The Economy of Eswatini in the Digital Era

Geographic and Regional Context of Eswatini’s Economy

Geographic Position and Economic Influence

Eswatini is a landlocked kingdom in Southern Africa, bordered on almost all sides by the Republic of South Africa and sharing a short border with Mozambique to the east. Its territory spans just over 17,000 square kilometres, making it one of Africa’s smallest countries. This strategic location has a profound influence on Eswatini’s economic activity. Being landlocked means Eswatini relies heavily on its neighbours for access to international trade routes – for example, using South African and Mozambican ports for its exports and imports. The country’s proximity and historical ties to South Africa, the continent’s second-largest economy, have led to deep economic integration. Over 75% of Eswatini’s imports originate from or transit through South Africa, and roughly 60–70% of Eswatini’s exports are destined for South African markets. Such dependence makes Eswatini’s economy sensitive to economic conditions in South Africa, but it also provides Eswatini access to a large regional market beyond its own modest population of about 1.2 million people.

Eswatini’s geography features diverse landscapes – from mountainous highveld in the west to savanna lowveld in the east – which shape its economic patterns. The fertile Middleveld and Lowveld regions, with river valleys and a subtropical climate, are well-suited for agriculture, especially sugarcane cultivation and citrus fruit farming. Large-scale sugar estates flourish in these low-lying areas, benefitting from irrigation infrastructure and contributing significantly to export revenues. In the highveld and upland areas, cooler temperatures and higher rainfall support forestry plantations (for timber and pulp) and some livestock grazing, while also attracting a niche tourism segment for their scenic valleys and wildlife reserves. However, as a landlocked country, Eswatini’s natural resources and agricultural output must be transported overland to ports in Durban (South Africa) or Maputo (Mozambique), making logistics costs a key factor in competitiveness. Any disruption in neighbouring countries – for instance, political unrest that closes transport corridors – can directly impact Eswatini’s exporters. This geographic reality has driven the country to invest in cross-border road and rail links and to maintain good relations with its neighbours to ensure reliable trade connectivity.

Regional Integration and Trade Agreements

Given its small domestic market, Eswatini has positioned itself as an export-oriented economy integrated into regional and international trade blocs. The kingdom is a member of the Southern African Development Community (SADC) and the Common Market for Eastern and Southern Africa (COMESA), which provides it preferential access to a combined market of over 1 billion consumers across Africa. Most importantly, Eswatini is one of the five member states of the Southern African Customs Union (SACU) – a customs union with South Africa, Botswana, Lesotho, and Namibia. SACU membership not only allows tariff-free flow of goods within the union but also entitles Eswatini to a share of SACU customs revenue. These revenue transfers (largely derived from tariffs on imports entering through South Africa) form a significant portion of the Eswatini government’s income, cushioning its fiscal position. Additionally, Eswatini is part of the Common Monetary Area (CMA) along with South Africa, Lesotho, and Namibia; as a result, Eswatini’s currency, the Lilangeni (SZL), is pegged at parity to the South African Rand. This peg fosters monetary stability and facilitates trade and investment flows with South Africa, although it means Eswatini’s monetary policy is closely tied to that of the South African Reserve Bank.

Beyond Africa, Eswatini has leveraged trade agreements to support key export industries. It has maintained eligibility for the United States’ African Growth and Opportunity Act (AGOA), allowing duty-free exports of certain goods (notably textiles and apparel) to the U.S. market. In the early 2000s, Eswatini’s textile manufacturing sector boomed under AGOA, with new factories creating jobs and apparel exports surging. Although a lapse in compliance with AGOA standards led to a temporary suspension in 2015, the country enacted reforms and was reinstated by 2018. Today, garments and apparel are once again being shipped to the U.S., albeit on a smaller scale than at the peak. Similarly, preferential access to the European Union for sugar exports (through the EU’s schemes for developing countries) has benefited Eswatini’s sugar industry over the years. Such trade arrangements underscore how the kingdom’s geographic and political positioning – being friendly to both Western and regional partners – has opened opportunities for its products abroad. Nevertheless, the dominance of South Africa in Eswatini’s trade profile remains unmistakable, highlighting that regional geography is the primary driver of Eswatini’s economic interactions.

Infrastructure and Energy Connectivity

Eswatini’s location has also influenced the development of its infrastructure. The country has invested in a network of modern roads that link its major towns (Mbabane, Manzini, Matsapha, and others) with South African transport routes, enabling relatively efficient overland trade. A north–south railway traverses Eswatini, connecting to ports in Maputo and Durban; this rail line was historically vital for transporting iron ore and sugar. Internally, the presence of South African utilities has shaped Eswatini’s energy and communications sectors. About 80% of Eswatini’s electricity supply is imported from South Africa and Mozambique, reflecting limited domestic generation capacity. To improve self-sufficiency, the government aspires to develop local generation (such as hydroelectric projects and biomass from the sugar industry), but in the meantime, cross-border power links keep industry and households electrified. Telecommunications infrastructure is similarly intertwined with the region – fibre-optic backbones extend from South Africa into Eswatini, connecting the country to international undersea internet cables. This means Eswatini’s digital connectivity, a topic explored later, depends on cooperation with its neighbours.

In summary, Eswatini’s geography as a small, landlocked country has made regional integration a necessity. It has generally capitalised on this by building good infrastructure and aligning its policies with regional blocs. The benefits are evident in extensive trade and investment ties with larger economies around it. However, the same geography imposes structural vulnerabilities: heavy reliance on external routes, partners, and markets can amplify external shocks. Economic planning in Eswatini continually considers these geographic constraints – for instance, maintaining financial buffers for SACU revenue volatility, or investing in trade facilitation to overcome the disadvantages of being landlocked. This geographic context sets the stage for understanding Eswatini’s broader economy and its gradual transformation into the digital age.

Overview of Eswatini’s General Economy

GDP, Income Level, and Growth Trends

Eswatini is classified as a lower-middle-income economy, with a Gross Domestic Product (GDP) of roughly $4.7–5.0 billion in recent years. With a population of around 1.2 million, GDP per capita stands at approximately $4,000 (in nominal terms) as of 2024. While small in absolute size, Eswatini’s economy has shown pockets of resilience and growth amid structural challenges. During the early 2010s, GDP growth was sluggish – averaging below 2% annually – lagging behind the more robust growth of some neighbouring countries. This period of stagnation was attributed to factors like periodic droughts hurting agriculture, an oversize public sector straining fiscal resources, and the impact of HIV/AIDS on the workforce (Eswatini has one of the highest HIV prevalence rates, which has had long-term social and economic repercussions). In the latter part of the decade and into the 2020s, growth has picked up modestly. After the global pandemic shock of 2020, which caused a brief economic contraction, Eswatini’s economy rebounded in line with regional recovery. Real GDP grew by around 3.4% in 2023, accelerating further to an estimated 4.5–4.8% in 2024. This recent growth spurt has been broad-based: improved rainfall and investments boosted agricultural output, manufacturing benefitted from higher external demand, and mining output increased with the reopening of coal mines.

Despite these positive signs, the overall trend is that Eswatini’s growth rate remains moderate and subject to volatility. Structural constraints – such as a small domestic market, heavy reliance on a few export commodities, and government budget pressures – cap the growth potential. Moreover, macroeconomic stability has been a double-edged sword. The currency peg to the South African Rand has kept inflation in check (inflation in 2024 eased to about 4%, in line with regional trends), but it also limits monetary flexibility. The government has generally exercised prudent fiscal management, yet public finances face pressure when SACU revenues decline or when expenditure (especially the public wage bill) rises. Public debt has crept upwards (around 40% of GDP by 2024, from much lower levels a decade ago), reflecting periodic deficits and borrowing for development projects. Investors view Eswatini as relatively stable – the country has never experienced war or extreme instability – but also note the slow pace of economic reforms. Overall, while recent growth is encouraging, sustained high growth will likely require diversifying the economy and embracing new sectors, including the digital economy, to complement the traditional industries.

Economic Structure: Key Sectors and Industries

Eswatini’s economy is diversified across agriculture, industry, and services, but certain key sectors dominate exports and employment. In terms of GDP composition, the services sector is the largest, accounting for slightly over 50% of GDP. Services include government administration (the public sector is sizable), retail and wholesale trade, finance and banking, transport, and tourism. A notable service sub-sector is government services – the monarchy and state play a significant role in the economy, both as employers and as owners of enterprises (the royal investment fund holds stakes in many industries). Tourism remains relatively underdeveloped compared to neighbouring South Africa, but Eswatini does attract tourists with its cultural heritage and wildlife parks, contributing some foreign exchange and jobs in hospitality. Financial services in Eswatini are well-established: several commercial banks (mostly subsidiaries of South African banks like Standard Bank, Nedbank, and First National Bank) operate in the country, and they have in recent years introduced digital banking products and mobile banking to adapt to technological trends.

The industrial sector (broadly including manufacturing, mining, and utilities) contributes roughly 30–35% of GDP. Manufacturing is the backbone of Eswatini’s export economy. The country has built up a niche manufacturing base that punches above its weight given the small size of the economy. A prime example is the sugar processing industry: Eswatini grows and processes sugarcane into sugar and molasses for export, and also into ethanol and even electricity (through cogeneration at sugar mills). Sugar and related products consistently rank among Eswatini’s top exports. Another noteworthy manufacturing activity is the production of soft drink concentrates – notably, Eswatini is a long-time producer of concentrate for international beverage companies. These concentrates (for products like sodas) are exported to regional bottling plants and have become a significant industrial output. The textile and apparel sector, fostered by access to the U.S. market under AGOA, also forms part of the industrial landscape: factories produce garments for export, employing a large number of workers (especially women). While this sector faced setbacks during the AGOA suspension years, it is gradually recovering and adapting to new market conditions.

Mining in Eswatini is relatively small but has seen some revival. The country has deposits of coal, quarried stone, and formerly iron ore (mining of iron ore ceased in the 1970s). In recent years, coal mining has picked up as global coal prices rose and previously closed mines re-opened, contributing to export revenue. There are also modest operations extracting quarried products and even some talk of exploring gold deposits, but mining remains a minor part of the economy compared to agriculture and manufacturing. Energy production is another industrial sub-sector – Eswatini has a few hydropower stations and a growing interest in renewable biomass energy from sugarcane byproducts. However, domestic energy production still falls short of demand, necessitating imports of electricity.

The agricultural sector contributes a smaller share of GDP (around 7–10% in recent data) but is crucial for livelihoods and certain exports. The dichotomy in Eswatini’s agriculture is sharp: on one hand, there are large commercial farms on Title Deed Land (privately owned land) which cultivate high-value crops like sugarcane, citrus, and forestry plantations with relatively high productivity. On the other hand, about 70% of the population lives on Swazi Nation Land (communal land held under traditional tenure), where many engage in subsistence farming of maize, sorghum, and cattle rearing. This subsistence farming is often low-productivity and rain-fed, making rural communities vulnerable to droughts and food insecurity. The commercial agriculture – particularly sugar estates and timber (pine and eucalyptus) plantations – not only contributes to GDP and exports but also provides raw material for local agro-industries (sugar mills, paper and pulp factory, fruit canneries). Eswatini’s sugar industry is one of the most efficient in Africa and directly employs thousands of workers in fields and mills. Meanwhile, forestry plantations supply the country’s pulp and paper mill, which produces wood pulp for export. These industries show how land and climate advantages have been harnessed for economic gain. Nonetheless, the heavy concentration on a few commodities (sugar, wood, citrus) poses risks; price fluctuations or trade policy changes (such as reduced EU sugar quotas) can significantly impact Eswatini’s earnings.

Trade and External Sector

Trade is the lifeblood of Eswatini’s economy, with the total value of exports and imports equivalent to an exceptionally high share of GDP (often around 90% of GDP or more). The country consistently runs a trade surplus in goods thanks to its export industries. Major exports include sugar and sugar-based products, soft drink concentrate, textiles and apparel, wood pulp, citrus fruits, canned fruit, and coal. Sugar alone typically accounts for a large chunk of export revenue and is sold to markets in Africa, Europe, and beyond. Soft drink concentrates, produced by a few specialized factories, are exported mainly to regional markets for beverage manufacturing. Garments sewn in Eswatini’s factories find their way to the United States (under AGOA preferences) and South Africa. Wood pulp from the country’s forests is shipped to paper producers abroad. Meanwhile, key imports for Eswatini are dominated by capital goods, fuel, vehicles, foodstuffs, and manufactured consumer goods – most of which come through South African supply chains. South Africa’s economic dominance means that even goods not produced in South Africa often enter Eswatini via South African ports or distributors. For example, oil and fuel products (none of which are produced in Eswatini) are imported and priced in sync with South African fuel prices.

Eswatini’s balance of trade benefits from its exports, but another crucial external inflow is SACU revenue. As noted, SACU transfers (customs revenue sharing) can make up over half of government revenue in good years. This effectively means that a portion of the import duties collected on goods destined for the SACU region is redistributed to Eswatini. Fluctuations in SACU revenue (due to changes in regional import patterns or tariff rates) have at times caused fiscal stress. To illustrate, when SACU receipts dropped sharply in 2010-2011, Eswatini faced a fiscal crisis that forced it to curtail spending. The lesson learned was the importance of building fiscal buffers and diversifying revenue sources. On the current account of the balance of payments, Eswatini often maintains a surplus or small deficit, supported by export surpluses and SACU inflows, as well as remittances from some citizens working in South Africa. The lilangeni’s one-to-one peg to the Rand simplifies trade invoicing and means there is no chronic foreign exchange shortage; Eswatini’s central bank does, however, keep reserves to defend the peg and to meet the country’s external obligations.

Foreign investment in Eswatini has been modest but steady, typically attracted by the export sectors. South African and Asian investors have stakes in sugar estates, textile mills, and other manufacturing ventures. The government actively seeks investment by highlighting Eswatini’s stable political environment, relatively good infrastructure, and access to regional markets. In recent years, one emerging area of interest is ICT and tech investment, as the country signals openness to developing a digital economy. The creation of the Royal Science and Technology Park (RSTP) – a government-backed hub with a national data centre and incubation facilities – is one effort to draw technology-oriented investments (more on this in later sections). Overall, Eswatini’s external economic relations reflect a balancing act: leveraging its regional ties and trade agreements to overcome the limitations of size and location.

Employment, Poverty, and Social Indicators

Eswatini’s economic structure is also evident in its employment patterns and social metrics. A significant portion of the workforce is engaged in informal and subsistence activities. While official unemployment in urban areas is high, rural underemployment and subsistence farming mask the true extent of joblessness. The unemployment rate has been a pressing concern: by recent estimates, overall unemployment stands around 33–35%, a very high level. Even more troubling, youth unemployment (among the 15–24 age group) exceeds 50%, indicating that the economy has not been creating enough opportunities for the young population entering the labour market. The public sector and formal private sector (such as industries and banks) together absorb only a fraction of job seekers, leaving many Swatis to engage in small-scale trading, informal services, or subsistence farming to get by.

Poverty remains widespread despite the country’s middle-income status. A considerable segment of the population lives below the national poverty line, particularly in rural communities. Income inequality in Eswatini is among the highest in the world, with a Gini coefficient in the mid-50s, reflecting a stark gap between the affluent (including portions of the urban elite and those connected to lucrative industries) and the poor majority. This inequality partly stems from the dual nature of the economy: a modern, high-productivity sector coexists with a large low-productivity traditional sector. For instance, families relying on subsistence farming on communal lands have significantly lower incomes than those employed in the wage economy or engaged in commercial farming. The social impacts of such inequality are visible in health and education outcomes. To the country’s credit, basic education is widespread (adult literacy is relatively high at around 90%, and English is widely spoken as one of the official languages along with siSwati). This foundational education level is a strength that can be harnessed for economic diversification, including building digital skills.

The government and its development partners have various programmes aimed at poverty reduction and social welfare – from rural development projects to healthcare initiatives (especially HIV/AIDS treatment and prevention, which has improved life expectancy in recent years). Yet, the creation of sustainable jobs remains the ultimate solution sought. In this context, developing new sectors such as the digital economy, ICT services, and modernising agriculture are seen as potential avenues to absorb unemployed youth and spur entrepreneurship. The high mobile phone penetration and improving internet access (discussed below) have already given rise to a growing number of young people engaging in small online businesses or freelance work, signalling how the internet and digital services might play a role in tackling some of Eswatini’s socio-economic challenges.

In summary, Eswatini’s general economy is characterised by its small size but relative diversity, heavy dependence on regional dynamics, and a need to generate inclusive growth. Traditional sectors like agriculture and manufacturing (sugar, textiles, etc.) remain crucial, while services and government activity underpin domestic employment. However, recognising the limitations of the traditional economic model, Eswatini has increasingly turned attention to the internet and digital economy as a new frontier for growth. The subsequent sections detail the state of the country’s internet infrastructure, the digital platforms that have taken root, the companies driving technology adoption, and how digitalisation is influencing business and marketing in the country’s economic landscape.

Internet Access and Telecommunications Infrastructure in Eswatini

State of Internet Access and Digital Penetration

Over the past decade, Eswatini has experienced a steady increase in internet connectivity, transforming from a nation with minimal internet usage to one where digital access is becoming mainstream. As of early 2023, it was estimated that roughly 710,000 Swatis – about 59% of the population – were internet users. This penetration rate is a remarkable figure for a country of Eswatini’s income level and reflects the rapid uptake of mobile internet services across the populace. The majority of internet users access the web via mobile devices (primarily smartphones), which have become increasingly affordable and widespread. In fact, mobile network subscription data indicates there are over 1.4 million mobile broadband subscriptions in the country, a number exceeding the population. This statistic highlights that many individuals maintain multiple SIM cards or subscriptions (often to take advantage of different coverage or promotions), and it underscores how ubiquitous mobile connectivity has become in daily life. By contrast, fixed broadband (such as ADSL, fibre, or fixed wireless to homes and offices) is far less common – on the order of only 30,000 subscriptions nationwide – reflecting the limited reach of fixed-line infrastructure outside urban centres and the preference for mobile solutions.

Internet penetration in Eswatini is notably higher in urban and peri-urban areas, where network coverage is strong and purchasing power for data services is greater. The capital city Mbabane, the industrial hub Matsapha, and the commercial city Manzini enjoy widespread 3G and 4G coverage, enabling residents to use social media, stream media, and conduct business online with relative ease. Rural areas, which house about 75% of the population, have seen improvements in coverage in recent years but still lag behind in both network quality and user uptake. In many rural communities, mobile network signals (2G for voice/text and basic 3G for data) are available, but the cost of data and lower digital literacy can inhibit extensive internet use. Nevertheless, even rural households increasingly have at least basic internet access via mobile phones, often using it for essential communication and services like mobile money. The government and telecom companies have periodically rolled out initiatives to extend connectivity to underserved areas – for example, installing additional cellular towers in remote chiefdoms and offering subsidised data packages for students and teachers – to bridge the digital divide. By 2025, the trend is toward closing the urban-rural gap in connectivity, though it remains a work in progress.

An interesting facet of Eswatini’s digital penetration is the demographic skew. The youth are far more connected than older generations. With a median age of only 22 years, Eswatini’s population is very young, and these young people are generally quick to adopt new technologies. Almost all urban youth and students use the internet regularly, whether for social networking, education, or entertainment. In contrast, older adults, especially in rural areas, are less likely to be internet users. This generational gap is gradually narrowing as smartphones become an indispensable tool even for older entrepreneurs and farmers (for accessing market information or communicating with relatives). To further improve digital penetration, efforts are being made in digital literacy training. For example, community centres offer basic computer and internet courses, and schools incorporate ICT into their curriculum. These efforts aim to ensure that the high basic literacy rate in the country translates into digital literacy, enabling more citizens to take advantage of online opportunities.

Telecommunications Infrastructure and Services

The backbone of Eswatini’s internet access is its telecommunications infrastructure, which has seen significant upgrades since the 2000s. The country’s telecom network is primarily wireless, centred on mobile communications. There are currently two licensed mobile network operators providing nationwide services: MTN Eswatini and Eswatini Mobile. MTN Eswatini (formerly MTN Swaziland before the country’s name change) is a subsidiary of the MTN Group, a major African telecom company. It has been operating since 1998 and for many years held a monopoly on mobile services. MTN built a robust GSM network (2G) for voice across the country, later adding 3G data services and expanding into 4G LTE in urban areas by the mid-2010s. Today, MTN’s network covers the vast majority of the population, and it has the larger subscriber base of the two operators, offering voice, SMS, and data bundles, as well as mobile money services.

Eswatini Mobile, the second operator, entered the market in 2017, breaking the long-held monopoly. Partly owned by local interests (including a significant stake by the government’s investment arm), Eswatini Mobile quickly rolled out 2G, 3G, and 4G infrastructure, concentrating on the main populated corridors. The introduction of competition spurred improvements in service and more competitive pricing. Mobile data tariffs, while still relatively high in comparison to developed countries, have become more affordable for consumers due to competition. Both companies have invested in network upgrades: 4G LTE is available in all major towns and many rural zones, providing mobile broadband speeds that support most internet applications. In a milestone development, 5G technology has arrived in Eswatini’s telecom scene – in early 2025, Eswatini Mobile launched the country’s first 5G network in select urban areas (such as parts of Matsapha and Manzini), deploying dozens of 5G base stations. This rollout, albeit limited in coverage initially, marks Eswatini’s leap into next-generation connectivity and paves the way for future high-bandwidth services (like advanced wireless broadband and IoT applications) in the kingdom. MTN Eswatini is also testing and preparing its own 5G deployments to keep pace.

On the fixed-line side, Eswatini Posts and Telecommunications Corporation (EPTC), a state-owned entity, historically managed the national telephone network and is the primary provider of fixed-line services and broadband. EPTC offers ADSL broadband and some fibre-optic connectivity in Mbabane and Manzini, mainly catering to businesses, government offices, and a minority of residential users in affluent areas. The fixed telephone subscriber base has dwindled over the years as mobile phones became ubiquitous, but EPTC’s broadband offerings have grown in importance for enterprise connectivity (banks, corporate offices, and internet cafés often use fixed broadband). The country’s international internet bandwidth comes via fibre-optic links that connect through South Africa and Mozambique to undersea cables (such as the SEACOM and EASSy cables). As a result, Eswatini benefits from global internet infrastructure without having a coastline – a fibre backbone runs from Mbabane to Johannesburg and to Maputo, ensuring redundancy. In 2022, the National Data Centre at the Royal Science and Technology Park was linked to these fibre routes, bolstering domestic hosting capacity and e-government services. Internet bandwidth has grown substantially, and by 2022 international bandwidth usage was recorded in the hundreds of gigabits per second, reflecting rising demand for data.

In terms of Internet Service Providers (ISPs), several firms complement the services of the big operators. Aside from MTN and Eswatini Mobile (which provide internet access via their mobile networks), independent ISPs such as Real Image, Posix, and a few others have licenses to provide internet connectivity, often via wireless broadband or reseller agreements. Real Image, for instance, is a prominent local ISP that has operated for over two decades, offering services like WiMAX/wireless internet, enterprise solutions, web hosting, and IT consulting. These ISPs often target corporate clients or areas not fully served by EPTC’s wired network, and they contribute to a healthy if small competitive landscape for internet provision. The Eswatini Communications Commission (ESCCOM), the national regulator, oversees licensing and ensures that multiple players can operate to avoid stagnation. ESCCOM’s regulatory reforms in recent years – such as number portability introduction and infrastructure sharing guidelines – aim to lower barriers and costs in the telecom sector.

Despite these advancements, challenges remain in the telecom infrastructure domain. High costs for end-users is a persistent issue: the price of data per megabyte is still expensive for an average citizen, which can limit the amount of usage (for example, streaming video regularly can be prohibitively costly for many). Moreover, backhaul and international transit costs are high for the operators, a cost which is passed to consumers. Efforts to join regional internet exchange points and negotiate better transit deals are ongoing to alleviate this. Another challenge is power and reliability – while the telecom network is generally stable, load-shedding or electricity supply issues in the region occasionally affect tower uptime (leading operators to invest in backup generators and even solar power for remote masts). Finally, ensuring that rural coverage is not only present but of high quality is a continuous task; some remote areas still only have EDGE (2.5G) data speeds, which are barely sufficient for modern internet applications. However, with universal service funds and ongoing expansion plans, the gap is expected to narrow year by year.

Digital Infrastructure and National Initiatives

Eswatini’s government recognises that robust digital infrastructure is key to future economic growth. In light of this, it has embarked on national initiatives to improve connectivity and digital services. The Royal Science and Technology Park (RSTP) near Matsapha is one flagship project: this technology park includes a state-of-the-art National Data Centre, which provides secure hosting for government digital systems and can be utilised by private companies for cloud services and data storage. The RSTP also houses an Innovation Hub and Incubator aimed at nurturing tech startups and training youth in ICT skills. By providing high-speed connectivity and facilities, the RSTP seeks to catalyse a local IT industry and attract foreign tech companies to set up operations in Eswatini. While still in nascent stages, a few startups and research initiatives have taken root there, focusing on software development, robotics, and business process outsourcing.

Additionally, the government’s e-government program has led to digitalisation of several services. For example, tax filing for businesses can be done online through the Eswatini Revenue Authority’s portal, and utilities such as electricity and water bills can be paid via online systems or mobile apps. In 2024, the Ministry of ICT launched the Eswatini Digital Transformation Strategy 2024–2028, under the banner “Government in Your Hand.” This strategy outlines plans to provide more government services online (such as digital IDs, e-health records, and online business licensing), improve digital skills training, and expand broadband access to under-connected areas. Part of this initiative includes exploring a national digital ID system to facilitate online transactions securely and establishing a cohesive framework for digital payments in government services.

International partnerships also play a role in boosting Eswatini’s digital infrastructure. The country has worked with organizations like the International Telecommunication Union (ITU) and the World Bank on connectivity projects. For instance, there have been assessments of “digital readiness” that identified key gaps – such as the need for an updated ICT regulatory framework and investment in fiber connectivity to all major towns – and as a result, funding and technical assistance have been channeled into those areas. One recent development is the push for a universal broadband fund managed by the regulator, which collects contributions from telecom operators to finance network rollout in commercially less attractive rural locales. Through this, new communication towers, community Wi-Fi hotspots, and school internet labs have been financed in villages that were previously off the digital map.

In conclusion, Eswatini’s internet access and telecom infrastructure have evolved rapidly and now form a critical part of the nation’s economic infrastructure. High mobile penetration and improving broadband availability have laid the foundation for a more connected society. As this infrastructure continues to modernise – with 5G on the horizon and expanded fiber networks – Eswatini is better positioned to leverage digital technology for economic development. The impact of this connectivity boom is evident in the way Swatis use online platforms and digital services, which we explore next.

Popular Online Platforms and Digital Services in Eswatini

Social Media and Communication Platforms

Social media has become deeply ingrained in the daily lives of connected Swatis, as in much of the world. Facebook stands out as the most popular social media platform in Eswatini by a significant margin. With an estimated 310,000+ Facebook users in the country (roughly a quarter of the total population and nearly half of all internet users), Facebook serves as a primary gateway to the online world for many. It is common for individuals to use Facebook not only to connect with friends and family but also as a source of news, entertainment, and community interaction. Many local businesses and public figures maintain active Facebook pages to reach their audience, given the platform’s extensive penetration. Alongside Facebook, WhatsApp is ubiquitous as a communication tool. Although precise user numbers are hard to come by (since WhatsApp doesn’t publish country user stats publicly), anecdotal evidence and mobile operator data suggest that WhatsApp is installed on the vast majority of smartphones in Eswatini. It has effectively replaced SMS for everyday texting and is heavily used for voice calls (leveraging data) and group communication. Families, work teams, church groups, and even government departments commonly have WhatsApp groups for coordination and information sharing. The prevalence of WhatsApp has been boosted by telecom operators offering special data bundles for WhatsApp usage, recognising its popularity.

Other social platforms have a more niche presence. Instagram, focused on photo and video sharing, has around 50–60 thousand users in Eswatini. It attracts mostly urban youths, young professionals, and those interested in fashion, photography, and lifestyle content. While its user base (approximately 4–5% of the population) is small compared to Facebook, it is growing as more youth come online and as affordable smartphones with good cameras proliferate. Twitter, known for real-time news and discourse, has an even smaller footprint – on the order of 30 thousand users (2–3% of the population). Twitter’s users in Eswatini tend to be urban, well-educated individuals: journalists, academics, activists, and tech-savvy youth. The platform sometimes serves as a space for public debate on national issues, given Eswatini’s tightly controlled traditional media environment, but its reach is limited to a segment of society. YouTube is widely accessed (as a platform for music and videos), though few users create content; it’s primarily used for viewing content like music videos, tutorials, and global entertainment. Data costs can make heavy YouTube consumption expensive, but many users find ways, such as using public Wi-Fi or night-time data specials, to enjoy the platform.

It’s worth noting that social media usage in Eswatini often overlaps with basic e-commerce and marketing activities. For example, Facebook Marketplace and informal buying/selling groups on Facebook are common places where people trade second-hand items, advertise cars or livestock for sale, and promote home-made products. During the COVID-19 lockdowns of 2020, Facebook even played host to an initiative called “Imakethe Online” (meaning “marketplace online” in siSwati) – a digital marketplace experiment that allowed informal vendors (often women who sell goods in physical markets) to showcase and sell their products via Facebook groups. This illustrates how social media platforms are adapted to local needs and can fill gaps where formal e-commerce is still nascent.

Local Websites and E-Services

Apart from global social networks, Eswatini has a growing array of local online platforms and digital services tailored to its market. The use of the internet for news and information is significant: major newspapers like the Times of Eswatini and the Eswatini Observer maintain online portals (often on .sz domains or .co.sz), which have become key sources for daily news, especially for the diaspora and younger readers. Government ministries have been putting more information online as well. For instance, the government’s official portal (government.gov.sz) provides access to announcements and public service information. The Eswatini Revenue Authority has an e-filing system, and the Ministry of Commerce lists procedures for business registration online. These developments indicate an increasing commitment to e-government.

In terms of uniquely Swati digital services, a few stand out:

• Mobile Money: Both major mobile operators offer mobile wallet services – MTN Mobile Money (MoMo) and Eswatini Mobile’s e-Mali – which allow users to send and receive money, pay bills, and buy prepaid services via their phones. Mobile money has been transformative, particularly for the unbanked population, allowing digital payments to gain traction. For example, citizens can pay electricity bills (to Eswatini Electricity Company) or buy prepaid power units through mobile money apps or USSD codes, without needing a bank account. They can also pay school fees, or receive salaries and stipends, through these platforms. By 2024, tens of thousands of people were regularly using mobile money services, and many small merchants accept mobile money payments, reducing the need to carry cash.

• Banking Apps and E-wallets: The traditional banks operating in Eswatini have also upped their digital game. First National Bank (FNB) offers an eWallet service where money can be sent to any mobile number and withdrawn at ATMs or agents, while other banks like Standard Bank have mobile banking apps for account management and fund transfers. These financial digital services are building a more cash-lite economy and complement the telecom-led mobile money systems.

• E-commerce Platforms: Full-fledged e-commerce (online shopping for goods with delivery) is still emerging. However, there are a few local online marketplaces. One notable platform is BuyEswatini (buyeswatini.com), an e-commerce initiative launched during the COVID-19 period with support from the Eswatini Investment Promotion Authority. It aggregates products from local producers and artisans – from handicrafts and clothing to specialty foods – and aims to help them reach customers both domestically and abroad. While usage is still modest, such platforms lay the groundwork for a more vibrant e-commerce scene. Additionally, some entrepreneurs run Instagram and Facebook storefronts, selling imported fashion items or electronics through social media and then fulfilling orders via courier or meet-ups.

• Online Services: Beyond shopping, digital services such as online job portals (e.g., recruitment websites listing vacancies in Eswatini), real estate listing sites, and vehicle sales platforms have appeared. These often operate as classified ads sites. For instance, websites (or Facebook groups) for property rentals and car sales are popular among users looking for deals, essentially migrating the traditional classified section of newspapers onto the web.

An interesting development is the use of digital platforms in education and health. During the pandemic, Google Classroom and Zoom were used by some schools in urban areas to continue lessons, albeit challenges with access persisted. The University of Eswatini and other colleges now routinely use online portals for course registration and e-learning components. In healthcare, appointment booking and health information systems are slowly coming online – the Ministry of Health has explored SMS and web platforms for things like medication reminders or clinic appointment scheduling in pilot programs.

Usage of the .sz Country Domain

Local web presence can also be gauged by the use of Eswatini’s country code top-level domain, .sz. The .sz domain (derived from the nation’s former name Swaziland) is managed by the Eswatini Internet Service Providers Association (SISPA) and is structured with second-level domains. Entities typically register under .co.sz (for commercial enterprises), .ac.sz (academic institutions), .org.sz (non-profits), or .gov.sz (government). For example, government websites like the official government portal use gov.sz, and the University of Eswatini might use .ac.sz for its web address. Many Swati businesses and organisations do use .sz domains for their websites and email addresses, signalling local identity. For instance, a local company might have an address like companyname.co.sz. This use of .sz is common among banks, telecom companies, and media houses in the country.

However, the .sz domain has some constraints – it requires a local presence and is a third-level registration – which means not all local websites use it. Some private businesses and individuals opt for generic domains like .com or .org, which can be registered without local paperwork. Additionally, the .sz domain is not widely known internationally and has not been commercialised for global appeal (unlike, say, .io or .ai which are country domains repurposed for tech meaning). Thus, apart from local entities, one doesn’t see foreign companies or international brands adopting .sz. Within Eswatini, .co.sz and .org.sz are quite visible (in signage, business cards, etc.), reflecting national branding. Importantly, email services for many institutions use .sz domains, which keeps internet traffic local for those communications (often routing through local servers at the National Data Centre).

In recent years, SISPA and ESCCOM have worked to streamline the domain registration process and encourage more local businesses to create an online presence using .sz. As part of the digital economy push, workshops were held to show small businesses how having a website (even a simple one) could expand their reach, and how to register a .co.sz domain through the portal provided by the domain registry. While social media pages often suffice for micro-enterprises, larger firms recognise the credibility of having an official website. For example, the leading hotel groups, retail chains, and service companies in Eswatini have all established websites (many under .sz) to provide information and even some online services (like hotel booking inquiries or product catalogs).

Entertainment and Content Consumption

Digital services in Eswatini also encompass entertainment and content platforms. Streaming services such as Netflix and Spotify have a presence in the country, though their user bases are limited to those who can afford the subscriptions and the data usage. A segment of urban users subscribes to Netflix, using fixed broadband or unlimited data packages to watch international content. For music, many rely on free platforms like YouTube or use radio streaming, but a growing number of young people also use Spotify or Apple Music (sometimes shared family accounts) to listen to music without ads. The local music industry has taken advantage of digital distribution; Swati artists often release their songs on YouTube and AudioMack and promote them via social media, as getting on global platforms can be a way to reach the diaspora or neighbouring markets.

Another digital service arena is telecommunications apps: due to high voice call charges historically, a lot of people have embraced VoIP and messaging calls. WhatsApp calls are extremely common, as are Facebook Messenger calls for those with relatives abroad. Video conferencing usage (Zoom, Teams) spiked during pandemic restrictions for business meetings and has since found a niche for cross-border business and even family gatherings online.

In summary, the pattern of digital platform usage in Eswatini mirrors global trends in some respects (with global giants like Facebook and WhatsApp dominating), but also shows local adaptation. Social media doubles as a marketplace and community forum, local online services are emerging to serve the needs of the population, and the .sz domain, while not globally prominent, acts as a digital home for Swati institutions. The increasing comfort with online platforms sets the stage for the next discussion: the companies and players driving the country’s digital economy, and how businesses are leveraging digital tools for growth.

Leading Internet-Based and Technology Companies in Eswatini

Telecommunications and Internet Service Providers

The most prominent technology-oriented companies in Eswatini are those in the telecommunications sector, given that connectivity is the foundation of the digital economy. MTN Eswatini is arguably the leading tech company by influence and revenue. It operates nationwide GSM/3G/4G networks and has a subscriber base reaching into the hundreds of thousands. MTN Eswatini not only provides voice and data services but has diversified into mobile money (with MTN Mobile Money becoming a vital financial service) and business solutions (offering enterprise internet, networking, and cloud services to corporate clients). MTN’s investment and continued innovation – for example, trials of 5G and introduction of value-added services like music streaming platforms for subscribers – make it a key driver of digital adoption in the country. As a part of a multinational group, MTN also brings in expertise and capital that benefit the local market, and it often partners with the government on ICT initiatives (such as connecting schools or sponsoring tech events).

Eswatini Mobile, the state-affiliated mobile operator, is another major player. In its few years of operation, Eswatini Mobile has grown rapidly, carving out a significant market share by competitive pricing and marketing itself as a proudly local brand. It has deployed advanced technologies, including launching Eswatini’s first 5G service in 2025, a bold move that showcases its commitment to cutting-edge tech. Eswatini Mobile’s introduction of its e-Mali mobile money platform and competitive data bundles has spurred overall market growth. Moreover, being partly government-owned, it is instrumental in certain public projects – for example, it is reportedly involved in developing a national emergency communications system and contributes to the Universal Service Obligation by extending coverage to rural areas that might be less profitable.

The Eswatini Communications Commission (ESCCOM) itself, while not a company, is an influential institution in the tech landscape as the regulator and promoter of ICT. ESCCOM has pushed for the entry of Internet Service Providers (ISPs) beyond the two mobile giants. Among those, Real Image stands out as a long-running ISP that offers broadband via wireless and fibre in partnership with EPTC. Real Image can be considered a leading tech company as well, given its role in providing internet connectivity solutions to businesses and homes, and for pioneering internet services in Eswatini since the dial-up days. Other licensed ISPs include smaller firms like DataNet, Posix, Computronics, etc., which provide niche services such as VSAT satellite internet (for very remote areas or backup connectivity), IT consultancy, and network services. While these ISPs are not household names, they collectively ensure that Eswatini’s internet infrastructure has resilience and options beyond the mobile networks.

Eswatini Posts and Telecommunications Corporation (EPTC) remains the backbone provider of fixed telecom infrastructure. It operates under two arms – Eswatini Telecom (for telephony and broadband) and Eswatini Post. Eswatini Telecom manages the national fibre optic backbone and international gateway, and it provides dedicated internet links especially to government ministries, large enterprises, and also runs the country’s fixed-line telephone exchanges. The corporation has had to reinvent itself in the face of mobile competition, focusing now on wholesale bandwidth provision, data centres (it manages key facilities in conjunction with RSTP), and improving last-mile fibre connectivity in urban business districts. EPTC is a pivotal stakeholder in projects like expanding fibre to schools and connecting government buildings under the e-government initiative. As a state-owned entity, it collaborates with policy makers to improve the nation’s digital infrastructure, albeit sometimes criticized for not moving as agilely as private operators.

Technology and Digital Service Companies

Beyond connectivity providers, Eswatini’s tech ecosystem includes a number of IT service companies, startups, and tech-driven firms. While the sector is relatively small, a few companies have made a name for themselves:

• Bulumko IT and Solutions Plus (hypothetical examples for context) – such companies offer software development, systems integration, and IT support services to the local market. They develop custom software for businesses and government (e.g., inventory systems, websites, mobile apps for local use). Some of these firms are involved in creating solutions tailored to Swati needs, like school management software or health information systems.

• Digital marketing agencies such as DM Digital or R Interactives have emerged to help businesses establish an online presence and run campaigns on social media. These agencies, though small, reflect a new service industry catering to the marketing needs of companies in the digital realm (more on the marketing landscape in the next section).

• E-commerce and platform startups: For example, the BuyEswatini marketplace and similar initiatives often start as small tech startups possibly incubated with support from institutions like the National Industrial Development Corporation or the RSTP Incubator. There’s also interest in ride-sharing or delivery apps – a couple of local entrepreneurs have launched app-based delivery services in Mbabane/Manzini for food and parcel delivery, inspired by the success of Uber and local needs (although without large venture funding, these remain limited in scale).

• Financial Technology (Fintech): Banks in Eswatini partner with fintech solution providers for things like mobile banking, payment gateways, and ATM networking. A company like SwaziPay (a hypothetical fintech startup) might offer online payment gateways that allow local businesses to accept card or mobile payments on their websites, which is an essential component to grow e-commerce. Similarly, microfinance institutions might use fintech platforms to manage loans via mobile apps. While Eswatini’s fintech scene is not yet booming, the necessity of financial inclusion drives innovation in this space.

Another important entity is the Royal Science and Technology Park (RSTP) itself. Within the RSTP, there is a National Contact Centre – essentially a modern call centre – which is operated to handle outsourcing services and government service helplines. This centre has the potential to provide business process outsourcing (BPO) services to international clients, leveraging Eswatini’s English-speaking workforce. If successful, it could attract foreign companies to outsource certain operations (like customer support or back-office tasks) to Eswatini, marking a notable development in the digital economy space. The RSTP also hosts the Advanced School of ICT, which is an educational institution aimed at producing skilled graduates in fields like software engineering, networking, and data science – effectively contributing to the talent pipeline for any tech companies operating in the country.

Internationally, big tech companies do not have a direct physical presence in Eswatini due to the small market, but they influence it indirectly. For instance, Google and Facebook (Meta) run regional operations from Johannesburg, which sometimes extend advertising market support or SME training sessions in Eswatini. Chinese tech companies supply a lot of the hardware – Huawei and ZTE have been involved in supplying mobile network equipment to local operators and rolling out base stations. Likewise, the prevalence of smartphones (mostly Android devices from brands like Samsung, Huawei, and Transsion’s Tecno) means those foreign companies have significant market share in devices. Local entrepreneurs have started businesses around device resale, repair, and maintenance – the bustling electronics shops in Manzini that fix cracked screens or sell second-hand phones are part of the tech ecosystem serving the population.

Notable Digital Initiatives and Enterprises

While perhaps not large by global standards, a few digital enterprises in Eswatini are noteworthy for innovation:

• Kuvusa Tech Hub (hypothetical name) – a private-sector led coworking space in Mbabane that offers workspace for freelancers and runs coding bootcamps. It may not be a big company, but it represents the startup culture that is slowly taking root. Events like hackathons and pitch competitions are occasionally held to encourage youths to build apps addressing local problems (for example, apps for agricultural advice to farmers, or local transport scheduling).

• Media and Content Creation – Some local content creators and media companies have embraced digital. There are online radio stations and podcasts run by young Swatis discussing everything from business to pop culture. For example, Eswatini TV (the national broadcaster) now streams some content online and has a YouTube channel for diaspora viewers. Independent creators use YouTube and Facebook Live to run talk shows or music performances. Though these might be individuals or small teams rather than formal companies, they exemplify new economic activity enabled by the internet.

• Online Education Providers – A small startup, for example, might offer online tutoring for secondary school students, given the demand for extra classes and the limited availability of teachers in some subjects. By connecting qualified tutors in the city with students in rural areas over Zoom or an e-learning platform, such an enterprise could make a social impact while building a viable business model.

In essence, the leading internet and tech companies in Eswatini range from the big telecom operators that form the backbone of connectivity, to small startups and service firms that leverage that connectivity to offer new products. The ecosystem may be in early stages, but momentum is building. Importantly, collaboration between these players and traditional sectors is increasing: for instance, agriculture companies now use drone mapping (through local tech firms) for crop monitoring, and banks collaborate with software companies to improve cyber security and mobile apps.

Eswatini’s private sector, government, and international partners all recognise that nurturing these technology-oriented companies is critical for modernization and job creation. The stage is set for the digital economy to complement traditional sectors. However, to truly flourish, businesses need to effectively use digital channels for commerce and marketing – a domain discussed in the next section, which explores the digital marketing landscape in Eswatini.

The Digital Marketing Landscape in Eswatini

Adoption of Digital Marketing by Businesses

As internet usage grows in Eswatini, businesses have progressively adopted digital marketing strategies to reach their customers. In the past, companies in Eswatini relied almost entirely on traditional marketing channels: print advertisements in newspapers, flyers, billboards, radio jingles on the popular local stations, and occasionally TV commercials on Swazi TV. While these channels remain important for broad outreach (given radio and print still have wide audiences), there has been a clear shift towards online engagement, especially to target younger and urban demographics.

Many businesses – from big brands down to small SMEs – have set up a presence on social media. The Facebook Page has become a must-have for any consumer-facing enterprise. Whether it’s a bank, a telecom operator, a hotel, or a boutique clothing store, having a Facebook page allows the business to share updates, promotions, and respond to customer inquiries directly. For instance, restaurants post their menus and daily specials online; retail shops advertise new arrivals or sales; and banks use social media to educate customers about new e-banking features. This trend accelerated during the COVID-19 pandemic when physical footfall decreased and businesses had to communicate changes in operating hours or services online. By 2025, even many micro-entrepreneurs (like home-based bakeries or craft sellers) rely on Facebook and WhatsApp for marketing – they post pictures of their products, encourage satisfied customers to share reviews, and coordinate orders through direct messages.

WhatsApp Business has also emerged as a tool for marketing and customer service. WhatsApp Business (a version of the app tailored for SMEs) allows businesses to have a verified presence, catalogues of products, and quick reply features. In Eswatini, one might find a local bakery asking customers to join their WhatsApp broadcast list to receive weekly updates on available cakes, or a taxi service taking booking requests via WhatsApp chat. This one-to-one or one-to-few channel is very effective in a community-centric society, where trust and personal connection matter. A satisfied customer will forward a good vendor’s contact to friends or family on WhatsApp, functioning as digital word-of-mouth marketing.

Larger companies and multinationals in Eswatini (telecoms, banks, retail chains) have gone further to integrate comprehensive digital marketing strategies. They maintain not just Facebook pages, but also active Instagram accounts for brand visibility, and Twitter accounts for corporate communications or quick customer support. Some have experimented with targeted advertising: for example, running Facebook Ads to promote a new service with demographic targeting (e.g., an insurance company targeting Facebook users aged 25-40 in Eswatini with an ad for a new life insurance product). Given the relatively small size of the online population, these campaigns are modest in scale, but companies are learning the ropes of digital ad metrics, click-through rates, and social media engagement.

Strategies and Channels in Use

The digital marketing strategies employed in Eswatini are diverse but tailored to the local context. Here are key channels and tactics:

• Social Media Content Marketing: Creating engaging local content is a strategy many brands use. A mobile operator might post a short, humorous video in siSwati about the perils of running out of data, as a way to indirectly promote their data bundles. A bank might share educational infographics on budgeting or saving, aligning its brand with financial literacy. Content is often kept simple, relatable, and shareable to encourage users to tag friends or forward it.

• Influencer and Community Marketing: With the rise of social networks, a few local social media personalities and influencers have gained followers (for example, popular musicians, radio DJs, or outspoken bloggers on Twitter). Businesses occasionally partner with these influencers to reach their followers – for instance, a well-known Eswatini fashion influencer on Instagram might be given free products or a small sponsorship to wear and post about a local clothing line or boutique, effectively endorsing it to her audience. Similarly, telecom companies have sponsored local YouTube or Facebook content creators to subtly feature their branding. The influencer scene is still emerging (and not as formalized with agencies as in larger markets), but savvy businesses leverage these organic channels when possible.

• Email Marketing and Websites: Email usage is not as widespread for personal communication, but in the professional context it is key. Larger firms maintain email newsletters for customers (e.g., a hotel emailing promotions to its loyalty club members, or an online shop sending updates to registered users). Websites with SEO (Search Engine Optimisation) are slowly catching on: for businesses targeting international clients (like a safari lodge hoping to attract tourists), optimizing their website to appear in search results and maintaining a good TripAdvisor/Google Maps profile is critical. Local searches (e.g., someone Googling “best restaurant in Mbabane”) are increasingly common as more people trust online reviews and information, so businesses are paying attention to their digital reputations.

• Online Advertising: Paid digital ads are used selectively. Facebook and Instagram ads are the most common since those platforms concentrate the audience. A number of businesses have run campaigns during seasonal peaks – for example, shopping malls running Facebook ad campaigns in December to advertise holiday specials, or universities advertising enrollment on social media around application season. Google Ads (search ads) have limited use, partly because many small businesses haven’t ventured into that and because people often discover local businesses through social media or word of mouth rather than generic Google searches. However, some international-facing entities (tourism operators, export businesses) use Google Ads to reach beyond Eswatini’s borders.

The tone and style of digital marketing in Eswatini tends to be formal yet approachable. Given the strictly formal tone preferred in business here, even social media posts are often crafted in polite British English or bilingual (English and siSwati) to resonate with different audiences. Companies strive to project an image of modernity and reliability online, as building trust is essential especially when transacting or advertising online in a market that is still developing confidence in digital commerce.

Limitations and Challenges

Despite the growth of digital marketing, there are notable limitations and challenges in Eswatini’s context:

• Limited Audience Size: While internet penetration is rising, the effective audience for many digital campaigns is still relatively small. With around 330,000 people on social media (and fewer who are regularly active or likely to engage with ads), the reach of online campaigns can be limited. This means businesses cannot rely solely on digital; they usually combine it with traditional channels. For instance, a campaign might use radio to drive people to a Facebook page for more info, blending old and new media.

• Cost of Data: Many consumers are cautious with their internet data usage due to cost. Auto-playing video ads or high-resolution imagery might not be the best way to reach an audience that is counting their megabytes. Thus, digital marketers must design campaigns that are data-light or coordinate with telecom promotions (some businesses partner with MTN or Eswatini Mobile to, say, zero-rate certain content or provide free data for browsing their site – for example, a bank might sponsor free access to its mobile app or website).

• Digital Literacy and Trust: Some segments of the population are still not entirely comfortable with online interactions, especially for commerce. E-commerce uptake is low partly because people prefer face-to-face dealings and are wary of scams. This means digital marketing campaigns often serve to inform rather than directly sell. A car dealership might showcase cars online but knows that customers will want to come physically inspect before purchase. Similarly, an online ad for a product might simply lead to a phone number to call or a store location, rather than an online checkout. Building trust through professional online presence, testimonials, and consistent engagement is something businesses work on to overcome skepticism.

• Skill Gaps: Not all companies have in-house expertise to manage digital marketing effectively. This has led to the emergence of digital marketing agencies and freelance social media managers in Eswatini. However, smaller businesses may not afford these services. The result is some under-utilization of the medium: one can find Facebook pages of some shops that are rarely updated or do not respond to inquiries, reflecting a learning curve in execution. The situation is gradually improving as more young people with social media skills enter the workforce and as agencies offer affordable packages to SMEs.

• Regulatory Environment: Currently, there are few regulations specifically targeting digital advertising, though general laws of advertising decency and consumer protection apply. One minor issue has been around political content on social media, which the government monitors closely in this absolute monarchy. Businesses usually steer clear of any sensitive content in their digital communications to avoid any controversy that could attract regulatory scrutiny.

Trends and Future Outlook in Digital Marketing

Looking at the trajectory, the digital marketing landscape in Eswatini is expected to further mature in the coming years. Some notable trends and likely developments include:

• Increased Mobile Engagement: As 4G coverage deepens and smartphones become even more common (and as 5G potentially brings down the cost per megabyte of data over time), more of the population will be online for longer periods. This provides a richer ground for digital campaigns, perhaps including video marketing. We might see more localised video content (like mini-ads tailor-made for Facebook feeds or YouTube pre-rolls) once data costs become less of a barrier.

• E-commerce Integration: If e-commerce grows (through platforms like BuyEswatini or others), digital marketing will incorporate direct calls-to-action for online purchases. For example, a clothing retailer might not just show pictures on Facebook but provide a link to an online store where customers can place orders for delivery. This will require strengthening payment gateways and delivery logistics in the country, which are being worked on.

• Personalisation and Analytics: Larger businesses are beginning to use customer data to tailor marketing. Telecom companies, for example, analyze usage patterns to send targeted offers via SMS or app notifications (a form of direct digital marketing). Banks analyze which customers use their apps and for what, then target them with specific product promotions (like a push notification about a loan offer if the customer’s balance patterns suggest they might need credit). As data analytics tools become more accessible, even medium businesses might adopt a data-driven approach to marketing.

• Continued Multi-Channel Approach: Digital will not replace traditional media soon; rather, an integrated approach is solidifying. For instance, events (like the internationally known MTN Bushfire Festival held in Eswatini annually) use heavy digital promotion (website, social media, global ticketing platforms) in conjunction with traditional PR and local radio ads. Companies will refine how they maintain a coherent brand voice across radio, print, and online. The digital aspect allows immediate feedback – after a campaign, businesses often gauge reaction through comments and engagement metrics, and then adjust their overall marketing accordingly.

• Emergence of Local Digital Marketplaces: With mobile money widely used, it is plausible that social commerce (selling directly within social apps) will grow. Already, one can find informal entrepreneurs who conduct entire sales cycles on WhatsApp: from advertisement (sending product images to group chats), to negotiation, to payment via Mobile Money, and then arranging pickup or delivery. Businesses might formalize this by using WhatsApp’s business API to automate order taking, or by integrating with Facebook Shops feature to allow a quasi-shopping cart on their page.

In conclusion, the digital marketing landscape in Eswatini is an exciting frontier that complements the country’s economic activities. It provides businesses with new, cost-effective ways to reach customers beyond the constraints of physical location and traditional media. While challenges like limited internet access in some areas and trust issues persist, the trajectory is clearly towards greater digital engagement. Importantly, this shift is market-oriented – companies are adopting these tools because they see the market (the customers) moving online. The more the general population embraces digital life, the more businesses will follow suit to capture their attention and spending. With continued improvement in infrastructure, supportive government digital policies, and a generation of digitally savvy youth, Eswatini’s internet and digital economy is poised to become an integral part of its overall economic landscape, driving growth, innovation, and potentially more inclusive prosperity in the years to come.