{"id":44074,"date":"2026-06-03T14:23:00","date_gmt":"2026-06-03T14:23:00","guid":{"rendered":"https:\/\/firmusadvisory.com\/?p=44074"},"modified":"2026-05-18T14:24:53","modified_gmt":"2026-05-18T14:24:53","slug":"observatoire-du-marche-des-biens-de-grande-consommation-appareils-electriques-et-electroniques-grand-public-au-ghana","status":"publish","type":"post","link":"https:\/\/firmusadvisory.com\/fr\/observatoire-du-marche-des-biens-de-grande-consommation-appareils-electriques-et-electroniques-grand-public-au-ghana\/","title":{"rendered":"Observatoire du march\u00e9 des biens de grande consommation : appareils \u00e9lectriques et \u00e9lectroniques grand public au Ghana"},"content":{"rendered":"\n

Observatoire du march\u00e9 des produits de grande consommation : appareils \u00e9lectriques et \u00e9lectroniques grand public au Ghana<\/strong><\/p>\n\n\n\n

Le march\u00e9 des appareils \u00e9lectriques et \u00e9lectroniques grand public est un secteur dynamique et en constante \u00e9volution, refl\u00e9tant les progr\u00e8s rapides de la technologie et les demandes croissantes d’un monde de plus en plus connect\u00e9. Le rythme rapide des innovations technologiques stimule la demande de produits \u00e9lectriques et \u00e9lectroniques plus r\u00e9cents et am\u00e9lior\u00e9s. Parall\u00e8lement, la classe moyenne en pleine expansion, tant au niveau des particuliers que des entreprises, remplace ou modernise constamment ses anciens produits par des versions plus avanc\u00e9es, ce qui contribue \u00e0 la croissance du march\u00e9. Cet article explore le paysage multiforme de l’industrie en se concentrant sur les produits \u00e9lectriques et \u00e9lectroniques tels que les climatiseurs, les r\u00e9frig\u00e9rateurs, les cong\u00e9lateurs, les machines \u00e0 laver, les fers \u00e0 repasser, les plaques \u00e9lectriques, les robots m\u00e9nagers, les micro-ondes, les mixeurs, les microphones, les haut-parleurs, les cuiseurs \u00e0 riz et les bouilloires.<\/p>\n\n\n\n

Segmentation du march\u00e9<\/strong><\/p>\n\n\n\n

Les march\u00e9s de l’\u00e9lectricit\u00e9 et de l’\u00e9lectronique peuvent \u00eatre divis\u00e9s en deux segments principaux : le secteur du neuf (de premi\u00e8re main) et celui de l’occasion (de seconde main). Le march\u00e9 de l’occasion se caract\u00e9rise principalement par des articles d’occasion provenant de marques renomm\u00e9es et haut de gamme telles que Samsung, Philips et Sony. Les acteurs de ce march\u00e9 d<\/p>\n\n\n\n

distribuent diverses vari\u00e9t\u00e9s d’appareils \u00e9lectroniques et \u00e9lectriques d’occasion provenant de plusieurs pays. \u00c0 Accra, Lapaz est g\u00e9n\u00e9ralement reconnu comme la plaque tournante de la distribution et de la vente au d\u00e9tail d’appareils \u00e9lectriques et \u00e9lectroniques d’occasion.<\/p>\n\n\n\n

Figure 1 : Proportion de produits \u00e9lectriques et \u00e9lectroniques neufs et d’occasion, 2022<\/strong><\/em><\/p>\n\n\n\n

Source : Minist\u00e8re du Commerce, MOTI<\/strong><\/em><\/p>\n\n\n\n

\u00c0 l’inverse, le march\u00e9 du neuf comprend des soci\u00e9t\u00e9s et des entreprises sp\u00e9cialis\u00e9es dans la vente d’appareils \u00e9lectriques et \u00e9lectroniques neufs, ainsi que des concessionnaires franchis\u00e9s repr\u00e9sentant des marques internationales. Actuellement, les produits \u00e9lectriques et \u00e9lectroniques neufs contr\u00f4lent environ 80 % du march\u00e9.<\/p>\n\n\n\n

Une \u00e9volution de la demande des produits \u00e9lectriques et \u00e9lectroniques d’occasion vers les produits neufs<\/strong><\/p>\n\n\n\n

Jusqu’\u00e0 la fin des ann\u00e9es 2000, la demande d’appareils \u00e9lectroniques d’occasion \u00e9tait monnaie courante. \u00c0 l’\u00e9poque, le march\u00e9 des appareils \u00e9lectroniques neufs \u00e9tait largement constitu\u00e9 de marques dites haut de gamme, trop ch\u00e8res pour la plupart des consommateurs. La pr\u00e9sence limit\u00e9e d’options neuves abordables et l’id\u00e9e g\u00e9n\u00e9rale parmi les consommateurs que les produits \u00e9lectriques d’occasion \u00e9taient tout aussi fiables que les neufs ont aliment\u00e9 cette pr\u00e9f\u00e9rence. Historiquement, la demande des consommateurs pour les produits \u00e9lectroniques \u00e9tait largement influenc\u00e9e par des consid\u00e9rations li\u00e9es \u00e0 la qualit\u00e9 des produits et \u00e0 la r\u00e9putation des marques, que les produits soient neufs ou d’occasion. Les marques \u00e9tablies telles que Sony, Philips et Kenwood \u00e9taient consid\u00e9r\u00e9es comme durables et r\u00e9sistantes, ce qui incitait les consommateurs qui n’avaient pas les moyens d’acheter des produits neufs de ces marques \u00e0 opter pour des articles d’occasion plut\u00f4t que pour des alternatives neuves moins populaires.<\/p>\n\n\n\n

Actuellement, la demande de produits \u00e9lectriques et \u00e9lectroniques d’occasion diminue progressivement. Cette tendance s’explique par le fait qu’il existe actuellement sur le march\u00e9 de nombreux produits \u00e9lectroniques neufs abordables, \u00e0 des prix et une qualit\u00e9 comp\u00e9titifs. En outre, l’arriv\u00e9e sur le march\u00e9 de nombreux nouveaux produits \u00e9lectriques \u00e0 faible consommation d’\u00e9nergie, \u00e0 des prix comp\u00e9titifs et d’une qualit\u00e9 comparable \u00e0 celle des produits d’occasion, a conduit \u00e0 une pr\u00e9f\u00e9rence accrue des consommateurs pour les produits \u00e9lectriques et \u00e9lectroniques neufs.<\/p>\n\n\n\n

Un march\u00e9 d’importation prometteur pour les produits \u00e9lectriques et \u00e9lectroniques<\/strong><\/p>\n\n\n\n

En 2022, le march\u00e9 des produits \u00e9lectroniques et \u00e9lectriques import\u00e9s, y compris les articles neufs et d’occasion, a atteint une valeur estim\u00e9e \u00e0 124 millions de dollars. Les produits les plus import\u00e9s \u00e9taient les t\u00e9l\u00e9viseurs, les climatiseurs, les r\u00e9frig\u00e9rateurs, les cong\u00e9lateurs, les machines \u00e0 laver et les mixeurs, qui repr\u00e9sentaient ensemble environ 60 % des parts de march\u00e9. Les autres cat\u00e9gories importantes de produits \u00e9lectroniques et \u00e9lectriques import\u00e9s sont les haut-parleurs, les micro-ondes, les fers \u00e0 repasser, les bouilloires et les cuisini\u00e8res \u00e9lectriques.<\/p>\n\n\n\n

La r\u00e9cente annonce par la Commission de l’\u00e9nergie de l’interdiction de certains appareils \u00e9lectriques d’occasion et non conformes aux normes, qui entrera pleinement en vigueur d’ici la fin 2023, donnera un nouvel \u00e9lan au march\u00e9 des produits \u00e9lectroniques neufs, d’autant plus que les consommateurs pr\u00e9f\u00e8rent g\u00e9n\u00e9ralement les produits neufs dans les secteurs de l’\u00e9lectronique et de l’\u00e9lectricit\u00e9.<\/p>\n\n\n\n

En 2022, le march\u00e9 comptait pr\u00e8s de 100 marques d’appareils \u00e9lectriques et \u00e9lectroniques. Parmi celles-ci, les marques Hisense, Nasco, Samsung, Midea, Binatone et Philips dominent le paysage. Les principaux pays importateurs de produits \u00e9lectroniques et \u00e9lectriques, \u00e0 savoir la Chine, la Turquie, le Royaume-Uni, les \u00c9tats-Unis et l’Italie, repr\u00e9sentent ensemble environ 80 % des importations totales. Le graphique ci-dessous donne un aper\u00e7u d\u00e9taill\u00e9 du march\u00e9 des importations de produits \u00e9lectroniques et \u00e9lectriques.<\/p>\n\n\n\n

Figure 2 : March\u00e9 des importations de produits \u00e9lectroniques et \u00e9lectriques, 2022<\/strong><\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Source : Minist\u00e8re du Commerce, MOTI<\/strong><\/em><\/p>\n\n\n\n

Le prix, un facteur d\u00e9terminant<\/strong><\/p>\n\n\n\n

Le prix a toujours \u00e9t\u00e9 un facteur cl\u00e9 du march\u00e9 de l’\u00e9lectronique et de l’\u00e9lectrom\u00e9nager. \u00c9tant donn\u00e9 que les prix des produits \u00e9lectroniques et \u00e9lectrom\u00e9nagers sont en hausse, l’accessibilit\u00e9 financi\u00e8re est devenue un facteur important de la demande des consommateurs, en particulier lorsque ceux-ci ont le choix entre plusieurs alternatives. L’attention que les consommateurs accordent au prix des produits \u00e9lectroniques l’emporte souvent sur les consid\u00e9rations relatives \u00e0 la qualit\u00e9 des produits, en particulier dans un contexte \u00e9conomique de plus en plus difficile.  En r\u00e9ponse \u00e0 cette tendance du march\u00e9, les principaux acteurs se livrent une concurrence intense pour fixer des prix raisonnables \u00e0 leurs produits afin d’attirer davantage l’attention sur leurs marques. De nombreux acteurs du march\u00e9 ont adopt\u00e9 des strat\u00e9gies de prix uniques pour vendre leurs marques, associ\u00e9es \u00e0 un marketing efficace et strat\u00e9gique mettant en avant les avantages de leurs produits par rapport \u00e0 ceux de leurs concurrents. En outre, cette tendance en mati\u00e8re de prix a ouvert le march\u00e9 aux mod\u00e8les reconditionn\u00e9s de marques bien \u00e9tablies, offrant aux clients des options relativement moins ch\u00e8res. Le tableau ci-dessous pr\u00e9sente les prix de certaines marques de produits \u00e9lectroniques et \u00e9lectriques sur le march\u00e9 ghan\u00e9en. Les prix varient consid\u00e9rablement en fonction de la marque et des sp\u00e9cifications prises en compte par le client.<\/p>\n\n\n\n

 <\/strong><\/td> <\/strong><\/td>PRIX DES PRODUITS \u00c9LECTRIQUES ET \u00c9LECTRONIQUES NEUFS<\/strong><\/td><\/tr>
Produit<\/strong><\/td>Sp\u00e9cifications<\/strong><\/td>Hisense<\/strong><\/td>Nasco<\/strong><\/td>Samsung<\/strong><\/td>LG<\/strong><\/td><\/tr>
T\u00e9l\u00e9vision<\/strong><\/td>Smart TV 50 pouces<\/strong><\/td>4 000 GHC \u2013 5 000 GHC<\/td>4 000 GHC \u2013 4 200 GHC<\/td>6 600 GHC \u2013 7 000 GHC<\/td>5 700 GHC \u2013 6 300 GHC<\/td><\/tr>
R\u00e9frig\u00e9rateur<\/strong><\/td>200 L \u2013 208 L<\/strong><\/td>3 400 GHC<\/td>3 000 GHC \u2013 3 900 GHC<\/td>5 500 GHC<\/td>7999 GHC<\/td><\/tr>
Climatiseur<\/strong><\/td>2,5 HP<\/strong><\/td>7 300 GHC \u2013 8 800 GHC<\/td>8 000 GHC \u2013 9 500 GHC<\/td>9 900 GHC \u2013 11 000 GHC<\/td>8 700 GHC \u2013 13 000 GHC<\/td><\/tr>
Lave-linge<\/strong><\/td>10 kg<\/strong><\/td>5 500 GHC \u2013 6 000 GHC<\/td>5 000 GHC \u2013 7 000 GHC<\/td>5 800 GHC \u2013 7 500 GHC<\/td>5400 GHC \u2013 8300 GHC<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Source : \u00c9tude de march\u00e9, 2023<\/strong><\/em><\/p>\n\n\n\n

L’essor des plateformes de commerce \u00e9lectronique a accru la demande en produits \u00e9lectroniques<\/strong><\/p>\n\n\n\n

L’\u00e9mergence des plateformes de commerce \u00e9lectronique a jou\u00e9 un r\u00f4le central dans la transformation du paysage de la vente au d\u00e9tail des produits \u00e9lectroniques et \u00e9lectriques. Ces plateformes proposent une grande vari\u00e9t\u00e9 de produits \u00e9lectriques et \u00e9lectroniques \u00e0 des prix comp\u00e9titifs, ainsi que la commodit\u00e9 de la livraison \u00e0 domicile, contribuant ainsi de mani\u00e8re significative \u00e0 l’expansion du march\u00e9. De plus, avec un taux de p\u00e9n\u00e9tration d’Internet de 68 % dans le pays en 2022, une plus grande partie de la population a d\u00e9sormais acc\u00e8s aux plateformes en ligne, ce qui se traduit par une participation accrue aux activit\u00e9s de commerce \u00e9lectronique.<\/p>\n\n\n\n

Plusieurs acteurs cl\u00e9s du march\u00e9 ont tir\u00e9 parti de la p\u00e9n\u00e9tration croissante d’Internet pour renforcer leur pr\u00e9sence sur le march\u00e9 en cr\u00e9ant des plateformes en ligne pour vendre leurs produits. Des entreprises telles que Sun Electronic Limited, Electro land Ghana et KAB-FAM Ghana ont d\u00e9velopp\u00e9 des plateformes de commerce \u00e9lectronique conviviales et interactives permettant aux clients de commander facilement des produits \u00e9lectroniques et \u00e9lectriques en ligne. Certaines offrent m\u00eame la livraison gratuite pour encourager les achats via leurs plateformes num\u00e9riques. De mani\u00e8re g\u00e9n\u00e9rale, l’essor des plateformes de commerce \u00e9lectronique a non seulement \u00e9largi la port\u00e9e du march\u00e9, mais a \u00e9galement favoris\u00e9 une concurrence saine entre les d\u00e9taillants, stimulant l’innovation et la comp\u00e9titivit\u00e9 des prix.<\/p>\n\n\n\n

Opportunit\u00e9s de croissance du march\u00e9<\/strong><\/p>\n\n\n\n

Le march\u00e9 de l’\u00e9lectronique et de l’\u00e9lectricit\u00e9 au Ghana pr\u00e9sente un potentiel de croissance consid\u00e9rable, avec des march\u00e9s inexploit\u00e9s et des opportunit\u00e9s inexplor\u00e9es. Actuellement, les produits \u00e9lectroniques tels que les machines \u00e0 laver, les r\u00e9frig\u00e9rateurs, les haut-parleurs, les radiateurs, les mixeurs, les centrifugeuses, etc. sont import\u00e9s, ce qui offre aux investisseurs la possibilit\u00e9 d’explorer la production ou l’assemblage local de ces articles. Les politiques et initiatives gouvernementales telles que \u00ab un district, une usine \u00bb offrent des incitations attrayantes pour les activit\u00e9s de fabrication dans le pays.<\/p>\n\n\n\n

De plus, la position strat\u00e9gique du Ghana en tant que pays membre de la CEDEAO en fait une porte d’entr\u00e9e vers d’autres march\u00e9s d’Afrique de l’Ouest, avec des accords commerciaux pr\u00e9f\u00e9rentiels facilitant les exportations. D\u00e9j\u00e0, environ 280 000 dollars de produits \u00e9lectroniques et \u00e9lectriques sont export\u00e9s chaque ann\u00e9e.<\/p>\n\n\n\n

Les investisseurs potentiels pourraient envisager de collaborer avec des acteurs locaux comme approche strat\u00e9gique pour permettre aux entreprises \u00e9trang\u00e8res de s’implanter sur le march\u00e9. Malgr\u00e9 la pr\u00e9sence de nombreuses marques et concessionnaires franchis\u00e9s, le march\u00e9 reste ouvert aux nouveaux entrants, \u00e0 condition qu’ils offrent une qualit\u00e9 et des prix comp\u00e9titifs.<\/p>\n\n\n\n

\u00c0 propos de Firmus Advisory Limited<\/strong><\/p>\n\n\n\n

Firmus Advisory offre une gamme compl\u00e8te de services d’\u00e9tudes de march\u00e9, notamment des analyses du march\u00e9 et du secteur ainsi que des \u00e9tudes de satisfaction client. En utilisant l’ensemble des outils d’\u00e9tude de march\u00e9 (en fonction des besoins particuliers d’une entreprise), nous mettons au jour des informations qui vous aideront \u00e0 comprendre une situation commerciale et \u00e0 prendre des d\u00e9cisions \u00e9clair\u00e9es et rentables. Au fil des ans, nous avons fourni des services de recherche \u00e0 un certain nombre d’entreprises locales et internationales et avons acquis une exp\u00e9rience optimale dans les domaines des enqu\u00eates sur l’exp\u00e9rience client, des \u00e9tudes de march\u00e9 et des \u00e9tudes de suivi des marques dans de multiples secteurs. Pour en savoir plus, consultez le site https:\/\/firmusadvisory.com\/<\/a>.<\/p>\n\n\n\n

\u00c0 propos des auteurs<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Anita Nkrumah<\/p>\n\n\n\n

Responsable de la recherche et du d\u00e9veloppement commercial<\/strong><\/p>\n\n\n\n

Firmus Advisory Limited<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Rachael Dampson<\/p>\n\n\n\n

Responsable de la recherche<\/strong><\/p>\n\n\n\n

Firmus Advisory Limited<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Observatoire du march\u00e9 des produits de grande consommation : appareils \u00e9lectriques et \u00e9lectroniques grand public au Ghana Le march\u00e9 des appareils \u00e9lectriques et \u00e9lectroniques grand public est un secteur dynamique et en constante \u00e9volution, refl\u00e9tant les progr\u00e8s rapides de la technologie et les demandes croissantes d’un monde de plus en plus connect\u00e9. Le rythme rapide […]<\/p>\n","protected":false},"author":13,"featured_media":44126,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"editor_notices":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10],"tags":[195,33,171,194,172,196,174,88,197,198,199,200,201,202,203,204,205,206,35,207,208,209,210,211,182,212,213,133,85,214,120,215,216],"coauthors":[239],"class_list":["post-44074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-marche","tag-business","tag-business-registration","tag-businessconsulting","tag-businessdevelopment","tag-businessincubators","tag-businessresources","tag-businesssupportghana","tag-company-formation","tag-consumer-electricals","tag-consumer-electronics","tag-development","tag-ecommerce","tag-electricals","tag-electronics","tag-electronics-import","tag-electronics-prices","tag-electronics-research","tag-facebook","tag-firmus-advisory","tag-frends","tag-google","tag-growthstrategies","tag-hisense","tag-innovation","tag-linkedin","tag-market","tag-market-opportunities","tag-market-snapshot","tag-market-trends","tag-opportunities-in-ghana","tag-pricecompetitiveness","tag-samsung","tag-youtube"],"yoast_head":"\nObservatoire du march\u00e9 des biens de grande consommation : appareils \u00e9lectriques et \u00e9lectroniques grand public au Ghana - Firmus Advisory Fran\u00e7ais<\/title>\n<meta name=\"description\" content=\"Discover the latest insights into Ghana's consumer electricals and electronics market in our FMCG Market Watch article. Delve into the competitive landscape, distribution channels, and emerging trends driving growth in this dynamic industry.The rapid pace of technological innovation in Ghana is creating a need for advanced electrical and electronic products, driven by the growing middle class and businesses constantly replacing or upgrading older products with more sophisticated versions. 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