Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
RETAIL STRATEGY
Retail giant Walmart opens its first South African store this week
By our African Marketing Confederation News Team | 2025
First outlet is located at a popular shopping mall close to Johannesburg. Launch strategy emphasises low pricing.
US-based retail giant Walmart is to open its first branded store in South Africa this week. The outlet at Clearwater Mall in Roodepoort, near Johannesburg, opens its doors on Saturday, 22 November 2025.
Walmart operates nearly 11,000 stores in 19 countries. Photo: Walmart
Walmart has a long-standing presence in South Africa through its wholly owned subsidiary Massmart, which operates retail chains such as Game, Makro and Builders. But until now it has not traded under its own name.
According to local media reports, Massmart has also converted one of its Game stores at Fourways Mall into a Walmart. An opening date has not been confirmed.
Walmart’s strategy for its SA launch phase promotes daily low prices, exceptional customer experiences and meaningful community impact.
A press statement emphasises the ‘low-price’ strategy and quotes Miles van Rensburg, Massmart CEO and President, as saying: “Around the world, Walmart’s every day low prices help millions of customers have access to quality products at affordable prices, every day.
“With the opening of our Clearwater store, customers on the West Rand will be able to shop on their own schedule and trust that they will always get an every day low price on their basket of purchases without having to wait for short-term promotions or worrying about constantly changing prices.”
Increased competition for established retailers
In SA, Walmart is up against the likes of Shoprite – the dominant local player which has multiple retail brands competing at different levels of the market – and Pick n Pay.
The US retailer entered the country in 2022, when it fully acquired Massmart.
Globally, Walmart has more than 10,750 stores and numerous e-commerce websites in 19 countries.
In a media statement issued in September, Walmart said SA customers “can also look forward to digital capabilities to enhance their shopping journey”, indicating that it intends to be an e-commerce player as well.
Amazon and local e-commerce giant Takealot.com are among the established key players in that sector.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.