Ghanaian business and marketing strategist Abena Wilson has provided insights into why Chinese retail outlets, such as China Mall, remain crowded even on weekdays, while Ghanaian-owned shops in the same areas often struggle to attract customers.
According to Wilson, Chinese products are cheaper because of several structural advantages. “China produces in massive quantities,” she said. “When goods are imported to Ghana, the cost per item is extremely low because they buy directly from factories, not wholesalers.
Their supply chains are tightly controlled — no middlemen, no unnecessary markups, and products are shipped in full containers instead of small batches. Essentially, they are their own producers and their own suppliers.”
Wilson also explained that labor and material costs in China are much lower, and technology allows faster, more efficient production. “These factors make it easier to produce and distribute products at scale,” she said.
On business strategy, Wilson said Chinese retailers focus on small profits and fast-moving products, prioritizing volume over high margins. “Ghanaian shops often aim for bigger profits but sell slower. Different strategies lead to different results,” she explained.
For local businesses, high production costs, taxes, duties, and transportation present major challenges. Many entrepreneurs also lack access to funding and must rely on personal savings, forcing higher prices just to survive.
Wilson noted that even Ghanaian businesses importing goods from China face disadvantages because they purchase in smaller quantities, making their items more expensive.
Wilson emphasized that pricing is not the only factor affecting consumer decisions. “When there is no strong branding or marketing, customers judge products by cost, not value,” she said. “Many local products lack a unique selling proposition, and some businesses struggle with trust issues — no proper packaging, return policies, or professional customer service. Meanwhile, Chinese retailers often provide guarantees, which builds confidence with shoppers.”
She advised that Ghanaian entrepreneurs should focus on niche and premium markets, emphasizing quality, storytelling, and professionalism. “Entrepreneurs don’t have to compete with China Mall by lowering prices alone,” Wilson said. “Improving branding, marketing, and customer experience is just as important. When you invest in professionalism, the conversation shifts from ‘how much does it cost?’ to ‘why is it worth it?’”
Wilson also encouraged both consumers and entrepreneurs to support local businesses when possible and to prioritize quality and value over cost. She added that her consultancy, JWall Strategy Consults, provides guidance on branding, marketing, and creating content that drives sales for Ghanaian businesses.