kenya, resulting in extremely high latency and cost. With the fiber link operational, Juba and some surrounding areas now enjoy higher capacity and more stable connectivity to the global internet. This has enabled telecom companies to offer larger data packages at (slightly) more affordable rates than before. The government has indicated plans to extend fiber infrastructure further within the country – for instance, laying fiber cables from Juba toward other state capitals and the borders. However, as of 2023, the fiber network beyond the capital is minimal, meaning that outside Juba most telecom towers still use microwave transmission or VSAT for backhaul, which limits the bandwidth they can provide.

The number of mobile connections in South Sudan gives a sense of telecom reach: there were about 3.97 million active cellular mobile connections in the country in early 2024​. This figure is equal to about 35.5% of the population​. Notably, the number of mobile connections can exceed the number of unique mobile users because many people have multiple SIM cards (often to juggle coverage or promotions between MTN and Zain). Nonetheless, a 35% SIM penetration indicates that roughly one in three South Sudanese has access to a mobile phone connection. The others, especially in rural areas, remain unconnected due to either network absence or inability to afford phones and services. Among those with phones, basic feature phones are still common, though smartphones (mostly low-end Android devices) have been increasingly penetrating the market as prices drop. Telecom operators have periodically run promotions to encourage data usage, such as bonus data packages or free WhatsApp access, which help introduce more users to the mobile internet.

Electricity and power infrastructure are a critical part of telecom as well. With the national power grid extremely limited, most cell towers and telecom facilities rely on diesel generators for power, which raises operating costs significantly. This is one reason mobile tariffs have been high – operators must spend a lot on fuel and maintenance to keep networks up. Despite these challenges, the telecom sector has been one of the few dynamic industries in South Sudan and a magnet for foreign investment. The presence of MTN and Zain ensures that South Sudan benefits from modern telecom technologies and a competitive spirit (albeit a duopoly until Digitel’s entry). Recent developments include talk of expanding 4G coverage beyond Juba and potentially laying the groundwork for 5G in the far future when the market justifies it. There is also interest in extending connectivity to underserved communities via universal service initiatives or partnerships (for example, using satellite broadband in extremely remote areas, or community networks).

In summary, South Sudan’s connectivity relies on a mobile-first infrastructure. Progress since 2020 – such as the fiber link and 4G rollout – has enhanced internet access and reduced costs in the most connected parts of the country​. Yet, the digital divide between Juba and rural areas remains vast. Bridging that divide will require continued telecom investment, innovative solutions for off-grid coverage, and improved security (since telecom infrastructure in conflict zones is at risk of damage). For now, anyone doing business in South Sudan’s digital arena must design for a mobile, bandwidth-constrained environment.

Connectivity Challenges and Initiatives

South Sudan faces significant challenges in building out its internet infrastructure and achieving widespread digital inclusion. Affordability is a major issue: the country has some of the highest data prices in Africa​. Even with the improved international fiber link, the retail cost of internet remains prohibitively expensive for most citizens. This is due to a combination of factors – high operational costs for providers (as noted, powering cell towers with generators, etc.), low economies of scale, heavy reliance on satellite connectivity in many areas, and taxation on telecom services. A typical South Sudanese user might spend several US dollars for just 100 MB of data, which is far out of reach for someone in a rural village. The Alliance for Affordable Internet has previously listed South Sudan among countries where 1GB of data costs far above the 2% of monthly income benchmark. High costs naturally limit the amount of time people can spend online and the types of services they can use (for instance, streaming video or frequent large downloads are largely impractical for most).

Another challenge is electricity and device charging infrastructure. Outside of Juba and a handful of towns, there is no electrical grid – communities rely on generators, solar panels, or nothing at all. Many rural users cannot charge a phone regularly, or they have to pay someone to charge it at a trading center. This lack of reliable power hinders both telecom operations and the ability of people to use digital devices consistently. A person might have a basic phone but keep it switched off for long periods to conserve battery until they can get it charged again. Digital literacy is also very low. With general literacy rates among the lowest in the world, the concept of the internet and apps is foreign to much of the population. There is a steep learning curve to train new users on how to use smartphones or even basic mobile internet on feature phones. Many South Sudanese who do use the internet are first introduced via social networks, which they find more intuitive (often guided by friends or family). But for a large segment of society, especially older people and those in remote communities, the digital world is still completely out of reach or not seen as relevant.

Language and content present another barrier. The internet’s useful content for South Sudanese users (local news, government information, educational content) may not be available in local languages or in formats that low-literacy users can consume. Radio remains a more dominant medium for information dissemination because it can reach illiterate audiences in local languages. Bridging this gap will require developing more local-language content and services (for example, apps with audio instructions, or interfaces in Juba Arabic, etc.) as digital reach expands.

The government and international partners are taking initiatives to address some of these challenges. The establishment of the National Communications Authority and efforts to strengthen the policy framework for ICT are underway. For instance, South Sudan has worked on an ICT policy and an e-government strategy (drafts in recent years) to outline goals for infrastructure expansion, digital skills training, and egovernment services​. There is recognition at the policy level that improving internet access is key to economic growth. To tackle high costs, regulators have considered strategies like reducing certain taxes on telecom equipment and encouraging infrastructure sharing between MTN, Zain, and Digitel to avoid duplicate costs. South Sudan is also looking to benefit from regional initiatives – for example, participation in the World Bank’s Digital Economy for Africa (DE4A) initiative and other donor-funded connectivity projects. These could bring technical assistance and funding to expand broadband to secondary cities or to set up public access Wi-Fi hubs.

On the community level, a few innovation hubs and ICT centers have sprung up (like the E-commerce Hub in Juba, and planned I-Hubs in five states​), which provide shared internet access and training. Such centers effectively bypass the household connectivity problem by giving people a place to go online for free or at low cost. Over time, expansion of these hubs can help improve digital literacy as more citizens get hands-on experience with the internet.

Another challenge has been security and stability – telecom networks have been damaged or shut down during conflicts, and insecurity can prevent maintenance teams from servicing towers in certain regions. The peace process and ongoing stabilization efforts, if successful, will directly impact the ability to extend infrastructure to conflict-affected areas. Moreover, an influx of returnees or internally displaced people (IDPs) back to their homes could create demand for connectivity in places that were previously sparsely inhabited.

In conclusion, South Sudan’s internet infrastructure development is a story of slow but steady progress against steep odds. Key hurdles like cost, power, and literacy are gradually being addressed through a mix of market-driven improvements (like the lowering cost per megabyte as networks improve) and targeted interventions (like training programs and donor projects). The next few years (2025 and beyond) will be crucial. If the country can maintain peace and continue investing in telecom, we may see internet penetration rise substantially from the current ~12% to include a much larger share of the population, thereby enabling the digital economy to truly take off.

Internet Services and Companies

Popular Online Platforms and Social Media

Given the relatively small size of South Sudan’s internet community, the online platforms that dominate tend to be the major global services that have become ubiquitous across Africa. Facebook is by far the most popular social media platform in South Sudan. As of January 2024, Facebook had around 739,000 users in the country​, which essentially mirrors the number of total social media users (about 739,000, since most social media users are on Facebook)​​. This figure equates to roughly 6.6% of the population actively using social media​. Facebook’s reach in South Sudan grew by over 60% during 2023​, indicating a rapid uptick as more people come online. Many South Sudanese use Facebook not just for connecting with friends and family, but also as a primary source of news and information. In a country where newspapers have limited circulation and TV reaches only those with electricity, Facebook and WhatsApp have become digital conduits for news updates, community discussions, and even government announcements.

WhatsApp is extremely popular as a communication tool (as is the case in most of Africa). While exact user numbers are not published (WhatsApp does not release country user stats publicly), anecdotal evidence suggests that virtually everyone with a smartphone in South Sudan uses WhatsApp for messaging. It has likely surpassed SMS as the preferred way to send messages and share media among those online. WhatsApp’s group feature is widely used for community groups, work coordination, and information sharing (though it also has been a channel for rumors and unverified information, reflecting its double-edged nature in societies with limited formal media).

Besides Facebook and WhatsApp, YouTube has a presence in South Sudan, particularly for music and religious content. South Sudanese music artists upload their music videos to YouTube to reach fans, and some churches share sermons or gospel music there. However, YouTube use is limited by data costs – streaming video regularly is a luxury for most users. Typically, people might download videos when on Wi-Fi or via someone else’s connection and share offline. Instagram and Twitter (X) are used but by a very niche audience. Twitter is popular mainly among some urban elites, journalists, activists, and the diaspora. South Sudanese politicians and officials do use Twitter to communicate to an international audience or the diaspora community. Instagram is used by a small number of youths and professionals (such as models, photographers, and NGOs) to share photos, but it hasn’t caught on widely given the bandwidth issues. TikTok emerged around 2021–2022 as a new platform and has gained some popularity among urban youth for entertainment. Its usage is still limited but growing – young South Sudanese post short comedy skits, dance videos, or motivational messages. For example, one might find Juba-based youth using TikTok to participate in global dance challenges or to humorously depict everyday life in South Sudan. Again, usage is constrained by the ability to view video content.

Aside from social networks, some of the most visited websites by South Sudanese users include search engines (Google is heavily used for queries and as the gateway to the web), and international media or information sites (such as BBC, Al Jazeera, Wikipedia, etc., especially for those looking for news beyond what’s on Facebook). Local news outlets have also developed an online presence. For instance, Eye Radio (a prominent radio station in Juba) has a news website and active Facebook page, which many internet users follow for the latest local news. Sudan Tribune, while based outside the country, covers South Sudan extensively and is often read online by the educated public. Other local sites include Juba Echo and Radio Tamazuj – these publish news and get shared on social media. In terms of local discussion forums or web communities specifically for South Sudan, there are not many large standalone platforms yet; much of the online community interaction happens within Facebook groups (for example, groups for citizens from certain towns, or buy-and-sell groups).

It’s worth noting that Google’s Android ecosystem is vital – the Google Play store is the source of apps (including local apps like m-Gurush mobile money app, etc.), and Google’s Android services (like Gmail, Maps, YouTube as mentioned) are part of daily digital life for connected South Sudanese. However, local content on Google Maps or local web services is limited; mapping of South Sudan is incomplete and many businesses or locations are not listed online yet. That said, some digitally savvy businesses have started claiming their Google My Business listings, and basic ride-hailing or delivery services use digital maps as they become available.

In summary, Facebook (including Messenger) and WhatsApp form the core of South Sudan’s online social interaction. YouTube and TikTok are growing for entertainment. Twitter and Instagram remain niche. And much of the “platform” usage is about communication and content consumption rather than creation (though that is slowly changing as more people experiment with creating videos or running Facebook pages). The dominance of global platforms also means South Sudanese users are part of global networks, though their local context – low bandwidth and an embryonic digital culture – shapes how they use those networks.

National Domain (.ss) and Local Websites

South Sudan’s country-code top-level domain (ccTLD) is .ss (dot SS). This domain was delegated by IANA in 2019, about eight years after independence, finally giving the country its own unique digital identity on the internet. The introduction of .ss allows local entities to register website addresses and emails that signal a South Sudan affiliation. For example, government institutions have adopted addresses like youthinstitute.gov.ss or mofep.gov.ss (Ministry of Finance) for official use. The South Sudan Internet Exchange & Data Center (SSNIC) is the body managing the .ss domain. As of recent reports, there have been over 500 .ss domain names registered​. These include government domains, some businesses, NGOs, and individuals. While 500+ domains is relatively small, it marks a starting point for a local web presence. The .ss domain is open for registration to international entities as well (one does not need to be a South Sudan resident or company to register one)​. This policy was meant to encourage uptake and perhaps diaspora or foreign companies to establish a “local” online presence for South Sudan through a .ss address.

In practice, however, the usage of .ss is still limited. Many businesses and organizations in South Sudan continue to use generic domains like .com or .org, or even social media pages, instead of a dedicated .ss website. This is partly due to the nascent state of the internet ecosystem – developing and hosting a website is still not common for small businesses, and those that do often rely on web developers abroad who default to .com domains. Additionally, during the years before .ss was operational, any South Sudanese entity that wanted a website likely registered under other domains; shifting to .ss is a gradual process. The government has mandated .gov.ss for official sites, so that has driven some adoption in the public sector.

Local content creation on the web remains low. There are only a handful of notable South Sudanese-run websites or web services. Besides news outlets, an example is the Dukaanye e-commerce site, which actually uses a .com domain (dukaanye.com) but is locally focused – it is essentially South Sudan’s first online shopping site. Another example is Bank of South Sudan’s website (with a .ss domain) and some university sites. Moreover, a number of NGOs operating in the country have started using .ss domains for localized portals or information repositories. Educational content specific to South Sudan is slowly emerging online – for instance, some curriculum materials and exam results are posted on the Ministry of Education site (which uses .gov.ss). Job portals and classifieds are another area: there are Facebook groups that function like classifieds, but a few websites have tried to list jobs or tenders online for South Sudan, often run by diaspora or regional companies.

One significant development for local content and traffic is the establishment of the first Internet Exchange Point (IXP) in South Sudan (if implemented by 2023–2024). An IXP in Juba would allow local ISPs and telcos to exchange internet traffic within the country without routing it through expensive international links. This can greatly improve speeds for accessing local sites (and reduce cost). SSNIC and the telecom ministry have been working on this, and once fully functional, it will incentivize hosting content in-country under .ss domains because accessing those sites will become faster for local users.

For now, South Sudan’s digital content landscape is still largely externally hosted and externally driven. Most of the popular content accessed in South Sudan comes from abroad (social media, international news). Building a rich local content ecosystem – local blogs, discussion forums, e-commerce sites, government e-services – is a work in progress. The .ss domain gives an opportunity to brand such content as distinctly South Sudanese. Over time, as more citizens come online and local talent develops web skills, one can expect an uptick in local websites. In the interim, many entrepreneurs and even officials rely on platforms like Facebook as a substitute for a dedicated website (for example, a restaurant in Juba might just use a Facebook page for its online presence rather than restaurantname.ss). In summary, .ss has been launched and is gradually growing, but the country’s online presence is still modest and mostly channeled through global domains and platforms. Strengthening the local internet infrastructure (like the IXP and data centers) and encouraging businesses to utilize .ss will be key to creating a robust national digital footprint.

Leading Tech and Telecom Companies

The most significant internet-related companies in South Sudan are the telecommunications operators and a few pioneering tech firms that have built digital services. At the forefront are the telecom operators:

• MTN South Sudan – A subsidiary of MTN Group, it is one of the two largest mobile network operators in the country. MTN has a wide network coverage and offers GSM voice, 3G, and 4G data services. It also operates MTN Mobile Money (launched 2022) as a financial service. MTN is a critical player because it brings in expertise and capital from a major African telecom group, and it often leads in network upgrades (for instance, MTN’s rollout of 4G was one of the first)​. MTN South Sudan has invested in infrastructure like cell towers and fiber backbone where possible, and as of 2023 it continues to expand its subscriber base, boasting several million connections.
• Zain South Sudan – Part of the Zain Group, Zain is the other dominant mobile operator. Zain inherited much of the infrastructure from when the country was part of Sudan (Zain was operating in Sudan and extended services to the south post-independence). Zain provides 2G/3G nationwide and has introduced 4G in Juba and select areas​. It is also a key player in mobile money (partnering with m-GURUSH and NilePay on its network). Zain’s brand and distribution network (SIM card vendors, airtime resellers) reach deep into South Sudan’s towns and rural trading centers, making it a lifeline for connectivity. Both Zain and MTN also offer business internet solutions, such as enterprise data links and IoT services for NGOs or companies operating in the country.
• Digitel – A newer, national operator launched in 2021, Digitel is smaller but noteworthy as a South Sudanese-owned telecom company. It started with the aim of improving coverage in underserved areas and presumably to bring more competitive pricing. Digitel’s network is still growing; it has been rolling out base stations and focusing on connectivity in regions where MTN and Zain have less presence. If Digitel succeeds, it could drive prices down and innovate with local knowledge (for example, it might tailor services more closely to local needs or use local languages in its mobile menus). As of 2023, Digitel is in a build-out phase and has a smaller subscriber base compared to the big two, but it has government support and is carving out its market niche.

In the tech and internet services space beyond pure connectivity, a few companies stand out:

• Trinity Technologies – This Juba-based tech firm is the developer of m-GURUSH, South Sudan’s first mobile money service. Trinity Tech essentially created a fintech solution in partnership with Zain, and m-GURUSH quickly became a prominent brand in the country. By 2023, Trinity (via m-GURUSH) had tens of thousands of users and a network of agents across states. The success of m-GURUSH demonstrates the potential for local tech companies to scale a product nationwide, even under tough conditions. Trinity Technologies has been recognized locally for innovation (e.g., awards from the Chamber of Commerce) and continues to work on financial services tech.
• NilePay PLC – The company behind the NilePay mobile money platform. It partnered with Zain for its rollout, similar to m-GURUSH. The presence of both m-GURUSH and NilePay in the market initially provided some competition in the mobile money arena. It’s possible NilePay has focused on certain segments or B2B services. NilePay’s significance lies in it being a fintech startup in its own right (reportedly with some Kenyan and South Sudanese ownership) aiming to widen financial inclusion.
• Banks and Financial Institutions – While not “tech companies” per se, the banks in South Sudan are part of the digital ecosystem as they adopt new technologies. For example, KCB (Kenya Commercial Bank) South Sudan and Equity Bank South Sudan have introduced mobile banking apps or USSD services for customers in recent years. These allow customers to check balances or make transfers via mobile phone. Some banks also support integrations with mobile money (such as linking a bank account to m-GURUSH). The National Communication Authority is working on frameworks for such interoperability.
• Internet Service Providers (ISPs) – Apart from the mobile operators, there are a few ISPs that provide internet via satellite or fixed wireless to businesses, NGOs, and the government. Companies like RCS Communication, Liquid Technologies (if present via acquisition), and some smaller outfits offer VSAT connections or point-to-point wireless links. These ISPs often service U.N. agencies, embassies, and larger corporations that need reliable internet beyond what the mobile networks offer. They are important players in the urban internet supply, although they operate somewhat in the background to the consumer market.
• Media and Tech Content Companies – A few media companies have digital arms. For instance, Eye Media (which runs Eye Radio) has a team for digital news content. There are also budding digital marketing agencies such as Blue Digital Marketing Ltd (as seen on social media) which help businesses with online campaigns. While these are service companies rather than platforms, they contribute to growing the digital economy by bringing more businesses online.
• Dukaanye Marketplace – Not a traditional company but a project-run platform, Dukaanye is effectively functioning like a startup e-commerce business. It’s supported by the Ministry of Trade and partners, but it may evolve into a self-sustaining operation. If it gains traction, one could envision it spinning off into a private entity or public-private enterprise that continues the marketplace.
• Ride-hailing and Delivery startups – Companies like NileBoda (ride-hailing) mentioned earlier, and perhaps others like OkayRide or small logistics apps, qualify as leading local tech businesses in their domains. They are establishing digital app-based services that previously did not exist in the country.

It’s important to note that many “leading” tech businesses in South Sudan are still quite small in absolute terms. None have the scale of tech companies in Kenya or Uganda, for example. The influence of international tech giants is felt primarily through their services rather than any physical presence – there are no local offices for Google, Facebook, or the like. However, big infrastructure companies like Huawei and Ericsson have played a role as vendors, since they have built much of the telecom network under contract with the operators. Huawei, for instance, has been a supplier of network equipment to both Zain and MTN in South Sudan and has likely provided 3G/4G equipment and possibly the fiber backbone gear.

In summary, the digital companies driving South Sudan’s connectivity and services are a mix of foreign-owned telecom operators (MTN, Zain), nascent local fintech and tech service providers (m-GURUSH/Trinity, NilePay, Dukaanye, local startups), and supporting ISPs and vendors. Together, these entities are creating the digital ecosystem essentially from scratch. The market is still so young that collaborations are common – e.g., telecoms working with local startups for mobile money, or government partnering with private sector for e-commerce hubs. As the sector matures, we may see more distinct tech companies emerge and possibly foreign investment in South Sudan’s telecom and IT sector (for instance, if the market stabilizes, one could imagine international tower companies, fiber companies, or cloud service providers looking for opportunities). For now, the pioneers mentioned above are the ones to watch as they shape the country’s internet landscape.

Digital Marketing Landscape

Social Media Marketing Trends

The digital marketing landscape in South Sudan is only just beginning to form, mirroring the growth of internet usage in the country. With a relatively small online population (a few hundred thousand active social media users), digital marketing is not yet a mainstream component of most businesses’ marketing mix. However, among the companies and organizations that do target consumers in South Sudan, social media marketing has quickly become the go-to digital channel. Facebook, having the largest user base, is the primary platform for online marketing efforts. Businesses commonly set up Facebook pages as a digital storefront or information center. For many small businesses, a Facebook page is more practical than a standalone website – it’s free, easy to maintain via a mobile phone, and the audience is already congregated there. In Juba, one will find restaurants, hotels, banks, and even local shops maintaining Facebook pages where they post updates, promotions, and engage with customers. Brands share content such as new product announcements, holiday offers, or customer testimonials on these pages.

Paid advertising on Facebook is also emerging. Facebook’s advertising tools allow targeting by location (e.g., you can target people who live in Juba or other towns) and interests. Some larger businesses and telecom companies have started to run sponsored posts or Facebook ads to reach South Sudanese users. For instance, telecom operators like MTN or Zain frequently use Facebook promotions to advertise new data bundles or mobile money services – their official pages have sizable followings and they boost posts to ensure wide visibility. Similarly, banks have used social media to advertise new accounts or loan products, and NGOs use it to amplify campaigns (e.g., vaccination drives, public health messages). The ability to reach roughly 740k potential users via Facebook ads​ means even a modest ad budget can saturate a good portion of the online demographic, making Facebook quite an efficient channel given its dominance. We see engagement metrics where a popular post (say a funny marketing video or a compelling graphic) might get thousands of likes or shares, indicating active user interaction.

Content marketing on social media is adapted to the local context. Brands often use a mix of English and simple Arabic (Juba Arabic) in their posts to maximize understanding. Visual content is key – photos and short videos tend to perform better because they can transcend language barriers and are more engaging for an audience with varying literacy levels. For example, a food delivery startup might post appetizing photos of meals with a short caption, or a mobile money service might share an infographic showing how to use the service. Storytelling is also picking up: companies share customer success stories or behind-the-scenes looks on their pages to build a narrative around their brand. Given that South Sudanese consumers are highly community-oriented, personal stories or endorsements can be very effective.

WhatsApp marketing is more informal but prevalent. Businesses often create WhatsApp groups or broadcast lists of their customers. For instance, a retailer might have a WhatsApp group where they send out new stock updates or discounts to their regular clients. NGOs and community groups also use WhatsApp to spread information quickly (like job vacancy notices or event invites). While WhatsApp lacks formal advertising options, its ubiquity makes it an important part of the digital word-of-mouth network. Many small deals and sales actually happen through WhatsApp after an initial contact on Facebook or in person.

Influencer marketing on social media is still in an early stage (discussed more under influencer culture), but there are instances where local influencers or personalities have been tapped by brands. For example, a well-known musician or radio presenter with a large Facebook following might be asked to promote a product or become a brand ambassador in social media campaigns. Such collaborations are increasing as companies realize the value of trusted voices in reaching audiences online.

One trend gaining momentum is the use of short video clips for marketing, inspired by the popularity of platforms like TikTok. Even if TikTok itself isn’t huge yet, the style of content has influenced marketing on Facebook and Instagram. We see small local businesses or agencies creating 30-second video ads or skits – often humorous or heartfelt – that can be easily shared on social media and WhatsApp. For example, a mobile money company might create a short skit about how easy it is to send money for school fees, featuring actors to resonate with everyday scenarios. These bite-sized, relatable video contents are effective in a market where attention spans are short and data is precious.

It’s important to highlight that traditional marketing still dominates in South Sudan (radio, billboards, and community outreach are the main channels for reaching the bulk of the population). But the segment of the market that is online – primarily urban youth and professionals – is very attractive to certain businesses (telecom, banks, education services, etc.). Thus, we are seeing marketing budgets, while small, beginning to allocate a portion to digital. Social media metrics are being monitored; companies track their follower counts and engagement as key performance indicators for brand awareness in the connected demographic. As internet penetration expands, the expectation is that digital marketing will shift from an experimental fringe to a central component of marketing strategy for many businesses in South Sudan.

Mobile Marketing and SMS Outreach

In a country where mobile phones are much more common than internet access, mobile marketing beyond the internet is crucial. Two of the most powerful tools in South Sudan are SMS (text messaging) and voice/IVR (interactive voice response) for reaching people on their phones, regardless of whether they have a data connection.

SMS marketing has been widely used by certain sectors. Telecom operators themselves are the biggest users: MTN and Zain regularly send out bulk SMS to their subscribers announcing new offers (e.g., “Get 500MB bonus data on recharge this week!”) or important service info. These texts often reach millions of phones, making SMS a direct line into households. Banks have also started to use SMS to notify customers of new services or promotions (for instance, an SMS to all account holders about a chance to win a prize if they deposit a certain amount). The advantage of SMS is that it can reach anyone with a mobile phone – including basic feature phones – and does not require literacy if the message is in a familiar language or can be understood when read aloud by someone. However, language is a consideration; messages in English might not be understood by all, so some organizations send bilingual texts (English and simple Arabic).

For humanitarian and public sector messaging, SMS is employed to disseminate critical information. During health campaigns or emergencies (like alerts for a vaccination drive or security warnings), agencies send out mass SMS. These are not commercial marketing per se, but they underscore how the medium is used for communication at scale. In the private sector, some companies use SMS subscription services to engage customers – for example, a tips service where users can subscribe (often for a small fee) to receive daily farming tips, educational quotes, or religious verses. This kind of content delivery via SMS doubles as a marketing channel if sponsored by brands.

USSD (Unstructured Supplementary Service Data) menus are another mobile-centric tool. While USSD is primarily used for interactive services (like checking mobile money balance by dialing a short code), it can also contain embedded promotions. For instance, when a user navigates a telecom’s USSD menu to buy airtime, the menu might display a special offer. In South Sudan, where USSD is how people interface with mobile money and telecom services on basic phones, there is potential for USSD-based marketing (though currently it’s mostly utilitarian).

Interactive Voice Response (IVR) and robocalls: These are less common for marketing, but some initiatives have used voice messages to reach people who can’t read SMS. For example, an agricultural project might send a recorded voice message in a local language to farmers about an upcoming training – effectively a robocall. A few businesses have experimented with sending recorded promotional messages as calls (which users answer and hear a jingle or an ad). This can backfire if overused (people may find it annoying), but it has been used sparingly for major campaigns.

Mobile radio integration: Given radio’s dominance, some marketers use a blended approach – for example, a radio show might ask listeners to send SMS to a number to participate in a contest. This generates a database of engaged users who can later be targeted with follow-up texts. Radio stations in Juba often have SMS short codes where listeners send in comments; those numbers can be valuable for marketers to acquire (with proper consent) for promoting events or products related to that radio audience.

Mobile money platforms as marketing channels: As mobile payment apps like m-GURUSH and MTN MoMo gain users, they too can become marketing avenues. These apps can flash promotional banners or send in-app notifications about partner businesses. For instance, a merchant that accepts mobile money might advertise through the mobile money app’s interface. While still nascent, this is a future area for targeted deals (e.g., “Get 5% cashback when paying with m-GURUSH at XYZ store this week” sent to users via the app or SMS).

Overall, mobile marketing in South Sudan heavily leverages SMS blasts and voice communication, bridging the gap between traditional and digital. It’s a necessary strategy to reach the majority who may have a phone but no internet. The effectiveness of mobile marketing is high when done correctly – an SMS will almost certainly be opened (since feature phones don’t have spam filters), and if the content is relevant it can drive action. Businesses must be careful, however, to not overwhelm users with too many messages as that can lead to message fatigue or customers opting out. Privacy and consent are also considerations; currently, regulations on SMS marketing are lax, but as the market develops, there may be moves to protect consumers from unsolicited texts.

In practice, companies often combine SMS outreach with radio and social media for a multi-channel campaign: for example, a new product launch might be announced on radio, detailed on a Facebook page, and reinforced by an SMS reminder to visit the store – thereby covering all bases of communication available in the country.

Challenges and Opportunities in Digital Marketing

The digital marketing space in South Sudan faces pronounced challenges, but it also holds unique opportunities given the country’s stage of development and audience characteristics.

Key Challenges:

• Limited Audience Size: With only about 12% of the population online​, the reach of purely digital campaigns is inherently constrained. Many target consumers simply cannot be reached via internet channels yet. This means that for mass-market products (e.g., consumer goods), digital can only supplement traditional media, not replace it. Marketers have to maintain dual strategies: one for the connected minority and one for the offline majority, which increases complexity.
• Low Digital Literacy: Even among those who have internet access, not everyone is comfortable with online transactions or responsive to sophisticated digital ads. The concept of e-commerce or online sign-ups is very new. A campaign asking users to “visit our website and fill a form” may see little traction because many users find that intimidating or difficult. Marketing messages have to be kept very simple and often need an offline call-to-action (like “visit our shop” or “call this number”) rather than assuming an online conversion funnel.
• Trust and Security Concerns: Years of instability have made South Sudanese consumers cautious. Scams and fraud are concerns in digital spaces (for instance, there have been cases of fake Facebook profiles or bogus promotions circulating). Building trust is essential – brands often need to verify their official pages (Facebook verification, etc.) and reassure customers that their online engagements are authentic. For e-commerce or services requiring pre-payment, skepticism is high; many people prefer cash on delivery or in-person dealings. Digital marketers thus have to overcome a trust barrier – using testimonials, showing real-world presence, and leveraging word-of-mouth to validate their online offerings.
• Infrastructure and Cost: As highlighted earlier, the cost of data can deter extensive engagement with digital ads. A video ad might not get many views if users are conscious of their data usage. Even image-heavy posts might load slowly on a 3G connection. Sometimes, users have Facebook’s free mode (text-only) enabled to save data, in which case they won’t even see images in posts. This technical reality forces marketers to optimize content for low bandwidth – e.g., providing important info in text captions, keeping file sizes small, and using more static content than video where possible.
• Lack of Local Digital Marketing Expertise: Since the field is new, there are few experienced digital marketers in the country. Companies often rely on either learning by trial, small local agencies that have just started, or guidance from regional marketing teams (for multinational corporations). This skills gap means some advanced techniques (SEO, analytics-driven campaigns, A/B testing of ads) are not widely practiced yet. Training and upskilling in digital marketing is needed in the local workforce.
• Regulatory Environment: South Sudan does not yet have robust regulations for things like data protection, online advertising standards, or consumer protection in e-commerce. While this means marketers have freedom, it also means consumers lack certain protections which can make them hesitant. The absence of digital payment laws until recently also hindered online commerce (though mobile money regulations now exist). Over time, establishing clear e-commerce laws, advertising guidelines, and privacy laws will actually help build consumer confidence in digital platforms.

Key Opportunities:

• First-Mover Advantage: Brands that invest early in building a digital presence can capture a loyal following before their competitors fully arrive online. Because the online market is not saturated with content, good digital marketing can stand out. A creative campaign can generate significant buzz, as South Sudan’s online community is tightly knit – viral content spreads quickly among the limited user base.
• High Engagement Rates: Those who are online often crave local content. There’s a novelty factor to seeing your local context reflected in digital media. A well-crafted post that resonates culturally can achieve a very high engagement rate (far higher than in countries where users are inundated with content). For example, a humorous meme about daily life in Juba created by a brand could get a lot of shares because local digital content is relatively scarce and thus eagerly consumed when it appears.
• Integration with Traditional Channels: Digital marketing can amplify and enhance traditional marketing at low marginal cost. Radio and outdoor ads can drive people to digital channels for more info (e.g., “check our Facebook for details”). Once there, even if the audience is smaller, they are often the more affluent or urban segment, which might be a brand’s target for certain products. Furthermore, feedback from digital channels can inform business decisions quickly. Companies in South Sudan increasingly realize they can use Facebook comments or Twitter feedback to gauge customer satisfaction or needs in near real-time, which was not possible before.
• Social Cause Marketing: In South Sudan’s context, brands that align with social causes (peace messages, education, health) and promote those on digital platforms often receive goodwill and attention. The line between humanitarian messaging and commercial messaging can blur in a positive way – for instance, a telecom company might run a campaign on Facebook about unity and peace (non-political), which both promotes their brand and contributes to important national themes. This can drive engagement as people share and appreciate the message, indirectly boosting brand image.
• Reaching the Diaspora and International Market: One unique aspect is that digital marketing from South Sudan is not limited to in-country audiences. The South Sudanese diaspora, which is large in places like the U.S., Canada, Australia, and neighboring countries, often follows South Sudan-focused pages and content. A business in Juba can market to the diaspora via social media – for example, tourism companies or airlines promote to the diaspora to encourage visits “back home” or investment in local projects. Also, products like South Sudanese handicrafts or cultural items can be marketed to international customers via e-commerce (with the diaspora as a key market). This opens revenue streams beyond the small domestic market.
• Influencer Collaborations: As the online community grows, so does a roster of local influencers (discussed next). Early collaboration with emerging influencers can be cost-effective and build brand affinity. Many influencers in South Sudan are not yet commercialized and might promote a brand simply for mutual support or a modest fee/product exchange, which is an opportunity for marketers to utilize quasi-ambassadors in their strategy.

In conclusion, digital marketing in South Sudan is a landscape of contrasts – limited reach and experience on one hand, but very high potential impact on the other for those who navigate it cleverly. As more of the population comes online, the lessons learned in these early years (2023–2025) will shape the strategies going forward. We can expect that each incremental gain in internet access (say, going from 12% to 20% penetration) will significantly boost the importance and investment in digital marketing. Brands that are adapting now are essentially building the blueprint for engaging the South Sudanese consumer of the future.

Emerging Influencer Culture and Social Media Impact

Influencer culture in South Sudan is still emerging, but it’s beginning to make its mark in the digital sphere. In a context where formal celebrity and advertising industries are underdeveloped, social media influencers are organically becoming the new voices of influence, especially among the youth. These influencers range from musicians and models to activists and comedians who have gained followings on platforms like Facebook, Instagram, and TikTok.

Local Social Media Personalities: A number of South Sudanese public figures have sizable online followings. For example, popular music artists (singers and rappers) often have tens of thousands of followers on Facebook. They use their pages to promote their music events, new song releases on YouTube, and engage with fans. These artists effectively act as influencers—when they endorse a product or show up at a branded event, their fans take note. A musician posting a selfie at a particular restaurant can drive interest in that venue among followers. Similarly, models and beauty pageant winners (South Sudanese have made a mark in international modeling, e.g., supermodel Alek Wek or Adut Akech, though those are diaspora-based; locally, there are upcoming models and beauty queens) often have a presence on Instagram or Facebook, where they share fashion and lifestyle content. Some have become style influencers, showcasing local designers or makeup artists, thus quietly promoting those businesses.

Youth Activists and Bloggers: South Sudan’s challenging social environment has produced young activists and citizen journalists who leverage social media to discuss issues like peace, education, and women’s rights. Individuals who regularly post commentary or motivational messages have garnered trust and attention. They may not consider themselves traditional “influencers,” but their ability to sway opinions or mobilize people (for example, organizing a community clean-up via Facebook) gives them influence. Brands or NGOs sometimes collaborate with these respected voices for campaigns—such as a telecom partnering with a peace activist to spread unity messages that also subtly tie in the brand’s support.

Content Creators on TikTok/YouTube: A small but growing number of content creators are active on TikTok and YouTube, creating comedy skits, short films, or vlogs about daily life in Juba. Their followings might include both locals and diaspora. For instance, a comedic duo on TikTok might lampoon common social behaviors or create dance challenges with South Sudanese cultural twists. As their popularity increases (some accumulate thousands of followers and their videos get shared on WhatsApp widely), they become attractive for influencer marketing. A mobile phone retailer might sponsor a comedy skit that features their shop, or a beverage company might send free samples to a YouTuber to review on camera. Because this is all very new, such collaborations are still experimental, but they are starting to happen.

Influencer-Brand Collaborations: In 2023, we’ve seen early examples of influencer campaigns: telecom companies inviting influencers to product launches, beauty brands working with Miss South Sudan pageant contestants to promote cosmetics on Instagram, and event organizers relying on social media personalities to hype up concerts or trade fairs. Influencers in South Sudan might not have millions of followers like in larger countries, but they often have a highly engaged audience. Moreover, one influencer’s content often ripples through the community via shares. For example, if an influencer posts a short video wearing a T-shirt of a certain brand and a few hundred people share that video on Facebook, it reaches a far broader audience including people who don’t directly follow the influencer.

The Role of the Diaspora Influencers: South Sudanese diaspora members who create content also influence the local digital culture. Diaspora YouTubers or Facebook page admins run channels discussing South Sudanese politics, culture, or doing comedic skits from abroad. They have followers inside South Sudan who access their content when possible. These diaspora influencers sometimes collaborate with local influencers or comment on local issues, creating a transnational online community. Companies have not tapped this extensively yet, but an opportunity exists: for instance, a money transfer service might partner with a diaspora YouTuber to promote sending money home through digital channels.

Influence on Consumer Behavior: Even at this early stage, influencer culture has started to affect consumer behavior. When people see peers or local celebs talking about a product online, it adds credibility that traditional ads may lack. An example is the promotion of smartphones: seeing a favorite entertainer unboxing a new phone on Facebook Live can spur fans to consider purchasing that model (subject to affordability). Likewise, the popularity of certain fashion styles or eateries in Juba has been boosted by photos circulating on social media of influencers visiting those places.

Challenges for Influencers: Influencers in South Sudan face their own challenges. The small online population limits their growth; monetization options are very limited (no local YouTube or Facebook monetization programs yet, given the market size, so they rely on direct sponsorships). Additionally, internet connectivity issues can hamper consistent content creation – uploading videos can be slow or costly. There’s also sensitivity around political or ethnic content; influencers must navigate a complex social landscape to avoid controversy that could jeopardize their standing. Those who stick to apolitical lifestyle or entertainment content have an easier path in brand collaborations.

Cultural Impact: Over time, this emerging influencer culture is contributing to shaping a new digital youth culture in South Sudan. Trends like viral challenges, memes in local languages, and influencer-driven campaigns (for example, a Facebook hashtag campaign to encourage girls’ education launched by a group of influential women) are gradually becoming part of the social fabric.

For business readers, the key takeaway is that influencer marketing, albeit small-scale now, is an area to watch. Engaging with authentic voices in the community can provide high returns in brand loyalty and awareness. As internet access improves, today’s micro-influencers could become significantly more prominent. Companies that foster relationships with them early stand to benefit. Already, influencers have proven effective in sectors like telecom (where they humanize tech services) and FMCG (e.g., a popular singer endorsing a soft drink on social media can drive curiosity and trial among fans). The influencer culture in South Sudan may still be in its adolescence, but it reflects the same dynamic seen globally: people trust people, and authentic storytelling by relatable figures can powerfully shape consumer preferences.

In conclusion, South Sudan’s digital economy is in a formative phase (post-2023), characterized by gradual but meaningful growth in connectivity, a handful of pioneering digital ventures, and the cautious entry of businesses into online platforms. The country overview underscores immense development challenges, yet also a youthful population and untapped market potential. The expansion of mobile money and e-commerce, supported by improvements in internet infrastructure (like fiber and 4G networks), are laying the groundwork for a more connected marketplace. The traditional economy’s needs – for diversification, better market access, and financial inclusion – are driving the push toward digital solutions such as e-commerce hubs and fintech services.

Internet access, while still limited, has improved significantly since 2023, giving rise to a fledgling digital marketing and media landscape. South Sudanese consumers and businesses are only just embracing online communication, with social media at the forefront. Bold entrepreneurs and content creators are defining new paths in tech startups, digital content, and influencer engagement. For the business community, the message is that South Sudan’s digital economy, though small in absolute terms, is growing rapidly from its low base and presents an opportunity to reach customers in innovative ways. Companies operating in South Sudan are advised to keep a dual focus: continue leveraging traditional channels to reach the mass market, while strategically investing in digital channels to capture the emerging online demographic and to future-proof their presence in a gradually digitizing economy. With continued peace and investment, the period from 2023 onward could well be remembered as the time when South Sudan began its digital transformation – integrating into the global digital economy even as it builds its nation from the ground up.