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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

Cybersecurity Firm Uncovers Scams Targeting Olympic Games Fans

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The first in-person Summer Olympics since the lifting of pandemic restrictions is set to begin on July 26, attracting millions of sports enthusiasts.

Kaspersky experts have noted a surge in scamming activity surrounding the event, with fraudsters targeting users’ money and data.

To understand how scammers are exploiting viewers’ interest, Kaspersky experts analysed Olympic-related phishing websites and identified the main schemes currently in use.

Fake Tickets

With the Olympic Committee warning of fake ticket offers and news of a UK swimmer’s family being scammed out of £2,500 while attempting to purchase tickets for the Paris Olympics, Kaspersky’s telemetry confirms that fraudsters are actively crafting phishing websites.

These sites offer tickets for Olympic competitions at exclusive prices or claim to have seats for sold-out events. This well-tested yet effective fraudulent scheme has resurfaced during many Olympic seasons, and Kaspersky’s experts expect such websites to proliferate during Paris 2024 events.

In this scenario, users fill out a data form and transfer both their personal information and money to scammers. As a result, they may receive invalid tickets or, more likely, nothing at all, leading to financial loss and their data being sold on Dark Web forums.

Fake Corporate Giveaways

Many organisations host giveaways for their employees, partners, and customers during major events. Recently, Kaspersky experts uncovered a fraudulent page impersonating a French bank, falsely promising a chance to win event tickets.

Employees are enticed to fill out a form with personal details, including their Internet account login credentials and passwords. This allows fraudsters to infiltrate victims’ corporate resources and potentially spread malicious content further.

Fake Merch Stores

Kaspersky experts have also discovered fraudulent online stores selling merchandise such as shirts, uniforms, accessories, and more. Needless to say, those who were enticed by these offers never received the items they ordered.

Special Cell Phone Plans

Fraudsters have set up phishing websites offering a free 48 GB data package for all networks. These sites entice users to provide personal information, such as phone numbers and payment details, under the guise of activating the data package.

Once submitted, this information is harvested for malicious purposes, leading to potential financial loss and privacy breaches.

“During major events like the Olympics, the sheer volume of offers can be overwhelming and deceptive,” says Anton Yatsenko, security expert at Kaspersky. “Scammers prey on the excitement and urgency people feel, making it crucial to approach every offer with a healthy dose of scepticism.

Remember, if something seems too good to be true, it probably is. Take the time to verify the authenticity of offers and protect your personal information. Your vigilance can be the difference between enjoying the event and falling victim to a scam.”


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Nigeria inflation rate hits 34.19%

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Nigeria’s annual inflation rate increased for the fifth consecutive month to 34.19 per cent as Nigerians battle with high living crisis.

According to the National Bureau of Statistics (NBS), released on Monday, the June figure is 0.24 per cent higher than the 33.95 per cent recorded in May. The lowest figure in 2024 was 29.90 per cent, recorded in January.

On a year-on-year basis, the headline inflation rate was 11.40 per cent points higher compared to the rate recorded in June 2023, which was 22.79 per cent.

“This shows that the headline inflation rate (year-on-year basis) increased in the month of June 2024 when compared to the same month in the preceding year (i.e. June 2023),” the NBS said.

NBS said on a month-on-month basis, the headline inflation rate in June 2024 was 2.31 per cent, which was 0.17 per cent higher than the rate recorded in May 2024 (2.14 per cent) meaning that in the month of June 2024, the rate of increase in the average price level is higher than the rate of increase in the average price level in May 2024.

According to the NBS, the food inflation rate in June 2024 rose 40.87 per cent on a year-on-year basis, which was 15.62 per cent points higher compared to the rate recorded in June 2023 (25.25 per cent).


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Konga, CeraVe Ink MoU for Exclusive Launch of L’Oreal Product in Nigeria

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At long last, relief is here for the skincare enthusiasts in Nigeria! Konga Health, Nigeria’s premier digital healthcare distribution company, has sealed an exclusive partnership with CeraVe, a leading global skincare brand under the L’Oréal umbrella, to launch its product in the country. L’Oréal is the world leader in beauty: makeup, cosmetics, haircare and perfume in terms of quality, efficacy and safety.

Konga Health

Through Konga Health, a technology-driven healthcare solutions company focused on revolutionizing the healthcare value chain and a member of the Konga Group, this exclusive collaboration will debut with the renowned CeraVe line, offering unbeatable prices and free delivery to some locations Nationwide.

This enhanced partnership empowers Konga Health to onboard pharmacists, physicians, and other healthcare providers Nationwide to support the distribution of CeraVe’s product line. This initiative includes opportunities for recruitment, partnerships, and collaboration to ensure that high-quality skincare solutions are accessible to all nationwide.

This strategic alliance ensures that genuine CeraVe products reach Nigerian consumers swiftly and conveniently, leveraging Konga’s extensive e-commerce infrastructure. Concerns about counterfeit items that often plague the beauty and skincare market are now a thing of the past, as Konga becomes CeraVe’s official distributor in Nigeria.

CeraVe now boasts a dedicated official shop-in-shop (SIS) on Konga.com, serving as a one-stop destination for all authentic CeraVe products. Shoppers can directly access top-tier skincare solutions identical to those available globally.

Starting Monday, July 15th, CeraVe’s flagship products, such as the Cerave’s Hydrating Cleanser, Foaming Cleanser, SA Smoothing Cleanser, Fragrance-Free Moisturizer with 3 Essential Ceramides & Hyaluronic Acid, Barrier-Reinforcing Moisturizing Cream, Night Cream with Niacinamide, Exfoliating Salicylic Acid Foot Cream, Retinol Serum, Eye Repair Cream, Facial Moisturizers, Hyaluronic, and Vitamin C Serums, will be readily available on the Konga Health and Konga.com platforms, offering customers a seamless and convenient shopping experience.

Nnenna Emenyonu, Senior Vice President of Konga Health, expressed her excitement about the partnership, stating, “We are thrilled to partner with CeraVe, a brand synonymous with quality and scientific excellence in skincare. This collaboration allows our customers access to top-tier skincare products that are dermatologically tested and proven effective.”

Rabah Deroueche, LID LDB SSA and Business Development Director at L’Oreal, shared similar sentiments, noting, “Our partnership with Konga marks a significant milestone for CeraVe in Nigeria. By leveraging our commitment to quality skincare products and Konga’s platform, CeraVe can reach a wider audience and address the skincare needs of Nigerian consumers. This collaboration ensures Nigerian consumers can easily access our products and experience the benefits of our dermatologist-developed formulations.”

CeraVe has earned its stellar reputation globally through scientifically backed formulations. Developed in close collaboration with dermatologists, CeraVe products meet the highest standards of skincare and are celebrated for using essential ingredients that ensure optimal skin health.

The partnership between Konga and L’Oreal establishes Konga’s standing as a trusted e-commerce platform offering only high-quality products. As the official distributor of CeraVe, Konga is dedicated to maintaining the brand’s integrity by providing shoppers with authentic products that meet their skincare needs.


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