Sustaining the future of micro-retailers: the vital role of tech-enabled e-commerce in emerging markets

Micro-retailers, including small family-owned shops and convenience stores, have significant economic importance in emerging markets and developing economies.

Despite the rise of supermarkets, these shops dominate in the low-income and rural communities they serve, providing millions of people with essential goods and a source of income. They also maintain trusted relationships with customers who benefit from informal credit arrangements.

Micro-retailers remain the primary channel for fast-moving consumer goods (FMCG) sales in emerging markets. In Africa, for example, over 2.5 million micro-retailers contribute to around 70% of FMCG sales – making them essential to both the public and private sectors.

TRANSFORM shares insights to support tech-enabled e-commerce platforms to be successful.