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And if you look closely, the reasons are not different than what they are for any other part of the world. Once the drive and conditions are met, one can bet on customers embracing online shopping. While the developments may vary across regions and brick & mortar holding the majority share of the retail market the general trend points at rising eCommerce. South Africa, Nigeria, and Kenya lead the B2C eCommerce race in Africa. Franchising Your Brand, Franchise My Business, Franchise Your Business. Franchising Your Brand, Franchise My Business, Franchise Your Business. Retail and eCommerce Consultant for the Middle East Market.