Why Africa
The thesis, with sourced figures
The continent is not an emerging market to conquer: it is a market to build, from the inside. Every figure on this page carries its source, its year of publication and a link to the institution that produced it. A figure without a source is not published.
2.2 billion
people in sub-Saharan Africa by 2054, a 79% increase.
Source : United Nations, World Population Prospects 2024, 2024
9 countries
including the Democratic Republic of the Congo, will see their population double between 2024 and 2054.
Source : United Nations, World Population Prospects 2024, 2024
112.8 million
people in the Democratic Republic of the Congo, the market where the group operates.
Source : World Bank, indicator SP.POP.TOTL, 2025
44.7%
of sub-Saharan Africa's population lives in cities, and that share grows every year.
Source : World Bank, indicator SP.URB.TOTL.IN.ZS, 2025
90 per 100
mobile subscriptions per 100 people in sub-Saharan Africa: the phone is already there.
Source : World Bank, indicator IT.CEL.SETS.P2, 2025
19.7%
of Congolese use the Internet. Four in five remain to be connected: that is the size of the market to build.
Source : World Bank, indicator IT.NET.USER.ZS, 2024
Sources: United Nations and World Bank. Values read on 15 September 2026.
What these figures say
- A young population that doubles in a generation: demand for commerce, housing and services is being built now.
- Rapid urbanisation: cities concentrate needs, and last-mile logistics becomes the real product.
- The phone is already there, Internet use is not: the gap between the two is the size of the market to build.