Shows how the market place, symbol of West African trade, gives way to a new pattern of trading, and how Western techniques of merchandising influences village life, changing the habits, customs and outlook of the peoples of Nigeria and Ghana. It shows how the African retailer is adapting his old trading skills by the application of up-to-date techniques. The film, originally made for African audiences, shows something of the way in which The United Africa Company is contributing to the part these new traders ae now playing.