{"id":320,"date":"2026-04-08T12:14:37","date_gmt":"2026-04-08T10:14:37","guid":{"rendered":"https:\/\/blog.nexfing.ai\/?p=320"},"modified":"2026-04-08T12:14:37","modified_gmt":"2026-04-08T10:14:37","slug":"why-customer-experience-has-become-a-key-growth-driver-in-africa","status":"publish","type":"post","link":"https:\/\/blog.nexfing.ai\/?p=320","title":{"rendered":"Why Customer Experience Has Become a Key Growth Driver in Africa"},"content":{"rendered":"\n

Companies from all over the globe have started competing based on how customers perceive their brands and interactions rather than what features each offer. In Africa<\/strong>, this shift is further complicated by rapid growth<\/strong> in access to fast internet, a young population, and significant disparities in or between access and service quality. <\/p>\n\n\n\n

Internet usage in Africa<\/strong> has grown <\/strong>double that of the global average; however, 38%<\/strong> of the African continent was reported as having access to the internet as of 2024<\/strong> versus 68%<\/strong> for the rest of the world. In the period from 2019<\/strong> to 2022<\/strong>, the number of broadband users in Sub-Saharan Africa grew by more than 160 million people reflecting an 115%<\/strong> growth in internet users between 2016 and<\/strong> 2021,<\/strong> but millions are still left offline for several reasons. <\/p>\n\n\n\n

Therefore, the problem becomes how can customer experience, which is recognized as one of the most significant factors driving growth across Africa, be translated by businesses into measurable growth?<\/strong> 
 
The Rise of the African Digital Customer<\/strong> <\/p>\n\n\n\n

One of the world\u2019s fastest-growing consumer markets is in Africa. According to McKinsey & Company<\/strong>, an estimated 250 million Africans <\/strong>will become part of the consumer class by 2030<\/strong> and help unlock over USD 3 trillion<\/strong> in consumer spending. The way consumers find, research, and buy products is dramatically changing as mobile phones and the internet develop. <\/p>\n\n\n\n

At the end of 2023<\/strong>, Sub \u2011Saharan Africa had an estimated 320 million<\/strong> mobile internet users, accounting for about 27% of the total population. This is expected to reach 37%<\/strong> by 2030<\/strong>. <\/p>\n\n\n\n

In 2022<\/strong>, Sub \u2011Saharan Africa had approximately 515 million<\/strong> mobile phone users (approximately 43%<\/strong> of the total population<\/strong>). Of this group, only 29%<\/strong> use mobile internet; therefore, there is a significant gap in usage. <\/p>\n\n\n\n

Kenya and South Africa lead the way in digital payment usage. In 2024<\/strong>, an estimated 75.8%<\/strong> of adults in Kenya <\/strong>and 70.5%<\/strong> of adults in South Africa reported making a digital payment in the previous year. <\/p>\n\n\n\n

The penetration of the internet is vastly different across the continent \u2013 for example, Morocco <\/strong>has one of the highest levels <\/strong>of internet penetration<\/strong> at approximately 91%,<\/strong> while large parts of Africa <\/strong>have much lower levels of access. Young people aged 15\u201324<\/strong> represent the highest levels of internet access, with an estimated 53%<\/strong> of people in this age group using the internet in 2024<\/strong> compared to approximately 34% <\/strong>of the total population. <\/p>\n\n\n\n

As more customers connect digitally, their expectations for a smooth, fast, secure, and transparent customer experience will be influenced both by global platforms and by local digital leaders. 
 
Recommendations <\/strong> <\/p>\n\n\n\n