Guadeloupe

Economy & income

Currency

• Euro (EUR, €) — Guadeloupe is a French overseas department (DOM) & EU outermost region
• €1 ≈ $1.14 / ~€0.88 per USD (14 Jul 2026)

GDP per capita

• ~€28,700 (2024, CEROM/INSEE) ≈ ~$32,700 nominal
• total GDP ~€10.9B (2024, +1.9% vol), up from ~€27,300/cap in 2023 — but still ~33% below mainland France (~€42,600)
• PPP n/a — World Bank/IMF fold Guadeloupe into France and publish no separate PPP figure

Average salary

• ~€2,406 net/mo full-time-equivalent (2023, INSEE private sector) ≈ ~$2,740
• men €2,489 vs women €2,316
• private-sector cadres ~€4,386 net
• Gross roughly ~€3,050-3,150/mo
• Public-sector jobs carry overseas-index bonuses

Median salary

• n/a precise — INSEE publishes the mean net EQTP (€2,406, 2023) but no widely-cited net wage median for GP
• incomes are skewed by a large public sector and ~18-19% unemployment (youth >40%), so any single median is unrepresentative

Minimum wage

SMIC (national, applies in full — no lower DOM rate unlike Mayotte): €12.02/hr → €1,823.03/mo gross for 35h from 1 Jan 2026 (~$2,080 gross; ~€1,445 / ~$1,650 net)

Cost of living

• High — chronic imported-goods 'vie chère': grocery/food prices well above mainland France (a recurring protest theme, 2009 LKP strike & 2024 accords)
• Numbeo Guadeloupe data is thin/limited (small sample; page rate-limited on fetch) — treat any index cautiously

Digital landscape

Population

• 373 thousand (Oct 2025, DataReportal Digital 2026)
• INSEE ~380,400 (1 Jan 2025), Worldometer ~395K (2024) — population is declining (~-0.3%/yr) and aging via youth out-migration to mainland France

Internet users

64.2% (~240K users, late 2025); ~134K (35.8%) still offline

Social media users

• 46.1% (~172K identities, Oct 2025) — 53.9% female / 46.1% male
• equal to 71.9% of internet users

Mobile connections

• 729K cellular connections = 195% of population (late 2025)
• 98.7% broadband
• down ~2.7% YoY

Devices

• desktop ~53.8% / mobile ~44.1% / tablet ~2.1% (StatCounter, Jun 2026) — desktop-heavy like other DOMs (small-sample + office/admin traffic)
• real consumer usage is mobile-app-first

Ad spend

• n/a — DataReportal Guadeloupe publishes no headline ad-spend figure (small market inside France)
• buying runs through Meta, TikTok, Google/YouTube & Snap auctions using France/DOM (971) targeting

Top social platforms

TikTok ~241K 18+ ad reach, ~80% of adults — Meta/TikTok tool reports reach above the internet-user count, an ad-planner artifact; dominant with youth

Instagram ~172K, 46.1% of pop

Facebook ~171K, 45.7% of pop — still core for 30+ users & Marketplace

LinkedIn ~160K members, 42.8% of pop

X/Twitter ~78.8K, 21.1% of pop

Messenger ~72.7K, 19.5%

Messengers

• WhatsApp (de-facto #1 for personal chat + Caribbean & mainland-France diaspora links; not in Meta's ad-reach list)
• Facebook Messenger (~72.7K, ad-reported)
• Instagram DM / TikTok DM
• Snapchat (youth) / iMessage (meaningful given ~33% iOS share)

Payments & behaviour

Payment methods

• Carte Bancaire (CB) / Visa / Mastercard — dominant for online purchases; EU-grade card penetration on SEPA/EUR rails (unlike Mayotte)
• Cash — still common for local markets, informal trade & older shoppers
• SEPA bank transfer / French & local banks (Crédit Agricole, BRED, Banque des Antilles Françaises, Caisse d'Épargne CEPAC)
• PayPal (widely accepted, incl. Amazon.fr & Cdiscount)
• Cheque (used more than mainland) & money transfer (Western Union) for diaspora flows

E-wallets

• PayPal (main usable e-wallet)
• Apple Pay / Google Pay (via French banks; rising with ~33% iOS)
• Lydia / Paylib (French P2P & mobile wallets)
• No African-style mobile money (no M-Pesa/Orange Money) — Guadeloupe runs on euro/SEPA banking

Cash on delivery

• Low-to-moderate — card-not-present is normal for the banked majority
• cash-on-delivery/cash is used mainly by re-shipping intermediaries, markets & informal sellers, not a dominant rail like sub-Saharan Tier-3

E-commerce

• Moderate & growing — unlike Mayotte, Amazon.fr and Cdiscount ship DIRECTLY to Guadeloupe (Colissimo/Chronopost Outre-Mer), though delivery is slow & pricey
• many still use re-shippers (OONOC, SAFEL, Easy-Delivery, ColisExpat, Isleden) plus Facebook Marketplace

Notes

• Higher bancarisation & card use than African/Mayotte Tier-3
• everything priced in euro
• Main frictions are shipping cost/time, 'vie chère' price sensitivity and a sizeable informal cash economy
• Lead with CB/Visa/MC + PayPal

Audience & culture

Languages

• French (official — near-universal; language of government, media, education & business)
• Guadeloupean Creole (Antillean French-based Creole — widely spoken at home, understood by almost everyone; some school teaching)
• English (tourism & limited use)

Religion

• ~96% Christian (2020 est.: ~86% Roman Catholic, ~8% Protestant/evangelical, ~6% other Christian)
• small Seventh-day Adventist, Rastafari, Muslim & Hindu (Indo-Guadeloupean 'Malbar') minorities
• No official religion stats (French laïcité)

Median age

• 46.9 years (2024, Worldometer/INSEE) — OLD and aging: ~33% over 60, only ~27% under 25 (heavy youth out-migration to mainland France)
• the demographic opposite of Mayotte

Key seasons

• Carnival (Jan-Feb, Mardi Gras → Ash-Wednesday 'Vaval' burning) — the biggest cultural & spending season
• Christmas / Chanté Nwèl (Advent song gatherings) & New Year
• Tourist high season (Dec-Apr, dry 'Carême' — mainland-France & North American visitors)
• Easter, Toussaint (1 Nov, All Saints) & Fête des Cuisinières (Aug)
• French school-holiday calendar; hurricane season Jun-Nov (sensitive — Hurricane Maria 2017)

Cultural notes

• Afro-Caribbean, French-speaking, EU-consumer but strongly local-identity (Creole, zouk, gwoka, carnival) society
• Recurring 'vie chère' cost-of-living anger makes price/value framing powerful
• the older, aging audience skews Facebook while youth are on TikTok/Snap
• Strong mainland-France & Caribbean diaspora ties — French creatives with genuine Antillean cultural cues outperform generic metropole copy

Where to find creators

• Instagram
• TikTok
• Facebook
• YouTube
• Snapchat
• Mainland-France Antillean diaspora creators

Media landscape

Creators & public figures

Top creators

Indira Ampiot ~414K Instagram

InstagramMiss France 2023 (from Guadeloupe) — beauty/lifestyle/fashion; top brand-deal profile

Clémence Botino ~392K Instagram

InstagramMiss France 2020 (from Guadeloupe) — beauty/lifestyle; strong endorsement reach

M

Malty (malty.68) ~292K TikTok

TikTokTop Guadeloupe TikTok creator — comedy/lifestyle skits; strong youth reach

D

Djily Smith ~163K Instagram

InstagramGuadeloupe lifestyle/entertainment creator; local brand collabs

O

Ophély Mézino ~141K Instagram

InstagramMiss Guadeloupe 2018 / Miss World 2019 runner-up — model, beauty & fashion

O

Orlane & Célian (orlaneetcelian) n/a exact (mid-tier)

Instagram/TikTokGuadeloupe couple — food tips, outings & DOM lifestyle; local brand collabs

Celebrities

Teddy Riner ~2M Instagram

Judoka — 11× world champion & multiple Olympic gold; born in Les Abymes, Guadeloupe; a national icon

Marie-José Pérec n/a exact (modest)

Sprinter — triple Olympic gold (200m/400m); born in Basse-Terre, Guadeloupe; co-lit the Paris 2024 cauldron

Lilian Thuram ~176K Instagram

Footballer — France's most-capped defender & 1998 World Cup winner; born in Pointe-à-Pitre; anti-racism author/activist

Laura Flessel n/a exact

Fencer ('La Guêpe') — Olympic & multiple world champion; born in Pointe-à-Pitre; former Sports Minister of France

Christine Arron n/a exact

Sprinter — long-time 100m European record holder & world medallist; born in Les Abymes, Guadeloupe

Admiral T ~117K YouTube / large Instagram

Dancehall/ragga superstar (Christy Campbell) — the biggest contemporary Guadeloupean music artist; 9 albums, WOK LINE brand

Affiliate & traffic

Hot verticals

• E-commerce & re-shipping (Amazon.fr, Cdiscount, Shein, Temu to the DOM)
• Travel & tourism (flights, hotels, car rental — heavy inbound + diaspora travel)
• Telecom & mobile (Orange Caraïbe, SFR Caraïbe, Digicel, Free — plans, eSIM, devices)
• Sweepstakes/lead-gen, insurance & consumer credit (regulated)
• Beauty/cosmetics & nutra/wellness; dating (mainstream)
• Money transfer / diaspora services

Active networks

• No Guadeloupe-specific networks; reached via French/EU networks — Awin, Kwanko, TimeOne, Effiliation, CJ Affiliate, Rakuten
• Meta Ads (Facebook/Instagram), TikTok Ads, Google/YouTube & Snap (France/DOM 971 targeting) dominate the buy side
• Push/pop/native long-tail via Adsterra, Monetag, PropellerAds for cheap Francophone inventory

Payouts

• Priced in EUR against France/DOM benchmarks but Tier-3 volume: tiny reachable base, high unemployment (~18-19%) and 'vie chère' price sensitivity suppress paid conversions. Cheap CPMs
• treat as low-volume test/branding within a broader France/DOM buy
• CPL/CPA run below mainland France

Competition

• Low-to-moderate — small French-language audience (~240K online), served mostly by local SMEs, French national brands & the public sector
• few pure affiliates target GP alone (usually bundled into France/DOM campaigns)

Seasonality

• Carnival (Jan-Feb) & year-end/Chanté Nwèl are peaks
• tourist high season Dec-Apr
• back-to-school (rentrée)
• hurricane-season disruptions Jun-Nov

Traffic sources

• Facebook & Instagram (Meta)
• TikTok (youth)
• Google Search & YouTube
• Snapchat
• Push / in-app / native (Adsterra, Monetag)

Good to know

Capital

• Basse-Terre (administrative capital)
• the Pointe-à-Pitre / Les Abymes / Baie-Mahault conurbation is the largest urban & economic hub

Major cities

• Les Abymes
• Baie-Mahault
• Le Gosier
• Pointe-à-Pitre
• Petit-Bourg
• Sainte-Anne
• Le Moule
• Basse-Terre

Time zones

Single zone UTC-4 (Atlantic Standard Time, America/Guadeloupe), no daylight saving

Android vs iOS

67% 33%

Android 67% iOS 33%

Phone brands

• Samsung (retail leader)
• Apple iPhone (~33% of mobile OS — high for a Tier-3, reflecting EU proximity)
• Xiaomi
• Oppo
• Huawei / others

Top e-commerce

• Amazon.fr (ships directly to GP via Colissimo/Chronopost Outre-Mer)
• Cdiscount (direct DOM delivery)
• Shein / Temu / AliExpress
• La Redoute / Veepee
• Facebook Marketplace & re-shippers (OONOC, SAFEL, Easy-Delivery)

Peak activity

Weekday evenings ~19:00-23:00 local (UTC-4), post-work; weekend late mornings; Facebook/Instagram-first for 30+, TikTok/Snap for youth

Creative taboos

• Handle with care: the chlordécone pesticide-contamination scandal (health & land, still litigated), 'vie chère' cost-of-living anger & 2009 LKP general-strike memory, chronic water-supply failures, Hurricane Maria (2017) & climate risk, colonial/slavery history and pro-autonomy politics, and youth out-migration
• Avoid tone-deaf 'metropole' framing

Also worth knowing

1. Legally France + EU (euro, GDPR, ARCOM/ANJ/AMF ad law) yet an aging, high-unemployment, 'vie chère' market — you get EU-grade rules with Tier-3 volume and strong price sensitivity.
2. Older median age (~47) and a Facebook-heavy 30+ base contrast sharply with youthful Mayotte — segment hard by age (FB/older vs TikTok/youth).
3. Unlike Mayotte, direct Amazon.fr/Cdiscount shipping plus high card & PayPal use make real e-commerce affiliate flows viable; monetize via France/DOM (971) targeting rather than a standalone GP buy.