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This research analysis is based on the construction of social market links in the context of the African economy. The latter is strongly dominated by sole proprietors and petty traders, operating mostly in the informal sector and in an unstable environment. The development of entrepreneurship combines many complex factors of embedded economic coordination. The case of the cattle market in Cameroon shows the degree of socio-economic resilience of operators (traders, pastoralists, agro-pastoralists, etc.), who use methods related to the social embeddedness of market relations. Thus, actors’ social capital, proxemics, and social networks play an important role in commercial agreements. The regulation of social bonds enhances trust and reciprocity, which allows exchanges-in-kind and credit sales to emerge.