The Government's vision is to enhance the modernization and development of domestic trade in order to significantly increase commercial exchanges. The realization of this ambition involves: (i) strengthening the capacity of supply and trade-related infrastructure; (ii) developing national and regional value chains; (iii) formalizing, supporting, and financing traders; and (iv) integrating e-commerce as a force for inclusion.

Thus, the Ivorian Government has initiated an intense and sustainable policy for the modernization of the domestic trade sub-sector through: (a) the construction and rehabilitation of commercial infrastructure for market access; (b) market monitoring to ensure transparency and fairness in commercial transactions; (c) improving distribution and supply circuits for urban and rural centers; (d) consumer protection; and (e) the regular dissemination of prices for essential and widely consumed products.

This policy has been reflected in:

• the ongoing rehabilitation since 2022 of the Bouaké wholesale market;

• the start in 2023 of the construction of wholesale markets in Abidjan, Daloa, and Abengourou, financed by the World Bank (PD2CV Project);

• the construction of the Abidjan Exhibition Park, with Phase 1 delivered in July 2023;

• the commencement in July 2023 of construction work on a semi-wholesale and retail market in Yopougon, financed by AFD;

• the start in 2022 of the construction of 40 local markets (PURGA 2) across the Ivorian territory;

• the digitalization of price records for products and stocks starting in 2022;

• the implementation of the project for issuing professional trader cards established since 2018, with approximately 50,000 trader cards distributed out of 59,346 cards issued as of March 31, 2023;

• the fight against fraud and counterfeiting;

• the implementation of measures and actions to combat the high cost of living, including the establishment of 31 local committees to combat the high cost of living in collaboration with professional organizations of traders and consumers since 2021; the expansion in March 2022 of the list of essential consumer products and services with regulated prices from 4 to 21 categories.

• Regulatory Framework

The modernization and development of domestic trade relies on strengthening the institutional and legal framework through the definition, establishment, and operationalization of a robust system targeting key issues in the sector. Practically, the interventions address issues of competition, legal metrology, fraud monitoring and repression, supply and distribution of goods, consumption, quality control, and the fight against the high cost of living.

In this regard, several entities have been established, including the Office for the Marketing of Food Products (OCPV) since 1984; the National Council for the Fight Against the High Cost of Living (CNLVC) since 2017; the Competition Commission since 2017; and the National Consumer Council (CNCO) since 2016.

The main legal and regulatory texts related to domestic trade are:

• Ordinance No. 2013-662 of September 20, 2013, relating to competition as amended by Ordinance No. 2019-389 of May 8, 2019. This ordinance governs competition in Côte d'Ivoire, allows for the fight against dominant positions, regulates dumping, etc.;

• Law No. 2013-866 of December 23, 2013, relating to standardization and quality promotion;

• Law No. 2016-410 of June 15, 2016, relating to the repression of fraud and counterfeiting in the sale of goods and services. It sets the rules for the repression of fraud and counterfeiting in the sale of goods or services and aims to promote quality control of products and services, particularly foodstuffs;

• Law No. 2016-412 of June 15, 2016, relating to consumption. It governs consumer protection in Côte d'Ivoire and applies to all transactions related to consumption;

• Decree No. 2018-546 of June 6, 2018, defining and organizing promotional events of a commercial, industrial, and artisanal nature in Côte d'Ivoire;

• Law No. 2019-989 of November 27, 2019, relating to the National Metrology System in Côte d'Ivoire. It defines the control and evaluation of the conformity of measuring instruments and pre-packaged products as well as the rules for metrological control and traceability concerning reference standards;

• Decree No. 2022-75 of January 26, 2022, on the modalities for the application of health warnings, packaging, labeling, and marketing of tobacco and tobacco products;

• Decree No. 2022-76 of January 26, 2022, establishing a system for monitoring, traceability, and tax verification of tobacco products;

• Decree No. 2022-167 of March 9, 2022, setting the list of products and services subject to competition and price regulation, including bakery flour, bread, beef, pork, and mutton, refined cooking oil, local rice, construction materials, transport tariffs, social housing rents, public water and electricity tariffs, and internet service access tariffs;

• Ordinance No. 2022-158 of March 9, 2022, modifying Article 3 of Ordinance No. 2013-662 of September 20, 2013, relating to competition as amended by Ordinance No. 2019-389 of May 8, 2019;

• Decree No. 2023-567 of June 7, 2023, regulating bakery activities;

• Decree No. 2023-611 of June 15, 2023, amending Decree No. 2017-411 of June 21, 2017, on the attributions, organization, and functioning of the competition commission and the fight against the high cost of living;

• Decree No. 2023-771 of September 28, 2023, on the attributions, organization, and functioning of the office for the marketing of food products.

• The Distribution System

The distribution system in Côte d'Ivoire includes two main circuits: the traditional market system and the modern large-scale distribution system.

The traditional market system consists of one wholesale market, 58 large markets, 343 temporary retail markets, and 328 permanent retail markets as of the end of 2023.

Large-scale distribution (wholesale and retail of consumer goods) conducted in self-service in a minimum sales area (hypermarket, supermarket, convenience store) is booming in Côte d'Ivoire. In 2023, this network consists of 29,803 shops, 551 convenience stores, 358 supermarkets, and 19 hypermarkets spread across the national territory, with a clear concentration of these infrastructures in Abidjan.

The trade sector has recorded an average annual growth of 8.5% from 2015 to 2022 and contributed 15.5% to GDP in 2022. The Ivorian large-scale distribution is dominated by five (05) major groups: the Distribution Company of All Goods "Prosuma" (with about twenty brands including Casino, Bon prix, Hyper Hayat, and Fnac), CDCI (with the Leader Price franchise and semi-wholesale stores), CFAO Distribution/Carrefour (with the Carrefour and SupEco brands), Auchan, and MataHolding (with the Citydia brand).

Furthermore, the development of e-commerce has spurred the establishment of groups specialized in online sales of goods and services, the main ones being Jumia, Yaatoo, Afrimarket, and Librairie de France Groupe. According to a McKinsey & Company study, by 2025, e-commerce could represent 10% of retail sales in the largest African economies, and Côte d'Ivoire is no exception. This dynamic is supported by the growth of online payment systems and significant partnerships between Alibaba and Bolloré (logistics, cloud, innovation), and between Jumia and Vivo Energy (delivery points).

While large-scale distribution is predominantly food-oriented, Ivorian e-commerce is more focused on electronics and home appliances.

Evolution of the Value Added in the Trade Sector (in billions FCFA)

Evolution of the Value Added in the Trade Sector (in billions FCFA)

 Sources: ANStat; MEPD/DGE

 (*) Provisional national accounts

 (**) Estimate