Investment in Africa: strong narratives, weak pipelines

Africa is regularly described as the “next billion person market” or “next growth frontier”. Pitch decks, conference panels and glossy reports repeat this story. Yet for many grounded businesses in health, skincare and agriculture, capital still feels thin, distant and unreasonable.

Where investment actually flows

In practice, much of the venture and impact investment in Africa flows into:

• A narrow band of tech startups in a few cities (Nairobi, Lagos, Cape Town, Cairo).
• Business models that are easy to explain to global investors (fintech, mobility, generic e commerce).
• Founding teams with strong global networks and pitch skills.

That leaves out a huge universe of:

• Clinic supply distributors in secondary cities.
• Seed companies, fertilizer mixers and farm equipment makers.
• Women led consumer brands selling soaps, creams and health products in regional markets.

Why grounded businesses struggle to be seen

Several factors make these businesses hard to see and fund:

• Data gaps: their revenue, customers and products are real, but scattered across invoices, WhatsApp and local markets rather than captured in standard deal rooms.
• Verification cost: investors often lack a simple way to verify product quality in health and agriculture without bespoke due diligence.
• No shared discovery layer: there is no neutral place to browse “clinic suppliers in Liberia” or “skincare brands in Ghana” with basic trust markers.
• Ticket size mismatch: many funds are set up for larger tickets than what these SMEs currently need.

How a marketplace like OpenMarket Global helps

OpenMarket Global does not replace investors - it helps them see:

• Verified suppliers in key verticals (health, skincare, crops) with real products, not just slide decks.
• NGO supported pipelines where product quality and impact have already been tested under programmes.
• Regional potential by showing which suppliers already operate across multiple countries.

An investor looking for health supply chain opportunities, for example, can see not only a single distributor but also which clinics or NGOs they serve and where, helping them understand risk and growth potential.

Case example: from invisible SME to investable opportunity

Imagine a company like “MediTrusted Distribution” in Liberia:

• They supply bandages, first aid packs and disinfectants to clinics and NGOs.
• They have consistent repeat orders but limited online presence.
• They struggle to show external investors what they do without lengthy introductions.

On OpenMarket Global, this company:

1. Has a clear profile listing its products, partners and geographies.
2. Appears in sector and country searches used by investors and buyers.
3. Can be linked to NGO projects that rely on their supplies, providing live evidence of use and demand.

Recommendations for investors and global actors

To turn narrative into real pipelines, investors and global actors can:

• Support the build out of shared marketplaces and verification systems as part of their ecosystem work.
• Use platforms like OpenMarket Global as deal flow filters for sector specific funds.
• Design SME friendly instruments (revenue based finance, blended capital) that match the needs of suppliers, not just startups.

Why global action should act now

If global capital only chases a narrow slice of “venture ready” startups, the continent’s real service and supply infrastructure will remain under funded. The risk is a two speed Africa: glossy apps on top, fragile supply chains underneath.

By funding and using market infrastructure like OpenMarket Global, investors and development partners can see and serve the full stack of businesses that actually deliver essential goods, not just those that are easiest to pitch.

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