GRBusiness
E-commerce Growth: Mobile Apps Records 55% Increase On Retail Spending


AppsFlyer, the marketing measurement and experience platform, today released the 2021 edition of its State of eCommerce App Marketing report, outlining key global trends to guide marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season. Having analysed over 750 million app installs across 7250 apps, and 3 billion remarketing conversions across EMEA, the report found that the African mobile app market continues to show strong growth with more people accessing goods and services online than ever before.
This year, retail apps are already approaching peak usage levels from the 2020 holiday season, so the eCommerce industry is entering the last quarter of 2021 with an elevated baseline. With eCommerce installs increasing 55% on Android and 32% on iOS in 2021, and consumer spend climbing 55% overall, the Q4 holiday season is expected to be record-breaking.
“With the holiday shopping season around the corner, retail brands should be prioritising mobile, and mobile apps, as part of their strategy,” said Daniel Junowicz, RVP EMEA & Strategic Projects, at AppsFlyer, AppsFlyer. “Marketers should look at optimising the overall user experience, including the transition from mobile web to app. In addition, deep linking can be used to ensure customers reach their intended destination within a mobile app smoothly and contextually. If last year is anything to go by, marketers that get their mobile app strategy right will see significant revenue and acquisition growth.”
Key Africa Insights:
- ecommerce installs remained steady throughout 2020 but have already risen by 16% in 2021 (Q1 vs Q2)
- iOS is showing particularly strong growth, with a 33% increase in the same time frame. By comparison, retail app installs on Android haven’t changed.
- Non-organic installs dropped 26% at the start of the pandemic: Marketers throughout the region were cautious when it came to spending budget at the start of the pandemic. Non-organic installs dropped by 26% between Q1 2020 (pre-pandemic) and Q2 2020 (as the pandemic hit). However, this level of cautiousness was short-lived, with non-organic installs rising by 18% in Q3. They’ve remained steady ever since.
- Remarketing: The 2020 holiday season saw heavy usage of remarketing as marketers looked to capitalise on key shopping periods. Between Q3 and Q4 2020 there was a 22% lift in remarketing conversion rates. This reached nearly 40% when comparing October to November.
- In many iOS dominant regions, remarketing took a hit following the loss of IDFA as part of Apple’s update to iOS 14, but given Android’s dominance in Sub-Saharan Africa this hasn’t been felt.
- In-app purchases increase 55% over 2020: Consumer spend fell by 50% at the start of the pandemic – between March and April – likely due to economic uncertainty as a result of lockdowns. However, as it became clear that consumers would need to adapt to digital methods of shopping in the absence of physical stores, spending quickly recovered. Indeed, between April and May 2020 there was a 256% rise in overall spending in retail apps! Overall there was a 55% increase in consumer spending in apps in 2020.
- Unsurprisingly, spending in 2020 peaked in November, coinciding with Black Friday and the lead-up to Christmas. As a result, between Q3 and Q4 there was a 60% uplift. This increase in spend has carried through to 2021. If we compare H1 2020 with H1 2021 we see a 65% increase in spending.
Finance
Dangote Cement Pays Over N3.3 Trillion in Dividends to Shareholders in 15 Years
…Vows to transform Africa by making it self-sufficient in cement, clinker


Shareholders of Dangote Cement Plc have received over N3.3 trillion in dividends over the last 15 years. Aside from this impressive dividend payout, the shareholders have also significantly benefited from the capital appreciation of the cement stock.
The benefits to the shareholders were disclosed on the floor of the Nigerian Exchange last Wednesday during the “Facts Behind the Figure” presentation, by the Management and Board of Dangote Cement, which was ably led by the new Chairman, Mr. Emmanuel Ikazoboh.
Ikazobor who just assumed the position of the chairman from Aliko Dangote, thanked the shareholders for standing by the company, while also assuring them of consistent good returns on their investments.
He said Dangote Cement remains resolute in transforming Africa by creating sustainable value for all its stakeholders, as it will do all to achieve its vision of making Africa self-sufficient in cement and clinker.
He stated that: “To our investors, you have my unwavering commitment to safeguarding and growing your investment. To our regulators and market operators, you have my pledge of continued partnership and adherence to governance standards that lead rather than follow. To our employees and partners, you have my gratitude and my assurance that our collective strength will propel us to achievements we haven’t yet imagined.”
Speaking further on the future of the company, the Chief Executive of the company, Arvind Pathak, said: “We aim to expand installed capacity to 66.4Mta by 2030, supporting our long-term vision of making Africa self-sufficient in cement and clinker production. This growth will be driven by a mix of greenfield and brownfield projects.”
He revealed that the company has commissioned the first phase (1.5Mta) of its 3Mta Côte d’Ivoire plant, while construction of the 6Mta integrated Itori Plant continues to advance steadily. In addition, the company, according to him, has announced a $400 million investment to double its production capacity in Ethiopia.
He added that: “Over the past 15 years, DCP has committed more than $8.5 billion in capital investments across Africa, underscoring our long-term confidence in the region’s growth prospects.”
The Group Chairman of the Nigerian Exchange Group (NGX Group), Alhaji (Dr.) Umaru Kwairanga, praised the President/Chief Executive, Dangote Group, Aliko Dangote, for his substantial contributions to the Nigerian capital market and private sector development. He said the former Chairman of Dangote Cement, who is also his mentor, has clearly shown that wealth can be created but also transferred to the public through the capital market.
Group Managing Director and Chief Executive of the Nigerian Exchange Group, Temi Popoola, also lauded the new Management and Board of Dangote Cement, noting that with Mr. Ikazoboh as the Chairman, the shareholders will surely be happy.
It would be recalled that the shareholders of the company, in its last Annual General Meeting (AGM) for the year 2024, were full of praise for the Board, Management, and staff of the company after approving a dividend payout of N502.6 billion, which translated to N30 kobo per share.
The company, in the same vein, also significantly increased its social investments by 469.8 per cent to N3.2 billion. The corporate social responsibility (CSR) activities were in education, healthcare, agriculture, infrastructure, and economic empowerment.
President of the Association for the Advancement of Rights of Nigerian Shareholders (AARNS), Faruk Umar, said the shareholders were pleased with Aliko Dangote and his team. He said that for the company to still pay a robust dividend despite the obvious economic challenges, which also affected their operations, shows the doggedness and fighting entrepreneurial spirit of the management of the company.
According to him: “We are happy with this result. The year 2024 was very challenging due to the fluctuations in the foreign exchange market and the company’s expansion programme. But despite all these challenges, the company was still able to pay us a very good dividend and even gave us hope of better returns on our investments in the years to come. This is very commendable, and it is only a company like Dangote Cement that can achieve this laudable feat.”
Chairperson of the Pragmatic Shareholders Association of Nigeria, Bisi Bakare, also commended the company’s consistent dividend payment, noting that the company is moving in the best way of corporate governance. He stated that: “As a shareholder and an active investor of this company, I am very happy and pleased with the performance of our company so far. The earnings are not even up to N30 per share, and for the company to still declare N30 per share dividend speaks volumes of the quality of leadership that we are lucky to have in Dangote Cement. It should also be noted that Dangote Cement is the only manufacturing company that paid the highest dividend in the year under review. So, we are happy and very proud to be part of this company.”
Finance
Expert: Fintech, Financial Inclusion Critical for Sustainable Growth of Nigerian Economy


A renowned economist, Dr. Biodun Adedipe, the Chief Consultant/CEO, B. Adedipe & Associates Limited, says fintech and financial inclusion are not only contemporary in the Nigerian financial ecosystem, they also hold exciting promises in the transition of the Nigerian economy from jobless growth of over two decades now, to inclusive and sustainable growth that assures shared prosperity for all stakeholders.
Adedipe added that over $2 billion were invested in fintech and startups by over 50 angel investors and venture capitalists in 2024.
Delivering the keynote paper at the 2nd Business Journal Fintech & Financial Inclusion Roundtable 2025 in Lagos, Adedipe described financial inclusion as a critical driver of economic growth and poverty alleviation.
“This makes financial inclusion critical to developing economies, especially those like Nigeria that have been experiencing jobless growth in the last 20 years thereabout and also deep in multi-dimensional poverty. The real challenge resides at the bottom of the pyramid where there is not only poor access to finance but also lack of the basic elements that define good quality of life.”
In its 2023 survey, EFInA reported 64% financial inclusion in Nigeria, driven by marginal growth in the banked population and major gains in non-bank formal adoption.
He listed the opportunities of both fintech and financial inclusion in Nigeria to include youthful and tech savvy population, increasing demand for financial services, unbanked and under-served population, significant informal economy estimated at 54% to 58% of Nigeria’s Gross Domestic Product (GDP) and necessity-based entrepreneurship, which is a rampant phenomenon in fragile economies where informal economic activities and low income are pervasive.
Adedipe said the challenges facing the Nigerian economy in terms of fintech and financial inclusion include the ability and capacity of the Central Bank of Nigeria (CBN) in promoting and regulating the two concepts effectively.
He listed past and current CBN interventions as the National Financial Inclusion Strategy, National FinTech Strategy, Strategy for Leveraging Agent Networks to Drive Women’s Financial Inclusion and Payment System Vision 2025.
Other key pitfalls to avoid are measuring, identifying and filling gaps, consumer protection and awareness, cost and affordability, technology and infrastructure.
The economist added that both regulators and operators also face significant risks – market, structural, strategic, cybersecurity and operational, as well cultural barriers and gender bias, and credit assessment and KYC.
“If Nigeria (or any developing country for that matter) will maximally benefit from financial inclusion and the deep role that fintech plays in that process, there must be a balance of interests. That balance will be effective only if all stakeholders collaborate (no one seeking to take advantage of the other) and maintain tight focus on the over-arching purpose of inclusive growth and shared prosperity.”
He said for Nigeria to have an inclusive financial system, policies, regulations, products, services, technology and infrastructure must be inclusive by design.
Other factors include integrated system, safe and efficient digital payment/finance ecosystem, economically sustainable and commercially viable market infrastructure, robust data information system and effective regulation.
According to Remita “as Nigeria continues to embrace digital transformation and foster innovation in the financial sector, the role of fintech in empowering SMEs will only grow in significance. With a young and dynamic entrepreneurial ecosystem, the demand for fintech solutions tailored for SMEs is expected to soar, driving further innovation and competition in the market.”
Energy
DAPPMAN Urges Calm and Collaboration in Nigeria’s Oil & Gas Sector


The Depot and Petroleum Products Marketers Association of Nigeria (DAPPMAN) said it has observed with deep concern the rising tension within the downstream oil and gas industry and the possibility of an industrial action that could disrupt national petroleum supply and distribution.
As responsible stakeholders in this vital sector of the Nigerian economy, Olufemi Adewole, executive secretary, DAPPMAN, said they recognize the central importance of industrial harmony to the stability of the industry, the protection of jobs, and the sustenance of revenues accruable to the nation.
He said that the potential impact of any strike on ordinary Nigerians, businesses, and government finances cannot be overstated.
“DAPPMAN therefore appeals to all parties involved to exercise utmost restraint and embrace constructive dialogue as the most effective means of resolving disagreements.
“In particular, DAPPMAN calls for the urgent intervention of the Federal Government in addressing the concerns of all aggrieved persons.
“We firmly believe that engagement at the roundtable will yield lasting solutions and prevent avoidable disruptions in the sector.
“Our Association’s consistent position has always been to collaborate with government, labour unions, investors, and other critical stakeholders to create a win-win situation that sustains investment, protects workers’ rights, and guarantees an uninterrupted supply of petroleum products nationwide.
“We humbly urge all parties to sheath their swords, avoid actions that could escalate the situation, and allow room for negotiations that will address concerns in a fair, balanced, and sustainable manner. “The Depot and Petroleum Products Marketers Association of Nigeria remains committed to playing a constructive role in facilitating peace, cooperation, and progress in the oil and gas sector for the ultimate benefit of Nigeria and her citizens.’
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