Africa is Yiwu's largest trading market, with imports and exports to the continent reaching 132.41 billion yuan in the first eight months, up 36.7% year on year, China Yiwu Net reported on October 26. As African demand shifts from daily goods to auto parts and new-energy products, more Yiwu merchants are joining Yiwu Selection brand-going-global stores to deliver goods directly to African consumers.
The first African Yiwu Selection store opened in Nairobi, Kenya, on August 29, 2025, spanning 1,000 square meters with thousands of products across home, digital and jewelry categories. A South Africa "Global Store No. 8" has been licensed, and an Angola showroom launched in Luanda earlier this year. To date, Yiwu Selection stores have achieved footprint coverage across all five continents, landing in 13 countries and regions.
"A batch of popular brands see stable monthly reorders," said He Lihong, head of the Yiwu Brand Development Promotion Association, noting procurement preferences are upgrading from low-price to quality and creative products, and that Yiwu's brand recognition in Africa is rising fast.
The "group-going-global" model is helping Yiwu brands take root faster in African markets through pooled resources and local showrooms.
Source: China Yiwu Net
