This report analyzes Africa’s evolving retail landscape, where informal trade, mobile money, and social commerce dominate. It identifies key CX challenges including omnichannel consistency, personalization, trust, and infrastructure limitations. The report highlights how conversational messaging and mobile-first strategies help retailers connect with diverse customer segments. Case examples show how messaging improves engagement, supports payments, and builds loyalty despite logistical constraints. The report concludes that CX innovation is critical for retailers to scale sustainably while serving Africa’s fast-growing, digitally savvy population.

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