Benin Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in benin, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Selling Factors and Techniques
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Direct personal engagement with current and prospective clients is important. Promotional materials and technical documents should be in French, or in both French and English.

Trade Promotion & Advertising

In addition to the public daily newspaper, “La Nation,” there are more than thirty daily newspapers published in Cotonou. Television outlets include the national TV stations include ORTB (www.ortb.bj) and the Benin Business Channel (BB24).  Local Private TV stations include, Golfe TV, Canal 3, Ado TV, TV Ilema, and Tele Carrefour, and international cable channels such Canal+ and DSTV.  Radio outlets include seventy-eight private radio stations, as well as the radio division of the national broadcast corporation.  ORTB, Golfe, and Canal 3 broadcast via satellite to several African, European, North American, and Asian countries.  Cell phone text messages are also used for advertising. The Embassy’s Economic and Commercial Section also offers paid services such as Single Company Promotions to help get the word out about an American company’s products or services.

Sales Service/Customer Support

Beninese clients may expect maintenance services to be included in the purchase price of durable goods.  Sellers should clarify this point with clients and may wish to factor customer service support into the purchase price or negotiate an after-sale support agreement at the time of purchase.

Local Professional Services

  • The government has established a one-stop business registration center to facilitate registration of new businesses.  In addition, investors are strongly encouraged to hire a local notary, whose services are required for most formal documentation.   Consult a list of attorneys licensed in Benin. 
  • The U.S. Embassy’s Economic-Commercial section can assist U.S. companies in identifying potential local professional services.

Principal Business Associations

Limitations on Selling U.S. Products and Services

There are no limitations on U.S. products and services in Benin.

Pricing

  • With a per capita of just over $1,370 most consumers and are sensitive to sudden or substantial  increases in consumer goods.  However, there is a growing number of consumers for higher-end merchandise.  Global inflation has had a negative impact on consumers.
  • A Value Added Tax (VAT) of 18% of gross value is applied to transactions with certain exceptions, including salaries and agricultural inputs. There is a 48% duty for most imported goods to be sold in Benin.
  • Quotations and invoices should be made in CFA Francs.
  • U.S. exporters should provide prices on a CIF (Cost, Insurance and Freight) basis.  U.S. exporters new to the market should require an irrevocable letter of credit prior to shipping.

Sales Service/Customer Support

Beninese clients may expect maintenance services to be included in the purchase price of durable goods.  Sellers should clarify this point with clients and may wish to factor customer service support into the purchase price or negotiate an after-sale support agreement at the time of purchase.

Local Professional Services

  • The government has established a one-stop business registration center to facilitate registration of new businesses.  In addition, investors are strongly encouraged to hire a local notary, whose services are required for most formal documentation.   Consult a list of attorneys licensed in Benin. 
  • The U.S. Embassy’s Economic-Commercial section can assist U.S. companies in identifying potential local professional services.

Principal Business Associations

Limitations on Selling U.S. Products and Services

There are no limitations on U.S. products and services in Benin.

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Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

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