Madagascar’s Economic and Digital Landscape

Geographic and Regional Context

Madagascar is a large island nation situated in the Indian Ocean, off the southeastern coast of Africa. Separated from the African mainland by the Mozambique Channel (about 400 km wide), it is the world’s fourth-largest island. This geographic isolation has given Madagascar unique biodiversity, but it also means the country faces challenges in connectivity and trade logistics. The nation covers roughly 587,000 km² and includes several smaller peripheral islands. Its capital and largest urban center is Antananarivo, located in the central highlands. Madagascar is often grouped with sub-Saharan Africa in economic terms and is a member of regional bodies like the African Union and the Southern African Development Community (SADC). It is also part of the Francophone community, reflecting historical ties to France.

In regional context, Madagascar’s location in the southwest Indian Ocean positions it near important trade routes that connect Africa and Asia. However, being an island, it relies on maritime and air links for international commerce. Neighboring island states in the region include Mauritius, Comoros, and Réunion, with which Madagascar shares some economic and cultural exchanges. The country’s population was approximately 30–32 million by 2024, growing at around 2.4% per year. This makes Madagascar one of the more populous countries in the region. Notably, about 60% of Malagasy people live in rural areas, while roughly 40% reside in urban centers (with Antananarivo being home to well over a million). The population is very young – the median age is around 19 years – which has implications for both economic development and digital adoption. Malagasy and French are official languages, and these languages influence media and internet content locally.

Madagascar’s geography presents both opportunities and constraints. On one hand, its unique environment and natural resources (from rich mineral deposits to agricultural biodiversity) form a basis for economic sectors like agriculture, mining, and eco-tourism. On the other hand, the country’s insular nature means that integration with continental African markets is limited, and infrastructure development (such as transportation and internet connectivity) must overcome the challenges of distance and dispersed settlements. Nonetheless, Madagascar’s strategic location has attracted interest in sectors like maritime trade and fiber-optic cable networks, potentially making it a hub for connectivity between Africa and Asia. The recent installation of undersea internet cables, for instance, leverages the island’s position to deliver high-speed connections. Overall, the geographic and regional context of Madagascar is one of relative isolation physically, yet growing connectedness through economic ties and digital links as the country steps into 2024/2025.

Overview of Madagascar’s Economy

Madagascar is a low-income economy that is gradually growing and diversifying, while still facing significant development challenges. The country’s Gross Domestic Product (GDP) was approximately $15.8 billion in nominal terms for 2023, which translates to a low GDP per capita of around $529 (one of the lowest in the world). In purchasing power parity (PPP) terms, GDP is higher (over $56 billion PPP), but per capita income remains modest at roughly $1,900 PPP. This indicates that while the cost of living is lower, the average Malagasy household has very limited income and spending power. Poverty is pervasive: roughly 75% of the population lives below the national poverty line (as of 2022), and by some measures Madagascar is among the poorest nations globally. Rural poverty is especially severe – in some southern regions, over 90% of people live in extreme poverty – due to factors like droughts and limited infrastructure. Despite these challenges, the economy has been on a growth trajectory in recent years, expanding by around 4% annually. Economic growth was estimated at 4.2% in 2024, continuing a recovery from the downturn caused by the COVID-19 pandemic in 2020 (when GDP contracted by about 7%).

GDP Structure and Key Sectors

Madagascar’s GDP is composed of a mix of agriculture, industry, and services, with services now contributing the largest share. As of the early 2020s, services account for roughly 50% of GDP (down from around 55–60% a decade ago), industry about 20–25%, and agriculture around 25%. This marks a gradual structural shift: the industrial sector has grown in importance (thanks in part to mining and light manufacturing investments), while the share of agriculture has slightly declined as other sectors expand. However, agriculture remains critically important. It employs the majority of Malagasy workers and underpins livelihoods for the rural population. Subsistence farming is widespread, and cash crops are a pillar of exports. Madagascar is renowned as the world’s leading producer of natural vanilla – an export crop that can contribute a significant portion of foreign earnings. Other key agricultural exports include cloves, coffee, cocoa, lychee, and seafood (such as shrimp). The agricultural sector (including fishing and forestry) still engages roughly three-quarters of the labor force, even though it produces only about one-quarter of GDP, highlighting low productivity and the prevalence of small-scale farming.

The industrial sector, while relatively small in terms of employment (less than 10% of the workforce), has expanded to about 27% of GDP in recent years (up from around 16% two decades ago). Mining is a particularly dynamic component: Madagascar has rich mineral resources including nickel, cobalt, chromite, ilmenite (titanium ore), and recently, interest in graphite (used in batteries) has grown. A large mining project at Ambatovy produces nickel and cobalt and has made these minerals significant exports. However, mining is capital-intensive and hasn’t created large numbers of jobs, limiting its direct impact on poverty reduction. Manufacturing in Madagascar is led by textile and apparel production, agro-processing, and assembly industries. The country developed an Export Processing Zone (EPZ) for textiles, and garment exports (clothing and cotton textiles) became a mainstay, especially targeting markets in the United States and Europe. For example, under trade agreements like AGOA, Madagascar exports apparel to the U.S., which helped make the U.S. and France top destinations for Malagasy exports. Other light industries include food processing (meat, sugar, dairy), beverage brewing, soap and household goods, paper, leather tanning, and even some assembly of equipment. Manufacturing and agribusiness have potential to grow if infrastructure improves and investment continues.

The services sector constitutes the largest chunk of GDP (around half) and has been a key driver of recent growth. Within services, tourism, telecommunications, and banking are notable sub-sectors. Tourism leverages Madagascar’s unique wildlife, national parks, and beaches – it’s a niche eco-tourism destination famed for lemurs, baobab trees, and coral reefs. Before the pandemic, tourist arrivals were on an upward trend (nearly 400,000 visitors in 2016, rising toward an estimated half-million in 2018). The COVID-19 crisis in 2020 dealt a heavy blow to tourism, but by 2023–2024 the sector was recovering as international travel resumed. New airlines and routes have started servicing Madagascar, and the government has promoted the country as a distinctive destination. Tourism’s revival has positive spillover effects on employment in hospitality, transport, and handicrafts. Another growing service is business process outsourcing (BPO): Madagascar has a French-speaking workforce and surprisingly good internet bandwidth in urban areas, which has attracted call centers and data-entry operations serving French and international companies. The combination of relatively high internet speeds (for those connected) and low labor costs has led to dozens of call centers opening in Antananarivo and other cities over the past decade. Telecommunications is itself a booming industry (more on this in the digital section), contributing directly to GDP through the operations of mobile and internet service providers. Banking and financial services remain small in reach – only a minority of the population has traditional bank accounts – but microfinance and mobile-based financial services are expanding, contributing to the service economy as well. Government and public administration also fall under services and are a significant part of formal employment in cities.

Trade and External Relations

Madagascar is a trade-dependent economy, exporting a variety of agricultural goods, minerals, and manufactured products, while importing most of its capital goods, fuel, and consumer manufactures. The trade balance has historically been in deficit (imports exceed exports), partly because the country imports all of its petroleum fuels and a wide range of machinery, vehicles, and processed goods. In recent years annual exports have been on the order of $2.5–3.0 billion, against imports around $3.5–4.0 billion, though these figures fluctuate with commodity prices and economic cycles. The top export commodities include: vanilla (by value, vanilla beans have been the number one export in some years, owing to high global prices and Madagascar’s dominance in supply), cloves and other spices, coffee, seafood (fish, shrimp), and lychee fruit on the agricultural side; textiles and apparel (such as cotton clothing and craft embroidery) on the manufacturing side; and nickel, cobalt, ilmenite, chromite on the minerals side. Lesser exports include essential oils (like clove oil), precious and semi-precious stones, and lumber (though logs export is restricted to prevent deforestation).

Major trading partners reflect historical and economic ties. France (the former colonial power) is a leading partner for both imports and exports – it buys Malagasy goods (textiles, foods, vanilla) and supplies Madagascar with machinery, medicines, and consumer goods. The United States in recent years has been one of the top export markets (especially for apparel and agricultural products under preferential trade terms). Regional trade is also significant: China has become the largest source of Madagascar’s imports (from inexpensive manufactured goods to electronics and vehicles) and also imports some Malagasy minerals. Neighboring Mauritius and Reunion (France’s island territory) engage in trade and investment with Madagascar, often serving as transshipment points or sources of tourists and capital. Other notable partners include India (imports Malagasy cloves and exports pharmaceuticals and rice), United Arab Emirates (a trading hub for vanilla and gold, and a source of fuel imports), Japan and Germany (vanilla and garment buyers). Madagascar is keen on diversifying exports – for instance, new interest in graphite and rare earth elements could open trade with markets needing those for high-tech industries.

The country has been integrating into regional economic communities: it’s a member of SADC and COMESA, which should facilitate some tariff reductions and regional trade, though physical connectivity to African neighbors is limited (most trade is by sea). Madagascar also receives substantial economic aid and development financing from international partners – while not trade per se, this external inflow supports infrastructure and social programs. The current account deficit (which includes trade balance and services like tourism) has been around 4–5% of GDP in recent years. High vanilla export earnings in some years helped narrow the gap, as did the rebound in tourism by 2023, whereas high oil import costs can widen it. Foreign direct investment (FDI) has come mainly into mining projects and telecoms. As of 2024, there is increasing interest in renewable energy investments and port infrastructure, which if realized could improve Madagascar’s trade capacity and reduce costs.

Employment and Income Distribution

Madagascar’s labor force is young and predominantly engaged in informal and subsistence activities. Out of a workforce of roughly 14 million (estimate around 2023), only a small fraction have formal salaried jobs. Official unemployment rates appear low (for example, one estimate put unemployment at just 6.6% in 2022), but this figure is misleading because the vast majority cannot afford to be unemployed and instead work in low-paying informal jobs or in subsistence farming. Underemployment and job precariousness are widespread. Agriculture employs about 64–70% of workers, mostly as smallholder farmers or family labor producing rice, cassava, and other staples for consumption. The services sector accounts for roughly 25–30% of employment, a share that has been rising as more young people move to cities and find work as drivers, traders, or in service industries (often informal, such as market vending or odd jobs). Industry (including manufacturing, mining, construction) employs less than 10% of the workforce. Even in textile factories and mines, employment is limited compared to the population size.

Wages in formal sectors are low; for instance, the minimum wage in Madagascar is on the order of a few hundred thousand ariary per month (equivalent to perhaps $50–$60 USD). Many Malagasy live on just a couple of dollars a day. This contributes to the fact that over three-quarters of the population lives in poverty, and around 80% of people earn less than about $1.90 a day (the international extreme poverty line) if measured in PPP terms. Income inequality is pronounced in urban centers – a small middle class and a tiny elite earn significantly more than the vast majority. The Gini coefficient (a measure of inequality) was around 0.37 in 2022, indicating substantial inequality. Rural areas tend to be uniformly poor, while cities have pockets of wealth and larger disparities. Youth unemployment is a specific concern: about 70% of the unemployed are youth aged 15–30. Many young people lack formal job opportunities and turn to informal gig work or migration to find livelihoods.

One somewhat positive trend is the increase in informal service jobs and entrepreneurship linked to mobile technology. For example, the spread of mobile money has created small agent businesses in rural areas where people can deposit or withdraw cash. Also, the presence of call centers in Antananarivo has provided new jobs for educated youth with language skills. Still, overall job creation lags far behind the number of new entrants to the labor market each year. The government’s strategy for growth – including in its Madagascar Emergence Plan – emphasizes creating more jobs through infrastructure projects, tourism, agribusiness, and industrial zones. In the meantime, many Malagasy households rely on informal sector earnings, subsistence farming, and community support networks to survive. Remittances from the Malagasy diaspora (for example, communities in France) also contribute some household income for those who have relatives abroad.

Economic Outlook (2024/2025)

Heading into 2025, Madagascar’s economic outlook is cautiously optimistic, albeit with risks. Growth is projected to accelerate slightly – forecasts suggest GDP growth of around 4.5% in 2024 and 5% or more in 2025. Several factors are expected to drive this expansion. First, mining and industry are set to contribute strongly as global demand remains high for commodities like nickel, cobalt, and graphite (all important for batteries and green technology). New investments in mining and energy (including a large solar plant and hydro projects) may boost industrial output. Second, the continued recovery of tourism is anticipated, with visitor numbers rising toward pre-pandemic levels, benefiting hotels, airlines, and local businesses. Third, the government is increasing public investment in infrastructure – roads, ports, and electricity – which stimulates construction activity and can improve productivity in the long run. Telecom sector liberalization (such as awarding new operating licenses) in 2024 has also spurred private investment, enhancing competition and network expansion.

Inflation remains a concern but is expected to moderate somewhat; after peaking near 10% in 2023 due to high fuel and food prices, inflation might ease to around 8% in 2024 as global price pressures lessen and monetary policy stays tight. Nonetheless, for poor households, any inflation above wage growth means continued strain on living costs, particularly as Madagascar is a net importer of rice and petroleum. On the fiscal side, Madagascar has been managing deficits through reform and donor support. The budget deficit was about 6% of GDP in 2023; efforts to improve tax collection and reduce subsidies aim to shrink the deficit to nearer 4% of GDP in coming years. Public debt, around 56% of GDP, is mostly on concessional terms, and the country’s risk of debt distress is deemed moderate. The external position is expected to improve gradually: strong export performance (minerals, cash crops) and revived service exports (tourism) should keep the current account deficit in check, potentially around 4% of GDP or lower by 2025.

Key risks to the outlook include Madagascar’s vulnerability to climate shocks – cyclones, floods in the east, and droughts in the south can devastate agriculture and infrastructure, setting back economic gains. Additionally, global economic uncertainty (fluctuating commodity prices, or a downturn in major economies) could impact demand for Malagasy exports or foreign aid flows. The country is also in a political transition period after elections; maintaining political stability and continuing pro-business reforms will be important to sustain investor confidence. The government has outlined plans to improve the business climate, fight corruption, and invest in human capital – if these are implemented, they could accelerate growth beyond the baseline. Notably for the digital economy, ongoing reforms in the telecommunications sector and the push for digital financial services could yield substantial dividends, improving efficiency across many industries. Overall, Madagascar’s economy in 2024/2025 is characterized by steady if unspectacular growth, a heavy reliance on a few key sectors (agriculture, mining, tourism, telecom), and an urgent need to make growth more inclusive so that the average Malagasy can see tangible improvements in living standards.

Internet Accessibility in Madagascar

Internet access in Madagascar has expanded significantly over the past decade, but it remains limited in reach and marked by disparities between urban and rural areas. As of early 2024, there were about 6.3 million internet users in Madagascar, which is roughly 20–21% of the population. By the start of 2025, the number of users was estimated to have grown to around 6.6 million, keeping the penetration rate at approximately 20% of the population. In other words, only one in five Malagasy citizens is an internet user, highlighting a substantial digital divide. That said, growth has been rapid: just a few years ago, internet penetration was barely in the low teens (for example, around 14% in 2020). The acceleration is largely due to the spread of mobile broadband networks and more affordable mobile devices.

Mobile vs. Fixed Broadband

Internet connectivity in Madagascar is overwhelmingly driven by mobile broadband rather than fixed lines. The country has a very low fixed-line internet penetration – only on the order of 0.1–0.2% of the population has a fixed broadband subscription. In absolute numbers, there were roughly 35,000–40,000 fixed internet subscriptions in 2023 (these include DSL, fiber, or cable connections in homes and businesses). This minuscule figure reflects the underdevelopment of fixed telephone infrastructure (a legacy of poor landline penetration) and the high cost of fixed broadband services. In contrast, mobile connections are plentiful. At the start of 2024, Madagascar had about 13.8 million mobile cellular connections (SIM cards), and by early 2025 this had increased to 18.2 million mobile connections. The number of mobile connections actually exceeds the population, but this is because many individuals own multiple SIM cards (often to take advantage of different coverage or promotions from multiple providers) and because some SIMs are used for machine-to-machine services. When adjusted for population, the mobile penetration was about 45% in 2024 and 56% in 2025 (connections per population). However, not all of these mobile accounts include data service – some are voice/SMS only or inactive. The telecom regulator’s data shows a sharp jump in mobile internet subscriptions: in 2022, around 4.9 million mobile subscribers were using internet data, which ballooned to 9.6 million mobile internet subscriptions in 2023. This suggests that many existing mobile users started using data services or new data-focused SIM cards were sold, doubling the count of internet-enabled SIMs in one year.

The dominance of mobile internet is a direct result of practicality and cost. Mobile broadband (3G/4G) can be deployed via cellular towers to reach towns and even rural communities far more cheaply and quickly than laying fixed cables across Madagascar’s vast and varied terrain. Three major telecommunications operators – Telma, Orange, and Airtel – provide nationwide mobile coverage and have been investing in upgrading networks from 2G to 3G and 4G LTE. As of 2023, 4G LTE networks covered about 68% of the population, according to the national telecom regulator (ARTEC). This coverage is concentrated in and around cities and transportation corridors. There is even a nascent 5G rollout: in 2023, Madagascar saw the introduction of 5G service in select areas, with about 28 pilot 5G sites activated across six municipalities (likely in Antananarivo and a few other major cities). While 5G coverage is currently negligible in terms of geography, its launch positions Madagascar as one of the few sub-Saharan African countries testing 5G technology. The median mobile internet speed (via cellular) has been improving; users in cities often experience several Mbps of download speed on 4G, which is sufficient for basic apps and streaming, although not uniformly reliable.

By contrast, fixed broadband is confined to a small segment of businesses and affluent households, mostly in Antananarivo. Fiber-optic broadband is available in parts of the capital and some regional cities through Telma (which operates fiber to the home/business in limited areas) and other ISPs. The speeds for those who have fiber or cable can be quite high (Madagascar has recorded some of the fastest internet speeds in Africa due to low contention on its international links), with median fixed broadband speeds around 20–25 Mbps. In fact, Madagascar at one point topped African rankings for average download speed, thanks to its access to undersea cables and relatively low user base. However, such high-speed fixed connections are rare in practice, and the majority of internet users rely on mobile networks with more modest speeds and higher latency.

Two undersea fiber optic cables, EASSy and LION, connect Madagascar to the global internet, providing significant bandwidth. The landing of these cables (starting in 2009–2010 and later expansions) was a turning point for Malagasy internet, lowering the cost of international bandwidth and enabling those fast speeds for the few with fiber. For most people, though, the everyday experience of the internet comes through a smartphone connected to a 3G or 4G signal. Encouragingly, the cost of data has been decreasing. Reports indicate that the average price per megabyte of mobile data was about 5.56 MGA (Malagasy ariary) in 2022 – which is only about $0.0012 USD. In practice, operators sell packages like 1 GB bundles or time-limited unlimited use at prices affordable to middle-class urban users, but still expensive for the poorest. A significant portion of internet users access it via prepaid bundles and often limit heavy usage to when Wi-Fi is available (for example, at work, schools, or internet cafes).

Urban-Rural Connectivity Divide

There is a stark urban-rural divide in internet access in Madagascar. Urban areas, especially Antananarivo and secondary cities like Toamasina (Tamatave), Antsirabe, Fianarantsoa, Mahajanga, and Diego Suarez, have far higher connectivity rates than the countryside. At the start of 2024, about 41% of the population lived in urban centers, but this minority accounts for the vast majority of the country’s internet users. In cities, mobile network coverage is near complete (often with multiple 4G operators present), and there are more points of access such as cybercafés, offices with connections, and public Wi-Fi spots. In rural areas, by contrast, network coverage can be sparse. While basic GSM (2G) coverage for voice and SMS reaches a large portion of the population, mobile data coverage is more limited outside main towns. As noted, 4G covers 68% of people (mostly in and around cities and along major roads). Approximately the remaining one-third of the population is outside 4G coverage; many of these people might have at best a 3G or 2G signal, or no signal at all in very remote villages. For example, regions like Analamanga (where the capital is), Diana (far north), Itasy, and Boeny have over 90% 4G coverage due to their economic activity and population density. In contrast, regions like Androy in the far south have 4G coverage below 35%.

The cost of devices and literacy also deepens the divide. Many rural households struggle to afford an internet-capable phone – a basic Android smartphone, while getting cheaper, may cost the equivalent of several months’ income for a farming family. Additionally, digital literacy and language pose barriers; much online content is in French or English, whereas many rural Malagasy are primarily Malagasy-speaking and may have limited formal education. As a result, even where coverage exists, internet adoption in rural communities lags behind. By early 2025, roughly 20% of the total population were internet users, but in the largest city (Antananarivo) the effective user penetration could be well over 50%, whereas in many rural districts it might be under 5%.

To address these gaps, efforts are underway. The government and telecom companies have been pursuing initiatives for broader digital inclusion. ARTEC (the regulator) has mapped underserved areas and, as of 2024, plans were in place to roll out over 235 new 4G base stations targeting rural and remote regions. These new towers should extend mobile internet to hundreds of additional communities, helping shrink the coverage gap. There are also universal service fund projects to connect schools and community centers to the internet. Importantly, the arrival of satellite internet services is creating new possibilities for remote connectivity. In late 2023, Starlink (SpaceX’s satellite internet constellation) was authorized in Madagascar and began offering service. Starlink’s high-speed satellite broadband can provide coverage anywhere on the island with a view of the sky, which is particularly impactful for areas that may never get fiber or even 4G. Early adopters of Starlink in Madagascar include businesses, NGOs, and some tech-savvy users in areas with poor terrestrial service. While the cost of Starlink is too high for the typical consumer (equipment and monthly fees are significant), it offers an alternative for connecting communities, research stations, or critical facilities in rural Madagascar with reliable internet where previously there was none. Over time, as satellite and other technologies (like Google’s Loon or laser connectivity experiments) evolve, they might complement ground networks to reduce Madagascar’s urban-rural digital divide.

In summary, internet accessibility in Madagascar by 2024/2025 is a story of progress with mobile technology leading the way. Mobile broadband is the lifeline of connectivity for millions, pushing internet penetration to around one-fifth of the populace. However, the majority of people – especially rural and poor populations – remain offline. The country’s challenge ahead is to continue expanding network coverage, lowering costs, and improving digital literacy so that the benefits of the internet reach a broader segment of its citizens. Bridging this digital divide is seen as key to unlocking new economic opportunities, whether it’s farmers using mobile apps to get market prices, students accessing online educational materials, or entrepreneurs reaching customers through e-commerce.

Digital Platforms and Popular Online Content in Madagascar

Among those Malagasy who are online, certain digital platforms and websites dominate usage. The pattern of internet use in Madagascar is heavily skewed toward a few major global platforms, especially social media and search services, with relatively smaller footprints for local websites. This reflects both the preferences of users and the realities of content availability in local languages. As of 2024, social networking and communication are the primary activities for most internet users in the country.

Social Media Usage and Leading Platforms

Social media has a strong hold on the connected population of Madagascar. In January 2024, there were about 3.8 million social media users in Madagascar, which equates to roughly 12–13% of the total population (and a much higher proportion of internet users specifically, about 60% of all internet users). By January 2025, the number of social media “accounts” recorded was around 3.9 million, showing modest growth. The social media scene is overwhelmingly dominated by Facebook. According to Meta’s advertising data, Facebook had about 3.8 million users in Madagascar in early 2024, essentially accounting for the entire social media user base. This means that for most Malagasy netizens, Facebook is the Internet – it is often the first point of contact with the online world and the hub of their digital life. Facebook’s popularity spans urban youth, professionals, and even many in smaller towns who get online primarily to use this platform. One reason is that Facebook is available in Malagasy and French, and many local groups, businesses, and public figures maintain an active presence there, making it highly relevant for local content and community. Telecom operators have also run promotions in the past for free or discounted Facebook access (recognizing its draw for customers), further cementing its usage.

Other social media platforms lag far behind Facebook in Madagascar. WhatsApp is widely used as a messaging app (also owned by Meta), but since it’s more of a communications tool without public profiles, it’s not counted in the same way – still, WhatsApp has likely millions of users, used for personal chat, group communications, and increasingly for small businesses to communicate with clients. Instagram, another Meta product, had only about 210,000 users in Madagascar as of early 2024 (less than 1% of the population). Instagram’s user base is mostly younger urban people interested in photography, fashion, and lifestyle content, but its reach is small compared to Facebook’s. LinkedIn, the professional networking platform, interestingly had an audience of around 390,000 registered members in Madagascar in 2024 (roughly 1.3% of the population). This relatively high LinkedIn figure likely reflects many aspirational professionals and graduates who sign up to seek opportunities, although active usage is probably lower; it’s also bolstered by the fact that LinkedIn, being career-focused, is popular among the educated segment that has internet access. Twitter (recently rebranded as “X”) and TikTok are present but not major players yet. Twitter has a very small user base (perhaps on the order of tens of thousands of active users); StatCounter estimates showed Twitter at around 4% share of social media usage in Madagascar in 2024, far behind Facebook’s ~95% share. This indicates Twitter is used only in niche circles, often by news enthusiasts, tech-savvy youth, or those engaged in global conversations. TikTok, the short-video app, does not publicly release country user counts, but anecdotal evidence suggests it’s growing among urban teenagers and young adults, who create and share short videos. However, TikTok’s growth might be limited by bandwidth constraints (video-heavy content is data-intensive) and the relatively low smartphone penetration outside cities.

Facebook’s dominance can be illustrated by engagement statistics: about 60% of all internet users in Madagascar are on Facebook. Many businesses and government entities maintain Facebook pages as a primary digital presence. For instance, companies advertise job openings or products on Facebook because they know that’s where the audience is. Community groups organize via Facebook Groups, and news often circulates through shares and posts. Local influencers and media outlets utilize Facebook to reach the public. This one-platform concentration means that trends on Facebook have outsized influence. In terms of gender split, Facebook’s Malagasy user base skews slightly male (around 55% men to 45% women), reflecting perhaps that men have somewhat higher access to internet-enabled devices.

One should also note YouTube as a content platform. While not a “social network” in the classic sense, YouTube is widely accessed for music, entertainment, and educational videos. Many Malagasy musicians and creators post content on YouTube. Given data costs, a lot of YouTube consumption is likely via Wi-Fi or using low-data modes, but popular music videos and global content (like soccer highlights or comedy clips) do attract Malagasy viewers. Google’s statistics indicated that YouTube was among the top visited sites in the country, although the creation of local YouTube content is still in early stages (some content in Malagasy exists, such as vlogs and comedy skits, but reach is limited).

Top Websites and Content Trends

Looking at web traffic rankings for Madagascar, the most visited websites are largely international platforms. Google is a central gateway: Google’s search engine (google.com and the localized google.mg) is the most heavily used service for finding information on the web. In fact, Google is typically the #1 site by traffic, as people use it not only for search but as a way to navigate to other sites (typing queries or even site names into the search bar). YouTube.com ranks very high as well, since it is part of Google’s ecosystem and many access it via search or direct. Facebook.com is consistently at the top of traffic charts – often either #1 or #2 in various analyses – given the large user base logging in daily. In early 2025, an analysis of web traffic indicated Google, YouTube, and Facebook collectively captured a huge share of users’ online time.

Interestingly, Wikipedia is also among the top visited sites in Madagascar, especially the French-language version (fr.wikipedia.org). This suggests a thirst for knowledge and the reliance on French content for information. Students and curious individuals likely use Wikipedia as an accessible encyclopedia. The French Wikipedia was ranked #2 in some traffic estimates for Madagascar, showing that many queries lead to Wikipedia articles (since French is widely read by educated Malagasy). Apart from Wikipedia, other popular content sites include news and media sites: for example, international news sites like BBC, CNN, or French media (perhaps lemonde.fr or liberation.fr) see traffic, especially during major world events, as educated citizens seek global news. A French news site, Liberation.fr, has appeared surprisingly high in some rankings, possibly due to specific viral articles or its content being shared on social media.

Local news websites also contribute to the web landscape, although none rivals the global giants in sheer traffic. Madagascar has several newspapers and media outlets that publish online. Notable ones include L’Express de Madagascar (lexpressmada.com), Midi Madagasikara (midi-madagasikara.mg), and Madagascar Tribune. These sites are followed for local news, politics, and announcements, especially by the urban populace. According to one report, if we consider only Malagasy-owned websites, Orange.mg (the portal for Orange Madagascar) was the most visited, followed by Moov.mg (Moov was a brand, now integrated under Telma, but its web portal still draws hits), a job posting site often referred to as “Portal Job”, a local betting site (Bet261), and then Midi Madagasikara’s site. This hints that beyond the big international platforms, the local web traffic is concentrated on telecom portals (which many use to check email or account balances), employment classifieds, and sports/betting, along with news.

The telecom operator portals like orange.mg and telma.mg are frequented for accessing webmail, managing mobile accounts, or reading portal news. For example, Orange’s homepage might serve as a default for some users, providing links to news, email login, etc., hence garnering a lot of visits. Moov.mg historically served a similar function (Moov was a former mobile operator, now part of Telma/Axian, but its brand lives on in some services). Job portals are highly valued in a country with scarce employment – sites that list job offers or allow CV postings attract educated job-seekers. “Portal Job” (portaljob.mg) is one such site known to be a go-to for employment opportunities in Madagascar. Betting websites have also gained traction with the increasing popularity of sports betting; Bet261 (likely referencing Madagascar’s country code +261) is a platform where users can bet on football and other sports, reflecting how digital services are diversifying.

It’s worth noting that language plays a role in web usage. A considerable portion of content consumed by Malagasy internet users is in French, given that French is the language of higher education, official communications, and much media. As such, French websites (whether Wikipedia, news, or forums) see significant use. There is also content in Malagasy available on social media, YouTube, and some forums or blogs, which is important for local engagement. The Malagasy Wikipedia exists but has a limited number of articles. English-language content is accessed by those with the ability, often for specialized topics (IT, entertainment, international news). Over time, local content creation is slowly growing – for instance, more local businesses are building websites (often under .com or .mg domains) and local bloggers and YouTubers are experimenting with content in Malagasy. The presence of Google’s content caching in the country (Google Global Cache) and other CDNs means popular content is often cached locally for faster access. In fact, an Internet Society analysis noted that out of the top 1000 websites accessed in Madagascar, about 60% had a server or cache reachable within Madagascar, indicating a decent level of content localization (through CDNs or local hosting) for efficiency.

In terms of search trends and usage, many Malagasy internet users search for things like Facebook (some users type “facebook” into Google to get to Facebook), news of government exams or results (for example, education exam results which might be posted on ministry sites), music downloads (there is interest in downloading MP3s or videos), and sports updates (European football is very popular). YouTube is used as a music streaming service by many – local artists release music videos on YouTube, and users also listen to international music there. Messaging and communication services outside of social media include Gmail and Yahoo Mail – indeed, mail.yahoo.com appears as a frequently visited domain, as Yahoo mail remains popular among French-speaking Africa for legacy reasons. Gmail usage is also prevalent for personal and work email, especially since many smartphones are Android and tied to Google accounts.

In summary, Facebook, Google (Search and YouTube), and Wikipedia form the core of online activity for Malagasy netizens, with WhatsApp and Messenger as essential communication tools. The local web presence, while comparatively small, includes telecom portals, news sites, and niche services that cater to the Malagasy audience. The internet experience for most users is thus a mix of connecting with friends and family on Facebook, consuming a blend of local and international content (often via Wikipedia or YouTube), and utilizing a few practical sites (like job boards or messaging/email). As internet penetration grows, one can expect greater development of local digital content and platforms, but as of 2024, the landscape is still very much shaped by the major global platforms.

National Domain (.mg) and Digital Adoption by Institutions

The country-code top-level domain “.mg” is Madagascar’s official internet domain space. It was introduced in 1995 and is managed by NIC-MG (Network Information Center Madagascar). In practice, the .mg domain is used primarily by government institutions, certain businesses, and organizations with a local presence, but its overall adoption remains limited relative to generic domains like .com. As of mid-2020s, the total number of registered .mg domain names is on the order of only a few thousand. Estimates suggest there are roughly 7,000–8,000 .mg domains in existence. This is a relatively small number, reflecting Madagascar’s nascent digital ecosystem and the cost and complexity of obtaining local domains historically.

Government and Institutional Use of .mg

The Madagascar government and public sector make heavy use of the .mg namespace, particularly under specific second-level domains like .gov.mg for government entities. For example, the official site of the Presidency might use a .gov.mg address, and various ministries have .gov.mg websites (e.g., the Ministry of Education, Ministry of Health, etc., use the format ministryname.gov.mg). This consistent use helps citizens identify official sources and underscores national ownership of the digital assets. Similarly, the country’s universities and academic institutions often utilize the .edu.mg or .ac.mg subdomains. The University of Antananarivo and other public universities have web portals on .mg domains for publishing research, exam results, and administrative info. These official uses are important for disseminating public information—such as election information, government services, or national statistics—over the internet, and ensure that data is hosted under the national domain for sovereignty considerations.

Additionally, many international organizations or projects based in Madagascar register .mg domains for local outreach. Non-profits, NGOs, and development projects sometimes use .org.mg addresses. For instance, a conservation NGO might have a .mg site to engage with Malagasy stakeholders. Owning a .mg domain signifies a commitment to a presence in Madagascar and often lends a sense of legitimacy when targeting local audiences.

Business Adoption and Trends

Private business adoption of .mg is a mixed picture. Larger Malagasy companies and those with primarily local markets often do use .mg domains. For example, the major telecom operators each use .mg: Orange Madagascar has orange.mg, Telma (Madagascar’s domestic telecom) uses telma.mg for some of its sites (Telma also owns moov.mg due to brand history), and Airtel Madagascar likely has an online presence under airtel.mg. Banks and financial institutions have also started to use .mg – for instance, some local banks have .mg websites, especially to signal that it’s the official site (which is also a security consideration to prevent phishing on lookalike domains). Media companies often have .mg (Midi Madagasikara’s site is midi-madagasikara.mg, national TV or radio might have .mg addresses). E-commerce and tech startups in Madagascar, when they establish a dedicated website, frequently choose .mg if their focus is domestic. We saw that Jumia, which operates a classifieds platform in Madagascar, uses jumia.mg, leveraging the local domain to build trust as “the local site” for online buying and selling. Similarly, a popular job portal goes by portaljob.mg.

However, not all businesses take up .mg. Many Malagasy businesses use generic top-level domains like .com or even just rely on social media pages instead of a dedicated website. Reasons include cost and convenience. Historically, registering a .mg domain could be more expensive and complicated than registering a .com via international registrars. Domain registrars charge around $80–100 USD per year for a .mg domain (prices vary, but .mg is relatively costly compared to .com domains that can be under $15). This price is quite steep for small businesses or individuals in Madagascar. Moreover, credit card or online payment is usually needed to buy domains through global registrars, which not everyone has. Thus, some businesses opt for a .com (which is cheaper and universally recognized) or use free web platforms. For example, a Malagasy tour operator might have a .com to attract international clients, or a local crafts seller might simply operate on Facebook or a marketplace rather than invest in a .mg website.

Nonetheless, .mg usage is gradually increasing as the digital market matures. The government has encouraged local domain use as part of its digital strategy, seeing it as a way to promote local identity and keep internet traffic domestic. There is an inherent trust factor: local consumers may trust a .mg site knowing it’s tied to an entity within Madagascar’s jurisdiction. During the pandemic and beyond, a number of small businesses (restaurants, boutiques, consultancies) created basic websites or listing pages on .mg domains to improve their visibility. Also, tech entrepreneurs are claiming .mg names for potential projects, sometimes creatively (for example, making use of .mg as an abbreviation in a name).

National Domain and Internet Identity

The relatively low uptake of .mg also hints at the current stage of Madagascar’s internet ecosystem. A large portion of Madagascar’s digital presence is on third-party platforms (social media, etc.) rather than standalone websites. Many entrepreneurs find it easier to use a Facebook page as their de facto “website” instead of registering a domain and building a site from scratch. As a result, the .mg domain space is not as bustling as one might expect given the population size. However, the domains that do exist under .mg are quite important for the digital economy’s trust infrastructure.

For instance, e-government services are being developed under .mg domains. If citizens can renew documents, pay taxes, or access exam results online via .mg portals, that drives traffic and familiarity with the national TLD. In e-commerce, having a .mg can reassure customers that a business is local and reachable; we see this with Jumia’s branding and others. Additionally, email addresses on .mg domains are common in corporate and official contexts (e.g., someone at a Malagasy company might have an email ending @company.mg), which further normalizes the domain’s usage.

From a technical standpoint, Madagascar has an Internet Exchange Point (MGIX) and local hosting providers, meaning some .mg websites are hosted within the country. This can improve load times for local users. The presence of local caches (Google, Facebook) means that even global content is often delivered from within Madagascar, but for local content providers themselves, using .mg and hosting locally helps ensure content is readily accessible even if international links have issues.

In conclusion, “.mg” is a symbol of Madagascar’s digital sovereignty and local presence, used prominently by government and certain sectors of the economy. While its absolute number of registrations is low, it is steadily growing. The costs and historical barriers have tempered its adoption, but as internet use expands, more Malagasy organizations are expected to claim their space under .mg. The government’s digital plan may further incentivize local domain use (for example, by simplifying registration or reducing fees for local businesses). Over time, a stronger .mg presence could also contribute to retaining internet traffic locally and developing a Malagasy digital content industry, as more websites, applications, and services choose to base themselves in the national domain space.

Key Internet-Based Companies and Startups in Madagascar

Madagascar’s digital economy is still in early development, but several companies and startups are blazing trails in internet-based services. The landscape consists of a mix of established telecom operators (which are arguably the backbone of all digital activity), a handful of e-commerce and online service platforms, and a budding startup ecosystem focusing on local needs. By 2024, the concept of tech startups and digital enterprises has gained momentum in Madagascar, with support from both private conglomerates and international partners.

Telecommunications and Connectivity Providers

The most significant internet-based companies in Madagascar are the telecommunications firms, as they provide the fundamental infrastructure for connectivity and also offer digital services like mobile money. There are three dominant mobile network operators:

• Telma (Telecom Malagasy) – A homegrown company that is part of the Axian Group (a major Malagasy conglomerate). Telma is the largest operator in terms of infrastructure: it operates mobile networks (4G LTE nationwide, and was the first to test 5G), runs extensive fiber optic lines, and manages the country’s international submarine cable gateways. Telma has invested in expanding broadband coverage and offers convergent services (mobile, fixed, fiber). Importantly, Telma operates MVola, Madagascar’s first and leading mobile money service. MVola, launched in the 2010s, effectively turned cell phones into financial tools, allowing users to send money, pay bills, and purchase goods with electronic money. By 2024, MVola had evolved into a sort of “super app” or platform, adding features like savings products and QR code payments in shops (the service “MVola Fo” was introduced to broaden usage). With millions of registered users, MVola is arguably Madagascar’s biggest fintech product, helping include many unbanked citizens in basic financial transactions. Telma’s role thus goes beyond connectivity – it’s deeply involved in the digital finance aspect of the economy.

• Orange Madagascar – A subsidiary of the French telecom giant Orange, it’s a major player in mobile telephony and internet. Orange has leveraged its global expertise to provide reliable 3G/4G networks in urban areas and has a strong brand presence. It also runs Orange Money, a mobile money service, which is widely used. Orange Money allows transfers, utility payments, and airtime purchase. Orange has been active in supporting digital innovation through programs like Orange Fab or Orange Digital Center, offering mentorship and funding to Malagasy tech startups in fields like agritech, e-commerce, and coding education. Orange’s contribution includes call centers and BPO operations that serve French clients, effectively exporting services via the internet.

• Airtel Madagascar – Part of Bharti Airtel (an Indian telecom multinational), Airtel is the third big mobile provider. It covers a significant portion of the population and competes on price and network coverage. Airtel runs Airtel Money, another mobile wallet system, ensuring that all three telcos in Madagascar have their own mobile money ecosystems. These three mobile money platforms (Mvola, Orange Money, Airtel Money) collectively have tens of millions of registered accounts (the Findex database noted over 15 million mobile money accounts registered by 2022 in Madagascar – many users have accounts on multiple networks). Airtel Madagascar also provides some fixed wireless services and recently has been investing in improving rural coverage.

These telecom companies are effectively the top “internet companies” by revenue and reach, since they monetize data subscriptions, digital payments, and value-added services (like ringback tones, SMS info services, etc.). They are major employers and contribute to government revenues through taxes and license fees. Competition among them has been beneficial for consumers – data prices have dropped and service quality is gradually improving. Additionally, there are a couple of smaller ISPs and providers: Blueline (also known as Gulfsat) which offers wireless broadband and satellite internet mainly for enterprise and remote areas, and some newer entrants focusing on fiber broadband in urban zones. By late 2024, a new telecom licensing regime was introduced, possibly paving the way for a fourth mobile operator or encouraging more internet service providers. This reform attracted private investment and has been cited as boosting the sector’s growth by introducing more competition and innovation.

E-Commerce and Online Marketplaces

E-commerce in Madagascar is in its infancy but gaining traction through a few key platforms. The concept of online shopping is still novel for most Malagasy consumers, owing to limited internet access and trust issues, but urban, middle-class consumers are slowly trying these services. The most prominent player is Jumia Madagascar, which is essentially a classified advertisements platform (not a full e-commerce delivery service as Jumia operates in some other African countries). Jumia entered the Malagasy market by acquiring/partnering with a local classifieds site (formerly known as Vendito). Now via Jumia.mg, individuals can post items for sale and buyers can browse listings for everything from used cars and phones to real estate and jobs. It’s branded as “the #1 online classifieds in Madagascar” and functions similarly to Craigslist or Facebook Marketplace. Transactions are usually completed offline (meeting in person or via delivery with cash payment), but Jumia provides the digital marketplace to connect parties. Jumia’s presence is significant because it familiarizes people with the idea of online commerce and has nationwide reach (ads are posted from all over the country, though heavily from Antananarivo).

Apart from Jumia, social media plays a huge role in e-commerce. Facebook groups and pages serve as informal shops: many entrepreneurs advertise products (clothing, electronics, handmade crafts) on Facebook and use Messenger or WhatsApp to arrange sales. There are also specialized Facebook groups for things like real estate rentals, job postings, and vehicles. This “social commerce” is a stepping stone in a market that hasn’t fully embraced dedicated e-commerce websites.

Nevertheless, a few local e-commerce startups have emerged. For example, some platforms allow ordering groceries or food online within cities. Companies like La Tropique (a supermarket) experimented with online orders and delivery in Antananarivo. There are also budding food delivery apps in the capital that let users order from restaurants via a mobile app (akin to Uber Eats, though on a smaller scale). E-ticketing services for events or transport are being tried – for instance, enabling people to book bus or airline tickets online, which is convenient given long queues otherwise.

One unique aspect of e-commerce in Madagascar is the integration with mobile money for payments. Since credit card penetration is extremely low (few Malagasy have international credit cards), local online businesses rely on payments through MVola, Orange Money, or Airtel Money. A customer can pay for an order by sending mobile money to the merchant’s number or via an integrated payment gateway (some startups have built payment gateways that interface with these mobile money APIs, providing something like a “checkout” for websites). This reduces dependence on cash-on-delivery, though COD remains common for trust reasons (people want to see goods first).

Another type of online marketplace growing in Madagascar is the job and freelance platforms. PortalJob.mg, as mentioned, aggregates job listings. Additionally, there are a couple of platforms where businesses can find freelancers for tasks like graphic design or programming, taking advantage of the lower labor costs in Madagascar. While not large-scale, companies like Outsourcia or Humanity in the BPO sector have websites to attract foreign clients for outsourcing work to Madagascar (for call center, data processing, etc.).

The Startup Ecosystem and Local Innovation

In recent years, Madagascar’s tech startup ecosystem has started to blossom, supported by a mix of local talent and international encouragement. Co-working spaces and tech hubs like Habaka Innovation Hub in Antananarivo provide a community for entrepreneurs and developers. Hackathons and pitch competitions are introducing young innovators to concepts of startup development. Sectors of focus for Malagasy startups include edtech, fintech, agritech, and IT outsourcing – areas that align with the country’s needs and competitive advantages.

One standout Malagasy startup is SAYNA, an education and outsourcing platform. Sayna, founded by a young Malagasy entrepreneur, is tackling the shortage of skilled developers by training youth in coding and then connecting them with micro-tasks or projects outsourced from abroad. Essentially, it’s creating a pipeline of Malagasy tech talent and giving them real, paid experience through a digital platform that fragments projects into smaller tasks. Sayna has gained international recognition and partnerships, showcasing how a Madagascar-based startup can plug into the global digital economy. It blends e-learning, crowdsourcing, and outsourcing in a novel way.

Another example is LOVENTY (formerly known as HayFan), which focused on connecting small farmers to markets with the help of mobile technology – an agritech approach to solve supply chain issues. Or Tongasoa app, which was developed to facilitate tourism by providing travel information and hotel bookings domestically. WeCashUp, a fintech that started in neighboring countries but operates in Madagascar, provides an API to unify various African mobile money systems, and has been used to enable broader e-commerce payments (Madagascar’s myriad of mobile money wallets can be linked to global payment systems through such innovations).

Local digital agencies and software firms are also on the rise, effectively being startups offering services. For example, NextA and GasyTech might develop mobile apps or software solutions for local clients (like school management systems, or e-government services). There’s also interest in e-health solutions (like mobile apps for telemedicine, given Madagascar’s remote populations and doctor shortages).

The role of larger conglomerates in fostering startups is noteworthy. Axian Group (Telma’s parent) launched Axian Open Innovation, which supports fintech ideas – they claim to reach number one fintech operator status in Madagascar through their investments (they have expanded mobile money regionally and look for startups to complement that). Similarly, Orange Fab Madagascar is an accelerator program that has worked with a cohort of Malagasy startups, offering them mentorship, a bit of funding, and a chance to access Orange’s networks. Foreign aid and NGOs have sponsored innovation challenges focusing on social issues, out of which some social enterprises have formed using digital tools (like apps for public health messaging or platforms for reporting civic issues).

It’s important to emphasize that Madagascar’s startup scene is still small and faces hurdles such as limited access to capital (venture funding is scarce locally), brain drain (talented developers often seek work abroad or for foreign companies remotely), and a relatively small domestic market for digital products. However, the creativity is there. Young Malagasy entrepreneurs are increasingly leveraging the internet to launch initiatives: from simple Facebook-based businesses to more complex platform startups. The government has signaled support for ICT innovation in its policies, and there’s hope that as connectivity improves, more tech jobs and businesses will flourish on the island.

Notable Digital Businesses

Apart from startups, some established companies have pivoted into offering online services. For instance, banking sector: banks like BFV-Société Générale and Bank of Africa Madagascar have rolled out mobile banking apps and USSD services to let customers check accounts and make transfers from their phones. These digital banking services complement mobile money and cater to the relatively small banked population but mark a digitization of traditional firms.

Another domain is transport and mobility. While global ride-hailing services like Uber or Bolt do not operate in Madagascar, there have been attempts at local ride-hailing apps in Antananarivo. One service named Karats was launched to book taxis via an app or web, though adoption has been limited (most taxi operations remain informal and on cash). Additionally, an international player, Yango (by Yandex), has been expanding in Africa and started operations in some Francophone countries – if not yet in Madagascar, it’s something the local market is eyeing.

Finally, in the media and entertainment domain, a few online radio and TV streaming services are available. Malagasy diaspora and locals alike use online platforms to stream Radio Madagasikara or TVM (the national TV) via internet. Some entrepreneurs have started YouTube channels or Facebook Live series that gather significant viewership, effectively becoming media businesses supported by ads or sponsorships.

In summary, Madagascar’s roster of internet-based companies in 2024/2025 is led by the telecom giants (Telma, Orange, Airtel) who not only connect people but drive mobile payments and foundational services. Around them, an orbit of smaller but growing digital businesses is forming: online marketplaces like Jumia, mobile money-powered services, and a sprouting startup ecosystem with players like Sayna making waves. The digital economy is not yet a major portion of Madagascar’s overall economy, but its importance is rising quickly. Each year, more Malagasy enterprises are finding ways to leverage the internet – whether to reach customers, deliver services, or streamline operations – and new startups are tackling local challenges with tech solutions. The success of these pioneers will shape how fast Madagascar’s wider economy can benefit from the digital revolution.

Digital Marketing and E-Commerce Trends

As internet access broadens in Madagascar, businesses and organizations are increasingly adopting digital marketing and online commerce strategies to reach consumers. By 2024, digital marketing is still a relatively small slice of the overall advertising pie in Madagascar (traditional media like radio remains very important), but it is the fastest-growing segment. Companies recognize that the internet — especially social media — offers a cost-effective way to engage with the country’s youthful population and the emerging middle class in urban areas. Below, we outline the key trends in digital advertising, influencer culture, social media strategies, and the state of e-commerce in Madagascar.

Online Advertising and Social Media Marketing

Given that Facebook is the primary online platform for Malagasy users, it naturally has become the focal point of digital marketing efforts. Businesses of all sizes have created Facebook pages to serve as their online storefronts or information hubs. By 2024, virtually every prominent brand in Madagascar — from telecom companies, banks, and airlines to hotels, restaurants, and even government ministries — maintains an active presence on Facebook. Posting engaging content in French and Malagasy, running contests, and responding to customer inquiries via comments or Messenger are common practices. For example, telecom operators like Telma and Orange frequently post promotions for data packages on Facebook and sponsor posts to ensure wide reach. Banks have used Facebook to announce new services like mobile apps or loan products and to educate users about digital finance. The cost to boost a post or run a Facebook ad in Madagascar is relatively low (due to the small audience size and currency difference), making it attractive even for small businesses. A local fashion boutique can spend a few tens of dollars to reach tens of thousands of targeted Malagasy users on Facebook, something unimaginable through traditional ads for that budget.

Facebook advertising tools allow targeting by location, age, interests, etc. This has been leveraged by businesses especially in Antananarivo. For instance, a new restaurant might target ads to users in the city aged 18–40 who have shown interest in dining or travel pages. Real estate developers target diaspora or wealthier segments via Facebook for property sales. Also, event organizers heavily rely on Facebook Events and ads to promote concerts, workshops, and trade fairs, as it’s the most efficient way to get the word out to the plugged-in crowd.

Beyond Facebook, Google Ads (display and search ads) are used to a lesser extent, typically by more tech-savvy companies or those targeting international clientele. A Malagasy hotel or tour company might use Google Ads so that when someone abroad searches “Madagascar tour package,” their link appears. SEO (Search Engine Optimization) has gained some awareness; companies want to show up on the first page of Google results when people search in French or English for services. Local digital agencies have begun offering SEO and online marketing services, indicating a small but growing market for professional digital marketing support.

Email marketing is not widespread outside of certain sectors, because email usage is limited. However, larger firms do maintain email newsletters, and some e-commerce or classifieds platforms send out daily deal emails or alerts to their user base.

Rise of Influencer Engagement

An emerging trend in Madagascar is the use of social media influencers for marketing. A small group of Malagasy content creators on Facebook, Instagram, and YouTube have amassed followers by creating engaging content—be it comedy skits, beauty and fashion tips, travel vlogs, or social commentary. Businesses have started partnering with these influencers to tap into their audiences. For example, a telecom company launching a new smartphone data plan might sponsor a well-known tech vlogger to review the product or create a challenge online. A cosmetics brand might send free products to a popular beauty Instagrammer in Madagascar for them to showcase in tutorials.

While the influencer scene is nascent and not as structured as in Western markets, word-of-mouth marketing via social networks is culturally powerful in Madagascar. People trust recommendations from friends and familiar faces. Recognizing this, brands sometimes organize events or campaigns where local celebrities (singers, TV personalities, or internet figures) promote their offerings on social media. There have been cases of hashtag campaigns in Malagasy or French that go somewhat viral, usually around national holidays or big events, which companies piggyback on for exposure.

For instance, during Independence Day or during a major football match involving Madagascar’s team, companies will create themed posts that resonate emotionally and subtly include their branding. Users share these, indirectly spreading the brand message. Contests and giveaways run on Facebook pages — like “share this post and tag three friends to win a prize” — are common techniques to increase engagement and brand visibility. Influencers often facilitate these contests on behalf of brands.

YouTube and TikTok content creators are fewer, but those who exist are gradually being courted for partnerships. A comedic YouTube channel might get a sponsorship from a snack food company to feature their product in a skit. TikTok, given its bite-sized video format, has room for creative marketing, though currently it’s more of an organic playground for youth than a formal ad channel in Madagascar. Still, forward-looking brands are keeping an eye on TikTok trends locally, especially as more African users adopt it.

It’s worth noting that because the number of internet users is limited, the influencer community in Madagascar is tight-knit and not yet a full-time career for most. Many influencers do it as a side hobby. Payments or rewards from companies are often in the form of products or modest fees. However, as internet penetration grows, this marketing avenue is expected to professionalize, with more clearly defined influencer tiers and more measurable campaign outcomes.

Content Localization and Strategy

Successful digital marketing in Madagascar often requires localized content – using the Malagasy language or culturally relevant references to connect with the audience. Brands increasingly produce bilingual posts (Malagasy for broad relatability, and French for formality or educated tone). Humor and imagery featuring local scenarios tend to perform well online. Companies are adapting global campaigns to local context; for example, a global soda brand might run a local Facebook video series about Malagasy youth chasing their dreams, aligning with its brand message in a way that resonates on the ground.

Social issues can also intersect with digital marketing. During the COVID-19 pandemic, for instance, companies and telecoms collaborated with government and NGOs to run informational campaigns online about health measures, which also subtly kept those brands in a positive light.

E-Commerce Penetration and Consumer Behavior

E-commerce in Madagascar, as mentioned earlier, is at an early stage, but by 2024 it is growing more visible. There’s a distinction between informal e-commerce (sales via social media) and formal e-commerce websites. Informal e-commerce – essentially social selling – has quite a bit of traction. It’s common for someone to sell clothes, homemade crafts, or imported gadgets through Facebook or WhatsApp, negotiating in chats and using mobile money for payment. Many micro-entrepreneurs (especially women entrepreneurs in cities) use these channels to supplement income, effectively turning Facebook into an online marketplace without a central platform. Facebook has noticed this behavior worldwide and introduced the Marketplace feature, which is gradually being used in Madagascar’s Facebook app as well.

Formal e-commerce websites (like a dedicated online store with cart and checkout) are few. The percentage of people who have purchased something online (in the sense of paying online to have a product delivered) is still very low – likely only a few percent of adults, if that. But those who have, tend to be repeat customers because they are the urban professionals comfortable with technology. The most commonly purchased items online include mobile phone credit (airtime) and internet data packages (which can be bought through apps or USSD – a form of digital purchase), and sometimes utility bills or TV subscriptions paid via mobile money. These aren’t physical goods but show that digital transactions are taking hold. For physical goods, electronics and fashion are popular categories on Jumia and social platforms, since people seek variety or deals not available in local shops.

Cash on delivery (COD) is a prevalent model for the nascent e-commerce sector. A customer orders online or by phone, the item is delivered by a courier or the seller, and the customer pays in cash upon receipt. This mitigates the trust issue for buyers – they don’t have to pay until they see the product. It also skirts the need for an online payment method. However, COD can be costly and risky for sellers (failed deliveries, etc.). Mobile money has started to offer an alternative; some sellers ask for a mobile money deposit to confirm serious intent, or full pre-payment via mobile money for smaller items, then they’ll ship via bus or a local transport company to upcountry locations.

One trend aiding e-commerce is the growth of delivery and logistics services. A few courier startups have popped up in Antananarivo to do last-mile delivery for food and parcels. Traditional taxi-bes (minivans) and intercity taxi-brousse networks are being leveraged as well – sellers send packages to a destination where the buyer picks it up at the bus station, a very Malagasy solution combining old and new.

E-commerce penetration in terms of share of retail is extremely low (likely well under 1% of total retail sales), but every year more people experiment with buying something online. The COVID period forced some adoption: during lockdowns, people turned to ordering groceries or essentials via phone and online when possible. This experience introduced convenience that some continue to seek. Additionally, as more youth come of age with internet access, the demand for online shopping options will grow – they are aware of global platforms (though Amazon or eBay don’t ship directly to MG easily, and if they do, it’s costly). A number of expatriates and diaspora Malagasies also use e-commerce to send gifts or goods to family back home (either by ordering from a site like Jumia MG or coordinating through relatives).

To encourage e-commerce, digital entrepreneurs are tackling issues like trust and quality. Some platforms allow user ratings and reviews. Sellers are being vetted or highlighted as “verified.” Payment on delivery with the option to return immediately if unsatisfied is being offered by a few online retailers to give confidence to buyers. The government, on its side, has been looking at e-commerce regulations to protect consumers and ensure taxation of online sales, but policy in this area is still catching up.

Digital Marketing by Sector

Certain sectors have advanced more in digital marketing than others. The telecom sector is by far the most sophisticated, given their product (connectivity) is digital. They use the full suite of digital marketing: social media, SEO for their support pages, influencer partnerships (e.g., sponsoring YouTube music videos where the singers include a lyric about the brand or have a logo in the video), and heavy online customer service via chat. Travel and tourism companies in Madagascar, aiming at both local and international tourists, use digital marketing out of necessity – they maintain websites with good SEO, actively update their TripAdvisor and Google Maps profiles, and often engage in online ad campaigns in target markets (for instance, a hotel in Nosy Be might target Italian or French tourists with Facebook ads in those countries). Locally, they’ll also advertise special deals for Malagasy tourists on social media especially around holiday periods.

Retail brands (like consumer goods, beverage companies) often piggyback on general entertainment content. For instance, a brewery might sponsor a popular Facebook Live music session and get mention during the stream, or a soft drink brand might launch a hashtag challenge urging people to post pictures with their product to win a prize.

NGOs and social campaigns have also embraced digital channels to spread messages (for health, education, civic engagement). They often partner with telcos for free SMS blasts or with influencers for campaigns, which indirectly acculturates the public to receiving information and interacting through digital means.

Overall, digital marketing in Madagascar circa 2024 is characterized by creativity on constrained budgets, a focus on the platforms that actually have audience (essentially Facebook and to a lesser extent YouTube/Instagram), and an interesting blend of formal advertising and informal influence through community engagement. It’s still in a growth phase: total digital ad spend is only a couple of million USD per year in a country where traditional ad spend is much higher, but the trend is upward. As more of the population comes online (projected internet penetration might reach 30% in a few years), digital channels will move from the periphery to the core of marketing strategies.

The Future of Digital Commerce

Looking ahead, Madagascar’s digital market shows significant untapped potential. The combination of a youthful demographic, improving connectivity, and successful pilot examples sets the stage for expansion. E-commerce penetration is likely to increase as trust grows and logistical networks improve. We might see the entry of more formal e-commerce players or the expansion of existing ones to offer a broader range of products, possibly with warehousing in major cities to allow faster delivery. Mobile money interoperability – allowing seamless transfer between MVola, Orange Money, and Airtel Money – is being pursued by regulators, which would simplify online payments and could even enable regional e-commerce (say, buying from a seller in a neighboring country).

Digital marketing will also evolve; more sophisticated techniques such as programmatic advertising could appear (though they need scale to be effective). Local companies may start leveraging customer data for targeted marketing (for example, analyzing purchase patterns from mobile money or loyalty programs to send personalized offers via SMS or app notifications). The growth of smartphone usage will make Instagram and possibly TikTok bigger arenas for reaching consumers, especially under-25 youth, forcing brands to diversify beyond Facebook eventually.

Crucially, the interplay between digital economy and overall economy will become more pronounced. Already, we see telecommunications contributing strongly to GDP growth and mobile money transactions equating to a sizable share of GDP. If Madagascar continues on its current path, by the late 2020s digital services could form a significant chunk of economic activity – from digital banking and payments to online retail and IT outsourcing services.

For now, in 2024/2025, Madagascar’s economic and digital landscape can be summarized as a low-income country leveraging digital leapfrogging: even amid poverty and infrastructure challenges, the spread of mobile internet and digital platforms is enabling new forms of commerce, communication, and marketing. The country is balancing old and new – radio campaigns alongside Facebook ads, open-air markets alongside online marketplaces – but the trajectory clearly points to a more connected future. Businesses that adapt to and invest in this digital transition stand to gain a competitive edge in reaching Madagascar’s next generation of consumers, who are coming of age in an era of smartphones and social networks. The continued growth of official statistics in this realm (such as the number of internet users, mobile money volumes, and e-commerce transactions) will be an important barometer of Madagascar’s progress in harnessing the digital economy for development.