Expanding into Africa: Four key considerations for growing businesses

Jofrie brings nearly three decades of experience in accounting, tax and corporate services, helping organisations establish and grow their presence across the continent.

Here are four key considerations for businesses drawn from the first part of the interview.

1. Perceptions often don’t reflect the reality on the ground

The continent’s countries and markets are often viewed through assumptions that don’t reflect the realities of today’s business environment.

For many organisations, expansion into Africa has historically been associated with higher levels of complexity and risk. However, significant progress has been made across many markets in areas ranging from governance and compliance to infrastructure and professional services.

As businesses look for new growth opportunities, many are taking a fresh look at what individual markets across the continent have to offer and reassessing long-held perceptions.

2. Governance and compliance continue to strengthen

Strong governance remains a fundamental consideration for any organisation entering a new market.

Across many African jurisdictions, increasing emphasis is being placed on areas such as know-your-customer (KYC) procedures, anti-money laundering controls and broader compliance frameworks. These developments are contributing to increased confidence among businesses actively assessing expansion opportunities.

At the same time, thorough due diligence remains essential. Understanding local regulations, market dynamics and operating requirements is a critical part of building a successful expansion strategy.

3. Infrastructure and talent are supporting growth

Infrastructure, education and workforce capability are continuing to develop across many parts of the continent.

Markets such as Kenya, Namibia and Nigeria demonstrate how investment in infrastructure and skills development is creating a more supportive environment for business. Alongside improvements in connectivity, organisations can also access growing pools of skilled professionals across a range of sectors.

For businesses evaluating expansion opportunities, these developments are helping to create the conditions for strong long-term growth.

4. Different markets offer distinct opportunities

Opportunities vary significantly from one market to another.

Nigeria’s position as a major consumer market presents a different proposition from Kenya’s growing fintech and business process outsourcing sectors. Across the continent, countries continue to develop distinct areas of strength, creating opportunities for organisations with different products, services and capabilities.

For businesses considering expansion, understanding these differences is essential. Market selection, operating models and investment decisions should be shaped by local conditions rather than broad regional assumptions.

Maintaining a long-term perspective from the outset is equally important. Sustainable success requires investment, commitment and a clear strategy for growth over time.