By Gabriel Adeyeye
Digital Marketing & Customer Acquisition Insights •
Looking back over the last 20 months, it’s clear that COVID-19 didn’t just disrupt life in Africa, it completely changed the way we shop, connect, and do business. What’s striking is how quickly African consumers embraced digital technology, making leaps that would normally have taken years.
As a marketer working in this space, I’ve seen firsthand how these changes are reshaping customer behaviour and what it means for businesses wanting to grow and thrive. This isn’t just a temporary shift, it’s a new way of life.
The Way Things Were: Pre-COVID Shopping Habits
Before the pandemic, most shopping in Africa happened face-to-face. People liked to touch products, talk to sellers, and pay in cash. Yes, smartphones were everywhere, but mostly for calls, messages, and social media. Using your phone to buy things online was still seen as risky or complicated.
Trust was a big issue especially for bigger purchases. People relied on friends and family for recommendations, physically visited stores to check out items, and only reluctantly dipped their toes into digital shopping.
Forced to Change — And How We Adapted
Then came the lockdowns in early 2020. Suddenly, millions of people had no choice but to shop online. From Lagos to Nairobi, Cape Town to Accra, we all had to learn new ways to get essentials like food, medicine, and even banking done without stepping out.
This forced digital adoption was a game changer. Take Nigeria’s Jumia they saw user sign-ups triple almost overnight. Mobile money platforms like Kenya’s M-Pesa jumped in usage, and even groceries, once mostly bought in person, started flying off online shelves.
Source: Industry estimates based on aggregated digital platform and market research data (2020–2023).
Building Trust in Digital — One Transaction at a Time
What’s been remarkable is how quickly trust grew. At first, many were hesitant. But after their first successful online order or mobile payment, scepticism faded. Suddenly, digital wasn’t just a novelty or last resort it became a reliable, convenient choice.
This shift in mindset is crucial. Because trust is the foundation of every purchase, especially online, and now millions of Africans feel confident clicking “buy.”
The Tech Behind the Transformation
Of course, this wouldn’t have been possible without solid technology backing it up. Over recent years, mobile networks improved dramatically, smartphone prices dropped, and data became cheaper all just in time for the pandemic.
Fintech startups like Flutterwave and Paystack made payments simple and secure, linking directly to online stores and mobile wallets. The right technology made digital commerce easy enough for everyone, from young urbanites to rural communities.
The New African Shopper: Blending Online and Offline
Fast forward to today, and the African consumer has evolved. Many now start their shopping journey online browsing products, comparing prices, reading reviews even if they eventually buy in a physical store.
Social commerce is booming too. More businesses are using WhatsApp, Instagram, and Facebook to connect with customers and close sales. Even older generations who once avoided digital are now catching up, narrowing the gap between young and old.
What This Means for Customer Acquisition
So, what do these changes mean if you’re trying to reach and win customers? It’s simple: the old ways won’t cut it anymore. Mass advertising without personal connection feels distant and less effective.
Now, customers want experiences tailored to their need, personalised messages, relevant offers, and seamless service across phones, computers, social apps, and physical stores. They expect to hop between channels and still feel like the business knows them. Data is key here, but so is respect. Consumers are more aware of privacy and want transparency about how their information is used.
And don’t forget community, African shoppers still trust friends, family, and local influencers. Successful brands find ways to combine digital efficiency with cultural understanding and social proof.
What Comes Next?
Even as life returns to normal, digital habits are sticking around. The pandemic didn’t create a temporary blip, it set a new standard. Looking ahead, expect voice shopping, augmented reality try-ons, and even more social commerce tools designed for Africa’s unique needs. The businesses that embrace these trends will lead the way.
The African consumer has entered a new era one where technology and trust come together to create exciting opportunities. If your business hasn’t adapted yet, now is the time. Customer acquisition in Africa is no longer just about selling product it’s about building relationships through digital-first, personalised, and community-aware strategies.
The digital revolution isn’t coming. It’s already here. The question is: are you ready to play the game?