French companies are experiencing a turning point in their business strategy in Africa. According to a report by Les Echos, the trend is reversing: it is now more prudent for them to produce with Africa rather than focus solely on sales.

Between 2010 and 2025, French exports to the African continent have only increased slightly, reaching approximately 28.9 billion euros. According to Alternatives Economiques, this stagnation is partly due to the growing competition from countries like China and India, which have managed to establish themselves in the African market with more suitable and competitive offerings.

Olivier Vincent, director of export activities at Bpifrance, emphasized during the Inspire & Connect Africa forum in Nairobi that "the real issue for French companies is no longer selling in Africa, but producing with Africa." This statement highlights a paradigm shift in trade relations between France and the continent.

The slowdown in trade has also been exacerbated by the global economic context marked by the health crisis. According to a study published by the French Council of Investors in Africa (CIAN), companies need to reassess their business model to better meet local needs and leverage available resources on the ground.

This new business model could also be accompanied by an increased willingness to invest in sustainable development and technological innovation. African SMEs could thus benefit from strengthened partnerships with their French counterparts, fostering mutual growth.

In summary, in the face of an unfavorable environment for exports, French companies appear to be adopting a more collaborative and integrated approach with Africa. This change could not only revitalize bilateral trade relations but also contribute to the economic development of the continent.