Africa

During the review period, e-commerce remained the fastest-growing distribution channel in MEA. This trend was driven by increased consumer demand for convenience, which prompted the diversification of retail strategies. Besides, low penetration of…

During 2020, e-commerce retail constant value sales (2021 prices) plunged by almost three quarters. The departure of Jumia Technologies AG from Cameroon in late 2019 left a hole that no remaining player has the capacity to fill. However, it has not…

In 2023, discounters in South Africa continued to record dynamic growth across all indicators. Despite decelerated food inflation, estimated at an average of 8.5% over 2023 as a whole compared to a 14-year high of 14.4% in March, South African…

Despite the potential for affordability offered by discounters, the overall spending power of Nigerian consumers experienced a decline, dampening the growth for this retail channel in Nigeria in 2023. With inflation soaring, consumers became…

Moroccan households continued to grapple with economic constraints in 2023, driving heightened price sensitivity and bolstering demand for discounters. With inflation reaching a decade high in the previous year, consumers increasingly sought…

Discounters in Egypt benefited from significant company activity at the end of the review period. In April 2023, Development Partners International (DPI) announced a USD165 million equity investment in Kazyon Ltd, the UK parent of the largest…

Direct selling benefited from a rising number of agents, particularly women, in Tunisia in 2022. This surge in participation can be attributed to the intensified recruitment efforts of leading operators such as Avon, which actively sought to expand…

In 2023, direct selling in South Africa remained subject to challenging operating environments. Despite some stabilising of value sales following three consecutive years of decline as a result of the pandemic, there was still lower demand for certain…

Direct selling in Nigeria faced challenges in 2023 as the country grappled with high inflation, resulting in decreased purchasing power among consumers. The direct selling model, predominantly conducted through social commerce and word of mouth, saw…

Direct selling in Morocco experiences a resurgence as society resumes normal activities, albeit amidst economic challenges posed by the rising cost of living. Despite initial setbacks during the pandemic, cosmetics and skin care show signs of…

Direct selling retail current value sales exhibited a steep decline during 2020 in response to the COVID-19 pandemic. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around,…

Direct selling in Egypt has been transformed into a social commerce platform through evolving market dynamics, a significant reliance on social media platforms for news and trends and changing shopping behaviours. This shift is informed by the…

Multi-level level marketing remained the most popular form of direct selling in Cameroon in 2022 as the retailing category recorded a positive performance for the second year in a row. However, this was not enough for category sales to recover to…

Direct selling has evolved in the recent review period, with sellers turning to social media and online marketplaces. This switch to e-commerce was stimulated by the era of COVID-19, when consumers and players alike were forced to embrace online…

Technological advances are creating unprecedented change across consumer-facing industries. The Digital Consumer Survey, fielded in March and April, offers insight into the pace and depth of this evolution, tracking consumer behaviour, attitudes,…

In 2023, convenience stores in South Africa continued to benefit from proximity to local households, with this format often used for daily or weekly top-ups. However, in suburban areas, the channel is increasingly being threatened by the emergence of…

The currency redesign initiated by the Central Bank of Nigeria in early 2023 created significant challenges for convenience retailers. The scarcity of the local currency, coupled with Nigeria's predominantly cash-driven economy and a large segment of…

In 2023, Moroccan retailers faced heightened competition, compelling them to diversify their strategies to maintain market relevance and sustain growth. Convenience stores, in particular, encountered stiff competition not only from traditional…

Convenience retailers in Egypt was affected by direct government efforts to support convenience stores. As the success of convenience stores is high, the government aims to stimulate new initiatives and facilitate bank loans to help local…

In the upcoming years, consumers and businesses face an array of challenges, with rising income inequality being among the key ones. Nevertheless, addressing the income inequality through catering to the Bottom of the Pyramid and the Middle Class…