Welcome to “Market 3.0”

Prince Ebeano, a Nigerian supermarket chain with seven branches, is trying to hybridise the modern and traditional retail experiences for consumers in the middle class Lagosian suburb of Lekki.

Below a banner reading “Prince Ebeano super­market … Bringing Mile 12 closer to you,” customers can select fruit, vegetables and fish beneath the shade of tarpaulin canopies. Mile 12 is a famous open-air market in Lagos. The Africa Report website notes that “Local supermarkets are opening up smaller versions of traditional markets with wholesale sections for meat, seafood, fruit and vegetables, with market-style prices” a trend it dubs “Market 3.0.”

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