The Canary Islands are less than two hours’ flight from Senegal, Mauritania or The Gambia. That geographical proximity, combined with the special tax regime (ZEC and REF) and first-rate port and airport infrastructure, makes the archipelago the natural gateway into West Africa.
Exporting to the region, however, calls for preparation, first-hand knowledge and proper support. These are the points every company should weigh up.
1. Understand the market before investing
West Africa is not a single market. Each country has its own regulation, business culture and level of development. Senegal does not work like Mauritania, nor Côte d’Ivoire like Ghana. Market research beforehand is essential if costly mistakes are to be avoided.
2. Choose the right local partner
In most African markets, operating without a reliable local partner is barely viable. The key is due diligence: verifying the solvency, the reputation and the operational capacity of a potential partner before signing anything.
3. Adapt the product and the offer
What works in Europe does not always fit West Africa. Formats, prices, packaging and distribution channels usually need adjusting.
4. Make the most of the Canary Islands
Canary Island companies and those registered under the ZEC enjoy real competitive advantages: a reduced tax rate, direct sea and air connections with the region’s main ports, and access to internationalisation support programmes run by the Government of the Canary Islands and PROEXCA.
5. Work with specialist support
Expanding into Africa is not a process that can be improvised. Working with consultants who know the ground, the key players and the local dynamics is what separates a successful operation from an expensive lesson.
At IBC Spain we have spent years supporting companies entering African markets, from the initial market study through to partner identification and support on trade missions.
Are you considering exporting to West Africa? Get in touch for a first conversation with no commitment.