MOM AND POP STORE, DUKA, AND Warung are some of the many names that countries have for their neighborhood shops. These micro retail stores, ubiquitous in emerging markets and developing economies (EMDEs), sell fast-moving consumer goods (FMCGs), including commodities such as rice, flour, spices, or cooking oil, alongside consumer brands, such as soft drinks, packaged foods, and toiletries. Micro-retailers provide incomes to millions of families, and essential goods and services in neighborhoods across the globe. These millions of small stores constitute a US$900+ billion global industry and account for most grocery sales in EMDEs (The Business Research Company 2021).
