Building Credibility in the African Tech Ecosystem
Would your users still pick you if they had options? 🤔🤔
How’s it going , Dear Innovator 👋
Quick question: Do you think that your users trust you or are they only using your product because they don’t have other options rn? 🤔
Just between us 👀, the latter doesn’t sound so bad from a business standpoint (cos c’mon, you’re not exactly running a charity organisation here, right? 😏 )
Buuuut, if you’re in this for the long haul (and we’re rooting for you!🤞) you’re pRoBabLy going to need users who are little more committed to you and your team’s vision for your product.
Why?
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In today’s newsletter, we’ll:
Explore the science of trust in digital transactions, especially in markets where skepticism is high.
Address the rise of the ‘copy-paste’ culture among African tech founders—and why it’s a credibility killer.
Unpack the winning strategies that other African tech companies are using to build trust and stand out.
Trust is the new currency
Africa’s tech ecosystem has experienced exponential growth.
Tech giants and startups across Nigeria, Ghana, Kenya, and South Africa are solving local problems with innovative solutions. Yet, for many users, skepticism about new platforms remains high.
In Nigeria, fraud losses were estimated at N43.12 billion in the first half of 2024, reinforcing the need for security and transparency in tech. Meanwhile, data from a 2022 Statista survey shows that 63% of African internet users are wary of sharing personal information online, underscoring the importance of trust-building measures.
As African tech innovators, the key question is and will always be: how can you earn—and sustain—user trust in a competitive, high-stakes market?
The answer, however, is not a simple one, but having that question at the back of your mind while you build is a step in the right direction.
Addressing the silent credibility killer: the copy-paste culture
There’s a saying that goes thus: Imitation is the sincerest form of flattery.
In other circles, this would probably fly, but in the African tech ecosystem, especially right now, with all the tools, resources and skills at everyone’s disposal, it’s signalling a lack of originality and authority in that industry.
Dear Innovators, let those days of building the next “African Shopify” be over and done with, abeg-th thee 🙏🙏 and the reason is simple: your users can see through it!
When users spot the lack of originality in these African versions of western apps, it often leads them to question whether you truly understand their needs.
uLesson, a Nigerian edtech platform, tailored its offering by integrating local curriculums and video lessons with relatable cultural examples. Unlike generic e-learning apps, its authenticity resonated with students and parents, helping it attract over 2 million downloads in 2022.
Statista’s 2023 report on consumer preferences showed that users are 70% more likely to trust platforms that address their unique cultural or environmental context.
The lesson? Authenticity matters. Don’t just mimic—adapt and innovate.
The science of trust: what do African users really want?
Trust isn’t built on vibes; it’s built on consistent, reliable experiences.
Based on popular demand, here are a list of things that users typically look out for when they come across a new tech product:
Security: They want platforms that protect their transactions and sensitive info
Reliability: If you can walk the talk with consistent service delivery, you’re on the right track to have (and keep) the market in the bag.
Ease of usage: Save the tech jargon for you and your devs
Personalisation: This one is pretty self explanatory. Don’t you agree? 😏
Winning strategies: How other African tech companies are building trust
1. Transparency in operations:
Like it or not, transparency isn’t just a buzzword—it’s a trust builder.
For example, Zuri Health, the telemedicine platform, openly addressed its data privacy concerns by partnering with licensed practitioners and offering clear, upfront pricing. This transparency reassured users about the safety of their medical and financial data, enabling them to book over 300,000 consultations in 2023.
2. User-centric support
No one likes feeling ignored.
Companies like Kippa, which provides financial tools for small businesses, focus on accessible customer support and tailored onboarding. A 2022 Village Capital report highlighted Kippa as an emerging fintech transforming how African SMEs manage cash flow and track expenses, with over 500,000 businesses onboarded within its first two years.
3. Community engagement and education
Digital literacy initiatives build goodwill and African users value platforms/solutions that “get” them.
When you combine these two, it’s easy to see that the best bet to getting your users to trust you is by actively engaging them in a way that they’d understand!
No wonder Bitmama puts so much efforts to simplify cryptocurrency trading in order to demystify crypto for its beginners’ audience.
Thinking outside the box
Blockchain for security: Some African tech companies are leveraging blockchain for transparency and fraud prevention. For instance, Chekkit Technologies, a Nigerian supply chain security company, uses blockchain to fight counterfeiting in healthcare and FMCG. By 2023, they had verified over 8 million pharmaceutical products, making a measurable impact on public health.
Peer-based support networks: Kenya’s M-TIBA, a mobile health wallet, empowers users to pool healthcare funds with trusted networks. This community-first approach has driven adoption, enabling over 4.6 million transactions since its inception, according to a 2022 report by CarePay.
Final thoughts:
Building credibility in Africa’s tech ecosystem isn’t about flashy marketing or cutting corners. It’s about demonstrating authenticity, investing in transparency, and showing users their trust matters.
Skip the shortcuts. Instead, focus on creating solutions that are secure, reliable, and tailored to African realities. When users trust you, they stick around—and that’s the kind of loyalty money can’t buy.
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Ready to take your coding skills to the next level?
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This event is designed to help you move beyond the basics and explore the deeper, more complex aspects of development.
Don’t miss this opportunity to elevate your coding knowledge and connect with fellow innovators in the tech community!
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Brought to you by: Consonance Club and CcHUB.