Growth and innovation are rapidly advancing in several key markets across Africa, with both businesses and individual consumers ready for digitalisation. However regions and markets are defined by unique business, economic and social characteristics which are shaping the pace of change and the type of business models that will be successful.

This report examines the current innovative business models that are addressing the demands of Africa's mass markets of both consumers and the informal business sector, with a primarily focus on how digtal tools are being adapted to local business needs and consumer behaviours.

While digitalisation is the key growth driver, sustainability cannot be underestimated. This report provides insights into Africa's potential as testing ground for new solutions and how Swedish companies can provide sustainable, tailored solutions that work in a local context as well in a wider global context.

Download the report to find out more about Africa's potential growth opportunities.