Abstract
This study aimed to address the lack of research on the challenges faced by African small, medium, and micro enterprises (SMMEs), operating in informal marketplaces. Research shows that SMMEs are a backbone to many African economies. Informal marketplaces pop up continually when several SMMEs group together to sell their wares and services. These offerings are generally of a nature as are required to maintain the everyday life of their customers. The marketplaces are vibrant and often attract many customers. However, being informal the marketplaces have no regulatory background planning. These extremely popular marketplaces facilitate SMME revenue generation contributing to job creation and poverty alleviation where formal employment opportunities are scarce. This qualitative study addresses the underexplored role of informal marketplaces in supporting SMME sustainability in Johannesburg, South Africa. Nine SMME stall owners operating in informal marketplaces were interviewed using an open-ended, semi-structured guide to give rich insight of the pros and cons of this business environment. Thematic analysis of the interviews highlighted informal marketplace challenges for stall vendors such as inadequate market infrastructure, and misunderstandings of business legal requirements but also highlighted low costs to operate there and the fact markets often appear where customers need them most such as near bus stops. The study recommendations underscore the need for improved understanding of African marketplace systems to enhance small business economic viability.