In many markets, this resulted in years or even decades of growth for e-commerce penetration in a single quarter. Trust is the foundational aspect that underpinning the pillars mentioned and will be a key behavioural driver to drive commerce within consumer segments. He said the African internet economy is one of the largest commercial and most impactful developmental opportunities of the past decade. The population growth projected between 2020 and 2050 will rise to 87 per cent growth in Africa. According to Dentsu this growing population presents brands with an extremely unique opportunity to tap into the consumer base that is already engaging in the digital space.

Source: The Star March 29, 2021 15:00 UTC