Telecom
The Online Retail Explosion Represents a Massive Opportunity for Advertisers

By Tintin Imevbore, Regional West Africa Manager, Ad Dynamo by Aleph
Over the past few years, spurred by the COVID-19 pandemic and its associated lockdowns, online retail has witnessed an African explosion. Faced with stay-at-home orders, many people started shopping online for the first time, while experienced shoppers increased their purchases. Those behaviours have largely stuck too.

Tintin Imevbore
Take Nigeria, for example. In 2021, its e-commerce market grew by 30%,and in the years leading up to 2027, e-commerce revenues are expected to grow 11.31% annually. By that point, the sector (currently worth US$7.63 billion) is expected to be worth US$11.71 billion.
It’s clear then that anyone interested in growing their retail presence should have some form of e-commerce offering (even if it’s just having a presence on a third-party marketplace). But growth in the sector doesn’t just hold promise for anyone selling products or services online. It also represents a significant opportunity for digital advertisers.
Be where your customers are
One of the biggest benefits that online retail offers advertisers is visibility. A large platform like Jumia, for example, can see more than 10 million unique visitors a day. That’s a lot of people. Beyond sheer volume though, they’re also people who are looking to spend money. Even if they’re just browsing today, chances are they’re on those sites looking to buy something at some point.
It’s also worth pointing out that people browsing online stores spend much more time on them than on other websites. On average, people spend between 45 and 54 seconds on a website. By contrast, people can spend more than seven minutes at a time on the world’s biggest e-commerce sites.
That means that if you’re advertising on the right e-commerce platforms, your product or service will be seen by a large number of people, and those people will also be exposed to it in a setting where they are not restricted to time since online shopping is usually a leisure-based activity, meaning that people are going to do it after work hours or on the weekend. The fact that most big online retailers break their sites up into sections also makes it easier for potential customers to see advertising that’s most relevant to them.
Given that one of the key tenets of online advertising is reaching the right people with the right message at the right time, there’s clearly a strong case to be made for advertising on e-commerce stores then.
Partner with experts
It is worth noting, of course, that advertising isn’t the primary revenue source for any e-commerce platform (although Jumia’s advertising offering recently overtook fulfilment as a revenue source). That means they’re less likely to have the same seamless, plug-and-play advertising solutions that many of the biggest social media platforms have.
As a result, it’s even more critical to work with media representation partners who can ensure your product or service is seen as much as possible by your target audience. The right media representation partner should also offer transparent pricing and be able to help with brand strategy.
They will also ensure that any advertising you do on an e-commerce platform is tailored to that specific platform while complementing your advertising efforts on other channels. You don’t have to be a major advertiser to enjoy those benefits either. A good partner will work with the rates you can afford and grow with you as you expand.
Embrace consumer shifts
Ultimately, if businesses are to be successful, they need to understand and embrace shifts in consumer behaviour. And there are few shifts as significant and as fast as the move to online shopping since the pandemic. It’s also crucial for businesses to follow those shifts holistically.
This means not just having an online retail presence but also utilising online retailers as advertising platforms. Finally, it’s critical for businesses to realise they don’t have to take that journey alone and can potentially see much greater degrees of success by engaging with the right partners.
Telecom
Airtel Nigeria Expands Retail Footprint to Strengthen Customer Access Nationwide

Airtel Nigeria has strengthened its nationwide retail and distribution network as part of its continued investment in enhancing service delivery and making telecommunications and digital services more accessible to millions of Nigerians.

The company’s retail ecosystem comprises more than 4,000 exclusive Airtel shops and over 200,000 retail touch-points nationwide, including partner stores, channel partners and neighborhood agents. This network ensures that subscribers can conveniently easily access SIM registration, device purchases, airtime and data recharge, customer support and other digital solutions.
Commenting on the company’s retail distribution strategy, Dinesh Balsingh, CEO, Airtel Nigeria, said,
“Telecommunications goes beyond the physical infrastructure, it is important that we are able to reach people where they live and work. That is why we continue to invest in a strong retail and distribution ecosystem that enables us to bring Airtel closer to our customers while delivering a consistent, high-quality experience wherever they are.”
According to Joypratip Sengupta, Director, Sales and Distribution, Airtel Nigeria, the company’s distribution network plays a vital role in ensuring seamless service delivery.
“Our retail network is designed to ensure that our services reach customers efficiently. It is a combination of efficient logistic systems, strong partnerships and local engagement that enables us to consistently meet the needs of our customers across the country,” he said.
The strengthened distribution strategy complements the company’s ongoing investments in network infrastructure and digital innovation, recognising that customer proximity remains a critical driver of service excellence and digital inclusion.
In addition to improving customer access, Airtel’s extensive retail ecosystem continues to create economic opportunities for thousands of entrepreneurs, distributors, retailers and small business owners who form an integral part of the company’s value chain.
As demand for accessible, interconnected digital services continues to grow across Nigeria, Airtel remains committed to investing in improving its service delivery and ensuring that every subscriber enjoys quality service.
Telecom
Kaspersky Survey Highlights the Need for Smartphone Security

Kaspersky’s latest global survey shows a change in how people go online: 60% of survey participants from the Middle East, Turkiye, and Africa (META) region now claim their smartphone is the main device they use to access the Internet, pushing the PC into a secondary role.

But as the amount and sensitivity of data stored on these phones keep growing, cybersecurity experts warn that users’ security habits aren’t keeping up.
According to the survey* 60% of respondents from the META region consider a smartphone their primary device for accessing the Internet. The most active smartphone users are representatives of Gen Z, with 67% of all global respondents aged 18-28 choosing a mobile phone as their main device.
With mobiles as the full-fledged rivals of computers in accessing the Internet, the amount of important data stored on them has also increased significantly. Personal photos and videos are leading the pack. 60% of users in the META region store visual memories on their devices. Close behind are contact details (51%), text messages and chats history (45%) and important personal documents such as IDs and passports (43%).
At the same time, a substantial portion of users in the META region keep work‑related data on their smartphones (37% emails, 22% calendars and 17% even store access to corporate systems), blurring the line between personal and professional realms.
Financial credentials and login details appear on 40% of devices, while emerging categories like AI chat histories (30%) and gaming accounts (26%) signal new types of personal data stored on personal devices.
“Now our smartphones serve as full‑featured assistants that touch every aspect of our lives. The data we entrust to them goes far beyond photos, phone numbers or text messages. Consequently, the main question is no longer “what we store,” but “how we protect it,” requiring security to become as integral to the device as the data it carries,” comments Anton Kivva, cybersecurity expert at Kaspersky.
Three keys to mobile data security
To help users navigate this new digital reality safely, Kaspersky experts have issued a three-step security plan:
- No data should live on your phone only
A smartphone should never be the sole repository for any type of information. While having everything at your fingertips is convenient, accidental deletions, loss or hardware failure can make recovery impossible without reliable backups or cloud sync.
The most sensitive data like passwords, ID or financial details requires special attention and preferably be kept in a protected format. Use a dedicated security solution like Kaspersky Password Manager, which apart from securely keeping credentials and bank cards, has a special secret vault functionality aimed at storing important documents, for example, scanned Passports/IDs and PDF files, addresses and notes. Thanks to the cross-device synchronisation it allows access to the data from any gadget.
- Create a guard against digital threats
In Q1 2026 only, more than 2.67 million attacks utilising malware, adware or unwanted mobile software were prevented and more than 306,000 malicious installation packages were discovered.
Mobile devices require the same cyber protection as PCs. Kaspersky experts recommend cybersecurity solutions such as Kaspersky Premium that provide comprehensive protection – starting with scanning apps for potential threats upon installation, and using AI‑driven features to block malicious and phishing links in real time and prevent data or money losses, among many other security layers.
- The “what if” scenario planning
Phone loss always occurs unexpectedly, but a few proactive steps can dramatically reduce its impact:
Turn on location services. Both Android and iOS include built-in tools that can locate a lost phone and, if needed, wipe its data remotely. Kaspersky for Android app activates this capability through the Where Is My Device feature.
- Enable automatic backups.Regular backups ensure that photos, videos, documents, contacts and other vital data can be restored even if the device is lost or stolen.
- Configure instant auto‑lock.Setting the phone to lock immediately after the screen turns off keeps it inaccessible to thieves or cyber‑criminals when you’re not using it.
- Keep the device physically safe.In public spaces, never leave your phone unattended or within easy reach, avoid placing it on tables, in back pockets or any other vulnerable spot.
“We often underestimate how much valuable information we keep on our mobile devices and how vulnerable that data truly is. Ask yourself: When was the last time I backed up my photos or notes? What’s my plan if my phone goes missing? Do I verify links before I click them? While most users automatically think of security software for their computers, phones lag behind. It’s time to give your everyday digital companion the same robust cyber‑protection it deserves,” adds Anton Kivva, cybersecurity expert at Kaspersky.
Telecom
Why Africa’s Top ICT Ministers Are Gathering in Abuja This Week

Nigeria will host telecommunications, Information and Communication Technology (ICT) and digital economy ministers from across Africa for the 7th Ordinary Session of the African Telecommunications Union (ATU) Conference of Plenipotentiaries (CPL-26), scheduled for July 23 to July 24 in Abuja.

The conference, the highest decision-making body of the ATU, is expected to bring together ministers, regulators, industry leaders, development partners and other stakeholders from the Union’s 52 member states to deliberate on Africa’s digital and telecommunications agenda for the next four years.
A statement by the organisers said delegates would adopt the Union’s strategic direction, approve its 2027–2031 budget and work programme, elect a new Secretary-General and determine the composition of the Administrative Council.
The conference will also harmonise Africa’s common positions ahead of the International Telecommunication Union (ITU) Plenipotentiary Conference scheduled to hold later this year in Doha, Qatar.
The Minister of Communications, Innovation and Digital Economy, Dr Bosun Tijani, described the conference as a significant milestone for Africa’s digital future.
“Nigeria is honoured to host the 7th Ordinary Session of the ATU Conference of Plenipotentiaries at a defining moment for Africa’s digital future.
“As countries across the continent accelerate digital transformation, it is increasingly important to strengthen regional cooperation, develop common positions on emerging technologies, and create enabling environments that attract investment, build digital talent and expand meaningful connectivity.
“Our role as host reflects the commitment of President Bola Ahmed Tinubu to building an innovation-driven economy while strengthening African cooperation on digital infrastructure, technology governance, skills development and investment,” he said.
One of the major highlights of the conference will be a ministerial dialogue on “Achieving Africa’s Meaningful Connectivity,” jointly organised by the ATU and the GSMA.
The dialogue will explore practical strategies for expanding affordable, reliable and quality connectivity across the continent, with emphasis on infrastructure investment, service quality, affordability and ensuring that digital access delivers tangible economic and social benefits.
Also speaking ahead of the conference, the Secretary-General of the ATU, Mr John Omo, said the meeting would provide member states with an opportunity to strengthen the Union’s capacity to drive Africa’s digital ambitions.
He said the decisions to be taken in Abuja would shape the ATU’s ability to support national priorities, sustain Africa’s participation in global telecommunications forums and respond effectively to emerging technological developments over the next four years.
The conference is expected to conclude with the adoption of the Abuja Declaration, which will provide governments, regulators, industry stakeholders and development partners with a common framework for advancing Africa’s digital transformation agenda.
According to the organisers, hosting the conference underscores Nigeria’s commitment to regional collaboration and reinforces the country’s growing leadership in digital policy, technology governance and investment promotion across Africa.
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