What UK and North American firms consistently misread about African markets

We are frequently brought in after a first attempt has stalled. The strategy was rarely foolish. It was built on assumptions that travel badly.

The continent is not a market

Lagos, Accra, Nairobi and Johannesburg differ from one another more than London differs from Manchester. Pricing sensitivity, dominant platforms and the meaning of a discount all change at the border.

Trust is earned in different currencies

A registered company number reassures a British buyer. In several of our markets, a visible physical address, a responsive phone line and a named person carry considerably more weight than any badge on a website.

• Payment preference is a channel decision, not a checkout detail.
• Word of mouth is measurable if you instrument it deliberately.
• Local partners shorten the timeline more reliably than local media buying.

None of this is exotic. It simply requires being in the room, which is why we have kept the practice in Lagos for twenty-three years.