Foreign brands rarely rely on a single channel when selling into Africa. They layer marketplaces, retail partnerships, and direct selling, all coupled with local logistics providers.

Marketplace-led entry

Brands prioritizing faster market access and infrastructure typically prefer marketplaces, such as Jumia and Konga , each headquartered in Lagos, Nigeria.

Both offer a third-party marketplace with a minor first-party retail component. Global brands selling on Jumia include Adidas, Samsung, Garnier, and Maybelline. Brands on Konga include Samsung, LG, Xiaomi, CeraVe, and La Roche-Posay.

Jumia hosts major international brands, such as Adidas, shown here.

Direct selling

Merchants seeking control over pricing, fulfillment, and customer relationships move beyond marketplaces.

Top direct-sales categories include beauty, wellness, supplements, and fashion.…