The African retail sector is rapidly transforming due to population growth, urbanization, and changing consumption patterns. New business models are shaping the market, driven by both local and international players. Leaders such as Shoprite in Southern Africa, Marjane in North Africa, and Prosuma in West Africa are redefining the future of retail on the continent.
The modern retail sector in Africa is now positioned as a highly strategic market, driven by population projections of 1.7 billion inhabitants by 2030. This profound sectoral transformation is being accelerated simultaneously by urbanization, the rise of a middle class, and the structural evolution of consumer habits. Reflecting this positive dynamic, the continent’s 50 leading retailers demonstrated in 2025, the consolidation and growth of a now organized and structured retail sector.
« For the retail sector, the major opportunity today lies in modernizing formats and structuring local supply chains. Indeed, the modern African middle class is now seeking greater convenience, traceability, and efficiency for retailers. »
BOUBACAR BA, Journalist – Senegal
The main driver of growth is no longer solely found in giant hypermarkets, but is shifting towards local shops and e-commerce. The key challenge, therefore, is to digitize the offering to capture a young, connected, and particularly demanding population. From Southern Africa to West Africa, regional leaders are successfully deploying modern distribution. In Côte d’Ivoire, Prosuma, founded in 1966, has grown from an initial capital of 20 million CFA francs to over 10 billion CFA francs today. It boasts 200 stores under 26 brands and 4 shopping centers in Abidjan. This expansion illustrates the growth of a structured retail sector, adapted to new consumer demands.
« In an increasingly competitive African market, large-scale retailers face two major challenges. The first is logistical: to compete with the informal sector and foreign multinationals, local retailers must secure their supply chain and reduce transportation costs. But the second challenge, undoubtedly the most crucial, lies in their capacity for local integration. »
BOUBACAR BA, Journalist – Senegal
Large-scale retailers are positioning themselves as a powerful accelerator of jobs, skills, and innovation. Modernized today by digitalization, e-commerce, and efficient logistics, this sector is benefiting from increased investment and is establishing itself as an essential lever for economic transformation and market integration in Africa.
