Wave Gambia has reinforced its commitment to trade and financial inclusion through its sponsorship of the 2026 GCCI International Trade Fair, positioning itself at the centre of the country’s growing commercial activity.

The 19th edition of the trade fair, organised by the Gambia Chamber of Commerce and Industry, currently is one of the country’s biggest business and entrepreneurship platforms.

As markets continue to expand across The Gambia, Wave said its participation reflects a broader commitment to supporting merchants, vendors, agents, and customers through accessible digital financial services.

The company noted that informal trade and small businesses remain the backbone of the Gambian economy, while cashless transactions are increasingly becoming common in busy commercial centres such as Serrekunda and Brikama.

Speaking on the initiative, Sainabou Sarr, General Manager of Wave Gambia, said the company remains focused on ensuring that businesses and customers have access to financial tools that make transactions easier and safer.

“Our role is to ensure that merchants and customers have access to financial tools that make transactions easier and more secure. Supporting the people who power The Gambia’s trade is central to our vision for inclusive growth,” she said.

Wave said it has deployed four booths at the fair and integrated its services into the event’s ticketing system for more than 500 vendors. The company is also engaging customers through its nationwide network of about 1,900 agents.

Momodou Joof, Operations Director at Wave Gambia, said the trade fair provides the company with an opportunity to interact directly with traders and customers in their daily business environment.

He added that the engagement allows Wave to better understand the needs of businesses and improve services that support practical and affordable transactions across the country.

By Adama Makasuba