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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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MTN Graduates 20 Fellows, Expands Media Innovation Programme

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MTN Nigeria, in partnership with Pan-Atlantic University (PAU), marked a significant milestone in advancing Africa’s media landscape with the graduation of 20 Fellows from the MTN Media Innovation Programme (MIP) Cohort 4 held at the Lagos Business School.

MTN Graduates 20 Fellows, Expands Media Innovation Programme

MTN

The ceremony celebrated excellence, resilience and forward-thinking storytelling, while also announcing the programme’s expansion into a Pan-African edition beginning next year.

The six-month programme, known for its rigorous coursework, demanding schedule and strong emphasis on critical thinking, included an international study visit to South Africa that broadened participants’ understanding of media innovation across the continent.

The graduation event acknowledged the Fellows’ commitment to completing the intensive journey while strengthening their capacity to influence the future of African media.

Dr. Ikechukwu Obiaya, Dean of the School of Media and Communications, PAU, commended the Fellows for their persistence throughout the programme. “In some moments, it was pretty grueling for some of you, but you made it. You are here, and I congratulate you,” he said.

“He encouraged them to see the graduation as a new beginning, adding, “We have so much to do, and each one of us is best positioned now to make that transformation.”

Tobe Okigbo, Chief Corporate Services and Sustainability Officer, MTN Nigeria, congratulated the cohort on successfully completing the six-month programme and reaffirmed MTN’s long-term vision for the initiative.

He said, “Congratulations on completing this journey. You are joining a network of professionals who are committed to elevating the media landscape in Nigeria and beyond.

“The future of this programme depends on your impact. This cohort represents the outcome we envisioned when the journey began. Today, the programme is not only thriving but also expanding.”

He further announced that the Pan-African edition of the programme will be launched in 2026, providing media professionals across the continent with the same level of immersive training and unique exposure experienced by the Fellows.

A key highlight of the event was MTN Nigeria’s presentation of ₦2.5 million in cash prizes to Fellows whose projects demonstrated exceptional innovation, depth of research and alignment with the programme’s ethos of impactful storytelling. The awards were presented by Chineze Gbenga-Oluwatoye, General Manager, Corporate Affairs, MTN Nigeria, and Odunayo Sanya, Executive Director, MTN Foundation.

Vanessa Ukamaka Richard Bassey, Head of Programmes, Sparkling 92.3 FM, Calabar, emerged as the top winner, receiving ₦1 million for the MTN Foundation Chairman Award for Innovative Reportage and another ₦1 million for the MTN Chairman’s Prize for Innovation. Sharing her experience, she said, “It’s been a training ground. It has opened me up to new things and made me more confident. There’s something about knowledge and information and exposure to your mind and to your esteem. After today, I know there’s nothing to be afraid of.”

Abolaji Adebayo received ₦500,000 for the MIP Cohort 4 Best Report, recognised for its clarity, depth and relevance to national discourse.

Several Fellows shared how the programme has reshaped their careers. Adekeye Ayobami of Abamimigo FM described the programme as arriving at the perfect moment, aligning with his recent career elevation.

Ubani Amarachi of Channels TV highlighted the value of the South Africa trip, noting that it transformed her approach to telling African stories and reinforced her belief that graduation marks the beginning of greater responsibility and impact.

The graduation of the MIP Cohort 4 Fellows, coupled with the announcement of the Pan-African edition, reinforces MTN Nigeria’s long-standing commitment to strengthening the media ecosystem through education, exposure and innovation.

The partnership between MTN Nigeria and Pan-Atlantic University continues to serve as a catalyst for developing media professionals equipped to shape narratives, advance societal progress and drive meaningful change across Africa.


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FirstCap Acts as Joint Issuing House on Veritasi Homes & Properties Plc’s ₦30 Billion Bond Programme

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FirstCap Limited, a premier investment banking business and a wholly owned subsidiary of FirstHoldCo Plc, acted as Joint Issuing House and Placing Agent on the Veritasi Homes & Properties Plc’s Series 1 Bond of ₦10 billion under its ₦30 billion Bond Programme duly registered with the Securities and Exchange Commission (SEC).

The Bond Programme is designed to support the development of Project Oyster Towers, located within Eko Atlantic City. Proceeds from the Series 1 Bond issuance are expected to be applied towards the construction of 30 luxury residential units, forming part of an 82-unit residential development comprising one-bedroom, two-bedroom, and three-bedroom apartments.

Veritasi Homes & Properties Plc is an indigenous real estate development company with operations across Lagos State and the Federal Capital Territory, Abuja, and a growing track record in the delivery of residential real estate projects in Nigeria.

Commenting on the transaction, Ukandu E. Ukandu, Managing Director/Chief Executive Officer of FirstCap Limited, stated:

“We are proud to partner with Veritasi Homes & Properties Plc on this important transaction. The establishment of the ₦30 billion Bond Programme reflects our commitment to mobilising capital for the real estate sector, which remains a key driver of Nigeria’s economic growth. Project Oyster Towers exemplifies the future of luxury and sustainable living in Nigeria, and this transaction reinforces FirstCap’s role as a trusted advisor in major corporate finance initiatives.”

FirstCap’s involvement in the Bond Programme further reinforces our dedication to supporting the growth of the Nigeria’s real estate sector. The successful execution of this transaction highlights the depth of expertise within our capital markets team and our role in supporting issuers in accessing long-term funding solutions aligned with their strategic objectives.

By continuing to connect capital providers with high-impact infrastructure projects such as Project Oyster Towers, we remain committed to driving economic development and delivering long-term value for all stakeholders, Ukandu added.

 


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NITDA DG Calls for Innovation-Led Economic Rebirth @ Kano Startup Weekend

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Kashifu Inuwa, the Director General of the National Information Technology Development Agency (NITDA), has called for a fundamental shift in Kano State’s economic strategy, urging stakeholders to embrace innovation, technology and collaboration as the drivers of growth in the 21st century.

Speaking at the Kano Startup Weekend, Inuwa acknowledge Kano’s long-standing reputation as the commercial nerve centre of Northern Nigeria and the wider Sahelian region, noting that its history of trade, enterprise and human capital provides a solid foundation for future growth.

He emphasised that while these strengths powered Kano’s success for centuries, the modern economy now offers even greater opportunities through innovation and technology.

He described innovation as the process of transforming ideas into impactful solutions through commercialization, stressing that when ideas are effectively deployed, they create value, solve societal challenges and generate sustainable economic growth. He noted that Kano’s large market, strategic location and vibrant entrepreneurial culture place it in a strong position to take advantage of innovation-driven opportunities.

According to him, “Innovation is the process of taking an idea from inception to impact. Invention on its own is a cost centre, but when you commercialise an idea, when you turn it into a product or service that solves a real problem and creates value, that is when you begin to drive economic growth and inclusion.”

He noted that the state hosts numerous degree-awarding institutions across federal, state and private ownership, providing a strong base for human capital development. However, he expressed concern that these institutions often operate in isolation from industry, with research outputs rarely translating into commercial or industrial applications.

He explained that innovation does not happen in silos and stressed the need for a strong, interconnected ecosystem that brings together academia, industry, startups, entrepreneurs and government.

According to him, universities should conduct research informed by industry needs, industries should leverage research to improve productivity and competitiveness, and startups should serve as the bridge that converts ideas into market-ready solutions.

He further encouraged entrepreneurs to leverage technology to build businesses that can grow beyond local markets, explaining that innovation-driven enterprises have the power to scale rapidly, create jobs and position Kano competitively at both national and global levels. According to him, digital platforms and emerging technologies now make it easier for startups to reach wider markets and develop solutions that were previously unimaginable.

“You can start your business here in Kano, but your thinking must be global from day one. Technology has removed barriers. With the right skills and platforms, a startup in Kano can build solutions that serve not just Nigeria, but the world,” he noted.

Highlighting NITDA’s ongoing interventions, the Director General outlined the Agency’s commitment to building national innovation capacity through targeted human capital development programmes. He cited the Digital Literacy for All (DL4ALL) initiative, which aims to equip Nigerians across all segments of society with essential digital skills, and the 3 Million Technical Talents (3MTT) programme, designed to produce a pipeline of globally competitive technical professionals in areas such as software development, data analysis and emerging technologies.

He said, “Through DL4ALL, we are ensuring that Nigerians at all levels have the basic digital skills needed to participate in the digital economy, while 3MTT is deliberately building a pipeline of globally competitive technical talents who can drive innovation, create jobs and attract investment.”

He explained that these programmes are key pillars of President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritises skills development, innovation, job creation and inclusive economic growth as pathways to national prosperity. According to him, empowering Nigerians with digital and technical skills is essential for building a resilient economy capable of competing in the global digital landscape.

“President Tinubu’s Renewed Hope Agenda is about investing in people, empowering them with relevant skills and creating opportunities for inclusive growth. At NITDA, we are using digital skills and innovation as tools to translate that vision into real economic impact for Nigerians,” he said.

Inuwa urged all stakeholders in Kano to work together to build a functional innovation ecosystem that can unlock the state’s vast potential. He expressed confidence that with the right mindset, strong collaboration and sustained investment in digital skills and innovation, Kano can reclaim its historic leadership role and emerge as a major innovation and entrepreneurship hub in Nigeria and beyond.


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