South Sudan falls in the category of countries where the success of online based business is almost unimaginable. The network infrastructure remains generally poor; the country is missing on databases of global tech giants – which exclude it from essential services offered by those tech firms. In 2018, the Global Internet Index ranked the South Sudan’s internet penetration percentage to four. But last year 2020, that percentage climbed to 7 as more tech investors flock to the country, which has been relatively peaceful for three years and counting – courtesy of the revitalized peace agreement.

This has also paved way for MultiLevel Marketing (MLM) companies, which are slowly but surely penetrating the unexploited industry in a country turning ten years old in July 2021 but struggling to hold up an economy ravaged by nearly six years of civil war.

The evolution

Unlike its regional counterparts, MLM is an emerging industry in South Sudan. Since independence in 2011, network marketing companies were almost in non-existence and potential investors at the time were further scared by the 2013 conflict. Today, multiple MLM firms are penetrating the marketing. BF Suma In 2015, BF Suma – an American herbal products manufacturer became the first network marketing firm to establish a branch in the South Sudanese capital Juba. Headquartered in Los Angeles, the company retreated back when the political turmoil broke out the following year. Having setup regional offices in Uganda and Kenya, BF Suma resurfaced in South Sudan in 2019. Situated in Nimra Talata next to MCC building, the company has closed its second year of operation in 2020, commanding a vast following.

Forever Living

Founded in 1948 a year also synonymous with the signing of the Universal Declaration on Human Rights by the United Nations Forever Living came to East Africa in 2006. In 2009, the company started business in Juba, South Sudan, before fleeing political violence four years later. Sporting infinite opportunities, the company bounced back to business in January 2020 with offices in Hai Malakia in the capital Juba. According to Catherine Wanjiku, a nutritionist and marketing agent, Forever Living is authorized by the South Sudan National Bureau of Standards for sale.

Crowd 1

 “Impossible is Nothing”, that’s the company’s slogan. Unlike the aforementioned companies, Crowd1 has been largely unpopular in South Sudan. Despite commanding a handful of members, the company still has no physical address in the country, which creates lack of trust among their prospects. However, Emmanuel Lokuju, a top recruiter at Crowd1 in South Sudan says the company could establish an office in Juba, only if its prominence grows. For now, the company is yet to find its way to the top.

Alliance in Motion Global Also known as AIM Global, this is the biggest network marketing company taking the industry by storm. Based in the Filipino capital Manilla, AIM Global has offices in all East African countries. For years, South Sudanese have been joining the business from those regional offices as the company was not directly operating from their home country. In January this year, the company has established a physical address in Juba Town, next to Ecobank South Sudan, which is also their business partner. But shipping of product packages is still done from Nairobi, Kenya, and one is mandated to pay at least 300 USD membership fee to join and receive a package. Their aim is to create 100 self-made millionaires in South Sudan. Their slogan is “Turning Ordinary People into Extraordinary Millionaires”.

What you need to know

The perception of South Sudanese people towards internet-based business remains negative. It’s not their fault; they just never used the system before. This perception could change as more digital marketing companies join the market, especially among the youths.