General News
AppsFlyer Gives Insight into Global E-Commerce Trends for 2023

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:
- 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.
- 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.
- 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.
- 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.
- 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
General News
Haleon Introduces New Corporate Identity in Nigeria

Haleon, a global consumer health company with a purpose to deliver better everyday health, is introducing its corporate identity across Nigeria in a phased transition. Trusted brands such as Panadol, Sensodyne, Macleans, Otrivin, Voltaren, Cac 1000 and Andrews Liver Salts remain unchanged in formulation, quality, and effectiveness.

Following the formal demerger from GSK, Haleon was launched on July 18, 2022, as an independent company 100% focused on consumer health. Haleon is the new home for brands like Sensodyne, Panadol, Centrum and others, trusted by millions worldwide for their proven effectiveness in improving everyday health.
From relieving tooth sensitivity or pain to providing essential vitamins and nutrients, our products are designed to fulfil Haleon’s purpose: to deliver better everyday health with humanity.
This revised corporate identity is a branding change only and does not affect the safety, quality, or efficacy of the products. Haleon is sharing this update as part of its commitment to transparency and consumer confidence, helping consumers continue to choose the brands they know and trust.
Haleon’s collaboration with Fidson Healthcare forms part of this approach, reinforcing the value of local production in supporting trusted everyday health brands in Nigeria.
Panadol Extra 100s and Panadol Pain & Fever 100s are currently being produced and supplied to the market under the Haleon identity. Sensodyne Rapid Action will bear the Haleon corporate identity from mid-June, followed by Andrews Liver Salts later this year.
In due course, additional brands—including Otrivin, Voltaren, Cac 1000, Macleans, and the wider Sensodyne portfolio—will also transition to the Haleon identity.
Haleon remains committed to ensuring consumers can continue to access the same high-quality brands at pharmacies, supermarkets and other retail outlets across Nigeria.
“As Haleon introduces its identity in Nigeria, we want consumers to feel informed and reassured. The trusted products they rely on remain the same in quality, formulation and effectiveness.
“At the same time, our local production approach in partnership with Fidson Healthcare supports reliable access to high-quality everyday health products in Nigeria,” said Himanshu Raj, Haleon General Manager for Sub-Saharan Africa.
General News
Elon Musk Makes History as the World’s First Trillionaire

Tech entrepreneur and SpaceX founder, Elon Musk, has become the world’s first trillionaire after the successful public listing of SpaceX pushed his net worth beyond the $1 trillion mark.

Elon Musk
According to multiple financial reports, Musk’s fortune surged to approximately $1.1 trillion following SpaceX’s historic stock market debut on June 12, making him the first individual in history to achieve the milestone.
The sharp increase in wealth was driven primarily by SpaceX’s initial public offering (IPO), which valued the company at more than $1.7 trillion at listing before rising above $2 trillion during its first day of trading. Musk’s holdings in SpaceX, combined with his stakes in Tesla and other ventures, significantly boosted his net worth.
Musk, 54, is also the founder or co-founder of companies including Tesla, SpaceX, Neuralink and The Boring Company. He acquired social media platform X, formerly Twitter, in a $44 billion deal and has remained one of the most influential figures in technology and business.
Financial analysts noted that Musk’s wealth now far exceeds that of any other billionaire.
Matt Durot, deputy editor at Forbes Wealth, said the gap between Musk and the world’s second-richest individual had widened significantly, with no other person currently close to the trillion-dollar threshold.
Despite the historic achievement, Musk’s vast wealth has reignited debates over global inequality and the responsibilities of ultra-wealthy individuals in addressing humanitarian challenges.
Advocacy groups have frequently pointed to issues such as hunger, disease eradication and access to education as areas where large-scale private philanthropy could make a significant impact.
In 2021, Musk publicly challenged the United Nations to provide a detailed plan showing how billions of dollars could help combat world hunger. Although a proposal was later presented, no donation followed.
Analysts note that much of Musk’s wealth remains tied to company shares rather than liquid cash, meaning his net worth can fluctuate significantly with market movements.
Nevertheless, the SpaceX IPO marks a historic moment in global finance, placing Musk in a wealth category previously considered unimaginable.
Commenting on Musk’s business achievements, Jamie Dimon, chief executive officer of JPMorgan Chase, described him as “the Edison of our time.”
Musk’s rise from co-founding internet startup Zip2 in the 1990s to becoming the world’s first trillionaire is regarded by many analysts as one of the most remarkable wealth creation stories in modern history.
General News
Kaspersky Warns of “Grey” Scam Websites Exploiting User Trust

Recent research by Kaspersky has shown that the so-called “grey” websites repeatedly target all world regions, and this may be driving both financial loss and large-scale data harvesting.

Grey websites are deceptive online platforms that fall outside traditional phishing definitions but still manipulate users into voluntarily handing over money and personal data. Kaspersky’s new report provides detailed insights into the threats posed by the grey websites on global and regional levels.
Unlike classic phishing attacks, which aim to steal credentials outright, grey websites rely on persuasion, misleading interfaces, and hidden terms to exploit users. They often impersonate legitimate services such as e-commerce platforms, financial tools, AI services, or subscription-based content, making them significantly harder to detect.
Kaspersky analysis shows that the majority of suspicious resources globally fall into several recurring categories:
- Fake browser extensions and “security tools” that actually harvest browsing data and track user activity.
- Fraudulent financial platforms including crypto exchanges, trading tools, and investment schemes promising unrealistic returns.
- Intermediary services (e.g., legal or real estate), charging for low-value or nonexistent services while harvesting sensitive personal data.
- Subscription traps offering low-cost trials that convert into costly recurring payments hidden in fine print.
- Fake online shops that either deliver counterfeit goods or nothing at all.
Example of a grey website.
A notable trend is the emergence of tools disguised as AI services or image-processing platforms, reflecting attackers’ ability to adapt to current digital trends and target younger audiences.
There are proven security solutions that help users to detect grey websites across different types of devices – those running on Windows, Linux, Android and iOS. The detection model is based on many factors, including domain name and age, IP reputation, stability of the infrastructure used, DNS configurations, HTTP security headers, digital identity and popularity of the web resource and other criteria.
Regional specifics
Regional variations in grey websites demonstrate how threat actors localise scams based on user behaviour and trending technologies.
In Europe, the threat landscape is dominated by links to suspicious browser extensions and fake “privacy-enhancing” tools.
These resources often present themselves as security solutions, promising safer browsing or anonymous search capabilities. In reality, they function as browser hijackers – intercepting traffic, collecting cookies, tracking user behaviour, and injecting advertisements.
The popularity of these threats reflects a high level of user concern around privacy and security, which attackers actively exploit. Additionally, these regions show a steady presence of phishing intermediaries and crypto-related scams, indicating a blend of technical and financially motivated attacks.
Across African markets, financial scams are the most prominent category of suspicious resources. Fraudulent trading platforms, fake brokers, and investment schemes frequently mimic legitimate financial services, often accompanied by fabricated licenses or endorsements.
These platforms typically prevent users from withdrawing funds, instead introducing additional “fees” or taxes to prolong the scam. The concentration of these threats highlights how attackers leverage growing interest in online investing while exploiting gaps in regulatory enforcement and financial literacy.
In the Middle East and North Africa region, suspicious resources frequently mimic communication (Internet telephony) tools, financial platforms, or betting services. Additionally, Ponzi-style investment schemes and crypto scams are widespread, often presented through polished interfaces that mimic legitimate platforms.
Web browser-based threats also play a significant role, with malicious extensions targeting user data and browsing activity. The regional threat profile reflects a convergence of financial fraud and technical compromise, where users risk both data exposure and monetary loss.
“Suspicious websites don’t look harmful at first glance. But they exploit trust, urgency, and familiarity, and a single click on what looks like a harmless AI image tool, a “secure” browser extension, or a heavily discounted online shop could be all it takes to lose money or expose sensitive data.
Instead of direct credential theft, attackers turn to behavioural manipulation – whether that’s subscribing, investing, or installing software,” comments Anna Larkina, Web Content and Privacy Analysis Expert at Kaspersky.
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