Retail in Côte d'Ivoire: How Supermarkets, Malls and Traditional Markets Coexist

For anyone hoping to sell products in Côte d'Ivoire (in West Africa, French-speaking, the world's largest cocoa producer), the first question is usually: which channel? Local retail spans open-air markets, corner shops, supermarket chains and large shopping malls, and consumers move between them depending on what they need.

Two parallel channels

Côte d'Ivoire's economic authorities divide retail into a "traditional channel" and a "modern channel". The 2024 figures are as follows:

The modern-channel statistics also include nearly 30,000 shops (boutiques). Some 87.4% of modern-channel outlets are concentrated in Abidjan, which means modern retail is quite limited outside the economic capital. In 2024 the commerce sector was estimated to account for about 15% of GDP.

Traditional markets have long carried great weight. A 2018 Oxford Business Group report cited industry estimates that formal retail accounted for only about 15% of the overall market. Although that figure is somewhat dated, it explains why many brands, besides getting onto supermarket shelves, also cultivate networks of wholesalers and market traders.

The main retail groups

According to official sources, the main retail groups currently include:

• Prosuma: around twenty banners, including Casino, Bon Prix, Hyper Hayat and Fnac.
• CDCI (Compagnie de Distribution de Côte d'Ivoire): runs Leader Price franchise stores and semi-wholesale outlets.
• CFAO Retail: operates the Carrefour and SupEco banners.
• Mata Holding: runs Citydia convenience stores.
• Auchan.

The rise of shopping malls

In December 2015, CFAO opened the PlaYce shopping centre in Abidjan's Marcory district. Covering about 20,000 square metres and anchored by a Carrefour supermarket, it was a key milestone in the arrival of the modern mall model in the country. In June 2017, CFAO followed with PlaYce Palmeraie, about 29,000 square metres, in the Riviera area of Cocody. Malls use a supermarket to draw footfall, surrounded by a range of shops; the OBG report links this wave of mall development to the growing urban middle class.

E-commerce and the role of government

Official sources list e-commerce players such as Jumia; online sales are dominated by consumer electronics and household appliances, while supermarkets are dominated by food. The government is also investing in market infrastructure: building neighbourhood markets, renovating the Bouaké wholesale market and planning wholesale markets in Abidjan, Daloa and Abengourou. The first phase of the Abidjan Exhibition Park (Parc des Expositions) was completed in July 2023.

One line for Asian brands

Supermarkets and malls are good for building brand image, but reaching a wider consumer base usually also requires distributors and the traditional market network. Before entering, visit supermarkets and markets in Abidjan in person to compare displays, pack sizes and price ranges.

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References: Economie-ivoirienne.ci – Commerce intérieur (2025); Oxford Business Group – Retailers respond to changing demand (2018); Financial Afrik – PlaYce inauguré à Abidjan (2015)