In the days of old, the market square was the heartbeat of community life. For the Igbo, Yoruba, Hausa, and countless other cultures across Africa, the market square was not just where yam was exchanged for cowrie or palm oil for fabric. It was the center of social connection, a place of negotiation, storytelling, trust, and community identity.
Fast forward to today, and the drums have changed their rhythm. The stalls are no longer just under raffia roofs; they’re now Instagram pages, WhatsApp groups, and street-side kiosks. The world of trade has shifted, placing youth at the center of commerce as creativity, technology, and pure hustle now drive the new market squares.
The Market Square Then vs. Now
Then:
The traditional market square was a meeting point for everyone. You went there not just to buy garri or fish but to hear the latest news, exchange greetings, witness dances, or attend community judgments. The market was layered with meaning; it was commerce, culture, and connection. Trust was the invisible currency, and reputation was everything.
Now:
Today’s market square has expanded far beyond geography. It can be a kiosk at a street corner where a young man sells phone accessories, or a global e-commerce platform where a young Nigerian woman ships Ankara dresses to Canada. Market squares now exist in multiple forms:
- Physical shops and stalls in urban and rural corners.
- Digital marketplaces like Jumia, Konga, Instagram Shops, and TikTok stores.
- Creative markets where music, fashion, art, and content are traded and consumed.
The heart remains the same, a place of exchange, but the space has transformed.
Why Youth Are the Engine of Today’s Commerce
Youth today are not just participants in commerce; they are its driving force.
- Innovation at the core: From tech startups in Lagos creating fintech apps to young stylists redefining African fashion on global runways, youth are constantly reinventing how business looks. They see gaps and turn them into opportunities.
- The hustle economy: Side hustles are no longer side stories. For many, selling sneakers on Instagram, delivering food via bike, or hosting a YouTube channel is the main income stream. Youth have normalized the blending of multiple income sources.
- Adaptability: Young entrepreneurs are masters at blending tradition and technology. A fruit seller may still shout at a roadside stall, but now also takes orders via WhatsApp. A bead-maker may sell at the local market but also promotes on Instagram reels. This duality keeps commerce alive and evolving.
The resilience of youth in this space is not just survival; it is innovation born of necessity.
The New Forms of Market Squares
1. Physical Spaces:
Youth-driven pop-up shops, weekend fairs, and street trading spots are the modern echo of the old market square. Events like Lagos Fashion Week or small community art fairs bring together buyers, sellers, and dreamers in vibrant physical interactions.
2. Digital Spaces:
This is where youth dominate most. Instagram boutiques, TikTok marketing, online food ordering systems, and mobile banking apps have turned smartphones into full-blown stalls. A young person in Owerri can sell skincare products to a client in London with a few taps.
3. Creative Spaces:
Art, music, and culture are no longer just for consumption, they are thriving marketplaces. Musicians like Burna Boy or entrepreneurs like Temi Otedola embody how creativity itself has become commerce. Youth artists on Etsy, digital designers on Fiverr, and skit makers on YouTube are proof that creativity is now currency.
4. Hybrid Spaces:
Perhaps the most interesting of all, hybrid spaces merge physical and digital markets. For example, a pop-up thrift store promoted on Twitter, livestreamed on Instagram, and then continuing sales on WhatsApp. The lines blur, and commerce becomes fluid.
Why Youth Commerce Matters
The role of youth in commerce cannot be overstated.
- Job Creators, Not Just Job Seekers: Youth-led businesses employ others. From delivery riders to digital marketers, the ripple effect is significant.
- Keeping Culture Alive: By selling African prints online, curating Afrobeat playlists, or making handmade crafts, youth preserve and spread culture.
- Driving Innovation: From fintech in Nigeria to fashion tech in Ghana, youth are not waiting for the future, they are building it.
In this sense, the youth economy is not merely a reflection of survival; it is a powerful engine reshaping national economies across Africa and beyond.
Conclusion
The market square has evolved, but its soul endures. It is no longer confined to the dusty grounds where our grandparents traded, but now exists in glowing screens, street corners, pop-up fairs, and creative studios.
Today’s young entrepreneurs are not just traders. They are builders of communities, custodians of trust, and architects of the future economy. Each online sale, each pop-up stall, each creative venture is more than just a business; it is the rebirth of the market square for a new age.
In truth, the new market square is wherever a young dreamer dares to sell an idea, and that makes youth the landlords of the future.