Walmart Doubles Down in Africa, but Will It Pay Off?

According to The Wall Street Journal, Walmart is going all in on Africa after already spending $2.4 billion to acquire a majority stake in Massmart, a South African retailer and the second-largest distributor of consumer goods in Africa. When the retailer made this move, executives in Bentonville, Arkansas, “hailed the acquisition as Walmart’s entry into the world’s youngest continent and one of its fastest-growing consumer markets, which was booming amid record commodity prices.”

Despite its global prominence, Walmart has faced challenges in capitalizing on African markets. The setbacks began with the commodities downturn in 2014, were exacerbated by the pandemic, and further intensified with the economic repercussions of the Ukraine conflict, notably soaring inflation and weakening local currencies.

These obstacles led to a decline in consumer spending power in Africa. As a result, Massmart, a subsidiary of Walmart, had to shut down its outlets in Nigeria, Ghana, Tanzania, and Uganda in 2022. Additionally, an electronics chain that wasn’t meeting expectations was closed down in March 2020.

Massmart witnessed a significant decline in its market value over the years, with its shares nosediving by roughly 75% between 2011 and the middle of 2022. This slump was much more pronounced compared to other retailers in South Africa.

Undeterred by this downward trajectory and previous global missteps, Walmart intensified its commitment to the continent.

The retailer acquired the remaining 47% of Massmart for an approximate value of $358 million (6.4 billion South African rand) late last year. This amount was a mere shadow of Walmart’s initial investment. Furthermore, the retail giant chose to remove Massmart from the Johannesburg Stock Exchange’s listing.

This strategic move by Walmart is particularly noteworthy, considering its past unsuccessful international ventures. A couple of examples include its 2020 decisions: withdrawing from the Japanese market after nearly two decades with a hefty $2.1 billion loss and parting ways with the U.K. grocery chain, Asda, at a loss of $5.7 billion. Walmart also faced a setback in Argentina, incurring a $1 billion loss on the sale of its retail segment there. Walmart has stated that these decisions were made so the company could focus on the highest growth potential in the long term.

Currently, “Walmart has operations in 19 countries, including the U.S. Walmart International recorded net sales of $101 billion for the year ended Jan. 31, flat from the same period a year earlier and down 17% from fiscal 2021. International stores accounted for 17% of Walmart’s net sales of $606 billion in fiscal 2023.”

And now, Walmart fully owns Massmart and has complete control over how it can impact and change the market. Even after some of the country’s worst rioting and lockdowns fueled by the global health crisis rattled South Africa’s fragile economy, Walmart trudges on by planting its key executives in Massmart.

Analysts and retail leaders point out Africa’s unique challenges, such as the high cost of mobile data in a region where most rely on phones for internet and the difficulties of last-mile delivery due to infrastructure gaps. The South African retail landscape is also highly competitive, teeming with several established contenders.

With an expanded tech team, Massmart went from 28 members in 2021 to almost 300 specialists at Walmart’s Bangalore tech hub, focusing on software development, product operations, and analytics to enhance its e-commerce platform. In October, Massmart’s Makro wholesale stores began utilizing Walmart’s custom software, which was designed for efficient online order processing and tailored for Massmart.