RETAIL LANDSCAPE
IS THE RETAIL
LANDSCAPE IN
AFRICA CHANGING?
By Isaac Ngatia
E
arly in the morning, people
from local villages stream
the local market, with their
produce ready for sales. This is
called the market day. They sell their
farm produce. In return, they buy
household commodities such as soap,
sugar, salt, cooking oil.
On the other hand, there is another
group from the village that directs
their cows, goats and sheep to a
designated area near the shopping
centre. This is an auction area. They
haggle and auction their livestock.
In return, they buy another breed
or different animal from what they
brought to the market place.
The above is a common story about
many rural and peri-urban set ups
across Africa. Market days still exist
in many areas, and this is the day
when most towns in the said areas
are a buzz with activities. It is the day
not only for farm produce, but brands
which exploit the day for road shows
and mini-exhibitions.
It is the day truckloads of household
goods, bales of new and second hand
clothes find their way to the town.
Mini trucks with music blazing move
round the town, with interludes
to promote one brand or another.
Some markets take place once a
week, others two times a week. It all
depends on the local rules. A high
number of consumers also flock to
the towns on these days.
Market places and market days are
common elements within various
‘‘ Market places and market days are common
elements within various locations across the
continent. Africa is home to some large open
markets. These include large scale markets
such as Alaba International Market in Lagos,
Kejetia in Kumasi, the Souq in Marrakech,
Gikomba in Nairobi, Owino in Kampala to the
Joburg market in Johannesburg.’’
28 MAL 19/17 ISSUE
locations across the continent. Africa
is home to some large open markets.
These include large scale markets
such as Alaba International Market
in Lagos, Kejetia in Kumasi, the
Souq in Marrakech, Gikomba in
Nairobi, Owino in Kampala to the
Joburg market in Johannesburg.
These are some key engines that drive
the consumer market around the
continent. They provide affordable
solutions to many people across the
continent. They form key part of
trade. The haggling and the frenzy in
these markets shape the buying and
selling habits.
In addition to the markets, the
consumer also has a range of retail
outlets available to him or her. The
small retail shops dot both rural and
urban centers. Indeed, these outlets
form a key element within the
channel to meet consumers’ demands.
This is a key source of goods and
services for consumers across the
continent.
There are various reasons for the
mushrooming of these retail outlets
across the continent. From a business
perspective, the low cost of setting
up is a key factor. In addition, most