Tontines go digital: how social media is powering peer-to-peer shopping in Cameroon 🛍️

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Wigs, dresses, bedsheets, kitchen gear… In Cameroon, online tontines—rotating savings groups—are booming, transforming WhatsApp, Instagram, and Facebook into bustling community marketplaces. It’s a low-barrier, trust-based system, mostly run by and for women, where solidarity meets digital commerce.

A marketplace at your fingertips 🛍️

In a WhatsApp group called Tontine Perruques (« Wig Tontine »), over 120 women check in daily to see what’s on offer. Monday might feature an Ankara dress, Tuesday a set of embroidered sheets, and Friday a discounted air fryer. Each week, a product is put up for a tontine-style draw. The rules are simple: pay a set amount weekly, and when it’s your turn, you get the item.

“It’s straightforward: we all pay a fixed amount weekly. When your name comes up, you receive the product. Even if you’re last in line, at least you get what you wanted without paying it all upfront,” explains Linda, an active member of five online tontines.

The appeal lies in its flexibility. No need for a large initial payment or a trip to the market. Goods are delivered, payments are made via Mobile Money, and in just a few taps, women are buying brand-new items on credit — from each other.

A mostly women-led phenomenon  👩🏾

Though open to anyone, these online tontines are overwhelmingly driven by women — from stay-at-home moms and students to hairdressers and street vendors. It’s an affordable way to splurge or stock the home with essentials.

The most sought-after items? Beauty products (wigs, makeup, skincare), clothing (lace dresses, sportswear, fabric), and kitchen gear (cookware sets, deep fryers, blenders, decorative plates). Occasionally, even big-ticket appliances like freezers or washing machines make the list.

“I got my stand mixer through a tontine. I paid 2,100 FCFA each week for two months. It’s easier for me than paying all at once. Plus, the bigger the group, the more chances I have of getting what I want,” says Sonia, a self-taught baker.

Where mutual aid meets business 🤝

These digital tontines began with a spirit of community — much like traditional savings circles — but as they’ve grown, many group admins have turned them into a business. Some take a commission or build in a discreet markup. They handle the purchases and deliver the goods directly to members.

Others sell the products themselves, using tontines as a customer retention strategy. They manage payments, logistics, and complaints — all without any formal oversight or legal structure.

“It’s a hybrid model: part credit system, part traditional tontine, part e-commerce,” explains Mireille T., a sociology student. “It’s built on trust and word-of-mouth. But joining a group where you don’t know anyone can be risky—there’s a lot of scamming out there.”

Trust-based, but not risk-free ⚠️

While most digital tontines run smoothly, there have been stories of disappointment. Products not matching the pictures. Admins disappearing after collecting funds. Disputes over the draw order…

Without formal contracts or regulation, getting recourse is nearly impossible. Some scams have even gone viral on social media. Still, these cases are rare compared to the scale of participation.

“I lost 15,000 FCFA in a wig tontine. The admin ghosted us. Now, I only join groups where I personally know at least two members,” says Éliane, a university student.

A new face of grassroots commerce 📦

Far from being a passing trend, online tontines highlight the resourcefulness of Cameroon’s informal economy. They combine tradition and tech in a way that’s both practical and deeply social.

In a time of financial pressure, these groups help thousands of people access consumer goods — while keeping a strong sense of community alive. Some may evolve into professional ventures. But at their core, digital tontines are a powerful reminder that online or offline, solidarity still holds value.

We’d love to hear from you!

Have you ever joined an online tontine or savings group? Share your story in the comments 👇