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New AppsFlyer Report Reveals Nigeria Recorded a 22.3% Rise in Total eCommerce App

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AppsFlyer has released the 2023 edition of its State of eCommerce App Marketing report, an in-depth look at key global industry trends to guide retail marketers in building a mobile-first experience that drives engagement and sales for the second half of 2023, especially during the peak holiday season.

While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season, which saw more in-app purchases by consumers compared to Q4 in 2021, should provide a glimmer of hope.

Consumer spending on shopping apps climbed 37% in Q4 2022 compared to Q3 2022, 30% higher than the rise in 2021 over the same period. On average, retail apps generated 10% more revenue in the peak shopping month of November 2022 compared to November 2021.

Additionally, In-app purchases (IAP) remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favorite shopping apps and also making repeated purchases, which drove shopping’s economic engine.

“Black Friday in South Africa last year once again showed its prowess in terms of app installs, with iOS installs rising by more than 30%, and Android installs increasing by more than 15% on this day, compared to the daily average in the month of November, showcasing the importance of this period in particular for eCommerce apps,” said Netta Lev Sadeh, Managing Director EMEA SANI, AppsFlyer.

“It is critical for app marketers to start their planning now leading up to this year’s Black Friday if they want to maximize this vibrant shopping period. Disruptive user acquisition campaigns could be paramount in the months leading up to Black Friday, and if executed successfully, could be the defining point in the increase or decrease in app installs.”

Key Africa insights from the 2023 State of eCommerce:

  • Nigeria recorded a 22.3% rise in total eCommerce app installs from Q1 2022 to Q1 2023 on iOS.
  • In South Africa, eCommerce app installs on iOS devices surged significantly by 81.5% from Q1 2022 to Q1 2023, dwarfing the 15% rise seen on Android devices within the same period of time.
  • Surprisingly, in Algeria, there was huge growth in total eCommerce app installs from Q1 2022 to Q1 2023 on Android devices, recording a whopping 54% increase.
  • In South Africa, non-organic installs rose by more than 60% during the summer of 2022.
  • South Africa’s remarketing share peaked at 76% in April 2022, but by February 2023, had dropped down to 65%.
  • South Africa’s share of paying users peaked in November 2022, a testament to the month of Black Friday. November truly carries more gold in its pocket than any other month for eCommerce apps. The period from the 25th to the 27th of November emerges as the prime time for app installs in the region, driven by the frenzy of Black Friday. This period registers a marked increase across all platforms, with iOS numbers outpacing Android. On November 25th alone, Android installs rose by 30 % over any other day in the month in South Africa, while iOS saw a steeper climb of 78%.

Key Global Insights from the 2023 State of eCommerce:

  • In-app consumer spend increased 81% on Black Friday 2022 compared to the daily average in the month of November, with Android averaging 61% higher
  • eCommerce marketers spent $4.9 Billion on attracting app users worldwide in 2022, with the economic downturn leading to a 25% drop in spend in H2 2022.
  • Apple iOS apps had an 85% higher share of paying users compared to Android, and November conversion rates were 15% higher compared to the monthly average on both iOS and Android platforms.
  • Cost of Media in the eCommerce vertical has significantly dropped 30% YoY when comparing Q1 of 2023 to Q1 of 2022.
  • Marketers’ customer acquisition costs, measured in Cost Per app Installs (CPIs), peaked in November 2022 and dropped 30% when comparing Q1 of 2023 to Q1 2022 – more specifically, decreasing 33% on iOS and 11% on Android.
  • Marketing-driven non-organic installs (NOIs) rose 19% on iOS thanks to a drop in CPIs and increased confidence in measurement in the post-iOS 14.5 app environment.
  • Marketers are focusing on remarketing as it remains a vital and cost-effective component of the global marketing landscape, consistently boasting a share of over 40% monthly.

“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.”

Methodology

AppsFlyer’s State of eCommerce App Marketing, 2023 Edition is an anonymous aggregate of proprietary global data from 3.7 billion app installs from 8,500 eCommerce apps and 22 billion remarketing conversions.

 


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E-Business

Kaspersky Warns of a New Phishing Technique Leveraging Bubble, a no-code AI Platform

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Kaspersky has discovered a new phishing tactic used to evade traditional security controls that exploits Bubble, a platform that allows users to build web and mobile applications through a visual interface without writing code.

Attackers are increasingly adopting innovative tools designed for legitimate software development and repurposing them to boost phishing campaigns.

Traditional phishing attacks often rely on malicious links or obvious redirection techniques, which are typically flagged and blocked by modern security systems.

However, attackers are now leveraging Bubble’s no-code environment to generate intermediary web applications which are hosted on Bubble’s legitimate infrastructure and trusted domains such as *.bubble.io, which improves their credibility and helps them bypass security filters.

These applications function as disguised redirectors, silently forwarding victims to malicious credential-harvesting websites.

In the observed campaign, victims were ultimately redirected to a convincing imitation of a Microsoft login page, protected by a Cloudflare verification layer designed to further obscure malicious intent.

This technique is likely being integrated into broader phishing-as-a-service (PhaaS) platforms and phishing kits. These kits enable a wide range of malicious capabilities with ready-made tools, including real-time interception of session cookies, driving phishing campaigns through legitimate services such as Google Tasks and Google Forms, and carry out adversary-in-the-middle (AiTM) attacks that can bypass multi-factor authentication.

They also support the generation of phishing emails using AI, implement geo-filtering and anti-detection mechanisms to evade security crawlers and are often hosted on reputable cloud services like AWS to avoid blacklisting.

“The use of legitimate platforms like Bubble introduces a new level of trust abuse, making it harder for both users and automated systems to distinguish between safe and malicious content. This significantly increases the likelihood of credential theft, unauthorised access and potential data breaches,” comments Roman Dedenok, Anti-Spam Expert at Kaspersky.

 

 


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NITDA Takes Over National Digital Architecture System

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Nigeria has taken a major step toward strengthening its digital governance framework as the National Information Technology Development Agency (NITDA) officially assumes control of the Nigeria Government Enterprise Architecture (NGEA) infrastructure.

NITDA Takes Over National Digital Architecture System

The handover ceremony held in Abuja, marks the culmination of a high-level partnership with the Korea International Cooperation Agency (KOICA).

This transition signals a shift from fragmented IT projects to a unified, disciplined approach to national digital investment.

The NGEA initiative forms a core part of the e-Government Masterplan 2.0 (Ne-GMP 2.0), aimed at establishing a unified and structured approach to managing government IT investments and digital resources.

The framework is designed to ensure that technology deployment across public institutions aligns with national priorities while improving efficiency and accountability.

With the system now operational, government agencies are expected to adopt more integrated digital processes, allowing seamless data sharing and interoperability.

This is anticipated to reduce duplication, strengthen risk management, and translate policy objectives into measurable digital outcomes.

Over the past two and a half years, Nigerian technical experts worked closely with their Korean counterparts to develop the architecture framework, create reference models, and execute pilot programmes in key institutions.

These include the National Identity Management Commission, Nigeria Customs Service, Nigeria Immigration Service, and NITDA.

Officials say the NGEA represents a shift from fragmented digital efforts to a more coordinated, citizen-focused system.

The infrastructure is hosted by Galaxy Backbone Limited, providing a secure and reliable platform for nationwide deployment.

Looking ahead, NITDA is expected to work with government stakeholders to expand and sustain the system, while the Federal Ministry of Communications, Innovation and Digital Economy will provide policy guidance to ensure its adoption across the country.

 

 


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FG Shifting Focus to “Meaningful Connectivity” to Drive Inclusion  – Minister

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Bosun Tijani, minister of Communications, Innovation and Digital Economy, has said the government is shifting focus from expanding access to ensuring “meaningful connectivity” that drives economic growth and inclusion.

FG Shifting Focus to “Meaningful Connectivity” to Drive Inclusion  - Minister

Bosun Tijani, minister of Communications, Innovation and Digital Economy

The minister made the statement on Friday while addressing stakeholders at the inauguration of board members of the Universal Service Provision Fund (USPF) in Abuja.

He said that although Nigeria had made significant progress since the introduction of GSM services, millions of people, particularly in rural and underserved communities, remain either unconnected or unable to fully benefit from digital services.

Dr Tijani highlighted ongoing investments in digital infrastructure, including plans to deploy 90,000 kilometres of fibre optic network and nearly 4,000 telecom towers nationwide.

He said initiatives under the USPF had improved access through projects such as rural connectivity and digital facilities in schools but stressed that the next phase must prioritise effective usage.

“It is not enough to connect a community. We must ensure that schools can teach with digital tools and that small businesses can access market opportunities,” he said, citing a pilot project in the Kura community where connectivity has enhanced access to communication, education and healthcare.

Aminu Maida, executive vice chairman, Nigerian Communications Commission (NCC) also called for a shift towards meaningful connectivity, noting that while data usage had grown significantly, it remained concentrated in urban areas.

According to him, recent data shows that telecom usage has increased by about 160% over the past two years, largely driven by urban demand.

“When we drill down, we see that a lot of that growth is actually in urban centres. So, the gap between those who are not connected or not meaningfully connected is growing,” he said.

Dr Maida added that the trend underscored the need for the USPF board to intensify efforts to bridge both access and usage gaps across the country.

Both officials emphasised the importance of collaboration, sustainable investment models and improved digital literacy to ensure that connectivity translates into real economic benefits for Nigerians.

 

 


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