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AppsFlyer Report Finds 55% Increase in Retail Spending in Mobile Apps across Sub-Sarahan Africa

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AppsFlyer, the marketing measurement and experience platform, today released the 2021 edition of its State of eCommerce App Marketing report, outlining key global trends to guide marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season.

Having analysed over 750 million app installs across 7250 apps, and 3 billion remarketing conversions across EMEA, the report found that the African mobile app market continues to show strong growth with more people accessing goods and services online than ever before.

This year, retail apps are already approaching peak usage levels from the 2020 holiday season, so the eCommerce industry is entering the last quarter of 2021 with an elevated baseline. With eCommerce installs increasing 55% on Android and 32% on iOS in 2021, and consumer spend climbing 55% overall, the Q4 holiday season is expected to be record-breaking.

“With the holiday shopping season around the corner, retail brands should be prioritising mobile, and mobile apps, as part of their strategy,” said Daniel Junowicz, RVP EMEA & Strategic Projects, at AppsFlyer, AppsFlyer. “Marketers should look at optimising the overall user experience, including the transition from mobile web to app.

“In addition, deep linking can be used to ensure customers reach their intended destination within a mobile app smoothly and contextually. If last year is anything to go by, marketers that get their mobile app strategy right will see significant revenue and acquisition growth.”

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Key Africa Insights:

  • ecommerce installs remained steady throughout 2020 but have already risen by 16% in 2021 (Q1 vs Q2)
  • iOS is showing particularly strong growth, with a 33% increase in the same time frame. By comparison, retail app installs on Android haven’t changed.
  • Non-organic installs dropped 26% at the start of the pandemic: Marketers throughout the region were cautious when it came to spending budget at the start of the pandemic. Non-organic installs dropped by 26% between Q1 2020 (pre-pandemic) and Q2 2020 (as the pandemic hit). However, this level of cautiousness was short-lived, with non-organic installs rising by 18% in Q3. They’ve remained steady ever since.
  • Remarketing: The 2020 holiday season saw heavy usage of remarketing as marketers looked to capitalise on key shopping periods. Between Q3 and Q4 2020 there was a 22% lift in remarketing conversion rates. This reached nearly 40% when comparing October to November.

    .In many iOS dominant regions, remarketing took a hit following the loss of IDFA as part of Apple’s update to iOS 14, but given Android’s dominance in Sub-Saharan Africa this hasn’t been felt.

  • In-app purchases increase 55% over 2020: Consumer spend fell by 50% at the start of the pandemic – between March and April – likely due to economic uncertainty as a result of lockdowns. However, as it became clear that consumers would need to adapt to digital methods of shopping in the absence of physical stores, spending quickly recovered.

Indeed, between April and May 2020 there was a 256% rise in overall spending in retail apps! Overall there was a 55% increase in consumer spending in apps in 2020.

  • Unsurprisingly, spending in 2020 peaked in November, coinciding with Black Friday and the lead-up to Christmas. As a result, between Q3 and Q4 there was a 60% uplift. This increase in spend has carried through to 2021. If we compare H1 2020 with H1 2021 we see a 65% increase in spending.

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NITDA Seeks Stronger Regulatory Collaboration for National Regulatory Sandbox

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Kashifu Inuwa, Director General of the National Information Technology Development Agency (NITDA), has called for stronger collaboration among government regulators to accelerate the establishment of Nigeria’s National Regulatory Sandbox, describing inter-agency cooperation as the cornerstone for building an innovation-friendly regulatory ecosystem.

NITDA Seeks Stronger Regulatory Collaboration for National Regulatory Sandbox

The Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, CCIE, represented by the National Coordinator of the Office for Nigerian Digital Innovation (ONDI), Mrs. Victoria Fabunmi, delivering his remarks at the National Regulatory Sandbox Governance and Implementation Planning Workshop held in Abuja.

Speaking through the National Coordinator of the Office for Nigerian Digital Innovation (ONDI), Ms. Victoria Fabunmi, at the National Regulatory Sandbox Governance and Implementation Planning Workshop in Abuja, Inuwa said the success of the initiative depends on regulators working collectively to develop a framework that promotes technological innovation while preserving regulatory integrity and public trust.

He noted that the workshop marks a significant transition from the design phase of the project to its implementation stage, where regulators are expected to jointly refine and validate the proposed governance structure before its rollout.

According to him, ONDI has spent several months laying the foundation for the initiative through extensive stakeholder consultations, ecosystem mapping, regulatory assessments and the preparation of a draft governance and implementation framework.

“The work completed so far provides a solid foundation, but the National Regulatory Sandbox can only achieve its objectives through collective ownership by all relevant regulatory institutions,” he said.

The NITDA Director General explained that the Technical Working Group was deliberately established as a collaborative platform to harness the expertise, experience and statutory mandates of participating agencies in shaping a regulatory model tailored to Nigeria’s innovation landscape.

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He said the workshop was designed to critically review the proposed governance framework, test its assumptions and incorporate practical recommendations from stakeholders to ensure that the final model is inclusive, effective and adaptable to the country’s rapidly evolving digital economy.

Inuwa observed that while government institutions have different regulatory responsibilities, those differences should be viewed as strengths that can support the development of a coordinated and flexible implementation framework capable of responding to emerging technologies.

He further stated that the engagement would also establish clear implementation pathways, strengthen institutional partnerships and identify priority actions required to operationalise the National Regulatory Sandbox.

Expressing optimism about the outcome of the deliberations, the NITDA boss said the workshop would help build a shared national vision for the initiative while creating an enabling environment where innovators can safely develop, test and scale new technologies under appropriate regulatory supervision.

He commended participants for their commitment to strengthening Nigeria’s digital innovation ecosystem and encouraged them to make meaningful contributions that would shape a practical, innovation-driven regulatory framework capable of supporting sustainable economic growth and enhancing the country’s global competitiveness.

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Speaking on the National Regulatory Sandbox journey and current worksream, Ms Ojonoka Yusufu, Implementing Partner Druve, said the initiative would provide a coordinated framework through which innovators and regulators can work together to test emerging technologies while ensuring compliance with existing laws and regulations.

She explained that the workshop was convened to build a shared understanding among participating regulators and stakeholders, develop consensus on the Sandbox’s operating model, identify implementation gaps before rollout and agree on the next steps for its successful implementation.

“We do not have anything set in stone yet. The idea is to work together to build a common understanding and ensure that all participating regulators and stakeholders are aligned on the objectives and implementation of the National Regulatory Sandbox,” she said.

Highlighting the importance of the initiative, Yusufu noted that Nigeria’s Information and Communications Technology (ICT) sector remains one of the country’s highest contributors to Gross Domestic Product (GDP), while the nation’s startup ecosystem continues to attract significant global investment.

She observed that Nigerian startups are creating jobs, attracting foreign investment and positioning the country as a leading innovation destination in Africa. According to her, the rapid expansion of startups beyond traditional sectors such as financial technology into healthcare, mobility, agriculture and other industries has made closer regulatory coordination increasingly necessary.

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Yusufu added that the National Regulatory Sandbox is backed by the Nigeria Startup Act, providing the legal foundation required to drive responsible innovation and improve the country’s regulatory environment.

She described the Sandbox as a collaborative, multi-agency innovation governance mechanism that complements, rather than replaces, existing regulatory institutions.

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Techeconomy Announces GrowthX Conference, TiLAwards for 9th Anniversary Celebration

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Techeconomy, a leading technology and digital economy publication, will celebrate its ninth anniversary with a one-day conference and awards ceremony aimed at promoting conversations on Nigeria’s digital economy and recognising excellence in innovation and technology leadership.

Techeconomy Announces GrowthX Conference, TiLAwards for 9th Anniversary Celebration

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The anniversary event, scheduled for Sept. 24 at the Civic Centre, Victoria Island, Lagos, will feature GrowthX by Techeconomy, a conference expected to bring together policymakers, regulators, industry leaders, investors and innovators to examine the future of Nigeria’s digital economy.

The event will also host the Technology Innovation and Leadership Awards (TiLAwards), which will honour organisations and individuals for outstanding contributions to innovation, leadership and digital transformation across various sectors.

According to a statement issued on Thursday by Peter Oluka, Editor of Techeconomy and organiser of the event, said, the anniversary celebration is intended to reflect on Nigeria’s technology journey over the past nine years while fostering dialogue on emerging opportunities and challenges shaping the country’s digital future.

Oluka said the event would provide a platform for stakeholders from the public and private sectors to exchange ideas on technology, innovation, entrepreneurship, digital policy and economic growth.

He added that the conference would feature keynote presentations, panel discussions and networking sessions involving industry experts, government officials, business executives and technology entrepreneurs.

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According to him, the TiLAwards will recognise outstanding organisations and individuals whose innovations and leadership have significantly contributed to the growth of Nigeria’s technology and business ecosystem.

As part of activities marking the anniversary, Techeconomy has invited media organisations to partner with the event through news coverage, publicity and participation.

The publication also expressed appreciation to members of the media and industry stakeholders for their support over the past nine years, describing their collaboration as instrumental to its growth and continued coverage of Nigeria’s technology, business and digital economy.

The organisers said details of the conference programme, speakers and partnership opportunities would be unveiled ahead of the event.

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ITUC-Africa Faults FG’s Plans to Remove Electricity Subsidy

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International Trade Union Confederation, (ITUC-Africa), representing trade unions from countries in Africa, has called on Nigeria and other African governments to ensure that industrialisation translates into improved living standards for workers and ordinary citizens.

ITUC-Africa Faults FG’s Plans to Remove Electricity Subsidy

According to ITUC-Africa, economic growth must lift Nigerians and other Africans out of poverty rather than deepen inequality, frowning at Nigeria’s government plans to remove subsidy on electricity.

Delivering his opening remarks at the New Energy for Africa 11 Convening: African Workers’ Contributions to Energy Sovereignty, Green Industrialization, and a  Common African for COP31, Akhator Joel Odigie, general secretary of ITUC-Africa, said, industrialisation remains central to Nigeria and Africa’s liberation and development agenda but warned that it would be meaningless if it failed to improve the welfare of the continent’s people.

He faulted the plans by the Nigerian government to remove so-called subsidy on electricity in 2027, arguing that it is aimed at satisfying the Bretton Woods institutions such as the International Monetary Fund, IMF, and the World Bank.

According to him, such removal would worsen the poverty rate in Nigeria and regress any marginal progress towards industrialisation. Subsidy removal will make electricity inaccessible to workers and the majority of the citizens.

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He said, “As we speak now, Nigeria is talking of subsidy removal on electricity. The plan is not to satisfy or help Nigerians, but IMF, World Bank and other donor countries. The talk that subsidy is bad economics is a lie. All developed economies depended on public sector-driven electricity and not private sector.

“For us as Africans, industrialisation is central to our liberation and development. It is part of our aspiration to define our own identity and achieve shared prosperity through an industrialised Africa. Unfortunately, that vision has yet to be realised.

“We have also come to understand that lamenting our circumstances is not enough. Identifying the barriers to Africa’s development or pointing fingers at those who may be responsible does not move us forward. The more important question is: What next? What solutions can we pursue together?

“It is from that perspective that we confront the reality that more than 600 million Africans still lack access to electricity, while privatisation continues to deny many people affordable access to energy. This compels us to ask: What can we do differently?”

According to him, organised labour believes industrialisation can be achieved without worsening the climate crisis if governments, workers and development partners commit to energy justice.

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Odigie noted that “When we speak about sustainable industrialisation, we are asking how Africa can industrialise without increasing environmental degradation or worsening the climate challenges our people already experience every day.

“We know this is possible. But it will require negotiation, compromise and genuine partnerships. It demands serious discussions on technology transfer, skills development and financing.”

He stressed that developing technical skills and mobilising investment for energy infrastructure are essential if Africa is to industrialise sustainably, saying “These are not impossible skills to acquire. With the right investment and commitment, Africa can build them. Equally important is access to finance and the resources needed to develop the infrastructure that will support sustainable industrialisation.

“An industrialised Africa has little meaning if it does not improve the lives of our people. Our vision is an Africa where prosperity is shared.

“We must reverse the growing phenomenon of the working poor. We must end the situation where women, children and older persons bear the greatest burden whenever governments attempt to balance national budgets.

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“What does prosperity mean if ordinary people cannot enjoy a decent quality of life? A worker who returns home after a long day’s work should be able to switch on a fan during hot weather, watch television, listen to the news and spend meaningful time with family because electricity is available, reliable and affordable.

“If our people cannot enjoy these basic necessities, then what kind of prosperity are we really talking about?

“Energy justice means energy that is accessible, affordable and capable of improving people’s lives.”

Odigie also renewed ITUC-Africa’s campaign for stronger public participation in Africa’s energy sector, citing Finland as an example of how governments can ensure affordable electricity while working with private investors.

“Recently, we visited Finland, where we observed a successful model that combines public and private participation, with strong public leadership. Energy there is affordable. In fact, electricity costs less in Finland than it does here in Nairobi.

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“Our hosts explained that this is possible because the state retains an important role in the energy sector, including the ability to influence pricing to ensure affordability for everyone.”

Ahead of the COP31 climate negotiations, he called for closer collaboration between organised labour and the African Group of Negotiators (AGN), saying trade unions are partners in governance rather than adversaries.

“Trade unions are not antagonistic to governments, even though we are sometimes misunderstood.

“Our responsibility is to strengthen accountability and help governments perform better because, from time to time, leaders can become too comfortable.”

Using a metaphor that drew applause from participants, Odigie likened the role of trade unions to keeping leaders “close to the fire.”

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“Our responsibility is to keep the feet of our leaders close to the fire so that their heads do not become too cold. We want them to continue thinking clearly, making sound decisions and remaining connected to the realities faced by ordinary people.

“That is why we are not in opposition. We are not enemies.”

He said organised labour’s partnership with the AGN is intended to ensure African governments enter international climate negotiations with the full backing of workers across the continent.

Speaking, Dr Nana Amoah, chair of the African Group of Negotiators, AGN, said Africa’s energy transition presents both an urgent challenge and a historic opportunity, lamenting that “More than 600 million Africans still lack access to electricity, even though our continent possesses exceptional solar, wind, hydro and geothermal resources. Yet Africa continues to receive only a very small share of global clean-energy investment.”

Represented by Dr George Manful, AGN Senior Advisor,  Amoah, said: “This imbalance must be corrected if the transition is to support Africa’s development rather than reproduce existing patterns of dependence, extraction and inequality.

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“For the African Group of Negotiators, a just transition cannot be measured solely by installed megawatts, emissions reductions or new electricity connections. It must also be measured by the quality of jobs created, affordability of energy, protection of workers, participation of women and young people, development of local industries, and the capacity of African countries to retain value from their natural resources.

“Initiatives such as Mission 300 must therefore go beyond expanding access. They must strengthen public institutions, mobilise affordable and debt-sensitive finance, support local manufacturing and skills development, and guarantee that no worker, community or vulnerable group is left behind.

“Africa’s critical minerals must similarly become a foundation for green industrialisation—not another chapter of raw-material extraction. Our policies must promote local processing, technology transfer, decent work, environmental integrity and equitable participation in global value chains.”

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