Afretail 2025: deciphering the future of retail and franchising in Africa
On June 20, 2025, Paris vibrated to the rhythm of the second edition of Afretail, the forum dedicated to retail and franchising in Africa. Organized by Concretiz and Eurelia, in collaboration with Nhood, Canal+ and AGL, the event brought together experts, entrepreneurs and decision-makers to explore the dynamics, challenges and successes of this booming sector on the African continent. Beyond the impressive growth figures, AFRETAIL highlighted the winning strategies and pitfalls to avoid for any company wishing to establish a sustainable presence in Africa.
Africa: a continent of growth and opportunity
The data presented at Afretail 2025 confirm an inescapable reality: Africa is a global economic growth engine. Six of the world’s ten fastest-growing economies in 2024 are African, with countries like Côte d’Ivoire (6.1% growth) and the DRC (8.3%) leading the way. This growth is driven by a demographic explosion (2.5 billion inhabitants forecast for 2050), rapid urbanization (Kinshasa, Lagos, Abidjan becoming “megacities”), and the emergence of a middle class with increasing purchasing power. In Côte d’Ivoire, for example, 30% of the population now belongs to this middle class, generating growing demand for modern, quality products and services.
This “shift in cultural influence” (as evidenced by the presence of African artists on the international scene or Miss France’s trip to Côte d’Ivoire) is also reflected in an increasingly sophisticated consumer demand. The continent is evolving rapidly, moving from a hegemony of informal trade to a structuring of formal trade, with the emergence of modern shopping centers and the establishment of international brands such as Adopt’ Parfums, Paul or Kiko Milano in cities like Abidjan, Yaoundé or Kinshasa.
The major challenges of retail expansion in Africa
Despite this immense potential, the establishment and development of chains in Africa is not without its challenges, as highlighted by numerous Afretail conferences and round tables. The map of challenges presented at the event highlights the complexity of the continent. It is imperative to understand that “Adapting is a MUST! Barriers to accessing the African market include :
- Regulatory and administrative complexity: Each country has its own legal and administrative specificities, requiring constant adaptation.
- Logistics and supply chain challenges: Optimizing the supply chain remains a major challenge for efficient and profitable product distribution.
- Cultural and behavioral differences: An acute knowledge of local issues and consumer habits is essential to adapt the offering.
- Competition from the informal sector: Despite the growth of the formal sector, the informal sector remains powerful and requires adaptation strategies.
- Access to financing: Although the continent is a magnet for investment, access to financing can still be an obstacle for some companies and projects.
Winning strategies and best practices for success
Afretail 2025 has highlighted several “recipes for success” and best practices for overcoming these challenges and prospering in Africa:
- Relying on the right local partner: this is the key to success. As the round table “Piloting, transmitting, committing: how to build sustainable partnerships in Africa” emphasized, it’s vital to choose partners who know the terrain, share the risks and are committed to the long term.
- Get out in the field and understand local issues: Immersion is essential to grasp the realities of consumers and markets. Implementation models must be flexible and adapted.
- Training and supporting local partners: Retail is a “new business” in Sub-Saharan Africa for many players. The transmission of know-how and training are essential to build balanced relationships between franchisors and franchisees.
- Investing in brand awareness and digital communication: Denis Cantin d’Adamant emphasized the importance of “Building and amplifying brand awareness in Africa”. Social networks, notably Facebook, Instagram and TikTok, are powerful levers for reaching a massive audience (50M Facebook accounts in French-speaking Africa, 96M on Instagram). Digital strategy must focus on awareness, affinity, engagement and conversion.
- Adapting supply and innovation: Success depends on the ability to adapt to the preferences of African consumers. While European trends point to mature omnichannelity and responsible consumption (circular economy, sustainability), Africa stands out for its “mobile leapfrog” and “booming” retail. Technologies such as anti-counterfeiting AI (Vrai.AI) and point-of-sale digitalization can be major assets.
- Morocco, an exemplary market for franchising: Fatim Sefriqui of the Marjane Group presented Morocco as a fast-growing market for franchising. The number of networks has risen from 42 in 1997 to 815 today, with 7,100 points of sale. Nearly 75% of franchises are foreign, reflecting the strong international appeal of the market. The Marjane Group, a major player in retail and commercial real estate, is a partner of choice, offering a structured national network and win-win collaboration models.
Africa is the continent of all possibilities for retail
Afretail 2025 reaffirmed that “Africa is not far away, it is being equipped, it is urbanizing, it is consuming.” The forum clearly demonstrated that the opportunities are immense for retail and franchise players ready to adapt, engage with local partners and invest in a strategy designed for the continent’s specificities. Africa is waiting for retailers who can combine ambition and excellence to co-construct the future of commerce.
Read also
- Retail Revive Services your strategic partner for conquering the African market
- Izar Hyacinthe, founder of Concretiz and co-organizer of the Afretail forum
- AFRETAIL 2025: The must-attend retail and franchising forum dedicated to Africa will be held at the Jardin d’acclimatation in Paris.
