As Africa’s landscape continues to develop, what kind of market trends have you observed around retail to online conversion?

With more than a few decades of experience across African markets, we’ve had a front-row seat to the industry’s evolution. One of the most notable trends has been the gradual shift from purely retail operations to omnichannel experiences. 

That said, the transition isn’t happening at the same pace everywhere. South Africa, for example, is considerably more mature than many neighbouring markets, while other countries are still heavily retail-driven. In many cases, retail remains the foundation of the customer journey, but digital channels are becoming increasingly important as smartphone adoption and internet accessibility continue to improve. 

What we’re seeing is that operators are no longer asking whether they should be online – they’re asking how quickly they can build a sustainable digital presence, while maintaining their retail footprint. In my view, the future isn’t retail versus online. It’s about creating a seamless experience between the two. Businesses that understand local consumer behaviour and adapt accordingly will be the ones that succeed over the next decade.  

How should a total beginner to the African landscape approach localisation between its differing markets? What are the key points to understand?  

The biggest lesson we’ve learned is simple: Africa is not one market. Every country has its own regulations, payment ecosystem, consumer habits and cultural nuances. A strategy that performs exceptionally well in South Africa may not necessarily work in Kenya, Tanzania or Nigeria. 

My advice to anyone entering the region is to focus on three things: regulation, payments and local partnerships. Understanding the legal framework is essential, supporting the payment methods consumers already trust is critical and having people on the ground who understand the market is invaluable. 

Another common mistake is trying to expand too quickly. Africa presents tremendous opportunities, but success requires patience and a willingness to learn. Many of the decisions we make today are shaped by the lessons we’ve learned throughout our journey across the continent. Localisation isn’t a project with an end date – it’s an ongoing commitment.  

What makes payments challenging in the Africa’s online landscape?  

Payments are arguably one of the most important considerations when operating across Africa. One of the continent’s greatest strengths is also one of its biggest challenges: diversity. Every market has its own preferred payment methods, whether that’s traditional banking, mobile money, digital wallets or local payment providers. There is no universal approach. 

Over the years, we’ve learned that consumers expect payment experiences to be simple, secure and reliable. Trust plays a major role. Businesses that fail to understand local payment preferences often struggle to gain traction, regardless of how strong their product offering may be.

Fortunately, payment innovation across Africa continues to accelerate. Financial inclusion is improving, digital infrastructure is evolving and new technologies are creating exciting opportunities across the region. From my perspective, businesses that invest in localisation – particularly when it comes to payments – will be significantly better positioned for long-term success.  

What have been the key challenges in diversifying your product portfolio and offerings across Africa? 

The biggest challenge has always been balancing scalability with flexibility. Different markets have different priorities. Some businesses are more retail-focused, others are investing heavily in digital channels, and customer expectations continue to evolve as markets mature. 

As a technology provider, you have to continuously innovate while ensuring your products remain adaptable and relevant. That’s easier said than done. It requires long-term investment, strong partnerships and the ability to respond quickly to changing market conditions. 

One thing I’m particularly proud of is that we’ve spent recent years building technology with local realities in mind rather than adopting a one-size-fits-all approach. That philosophy has been instrumental in helping us diversify our offerings over the years. Ultimately, diversification isn’t about having the largest portfolio – it’s about delivering products that genuinely address the needs of the markets and customers you serve.  

Geographically, South Africa and Nigeria have become staple markets in Africa. Where do you identify other opportunities across the South and East of the continent?

South Africa and Nigeria will undoubtedly remain important markets, but we’re also seeing encouraging developments across East and Southern Africa. 

Countries such as Kenya, Tanzania, Uganda and Zambia continue to make progress in areas such as digital adoption, connectivity and financial inclusion. While every market has its own opportunities and challenges, it’s clear that the region as a whole continues to evolve. That said, market size alone shouldn’t drive expansion decisions. Businesses should also consider factors such as regulatory stability, ease of doing business, and the strength of local partnerships. 

Africa is home to one of the youngest populations in the world, and its long-term potential remains incredibly compelling. We’re excited about what the future holds.