Verisavo Research

Executive Summary

Urban centres are increasingly the primary drivers of Africa's GDP growth. Rising middle classes, concentrated talent pools, and evolving consumer preferences are transforming city economies into high-leverage markets.

Yet, challenges remain: infrastructure gaps, regulatory inconsistency, and the scale of informal markets can amplify risk if not properly understood. The report highlights where economic power is aggregating, and where targeted strategies can capture urban-driven growth.

In this report

• Executive summary
• Urbanisation trends and population dynamics
• The rise of African city economies
• Consumer behaviour, demand patterns, and spending power
• Infrastructure, services, and liveability constraints
• Digital adoption and innovation ecosystems
• Informal markets and their influence on city economies
• Policy, governance, and city-level strategic levers
• Implications for investors, operators, and urban planners

Key Themes

Population and migration: Cities as engines of demographic advantage

Consumer dynamics: Spending patterns, brand adoption, and lifestyle trends

Infrastructure bottlenecks: Mobility, energy, housing, and digital connectivity

Innovation and digital adoption: Cities as testbeds for new technologies and business models

Informality and opportunity: How informal economies shape urban commercial reality