Reuben Oshomah, Regional Director for West and Central Africa at Avanti Communications, has called on foreign companies operating on the African continent to prioritize localisation as a strategic imperative, warning that a uniform approach across diverse African markets is both ineffective and costly.

In a widely circulated post on LinkedIn, Oshomah drew on more than 20 years of experience spanning 15 African countries to highlight the critical role that cultural sensitivity, relationship-building, and physical presence play in achieving long-term business success in Africa.

“Africa is not a single market,” Oshomah emphasized. “It’s a mosaic of cultures, languages, business styles, and unspoken codes.” He noted that many multinational firms underestimate the complexity of the continent and mistakenly believe that product quality alone is enough to secure market share. “Trust precedes the transaction,” he added.

Oshomah pointed out that some of the most successful deals he has secured were the result of his availability to engage clients not only in official meetings but also in informal, trust-building conversations. He cautioned against over-reliance on remote engagement, describing it as a missed opportunity in a region where personal interaction is key to business.

“Deals have been won simply because I was available to engage the customer—not just for formal meetings, but for the informal chats afterwards,” he said.

He also shared a cautionary tale about a group-level agreement that failed to take off for over a year due to a lack of buy-in from local teams, despite a signed contract. “Group alignment is not enough. Local buy-in is essential,” he wrote.

According to Oshomah, the failure of many global firms in Africa stems from a lack of understanding of local dynamics, rigid internal structures, and an absence of on-ground presence. He advocates for a more patient, respectful, and adaptable approach.

“Pushing too hard can make you appear aggressive or, worse, suspicious. Grit, patience, and consistency often make the difference,” he noted.

His remarks come amid increasing scrutiny over the way foreign businesses enter and operate in African markets. Industry experts have echoed his sentiments, noting that companies that localise by hiring local talent, adapting solutions, and investing in regional understanding tend to outperform competitors.

Avanti Communications, a UK-based satellite technology company, has been making strides in expanding its broadband footprint across Africa, with a focus on connecting underserved and remote areas.

“The message is clear,” Oshomah concluded. “Success in Africa is not just about showing up. It’s about showing up the right way—locally, respectfully, and consistently.”