Selling B2B in Africa: Kenya, Nigeria, South Africa and Beyond

Africa is the most underestimated growth region in the world for companies willing to be present and patient. I have built and run an operation in Africa, including an office in Kenya, more than once and for several companies, and here is how the region actually works.

Is Africa actually your market?

Fast-growing populations, rapid mobile and digital adoption, and light competition make parts of Africa a genuine frontier opportunity. It is also highly diverse, fifty-four countries, many languages, and very different business and regulatory environments, and it rewards local presence over remote selling. I help you judge where the real opportunity is and build it, rather than treating "Africa" as one thing.

How African buyers really buy

Across the major markets, business runs on relationships, trust and presence. Buyers want to know you are committed to the region, not testing it from abroad, and local partners and people are usually essential. Cycles can be long, in-person matters, and a partner with real local reach beats a slick foreign pitch every time.

The markets

• Kenya the East African hub, where I have run an operation with a local office
• Nigeria the largest economy and population, a major West African market
• South Africa the most developed market and a gateway to the south
• Egypt, Ghana, Morocco, Ethiopia and Tanzania each a real and growing opportunity

What I build and run across Africa

• Local teams, offices and the right partners, recruited, trained and managed
• A regional approach focused on the markets that actually fit your product
• Distributors and channel partners where direct is not the model
• Tech support and customer service to local expectations
• The CRM, pipeline, forecast and accountability

How I would enter Africa

Choose the right hub market, commit to local presence and partners, and expand from there. I run it hands-on, in the seat, with realistic expectations about diversity and pace.

Related: market entry, distributor and channel recruitment, global markets.