Africa is a growth market for the future of experiential commerce. The continent’s cultural vibrancy, youthful demographics and rapid digital adoption make it a unique environment where brands can create immersive, purpose-driven experiences that move seamlessly from the physical to the digital. For Publicis Commerce Experiential, this is about measurable impact: connecting people through authentic activations that drive both engagement and conversion.
The African market is young, urbanising and increasingly digital. By 2030, more than 40% of the population will live in cities and Africa will have the largest working-age population in the world. Mobile penetration has already leapfrogged traditional infrastructure, placing commerce literally in the hands of millions of consumers.
Localisation a non-negotiable
But Africa is not a monolith. Operating in eight diverse markets – from Nigeria and Kenya to South Africa and Côte d’Ivoire – Publicis Commerce has learned that localisation is non-negotiable. Each market has its own rhythm, from the hustle of Lagos street traders and the creative energy of Johannesburg townships to the cosmopolitan blend of Nairobi and the leisurely pace of Dakar.
Brands that assume a one-size-fits-all approach risk missing the nuance that defines authentic connection. What works in Sandton may fall flat in Soweto; what excites consumers in Accra may not resonate in Mombasa. Our job as marketers is to decode these nuances and turn them into platforms for relevance.
Across Africa, marketing lives in community spaces. It thrives at the taxi rank, in the township shebeen, at the football stadium and on the beachfront. These are the heart of everyday life. Experiential activations that lean into these environments spark trust.
When people see themselves reflected in the work, not in a generic global template but in a way that respects local rituals, languages and aspirations, they respond with loyalty that lasts far beyond the campaign.
The live moment
In Kenya, retail activations tied to boda-boda riders (motorbike taxis) can reach thousands daily, tapping into a trusted community network. In South Africa, township-based campaigns that integrate amapiano music and local fashion trends create cultural moments that are instantly shareable and relevant. These are strategic levers that connect brand purpose to lived experience.
Publicis Commerce Experiential sits at the intersection of physical and digital commerce. The traditional line between “above the line” branding and “below the line” activations has blurred. Today, a live moment in a market stall can trigger a cascade of digital engagement, from social sharing to online purchasing.
In Africa, this convergence is accelerated by mobile commerce. WhatsApp, TikTok and Instagram are transaction hubs. A pop-up shop in Lagos amplified by digital storytelling can convert into e-commerce sales overnight. A stadium activation in Johannesburg, integrated with QR-based mobile promotions, can drive both brand affinity and direct product uptake.
Respect begins with insight
The opportunity for brands is to design experiences that are omni-channel by default: built to resonate on the ground and designed to scale in digital ecosystems where African consumers are already active.
The core lesson for global CMOs is simple: success in Africa is about co-creation, listening and partnership. The African consumer is discerning. They will embrace brands that demonstrate respect, but they will quickly reject those that appear extractive or inauthentic.
Respect begins with insight. It requires understanding the role of language, music, and storytelling in building trust. It requires investing in grassroots creativity to collaborate with it. And it requires measurement, because purpose without performance is unsustainable.
Grit of daily life
There is also something here for the rest of the world. Too often, global marketing is overly polished, overly managed and disconnected from the grit of everyday life. Africa shows us a different way. Creativity is tested in the hustle of the street, not just brainstormed in the boardroom. Campaigns are validated in real time by communities, not months later by focus groups.
The result is a boldness that global marketers can learn from. African campaigns are not afraid of raw emotion, improvisation, or cultural specificity. In that sense, Africa is a glimpse of the future of experiential commerce. Brands that succeed here are those that combine culture with commerce and authenticity with measurable outcomes.
The future belongs to brands that can bridge cultures, connect communities and convert attention into action. Africa offers the most vibrant canvas imaginable. The question is whether brands are ready to meet Africa on its own terms.
Bonita Chirstie is business unit director at Publicis Commerce.
