Kemi, a 29-year-old project manager in Lagos, was halfway through her coffee break when an Instagram video showcasing a stylish handbag caught her attention. She
If 2025 taught African retailers anything, it’s that stability does not equal predictability. While headline inflation eased across many markets, consumers continued to face pressure,
Tunde, a 34-year-old trader in Lagos, embodies a paradox. Despite being well-educated and managing his business online, he still contributes weekly to an Ajo group
Saleh, a 25-year-old graduate from Nairobi, desperately needed a new smartphone. He explored every option to get the best value. He came across a well-known
Brand disloyalty is becoming the norm across consumer segments, product categories and geographies within Africa. In Nigeria alone, 7 in every 10 consumers switched brands
Hello there, entrepreneurs and prospective investors for Africa! Let’s talk about brand disloyalty, which is fast becoming the standard. Yes, it is increasing globally, and
Consumers in Africa are becoming more erratic than ever. For instance, Igho, a 55-year-old Nigerian father of four, spends much of his airtime playing computer
It’s a turbulent time for African customers and even more challenging for owners and managers of retail-facing businesses. As consumer purchasing power drops, retail-facing companies
Nana Yaa was the marketing director of Gambia’s newly launched digital and commercial bank. She had personally supervised the positioning of the corporate brand. The
It’s a Saturday night, and you’re scrolling through Instagram with the subconscious thought of purchasing some workout gear as you plan to start exercising in
Kemi, a 29-year-old project manager in Lagos, was halfway through her coffee break when an Instagram video showcasing a stylish handbag caught her attention. She tapped “Add to Cart” almost without thinking, but hesitated when the app requested her location
If 2025 taught African retailers anything, it’s that stability does not equal predictability. While headline inflation eased across many markets, consumers continued to face pressure, seeking value and reassessing their loyalties amid years of economic uncertainty and shifting lifestyles. As
Tunde, a 34-year-old trader in Lagos, embodies a paradox. Despite being well-educated and managing his business online, he still contributes weekly to an Ajo group managed by a neighbour. At the same time, he saves on formal platforms. When asked
Saleh, a 25-year-old graduate from Nairobi, desperately needed a new smartphone. He explored every option to get the best value. He came across a well-known African e-commerce brand offering a “Buy Now Pay Later (BNPL) plan, requiring a 20% upfront
Brand disloyalty is becoming the norm across consumer segments, product categories and geographies within Africa. In Nigeria alone, 7 in every 10 consumers switched brands in 2024 owing to price increases. Yet, brands continue to have high growth aspirations for
Hello there, entrepreneurs and prospective investors for Africa! Let’s talk about brand disloyalty, which is fast becoming the standard. Yes, it is increasing globally, and what’s more? Africa is no different! With 45% of customers eager to swap brands at
Consumers in Africa are becoming more erratic than ever. For instance, Igho, a 55-year-old Nigerian father of four, spends much of his airtime playing computer games for young children. This new customer group, which MTN Nigeria has affectionately dubbed “kid-adults,”
It’s a turbulent time for African customers and even more challenging for owners and managers of retail-facing businesses. As consumer purchasing power drops, retail-facing companies in Africa continue to cut or use the same budget to promote various products and
Nana Yaa was the marketing director of Gambia’s newly launched digital and commercial bank. She had personally supervised the positioning of the corporate brand. The business launched its campaign as Gambia’s leading digital bank offering world-class customer solutions. Two years
It’s a Saturday night, and you’re scrolling through Instagram with the subconscious thought of purchasing some workout gear as you plan to start exercising in the coming week. Then you stumble upon a post made by one of the famous
Gaining clients’ trust in Africa can be laborious, as most transactions
Ready to skyrocket your business in Africa’s diverse markets? Discover the
Blessing dreamed of owning her first iPhone on her 21st birthday.
Tech is keeping marketing professionals all over the world on their
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