African consumers are changing faster than many market plans. More people live in cities. More people buy through phones. Younger shoppers compare prices, follow creators, and expect convenience. For brands, the old split between “modern trade” and “informal trade” no longer explains the market. A shopper may discover a product on TikTok, ask questions on WhatsApp, pay with mobile money, and collect it from a local kiosk. Growth and urbanisation are changing what people buy A