A marketplace is a location—physical or virtual—that facilitates the exchange of goods between buyers and sellers. They are widespread throughout Africa and have great potential for reaching a new generation of consumers and creating opportunities for small businesses. Additionally, marketplaces exist outside of retail settings, and they support supplying in-demand goods to the consumers who influence market trends. 

Marketplaces have been evolving at an incredible rate. According to The Business of Fashion, the pandemic refocused attention on the marketplace due to government-imposed restrictions that confined many to their homes. The increased focus on marketplaces provided visibility for businesses and other critical avenues of distribution without the...