Africa is full of brilliant entrepreneurs, dreamers, and doers women and men who are turning ideas into businesses and solving local problems with global potential. From handmade products to tech-enabled solutions, there’s no shortage of creativity or hustle on this continent.
But one major challenge many face especially new entrepreneurs is the belief that what works in Europe, North America, or Asia will work in Africa in exactly the same way. It’s a tempting assumption. After all, those regions have thriving economies, well-documented strategies, and countless success stories.
But here’s the truth:
It won’t work the same way.
And trying to copy-paste their model often leads to frustration, lost deals, and wasted effort.
Let’s explore why and more importantly, what African entrepreneurs should do instead.
Business Is Cultural Not Just Technical
In Europe, when you send someone an email, they typically reply within 24 hours. It’s expected. It’s the norm.
In many parts of Africa, especially among small businesses or informal traders, emails go unread for days or forever.
Why? Because business culture here is different:
- People prefer face-to-face conversations, phone calls, or WhatsApp
- Many entrepreneurs only go online to post and scroll not to conduct business
- Professional communication is still developing in many sectors
- Infrastructure and digital literacy gaps are very real
If you rely solely on European-style email-driven business here, you’ll likely miss opportunities that could’ve been sealed with a phone call, a WhatsApp message, or a visit.
Copying Europe’s Manual? Not So Fast
Here are just a few examples of how systems differ across continents:
| System | Europe/Asia | Africa (Reality) |
|---|---|---|
| Email as main communication | Works perfectly | Often ignored or rarely checked |
| Online-only service delivery | Normal | Poor data access, low trust in digital payments |
| Credit-based transactions | Common | Many don’t use cards or formal credit systems |
| Formal scheduling (e.g. Calendly) | Respected | People show up late or don’t confirm appointments |
| Long-term planning | Works well | Daily survival is priority for many |
This isn’t a critique of Africa — it’s context. Our environments are different, and our systems must reflect that.
So, What Should African Entrepreneurs Do?
We must adapt, not blindly adopt. Here’s how:
1. Meet People Where They Are
If your audience prefers WhatsApp or calls, start there. Use the platforms they’re comfortable with and gradually introduce more formal tools like email when the time is right.
2. Combine Formal + Informal Tools
Send that contract via email but follow up with a message:
“Hi, I’ve just emailed you the agreement. Please check it and let me know if you have any questions.”
This keeps your process professional and accessible.
3. Educate, Don’t Just Expect
Many entrepreneurs in Africa never had formal business training. Don’t assume they understand digital business etiquette. Instead, use every interaction as a chance to educate and uplift.
4. Build Systems That Reflect Local Realities
Think local:
- Offer mobile money or cash options
- Use SMS reminders instead of just email
- Be flexible with time and expectations
5. Localize Your Strategy
The European way isn’t the only way. Build systems that work for your people, your city, your infrastructure. The goal is not to mimic it’s to make sense.
Africa’s Business Future Is Hybrid
We’re not saying throw out structure or professionalism. In fact, we need more of it.
But we must blend it with our African context our rhythm, our tools, our realities. Contracts matter. Email matters. Systems matter.
But they must be delivered in a way that resonates with African clients and partners.
What we need is not a copy of the European or Asian playbook
we need a uniquely African business manual.
Final Thought
The most successful entrepreneurs on the continent are not the ones who blindly follow foreign models.
They are the ones who understand local behavior and build around it.
They adapt wisely.
They communicate clearly.
They serve their people in ways that work.
Let’s stop trying to fit Africa into another continent’s mold.
Instead, let’s create something that fits us and works for us.
