AFRETAIL 2025: Store Rollout Models in Africa – Winning Strategies and Pitfalls to Avoid
AFRETAIL 2025 a exploré comment réussir l’expansion retail en Afrique, entre opportunités immenses et défis locaux.
Industry leaders – including Augustin Bonniol, Founder & CEO of ABC EXPAT – explored the do’s and don’ts of retail expansion in Africa. From choosing the right partners to navigating compliance and leveraging new platforms, the discussion highlighted how to turn Africa’s potential into sustainable success.
Africa: a land of opportunities and challenges
With 1.4 billion people, rapid urbanisation, and a growing middle class, Africa is a booming consumer market. But expansion faces hurdles: diverse regulations, political risks in some regions, uneven legal frameworks, and the need for a physical presence.
“Africa is not one market but 54 distinct countries. Winning strategies are country-specific, partner-driven, and locally adapted.” – Augustin Bonniol
Winning strategies
- Local partners: agents, distributors, or JVs are cultural and operational imperatives.
- Set up a subsidiary or rep office:quick and cost-effective (
- Tap into public tenders: e-procurement platforms are growing but demanding.
- Industrial clusters: hubs like Tatu City (Kenya) or Kigali SEZ (Rwanda) provide infrastructure and tax incentives.
- Modern distribution: Jumia, Carrefour, Naivas, Quickmart offer new retail channels.
Pitfalls and vigilance points
- Copy-pasting foreign models.
- Corruption and counterfeit risks.
- Underestimating compliance and legal safeguards.
- Ignoring the importance of physical presence and local advisors.
Practical advice
- Start with accessible, mature markets.
- Conduct targeted exploratory missions early.
- Leverage existing networks (OSCI, VIE alumni, diaspora).
- Adapt products to local purchasing power.
- Build gradually with the right partners.
ABC EXPAT: enabling international expansion
With 10 years of field experience, ABC EXPAT supports companies in immigration, HR & tax compliance, legal and admin support, and operational optimisation. In 2025, the company launched a pan-African franchise network, aiming to become the continent’s leading platform for international expansion support.
Conclusion
The AFRETAIL roundtable confirmed Africa’s appeal while reminding that success requires strategy, structure, and long-term presence. ABC EXPAT’s insights demonstrated that thriving in Africa is less about ambition and more about execution excellence and local anchoring.