Retail giant Walmart (WMT) has teamed up with tech titan Google (GOOGL) to turbocharge Africa’s next generation of YouTube stars.
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Boost Africa’s Creator Economy
According to a report on Africa.com, the two U.S. firms teamed up with marketing and creator development agency Fluence Africa to host a ‘first-of-its-kind YouTube – owned by Google – Creator Training Session in South Africa’ as they look to help stimulate Africa’s burgeoning creator economy.
The day-long session brought together established and emerging creators to learn more about the skills, tools and confidence needed to come out winners in an increasingly crowded digital world.
According to the report, by hosting the training inside the Walmart Fourways store, Walmart and Google “created a unique opportunity for creators to bridge the gap between digital content and physical commerce.”
“This workshop is the first of its kind on the African continent and showcases the value of YouTube as a platform for Creators and Omnichannel Retailers like Walmart,” said Ricky Hendricks, Retail Industry Manager at Google and Walmart South Africa Partnership Lead.
Tech and African Growth
According to reports, Africa’s creator economy is expected to increase from $3.08 billion in 2025 to $17.84 billion by 2030.
Africa is home to 54 countries, over 2,000 languages, and more than 1.4 billion people. It is also the fastest-growing region in terms of working-age population. That means plenty of smartphone-savvy, big-spending young people ready to become the next generation of consumers and creator-driven entrepreneurs.
It is a further signal of Walmart’s increasing pivot towards technology, which has led it to partnerships with OpenAI and the development of its own AI tools like the Sparky chatbot.
It is also a sign of its commitment to international growth including in South Africa, where it has recently opened around three stores in six months.
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