MOGADISHU, Feb. 25 (Xinhua) -- In Mogadishu, the capital of Somalia, Chinese products are no longer confined to physical storefronts. Increasingly, they are appearing on smartphone screens, filling virtual shopping carts, and being delivered directly to customers' doorsteps through a growing network of online shops.
From electronics and household appliances to watches, handbags, and phone accessories, Chinese-made goods have surged in popularity across Somalia's digital marketplaces. A quick scroll through social media reveals a steady stream of short videos and photos showcasing the latest arrivals, often paired with home delivery services and competitive prices.
Behind this trend is a new generation of young Somali entrepreneurs who have turned to e-commerce amid limited formal job opportunities. Many, including university graduates, are importing goods from China and selling them through social media platforms, transforming online spaces into thriving commercial hubs.
Omar Ahmed, a university graduate and owner of Haydar Online, is among those riding this wave. Faced with a tight job market after completing his studies, he chose to chart his own course.
"When a person makes great efforts, he finally achieves progress. That is why I chose to do business instead of sitting at home," Ahmed told Xinhua in a recent interview.
"We get good quality products from China," Ahmed said. He now markets a wide range of Chinese products to customers across the city and has come to realize that trust is key in online retail.
"What clients like is to receive their products at their doorstep exactly as they ordered, without any damage. They do not like to see something different from what they have seen online," he said, adding that reliable delivery and product consistency are key to retaining customers.
Another young entrepreneur, 28-year-old Mohamed Mustaf, launched Side Online Market on TikTok in 2024. He sells men's watches, handbags, and phone cases sourced from China, reaching customers throughout the capital.
"When you look for a job in the city, it is difficult," Mustaf said. "But with an online business, you are free. You manage everything yourself and can order products easily. I think entering the online market is much better than being employed."
"I hope we can continue doing this business," Mustaf said.
Armed with smartphones and social media accounts, young Somalis are connecting global supply chains to local households. For entrepreneurs like Ahmed and Mustaf, the rise of Chinese goods in online shops represents not only business opportunities but also a pathway to independence and stable livelihoods in a city that is steadily rebuilding its commercial vitality after decades of civil strife.
Their ventures are supported by strong consumer demand. "I like Chinese products because they have high quality at a low price," said Abdimajid Ali, a regular buyer of Chinese products in Mogadishu.
For customers like Naima Hassan, social media has become the primary gateway to shopping. Platforms such as TikTok now function as virtual storefronts, where sellers post product demonstrations and buyers place orders through direct messages.
"I search online to get the products I want, especially on TikTok. Chinese products are everywhere on social media," Hassan said. "I like buying products online because it saves time and the products are delivered to my home."
A single purchase
