E-Business
E-commerce App Marketers Spent $6.1B on User Acquisition Worldwide – Report

AppsFlyer, the global marketing measurement leader, has released the 2022 edition of its State of eCommerce App Marketing report.
Within the report, AppsFlyer outlines key global trends,guiding marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season.
Following the past few years of significant e-commerce growth resulting from the Covid-19 pandemic, e-commerce in general and app marketing, in particular, have entered into a natural slowdown.
In 2022, e-commerce is no longer attracting the same volume of new users, and rising prices are starting to take their toll on marketing budgets and planning.
Heading into the holiday season marked by an economic downturn, supply disruptions, and continuing privacy changes and data restrictions, efficiency should be at the forefront of marketers’ minds.
On the continent, there was a general increase of 54% in e-commerce apps between January 2021 and July 2022. Unsurprisingly, the peak time for in-app purchases fell naturally during the Q4 holiday season, particularly in November.
Regarding organic vs non-organic installs, shopping apps slowly saw their share of non-organic installs fall on Android in South Africa, perhaps a sign that marketers are spending less. In January 2021, non-organic installs made up two-thirds of an app’s total installs. Approximately a year and a half later, in July 2022, this fell to 57%.
In Nigeria, however, the opposite trend was recorded, with non-organic installs making up the vast majority of an app’s total installs – likely to do with lower cost-per-install (CPI), which has increased over time. In January 2021, non-organic installs made up 64% of an app’s total installs, whereas in July 2022, this was 79%.
Commenting on the release of the report Shani Rosenfelder, Director of Market Insights at AppsFlyer, shared. “The likelihood of a downward trend for e-commerce apps is not the end for marketers, as November is annually the best month for installs and sales across most markets with the likes of Black Friday.
“This year, especially, consumers might still have an appetite for spending in the holiday season thanks to the addition of the World Cup. For this reason, apps should focus on remarketing to retain the users they did pick up over the past few years and publishers need to make the most of their owned media channels.”
Additional Key Insights from the report globally and for the continent include:
- E-commerce app marketers spent $6.1 Billion on user acquisition. Still, global ad spending nosedived over – 50% Year-over-Year (YoY) due to rising iOS media cost, post-Covid relative return to normalcy, and other macroeconomic conditions. Globally, app installs ad spending among e-commerce apps took a significant hit due to rising and volatile CPI, with a 55% YoY drop in Android in January, and a similarly steep 53% dive for iOS.
- Globally, thirty-day retention on Android declined 13% as mobile users continued to explore new apps and services. Meanwhile, iOS dropped 5% while reporting better overall retention than Android users, keeping with historical trends.
- Regarding app overall installs on the continent – South Africa saw total e-commerce installs on Android grow 16% from H1 2021 to H1 2022. On iOS, they grew 12%.
- In Nigeria, total e-commerce installs on Android dropped 28% from H1 2021 to H1 2022. On iOS, they dropped 18%.
- In Kenya, total e-commerce installs on Android dropped 15% from H1 2021 to H1 2022.
E-Business
NIMC Denies Blocking Police Commission from Verification Server

National Identity Management Commission (NIMC) has clarified that all its verification service platforms remain fully functional and accessible to all authorized partners, including security agencies.

Abisoye Coker-Odusote, DG, NIMC
In a statement on Thursday, the Commission firmly denied claims that it had denied the Police Service Commission (PSC) access to its verification server.
Dr. Kayode Adegoke, head of Corporate Communications, NIMC, described the reported “inability of the Police Service Commission to access the NIMC verification server” as misleading and inaccurate.
He suggested that any challenges faced by the PSC may be due to internal issues within the commission itself, not from NIMC’s end.
The statement reads: “To set the record straight, the NIMC granted verification access to all Nigerian Police formations for the verification of the National Identification Number (NIN). The NPF, PSC and other security agencies have been enjoying uninterrupted verification services for over five years.
“NIMC has provided top-notch verification services for recruitment into the Nigeria Police Force, as conducted by the PSC and at no time have there been any complaints or issues regarding NIN Verification by the NPF or PSC.
“The Commission has a robust and harmonious working relationship with the Nigerian Police Force and the Police Service Commission. The Information Communications and Technology (ICT) department of the Nigeria Police Force is actively managing the long-standing verification and integration service between the NIMC and all Nigeria Police formations.Entertainment tourism packages
“NIMC will continue to provide flawless verification services for the purpose of recruitment, security mapping, cybercrime control, and any other security matters.
“The framework by which NIMC provides services to the security agencies was recently restructured for standardization and effective implementation, following consultation with the Office of the National Security Adviser, and NPF has confirmed the verification services have continued to be available. We therefore believe that any service interruption experienced by PSC may be due to internal matters.
“NIMC is committed to providing excellent verification services to the PSC, NPF and all its partners but the terms and conditions inherent must be adhered to for uninterrupted flow of service.”
E-Business
Nigeria Strengthens Cybersecurity, Launches National Cleanup Plan

Nigerian government, through the Office of the National Security Adviser (ONSA) and the National Information Technology Development Agency (NITDA), has announced a strategic collaboration to strengthen cybersecurity and clean up the nation’s cyberspace.
Recognizing that cybercrime knows no borders, Nigeria also reaffirmed its commitment to fostering stronger global partnerships within the cybersecurity ecosystem.
This announcement was made during a press conference before the inaugural National Cybersecurity Conference, which is scheduled to take place in Abuja from July 9th to 11th, 2025.
Sa’ad Abubakar, national cybersecurity coordinator from the Office of National Security Advisor, said fighting cybercrime must take the whole of society and the whole of the government approach.
According to him, “Apart from the deterrent approach whereby government agencies such as Economic and Financial Crimes Commission (EFCC) arrest individuals, take them to court and prosecute them, the youth can be nurtured into better citizens who can showcase their capacity in better ways and be useful to the country.”
Similarly, Kashifu Abdullahi, director-general, NITDA, also stressed the need for collaborative efforts in fighting cybercrimes.
According to him “Then, in addition to that, we also want to build a stronger global collaboration with the global cyber security ecosystem, because when you look at cybercrime in general, it doesn’t respect the borders.
“Someone can commit a crime from Ghana using a Nigerian ID in the US. So you can look at him physically in a different jurisdiction, pretending to be in another jurisdiction, committing the crime in another jurisdiction.
“So without that kind of synergy and working together, it will be difficult to address these challenges. The third one is challenge. The third one is getting an alternative to cybercrime for our kids in Nigeria. We have this as a major challenge.”
Inuwa further highlighted the upcoming conference’s importance, noting that it would tackle key issues through workshops, discussions on emerging threats, cross-border cybersecurity collaboration strategies, and training programmes.
He also announced that the National Cybersecurity Conference 2025 would feature the Cybersecurity Excellence Awards, recognising top contributions in the field.
The DG extended an invitation to global partners to collaborate with Nigeria in building a safer digital future.
The press conference was attended by notable figures, including Ahmad Sa’ad Abubakar, National Coordinator of, the National Cybersecurity Coordination Centre (NCCC); Hanniel Jafar, Representative of the President, of Cyber Security Experts Association of Nigeria (CSEAN); Ankit Shukla, Managing Director, QNA Marketing Management LLC and members of the press and other stakeholders.
E-Business
AXIAN Telecom Invests in Jumia Post-MTN Era

XIAN Telecom has acquired an 8% stake in pan-African e-commerce company Jumia Technologies, citing the platform’s fintech and logistics strengths as key drivers of its backing.
This marks the first major telecom investment in Jumia since MTN Group’s exit in 2020.
AXIAN, a fast-growing telecom and digital services provider with operations across Africa, disclosed the purchase in a Schedule 13D filing with the U.S. Securities and Exchange Commission.
While the financial terms were not disclosed, AXIAN Telecom CEO, Hassan Jaber, described the move as a strategic alignment with Jumia’s growth trajectory and digital ecosystem.
“Jumia’s achievements in digital retail and fintech, particularly through JumiaPay and its logistics network, make it a very attractive investment for us. We believe in Jumia’s potential to promote financial and economic inclusion, which aligns with our core values,” said Jaber.
Once dubbed the “Amazon of Africa,” Jumia became the first African-founded tech company to list on the New York Stock Exchange in 2019.
But years of underperformance, leadership changes, and competitive pressures dented investor confidence.
In October 2020, South Africa’s MTN Group offloaded its 18.9% stake for $138 million, well below the $698 million value it once held post-IPO.
Since then, Jumia has undergone a significant transformation. Under CEO Francis Dufay, appointed in 2022, the company exited low-performing markets like South Africa and Tunisia, cut costs, and doubled down on core markets – Nigeria, Kenya, Egypt, and Morocco.
The firm is now focused on high-growth verticals, including everyday essentials and digital financial services.
Jumia’s regional CEO for East Africa, Vinod Goel, recently revealed plans to scale up international brand offerings and open its logistics network to third-party businesses.
Jaber underscored that AXIAN Telecom’s investment signals renewed confidence in Jumia’s long-term potential.
The telecom firm’s CEO said the company views Jumia as a key player in advancing Africa’s digital economy, aligning with AXIAN’s mission through its fintech and digital infrastructure brands such as Yas and Mixx by Yas.
- Telecom2 days ago
Airtel Recommits to Fraud Prevention after NCC’s N104m Fine for SIM Registration Breaches
- E-Financial3 days ago
PalmPay Seeks $100m Funding Round
- Telecom3 days ago
Anambra Cracks Down on Illegal ISPs, Cites Security, Service Concerns
- News3 days ago
FBI Busts Alleged Cyber Fraud Ring Led by Nigerian ‘Tech Queen’
- News3 days ago
NOTAP Boss Laments Loss of IPR by Nigerian Researchers
- E-Business3 days ago
NIMC Denies Blocking Police Commission from Verification Server
- Telecom2 days ago
MTN’s Female Leadership Surges to 41.4%, Doubles Industry Average
- Broadcasting2 days ago
NCC Warns DJs: Playing Music Without License Could Lead to 5-Year Jail Term