Is Africa Ripe for Super Apps

The concept of super-apps—platforms offering multiple services (messaging, payments, and more) within a single application—is gaining momentum globally. But one has to understand that Africa’s shift to digital isn’t about mimicking the West but building systems that address local realities.

The reality

And I have shared articles on this—Smartphones remain expensive—only 64% of Sub-Saharan Africa has mobile broadband coverage, but just 25% can afford a basic smartphone (GSMA). Expensive internet access is/could slow adoption unless super apps partner with telcos for zero-rated data access.

Imagine—1GB of data costs 6.8% of the average monthly income in Chad vs. 0.5% in Egypt (Alliance for Affordable Internet, 2023).

Plus—Many people still prefer cash transactions, and Many rely on USSD and feature phones, requiring super apps to support offline or low-data versions.

African markets are diverse

Africa is not a single, uniform market—it’s a continent of 54 countries, each with unique economic, cultural, and technological landscapes. What works in Nigeria may not work in Kenya or South Africa.

South Africa has a more banked population, higher smartphone penetration, and a stronger preference for card-based payments over mobile money.

But Nigeria has a massive population with a strong mobile-first culture, where digital payments like mobile money and fintech solutions are growing fast. However, cash is still dominant in informal markets.

Kenya is a global leader in mobile money (thanks to M-Pesa), meaning digital transactions are deeply embedded in everyday life.

Yes, Africa has one of the highest numbers of mobile subscriptions globally (615 million), but it lags in smartphone and internet penetration, which is slowing adoption.

What Needs to Happen for Super Apps to Thrive in Africa?

Well, the success will depend on removing some key adoption barriers and building solutions that fit the continent’s diverse realities.

1. Infrastructure Expansion— Investments in broadband, 4G/5G, and affordable smartphones will expand access, bringing rural areas into the digital economy.
2. Telco & Fintech Partnerships— Bundling mobile money, digital payments, and zero-rated data can lower costs and drive adoption.
3. Localized Solutions— Super apps must integrate USSD, offline modes, and local languages to serve diverse markets effectively.
4. Government Support & Regulations— Policies should encourage innovation, ensure fair competition, and protect consumers without stifling growth.

Africa has the potential—unlocking it requires collaboration, investment, and user-centered solutions.

The Growth Opportunity

By 2030, smartphone adoption in Africa is projected to reach 70%, thanks to cheaper devices, financing options, and 4G/5G expansion.

Initiatives like low-cost smartphones from manufacturers (e.g., Tecno, Itel, and Samsung’s entry-level models) and device financing from telcos are making smartphones more accessible.

Increased connectivity will shift millions from basic USSD-based mobile services to app-based digital experiences, fueling demand for super apps.

Mobile Money Driving Financial Inclusion- also a big growth opportunity

With low traditional banking penetration, mobile money services like M-Pesa (Kenya), Airtel Money (multiple markets), and MoMo (MTN Group) have revolutionized financial access.

Over 600 million mobile money accounts exist in Africa, enabling digital transactions, bill payments, and remittances without the need for a bank account.

Super apps can leverage this mobile money ecosystem, providing seamless access to payments, lending, and financial services in one platform.

Final thoughts: A Perfect Storm for Super Apps

Africa’s mobile-first culture, expanding internet access, and rapid mobile money adoption create a fertile ground for super apps. However, overcoming infrastructure gaps, affordability challenges, and regulatory hurdles will be key to unlocking this potential.