The African retail market is very different from usual shopping malls that we are accustomed to in Western and European societies. Most purchases and sale of goods in Africa usually happens at the Market. Where vendors play an important role in providing access to goods for many Africans who would otherwise have no other way to getting these goods.
This report unpacks the importance of the informal retail market within the continent, as well as how this informal retail market is structured. In order to help brands gain a deeper understanding of how different this environment is, and how different things operate so that they can better be suited for the African consumer.