🌍 Africa
GCRI Africa conducts consumer research across 54 countries, capturing the diverse shopping behaviors and economic contexts of Sub-Saharan and North Africa.
Key Regional Findings
Mobile-First Commerce
88% of online transactions in Sub-Saharan Africa occur on mobile devices, the highest rate globally. Mobile money services like M-Pesa dominate payment methods in East Africa.
Rapid BNPL Growth
Buy Now Pay Later adoption has doubled YoY, particularly in Nigeria, Kenya, and South Africa, addressing credit access gaps for millions of consumers.
Trust in Local Platforms
African consumers show 23% higher trust in locally-based e-commerce platforms compared to international giants, valuing local language support and payment options.
Active Living Labs
Lagos, Nigeria
Testing new mobile wallet features and financial literacy interventions with 25,000+ participants.
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Studying intra-African trade and payment flows to reduce friction in cross-border shopping.
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