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Writer's pictureMarie S.

How are Liberian consumers adapting to changes in the market



The country has a young and growing population, with over 60% of the population under the age of 25. The economy of Liberia is growing, and the country is becoming increasingly urbanized. These factors are leading to changes in consumer preferences, as consumers are becoming more demanding and more discerning.


As of 2021, e-commerce in Liberia is still in its early stages, and traditional retail channels remain dominant. However, there is a growing trend towards online shopping, particularly among younger consumers. According to a 2020 survey by Jumia, one of the largest e-commerce platforms in Africa, 56% of Liberians surveyed said they had made at least one online purchase in the past six months. The most popular items purchased online were mobile phones, electronics, and fashion items.


In terms of changing attitudes towards traditional retail channels, there is a trend towards more modern and organized retail formats, such as supermarkets and shopping malls. This is driven in part by increasing urbanization and a growing middle class. However, informal markets, such as street vendors and market stalls, remain an important part of the retail landscape in Liberia.

Changing Consumer Preferences There are a number of factors that are driving changes in consumer preferences in Liberia. These factors include:

  • Economic growth: The economy of Liberia is growing, and this is leading to an increase in disposable income among consumers. This is giving consumers more money to spend on goods and services, and it is also making them more willing to spend money on higher-quality goods and services.

  • Urbanization: Liberia is becoming increasingly urbanized, and this is leading to changes in consumer preferences. Urban consumers are more exposed to different cultures and lifestyles, and they are more likely to be exposed to new products and services. This is making them more open to trying new things and more willing to spend money on new products and services.

  • Technology: Technology is playing a major role in changing consumer preferences. The internet and mobile phones are giving consumers access to a wider range of products and services, and they are also making it easier for consumers to compare prices and find the best deals. This is making consumers more demanding and more discerning, and it is also making them more likely to shop online.

The Rise of E-Commerce The rise of e-commerce is one of the most significant changes that is taking place in the Liberian market. E-commerce is the buying and selling of goods and services online, and it is growing rapidly in Liberia. There are a number of factors that are driving the growth of e-commerce in Liberia, including:

  • The growth of the internet: The internet is growing rapidly in Liberia, and this is making it easier for consumers to shop online.

  • The growth of mobile phones: Mobile phones are also growing rapidly in Liberia, and this is making it easier for consumers to shop online on their mobile devices.

  • The convenience of e-commerce: E-commerce is convenient for consumers, as they can shop from the comfort of their own homes and they do not have to worry about traffic or parking.

  • The affordability of e-commerce: E-commerce can be more affordable than shopping in traditional retail stores, as consumers can often find better deals online.

Changing Attitudes towards Traditional Retail Channels The rise of e-commerce is also leading to changes in attitudes towards traditional retail channels. Traditional retail channels, such as brick-and-mortar stores, are facing increasing competition from online retailers. As a result, traditional retail stores are having to adapt to the changing market by offering new services and by improving their customer experience.

Conclusion The market in Liberia is changing rapidly, and consumers are adapting to these changes by changing their preferences and by adopting new shopping habits. Businesses that want to succeed in this market need to be aware of these changes and they need to adapt their business models accordingly.


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