Ad spend on African shopping apps soars by 80% amid growing eCommerce competition
Ad spend on shopping apps in Africa increased by 80% in the first nine months of 2024 compared to the same period in 2023, according to AppsFlyer’s State of App Marketing Africa report.
This increase highlights the growth of the continent's eCommerce landscape, driven by increasing smartphone penetration, shifting consumer behaviours, and intensified competition among platforms.
“In markets like Nigeria and South Africa, the growing penetration of smartphones and affordable internet access has made eCommerce more accessible, prompting advertisers to invest heavily in reaching these expanding audiences,” explains Netta Lev Sadeh, Managing Director EMEA SANI at AppsFlyer.
South Africa and Nigeria have emerged as the leading drivers of this ad spend growth, wi...