Algeria has entered the export arena with bold ambitions to promote its finished consumer products abroad. However, the strategy so far reflects amateurisme and bricolage—an improvised, short-sighted approach rather than a structured, professional export model. International trade is not a trial-and-error exercise; it demands precision, planning, and deep market understanding.
Lacking Consumer Insight
A major flaw in the current strategy is the absence of consumer intelligence. Entering European markets requires a sharp understanding of shopping behaviour, regional preferences, and retail trends. Success starts with research, not assumptions.
Know the Real Decision-Makers
In Europe, supermarket chains control over 90% of the distribution of consumer goods. Their buying decisions are made by professional category managers focused on margins, performance, and consistency. Algerian exporters must learn how to approach these gatekeepers with structured proposals, data-backed offers, and properly positioned products.
No Certification, No Entry
Finished products without recognised certifications are non-starters in serious retail environments. Standards such as IFS, BRC, ISO, and Halal (for certain markets) are mandatory. Algeria must invest in compliance if it wants to be taken seriously by European partners.
Supply Chain Needs a Serious Upgrade
Exporting isn’t just about putting a product in a box. A functional supply chain includes warehousing near distribution hubs, just-in-time delivery, and local logistics partners. Sending a single container a day without backup or infrastructure is not a strategy—it’s logistical bricolage.
Marketing Must Begin Before Shipping
Direct-to-consumer marketing is crucial. Algerian products need brand identity, visibility, and trust before they arrive on shelves. A well-designed digital marketing campaign, brand storytelling, and engagement with target audiences across Europe are the true entry points to market share.
Exporting Is a Business, Not a Bet
What Algeria currently practices is not international trade—it’s gambling. Without a full-scale strategy led by professionals in logistics, marketing, retail, and compliance, Algerian exports will remain marginal and inconsistent.
The focus must shift from simply “sending containers” to establishing a long-term position in the market. That requires investment, training, and partnerships with those who understand the game.
Until then, Algeria’s export ambitions will remain stuck in a cycle of improvisation—another missed opportunity in a global market that rewards preparation, not chance.
