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BUSINESS STRATEGY
Carrefour targets 22 African markets under its 2030 expansion strategy
By our African Marketing Confederation News Team | 2026
Strategy intensifies French-based Carrefour’s rivalry with the South African-based market leader Shoprite.
Carrefour aims to become Africa’s leading grocery retailer within four years, according to its Carrefour 2030 strategy unveiled last week, as the French group accelerates its international expansion drive.
Photo: Ecofin Agency
The company is targeting operations in 22 African countries, part of 45 markets identified globally for expansion, as it seeks to boost growth and improve profitability.
Expansion through partnerships
Carrefour, which has operated in Africa for more than two decades through franchise agreements, intends to maintain that capital-light model. In recent months, it has stepped up partnerships with established local and regional operators to expand its footprint.
In January 2026, Carrefour announced a franchise and supply agreement in Ethiopia with Queens Supermarket PLC, a subsidiary of local conglomerate Midroc Investment Group. The deal is expected to see 13 existing supermarkets rebranded under the Carrefour name in 2026, with 17 additional stores to open by 2028.
In December 2025, Carrefour signed an agreement with Brands For All to introduce its brands, retail expertise and private-label products in Ghana. The partnership will allow it to take over and rebrand seven stores currently operated by South Africa’s Shoprite by next April.
These new partners add to longstanding relationships – including Dubai-based Majid Al Futtaim, which operates Carrefour stores in Egypt, Kenya and Uganda as well as in the Middle East – and CFAO Retail, which runs outlets in several French-speaking African countries – including the Democratic Republic of Congo, Gabon, Cameroon and Senegal.
Carrefour also works with franchise partners in Tunisia (Ulysse Hyper Distribution), Algeria (Hyper Distribution Algérie) and Morocco (Label’Vie). The group currently operates nearly 700 stores across Africa.
Competition with Shoprite
Carrefour’s expansion will place it in direct competition with South Africa’s Shoprite, the continent’s largest food retailer. Shoprite operated 3,478 stores in 2025 and reported sales of more than US$15.6-billion.
The two companies are pursuing different strategies. Shoprite previously expanded across multiple African markets but scaled back after returns fell short of expectations.
It exited Nigeria, Kenya, Uganda, the Democratic Republic of Congo and Madagascar, and sold its operations in Ghana and Malawi to refocus on South Africa and selected southern African markets.
Shoprite is now prioritising consolidation rather than further geographic expansion. Carrefour, by contrast, is expanding through franchise partnerships and entering markets where competitors have retrenched, including Ghana.
Espoir Olodo, Ecofin Agency
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