Madagascar Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in madagascar, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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The great competitive equalizer for U.S. small businesses is the emergence of cross-border e-commerce as a viable channel to increase U.S. exports. Since the beginning of COVID, retail and B2B businesses have been redirecting resources online in order to meet this growing demand and, in some cases, to survive. CART’IN Madagascar is representing AMAZON, widening the country’s eCommerce ecosystem since last couple of year years and offering services from booking to door-to-door delivery and possible products return.

E-Commerce is much less common in Madagascar than in the United States. Nonetheless, Statista predicts revenues from e-commerce in Madagascar may reach $307.15 million in 2025 and achieve 6.13 percent annual growth between 2025-2029 to reach $389.68. Mobile phone users number nearly 14 million or approximately 45 percent of the population; among them are 3.8 million social media users, equating to 12.4 percent of population. Mobile banking and payment services provided by the four major mobile network operators in the country have expanded significantly since their introduction in 2010, and the national post office also offers competitive services like mobile money, thus increasing financial inclusion.

The Ministry of Commerce, Industry, and Consumption (MICC) regulates e-commerce. Businesses selling online must have a secured online website. e-Commerce owners and managers must have a mandatory signed engagement to protect clients; there must be a signed agreement between the seller and customer, and round-the-clock processes for banks to seek customer approval for the use of credit card for e-commerce purposes.

Counseling U.S. businesses begins with helping clients develop a business’ digital sales strategy, which helps them to become more competent and confident online exporters as they eventually interact with you at Post to find overseas opportunities. This U.S. client counseling also involves a Website Globalization Review (WGR) Service that helps the client improve their online sales presence for overseas sales.