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Why informal retailers in Africa cannot be ignoredAcross Africa, informal retailing continues to play an important role, even as modern retailing and more lately, e-commerce, expand alongside traditional stores. Acknowledging informal retailing's importance, busting the myths around who shops there, and understanding the interplay of economics, the state of supply chains, consumer preferences and local culture in each market will help manufacturers position their brands in this important sector in sub-Saharan Africa. Euromonitor International estimates the combined value of traditional, modern, and e-commerce retailing in sub-Saharan Africa at $380bn in 2021, contributing 20-50% of GDP on average. 29 Mar 2022 Read more

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