Africa
Marketing Communications
Marketing Communications
Are you ready
to expand your business into Africa?
A global market of 54 unique countries & 1.7 Billion consumers
Africa Insights and Opportunities
By 2030, implementation of the Continental Free Trade Area (CFTA), a single continental market for goods and services will be operational, offering corporations different points of entry to the continent and a potential market of 1.7 billion people.
Continental expected
consumer expenditure
consumer expenditure
$
0
tn
Population
0
bn
Informal employment
0
%
Why Africa?
Africa’s consumer market is among the fastest-growing globally, driven by increasing affluence, population growth, urbanisation and technological adoption. Household consumption has outpaced GDP growth in recent years, presenting significant opportunities in retail and distribution sectors.
African consumers are noted for their brand loyalty and savvy purchasing decisions. Local vendors play a crucial role in distribution chains, highlighting the importance of understanding regional market dynamics.
2023
2024
2025
2023
The technology sector continued to thrive, with several African tech startups achieving “unicorn” status (valuations exceeding $1 billion).
2024
The rise of fintech in Africa continued in 2024, with the number of fintech companies nearly tripling since 2020.
2025
Africa’s digital economy is projected to be worth $180 billion by 2025, driven by fintech, e-commerce, and mobile solutions. Startups attracted $6 billion in funding in 2022, with Nigeria, Kenya, and South Africa leading the charge.
Did you know?
Africa's middle class is growing rapidly and is projected to reach 1.1 billion by 2060. Creating new consumer markets while driving demand for goods and services. This presents near boundless opportunities for businesses and investors. (African Development Bank)
Our African Portfolio beyond South Africa
