{"id":485033,"date":"2025-09-17T11:05:42","date_gmt":"2025-09-17T11:05:42","guid":{"rendered":"https:\/\/www.financialafrik.com\/en\/2025\/09\/17\/west-africa-when-social-networks-become-new-agricultural-markets\/"},"modified":"2025-09-17T11:05:48","modified_gmt":"2025-09-17T11:05:48","slug":"west-africa-when-social-networks-become-new-agricultural-markets","status":"publish","type":"post","link":"https:\/\/www.financialafrik.com\/en\/2025\/09\/17\/west-africa-when-social-networks-become-new-agricultural-markets\/","title":{"rendered":"West Africa: when social networks become new agricultural markets"},"content":{"rendered":"
<\/div>

Beyond selfies and viral videos, Facebook, WhatsApp, or TikTok are becoming real tools for economic development for farmers in West Africa. In Benin and Ivory Coast, a new generation of “agripreneurs” is using social networks to increase their income, share knowledge, and conquer new markets.<\/p>\n

According to a study by Caribou Consulting, conducted with the Mastercard Foundation, this “social agriculture” already reaches millions of people. WhatsApp serves as market intelligence, allowing producers to compare prices and avoid scams. Facebook is used as a commercial showcase, TikTok as a training platform, and Instagram as a tool for promoting agricultural products.<\/p>\n

These practices fill the gaps in formal agricultural systems. In Benin, agriculture sustains over 70% of the rural population, but only 23% of producers benefit from public technical advice. In this context, social networks become an alternative infrastructure: a cashew producer in Ivory Coast now receives daily market prices via WhatsApp, while a soybean processor in Benin can sell remotely and receive payments via mobile money.<\/p>\n

Young people are not the only ones innovating. Rural women, often faced with high data costs and lack of equipment, are organizing to not be left behind. In Benin, collectives like “DigiQueen” pool the purchase of phones and Internet plans. In Ivory Coast, female cooperatives prefer WhatsApp voice notes in local languages to include members with low literacy.<\/p>\n

But this massive movement remains largely invisible to decision-makers. National digital policies still favor specialized, expensive, and underused platforms. “Social agriculture is led by young people and women who are transforming their livelihoods and reinventing an agricultural future driven by the community and supported by digital technology,” emphasizes Charlene Migwe, program director at Caribou Consulting.<\/p>\n

The Mastercard Foundation believes the potential is significant. “Imagine what these agripreneurs could accomplish with the right tools, training, and support,” insists Eunice Muthengi, one of its officials.<\/p>\n

The report calls on governments and partners to support rather than replace these existing initiatives. Its recommendations include recognizing digital practices in agricultural policies, supporting rural connectivity, and integrating suitable financial tools such as mobile money.<\/p>\n

In a region where only 11% of residents in Benin’s rural areas have access to electricity and where 86% of adults are excluded from the banking system, the growth of this “social agriculture” could mark a turning point for the West African rural economy.<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Beyond selfies and viral videos, Facebook, WhatsApp, or TikTok are becoming real tools for economic development for farmers in West Africa. In Benin and Ivory Coast, a new generation of “agripreneurs” is using social networks to increase their income, share knowledge, and conquer new markets. According to a study by Caribou Consulting, conducted with the<\/p>\n","protected":false},"author":536766,"featured_media":485034,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"translated_post_url_fr":"https:\/\/www.financialafrik.com\/2025\/09\/17\/afrique-de-louest-quand-les-reseaux-sociaux-deviennent-de-nouveaux-marches-agricoles\/","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[16412],"tags":[],"class_list":{"0":"post-485033","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-contribution","8":"pmpro-has-access"},"yoast_head":"\nWest Africa: when social networks become new agricultural markets - Financial Afrik<\/title>\n<meta name=\"description\" content=\"Headed by Adama Wade and his team of 20 journalists, Kapital Afrik offers strategic and financial information to executives and managers. 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