BTL Consulting Ltd.
BTL Consulting Ltd.
Unlocking the multi-billion-dollar potential of Sub-Saharan Africa’s informal trade through tech-enabled route-to-market strategies, field intelligence, and execution.
Find out moreAre you prepared to tackle the complex informal African marketplace?
Over 80% of consumer sales in Sub-Saharan Africa flow through informal markets, including small grocers, kiosks, dukas, spazas, tuck shops, agrovets, and open-air markets. Despite modern retail growth, informal trade remains the continents main commercial engine for trading and employment.
Success in this fragmented market requires local intelligence, digital mapping and tracking technology, and strong field execution. BTL Consulting turns what appear to be complex informal distribution networks into scalable, data-driven revenue growth.
1.5 billion
Total population
$3.56 trillion
Nominal GDP (2026)
$29 trillion
Projected GDP by 2050
83%
Informal Employment
+17.5m
Points of Purchase
50+
Client Orgs. Supported
3,000+
Youths Trained
32,000+
Outlets Tracked Weekly
$25mil
Client Revenue Generated
Founded in 2010, Below the Line (BTL) Consulting Ltd is an East Africa–based sales consultancy and route-to-market execution partner. We help enterprise brands, Fast-Moving Consumer Goods (FMCG) manufacturers, and distributors increase product availability, visibility, and cash-sales across Africa’s formal and informal markets.
We combine extensive field experience with mobile and mapping technology to connect fragmented retail outlets into one cohesive, accessible trade channel.
Transforming informal retail into a traceable, targetable database.
Geo-Mapping & Outlet Censuses
Pinpoint exact location coordinates (GPS waypoints) for kiosks, dukas, salons, agrovets, and wholesalers.
Actionable Trade Databases
Build localized databases with outlet profiles, stock turnover, footprint dimensions, and purchasing behaviors.
Route & Fleet Optimization
Eliminate delivery inefficiencies and reduce last-mile distribution costs using mapped geographic clusters.
Resource Allocation & Market Potential
Measure actual market density to ensure sales reps are deployed where demand and revenue potential are highest.
In-depth evaluations of field operations, team scheduling, channel profitability, and operational Standard Operating Procedures (SOPs).
Architecting scalable distribution networks to expand coverage from hundreds of B2B retail customers to thousands of active retail outlets with a focus on positive returns-on-investment.
Converting sales tracking apps from administrative burdens into core selling tools embraced by field reps and executives.
Talent sourcing, performance management frameworks, incentive structuring, and continuous field coaching.
High-performance field sales teams that drive availability, visibility, and cash sales.
150+
Sales representatives inputting mobile-based data, daily
Don’t Reinvent the Wheel. Work Smarter.
Motorbike & Van Sales Field Teams: Fully equipped, trained, and managed field sales units servicing high-density traditional trade corridors.
Merchandising: Ensure high product availability and optimal shelf visibility across informal retail and modern retail channels.
HR Management: Optimizing workforce structures by integrating merchandising, sales, and channel auditing functions for maximum cost efficiency.
Real-Time Digital Sales Tracking
Ready to Supercharge Your Sales? Let’s build a tech-enabled, field-ready route-to-market strategy that unlocks Africa's vast traditional trade potential.
Find out moreMobile Field Sales and merchandising solutions
BTL Consulting Ltd is partnered with Efisales to provide a cutting-edge mobile merchandising, distribution and sales app built for Africa's informal markets and terrain.
Request a DemoPipeline Management
Mapping & Surveying
Merchandising
Efisales
EfiPOS
Helpdesk
Efimart
Ready for Growth?
Let’s Talk!
Contact BTL Consulting Ltd.
