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AppsFlyer Gives Insight into Global E-Commerce Trends for 2023

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By Sue Azari

It is no secret that over the past few years the e-commerce industry has been constantly and rapidly evolving, with COVID-19 playing a significant role.

Many retailers have experienced highs as a result of the pandemic, with consumers taking advantage of the convenience of shopping for pretty much anything right from the comfort of their living room; whilst others such as offline retailers suffered, due to their lack of a digital footprint when lockdown was introduced.

Judging by recent trends, global retail e-commerce sales will continue to soar in 2023, showcasing the adaptability of e-commerce, which has gone through tremendous change over the past 30 years.

As we look ahead to 2023, and the challenges e-commerce retailers have faced post pandemic – from economic uncertainty to supply chain issues – it’s not all doom and gloom, as with great challenges come great opportunities.

The future looks particularly bright for e-commerce retailers that are placing customers at the forefront and creating better customer experiences, as well as staying on top of ever evolving e-commerce trends.

Here are some of the most notable e-commerce trends to look out for in 2023:

  1. The rise and rise of Mobile Commerce

Mobile commerce has been on the rise within the e-commerce industry for some time now, thanks to the pandemic.

According to AppsFlyer benchmark data, total mobile app installs on the African continent grew by 17% in the first part of 2022 compared to early 2021. As consumers are increasingly shopping for and purchasing products using mobile devices like phones and tablets, mobile commerce sales are expected to rise significantly in 2023, and beyond.

It is rapidly becoming the preferred channel for shopping, and we’re now seeing more traditional retailers join in the trend, prioritising mobile as an alternative channel for delivering exceptional customer experiences, for both new and existing customers.

For the future, e-commerce retailers need to focus on mobile first solutions such as mobile payment options like Apple and Google pay.

  1. Omnichannel E-Commerce coming into play

After two years of predominantly online shopping, consumers are ready for in-store experiences again. Although mobile commerce is thriving more than ever, post pandemic has seen a slight shift in consumers reverting back to offline shopping, with retailers now expanding their number of stores, and pure online retailers opening up physical pop-stores.

Many consumers have missed being able to physically go into a store and select an item. To reinforce this, the role of the store has changed, with retailers opting for the more experiential and inspirational in-store experiences moving forward into the new year, Shoprite being a prime example of this, already implementing the use of AI in their South African stores, with the aim of enhancing the customer journey through the store.

A major challenge which arose with stores reopening post pandemic was the convergence of online and offline experiences. Having said this, some retailers are taking the necessary measures to bridge that gap, and are finding ways to incorporate online into the in-store experience.

As post pandemic in-store shopping continues to grow, many brands have turned to the use of apps to enhance in-store shopping experiences.

These apps are able to give in-store associates access to customer account details to provide better service, and ensure in-store inventory is reflected in real-time online, all in a bid to create a more natural shopping experience online for customers.

Brands are becoming increasingly reliant on more channels for customers to shop, and it is important they have good visibility across each channel.

  1. The impact of Social Commerce

The astronomical growth of social commerce will undoubtedly continue in 2023. The global social commerce market is set to reach a whopping $604.5 billion by 2027. With social media attracting high engagement levels from a wide audience who typically spend almost 2.5 hours on these platforms per day, it makes it much easier for e-commerce retailers to capture and build closer connections with customers amidst the economic downturn.

Another advantage of social commerce is that it offers a frictionless journey between inspiration and purchase. Until very recently,  consumers would have to seek out their inspiration on social media, then head back to a website for purchase. Today, social media is now a one-stop shop, streamlining the experience and minimising the risk of drop offs.

  1. Re-commerce breaking through the clutter

Environmentally-friendly products can influence today’s consumer’s choices. As sustainability is increasingly becoming an essential factor in the consumer’s decision making process, re-commerce will play a much bigger role when it comes to 2023 e-commerce trends.

Consumers are now willing to spend more on sustainable products for health and fitness, and general environmental good, as taking care of the planet and environment is no longer just a marketing stunt or a nice-to-have.

It is paramount that e-commerce retailers take this into consideration in a way that will still be profitable to them. E-commerce retailers can gain a competitive edge in 2023 by choosing greener products and packaging, and adopting more and more environmentally sound practices.

  1. Personalisation key to brand loyalty

Today’s consumer demands a more personalised shopping experience from their favourite brands, therefore personalisation is expected to be a big trend in 2023. Most consumers crave a brand that knows them well enough to offer up personalised shopping experiences.

Personalisation works best when e-commerce retailers use the customer’s touch points and journey data to boost customer engagement and loyalty. This means engaging them on the channels they prefer, and supporting them throughout their entire customer journey with personalised offers.

The latest e-commerce trends are adopting new technologies and unprecedented business practices, which in turn show that customer experience is heading towards being an always-on 2023 e-commerce trend. E-commerce retailers should look to adopt some of these trends in order to stay ahead of the competition next year, and beyond.

Sue Azari is E-Commerce Lead at AppsFlyer

 


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General News

NigComSat-1R, Nigeria’s Only Satellite to Expire this Year

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NigComSat-1R, a Nigerian geostationary communications satellite will outlive its usefulness this year, meaning that the satellite will expire anytime now.

NigComSat-1R, Nigeria’s Only Satellite to Expire this Year

NigComSat-1R was launched by China Great Wall Industry Corporation (CGWIC) for Nigeria on December 19, 2011, as a replacement for the failed NigComSat-1.

NigComSat-1 which was put in the orbit in May 2007, was de-orbited in November 2008 following the development of power fault.

It was replaced with NigComSat-1R by the same company and has a lifespan of 15 years.

Positioned at 42.5°E, it provides C, Ku, Ka, and L-band services across Africa, Europe, and parts of Asia for broadcasting and internet.

Should the satellite fail, support for television broadcasting, internet connectivity, and secure communications for government and private sectors, may be affected.

The satellite is currently been controlled from China since 2019 following technical issues with the Abuja control station.

NigComSat-1R is currently the only active communications satellite managed by NIGCOMSAT Limited, though it operates alongside other Nigerian observation satellites.

 

 


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Banks, Offices to Close for Thursday and Friday for Eid-el-Fitr

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Federal government has declared Thursday, March 19, and Friday, March 20, as public holidays to mark this year’s Eid-ul-Fitr celebration.

Banks, Offices to Close for Thursday and Friday for Eid-el-Fitr

Consequently, banks, schools and offices nationwide will be shut for the two days.

The declaration was made by Olubunmi Tunji-Ojo, minister of Interior, on behalf of the government, according to a statement issued on Tuesday, by Magdalene Ajani, permanent secretary of the ministry.

Eid-el-Fitr, meaning ‘festival of breaking the fast,’ is one of the most important feasts in Islam.

The festival marks the end of Ramadan, a sacred month of fasting, prayer, and spiritual reflection observed by Muslims worldwide.

During Ramadan, Muslims fast from dawn to sunset, abstaining from food, drink, and other physical needs as an act of devotion to Allah.

Eid-el-Fitr is a time of joy and gratitude, beginning with a special congregational prayer at mosques and open prayer grounds.

It is also marked by feasting, gift-giving, and charitable acts, particularly the giving of Zakat al-Fitr, a mandatory charity given to the less privileged before the Eid prayer.

Congratulating Muslim faithful on the successful completion of Ramadan, Tunji-Ojo urged them to sustain the virtues of love, generosity, peace, tolerance, and sacrifice imbibed during the period.

He also called on Nigerians to use the festive season to pray for the peace, unity, and continued development of the country.

The minister further encouraged citizens to celebrate responsibly and extend acts of kindness to the less privileged, in line with the spirit of the season.

He reiterated the Federal Government’s commitment to promoting national unity and peaceful coexistence among all Nigerians.


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New Horizons Nigeria Expands Digital Access with New Retail Centre in Akute

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Residents of Akute and surrounding communities now have direct access to world-class technology training following the launch of a new retail center by New Horizons Nigeria.

New Horizons Nigeria Expands Digital Access with New Retail Centre in Akute

Mr. Tim Akano

The newly commissioned center, strategically located in Akute, is expected to serve learners and professionals across Alagbado, Ajuwon, Matogun, Lambe, Ojodu-Berger, Isheri, Giwa, Iju-Ishaga, Ishasi, and Oke-Aro.

This initiative has brought internationally recognized ICT training closer to thousands of young people and working adults. For years, distance and accessibility have limited many aspiring tech professionals from enrolling in structured, global-standard programs. With this expansion, residents no longer need to travel long distances to acquire in-demand digital skills.

New Horizons Nigeria, widely recognized as Africa’s largest ICT training organization, continues to strengthen its footprint in Nigeria’s digital education sector.

In 2025, the institution received the prestigious Best ICT Training Company award from CompTIA in South Africa. This further reinforce its leadership position within the continent’s technology training ecosystem.

As a franchise of New Horizons International, which operates in over 90 countries across six continents, the organization has consistently aligned with global best practices while addressing local capacity gaps.

The organization currently provides ICT training services to more than 30 universities and nearly 200 high schools nationwide.

The center would be used for the training of high-end technical courses like Cyber Security, Web Development, Artificial intelligence, Full Stack, Graphics and CompTIA courses like Hardware, Network and Security Plus.

New Horizons trains over 100,000 students yearly across 27 universities and 150 secondary schools, as well as corporate organizations, government agencies and retail offices.

Students trained by New Horizons Nigeria are always well-sought after in the labour market after graduation and the certificate they obtain are recognized in all the 90 countries where New Horizons have offices.

Speaking on the broader vision behind the expansion, the Founder and Chief Executive Officer, Mr. Tim Akano, emphasized that the future of the nation’s economy depends largely on accessible and practical tech education.

He noted that in today’s digital economy, virtually 100 percent of jobs require some level of IT skill, regardless of one’s field of study. From finance and healthcare to agriculture, media, engineering and public administration, technology now drives productivity and competitiveness.

He further stated that IT has evolved from being a specialized field to becoming a foundational requirement for career growth and wealth creation. Acquiring digital skills, he stressed, remains one of the most strategic pathways to higher earning potential and long-term financial stability.

Furthermore, he stated that young Nigerians considering relocation abroad need to prioritize acquiring IT skills before traveling.

He asserted that obtaining internationally relevant technology training outside Nigeria is significantly more expensive than enrolling locally.

By gaining these skills locally, individuals position themselves for better opportunities overseas. Rather than struggling to survive in low-paying or unrelated jobs, they can compete as skilled professionals in global labour markets.

Also, holding a globally recognized certifications from New Horizons Nigeria gives candidates a competitive edge, and enhances their credibility and employability abroad.

As of January 2026, New Horizons Nigeria and its CEO have collectively received over 320 national, continental, and international awards, making them one of the most decorated institutions and individuals in Nigeria’s technology, entrepreneurship, and youth empowerment space.

The launch of the Akute retail center signals more than physical expansion; it represents a deliberate effort to democratize access to technology education at the grassroots level. With increasing demand for skills in cybersecurity, cloud computing, artificial intelligence, software development, and digital business solutions, the new center is positioned to become a hub for digital transformation within Ogun State and its border communities.


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