
Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
BUSINESS STRATEGY
By our African Marketing Confederation News Team | 2025
After announcing last month that it plans to leave Ghana and Malawi, the retailer warns that its Mozambican presence is also under review.
The giant Shoprite supermarket and retail group, which last month confirmed planned exits from Ghana and Malawi, may also leave Mozambique.
According to a report by Reuters news agency, the potential for another exit was confirmed by the group’s CEO, Pieter Engelbrecht.
Photo: Shoprite
He cited concerns about the viability of the Mozambican market, given Islamist insurgent activity in the north of the country which has stalled a liquefied natural gas project. This would have given the country’s economy a major boost.
Engelbrecht told Reuters that Shoprite’s operations in Mozambique were under review and “on a watch list”, but stopped short of confirming an exit.
Shoprite’s focus is closer to home
South African-based Shoprite has been paring back its once-ambitious pan-African expansion strategy to focus on Southern African countries closer to its home base.
It now has just under 270 stores in seven SADIC member countries. Among these are Angola, Namibia, Botswana and Zambia.
In recent years it has exited Nigeria, Kenya, Democratic Republic of Congo, Uganda and Madagascar. Plus, there are the pending exits from Ghana and Malawi.
Engelbrecht also told Reuters that the company has no further plans to enter any new African markets and, if it did so, it would use a different business model.
In South Africa, Shoprite is hugely successful and is the dominant supermarket player with an ongoing expansion strategy. Among its South African brands are Shoprite, Checkers, Usave (all supermarkets) Medirite (pharmacies), Checkers Liquorshop, Checkers Outdoor, and Petshop Science. Its Sixty60 home delivery grocery service has also become a brand in its own right.
Persistent challenges faced by retailers
Commented Business Insider Africa when Shoprite announced its exit plans in Ghana and Malawi: “Shoprite’s move has revealed the persistent challenges faced by global retailers across several African economies, where currency volatility and shifting economic policies can quickly erode margins.
“The company has encountered numerous obstacles in these regions, including unstable exchange rates, surging inflation, restrictive import regulations, and leases pegged to the US dollar – all of which have weighed on profitability.

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