South Africa, Oct. 9 -- 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.

One-size-fits-all is not the answer

But Africa is not a monolith. From Nigeria and Kenya to South Africa and Cote d'Ivoire - markets are diverse and 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 as...