3 Keys to a Successful Digital Launch in Africa

Africa may seem like one of the last great frontiers. Unlike the more mature markets in Europe, North America, and parts of Asia, this developing market has many competing players with fewer well-established giants. Great opportunities exist for organizations that do the groundwork to understand and effectively meet the needs of this diverse continent. In this blog post, we’ll examine some key testing considerations for digital launches in an emerging market.

 

Make sure that your products and services work in areas with limited broadband: according to Statista, mobile internet accounts for anywhere from 50% to 92% of web traffic in most African countries. Much of that traffic still uses 2G and 3G connections – in 2022, only 22% of mobile subscribers in Sub-Saharan Africa were using 4G technology. While efforts to increase 4G and 5G coverage are underway, it’s a slow process. In February, South Africa’s Department of Communications and Digital Transformation extended the deadline for shutting down the country’s 2G and 3G networks to the end of 2027. The Global System for Mobile Communications Association (GSMA) predicts that 49% of mobile connections in Sub-Saharan Africa will use 4G technology by 2030, while 17% will use 5G.

 

When you’re planning to release a product in Africa, don’t let the drive to innovate come at the expense of backward compatibility – unless you're willing to risk seriously limiting your potential reach. To win market share in Africa, companies must provide a good user experience for customers still reliant on older network technology and devices.

 

For ages, cash was king in Africa. Debit and credit cards and mobile wallets have been gaining popularity in recent years, but they’re still nowhere near the adoption levels we see in Europe, North America and other more mature markets. Organizations accustomed to doing the bulk of their business through credit cards must adapt to succeed in Africa.

 

The most common mobile wallets in the region differ as well – though international brands like Apple Pay, Samsung Pay, Google Pay and PayPal have a substantial share, some local brands are gaining popularity: JumiaPay and KongaPay in Nigeria and MTN MoMo in South Africa. Some providers based out of the Middle East are also becoming more common, including Saudi Arabia’s STC Pay and Careem Pay and Etisalat Wallet (UAE). New players are constantly entering the market as well, and all too often go unnoticed and untested. Testing with the most common payment instruments (including refunds, subscriptions, and negative scenarios such as declined or expired cards) in the countries you plan to serve is essential.

 

In addition to onboarding, payment flows and preferred language may vary from one country to another. It’s important to make sure you’re presenting checkout steps in the order customers expect and using familiar wording. Adapting to local payment models can help build trust among customers when entering a new market.

 

Africa is a diverse continent made up of more than 50 countries. The region’s people speak hundreds of languages and reflect many different cultures. Something that works well in one country may not function properly or resonate in another. It’s vital to make sure sites and apps aren’t just fully functional, but that they’re also localized and trustworthy. Capturing feedback from local users allows you to adopt innovative and localized strategies that cater to the unique preferences and needs of African consumers.

 

One of our customers recently launched in multiple African countries – they were surprised to learn how much variation and how many unique payment methods were prevalent in each country. While their original test was only to validate that credit and debit cards worked, local users indicated that many payment options not currently offered would have been preferred. Based on that feedback, the customer is evaluating other potential payment instruments.

 

While Africa offers great opportunities for expansion, launching in the region requires careful testing to understand all the nuances at play in each country.