US retail giant set to begin operations in Africa

The store, located at Fourways Mall in Johannesburg, replaces the former Game outlet and represents the company’s first visible branding effort since acquiring local retail group Massmart.

Walmart first bought a 51% stake in Massmart in 2010 and completed full ownership in 2022, delisting it from the Johannesburg Stock Exchange shortly after.

The rebranding marks a new chapter for the U.S. giant, which had long relied on Massmart’s brands, Makro, Game, and Builders, to navigate South Africa’s complex retail landscape.

“This move is part of Walmart’s strategy to localise while leveraging its global expertise in logistics and pricing,” analysts told Bloomberg, adding that the group’s Every Day Low Price (EDLP) model will target South Africa’s cost-conscious consumers.

Yet, the company appears unfazed. Its entry aligns with the retailer’s global playbook: start local, scale quickly, and offer unbeatable prices.

More Walmart-branded stores are expected to roll out across the country in the coming weeks, with the company signaling plans to strengthen both its physical and online retail presence.

Analysts say Walmart’s renewed investment, rather than retreat, shows long-term confidence in Africa’s retail potential.

As one put it: “Walmart’s story in South Africa is no longer about survival. It’s about scale, strategy, and a renewed bet on Africa’s middle class.”