There is an opinion that Africa is a region where many offers may be irrelevant due to the low standard of living and insufficient awareness of the population about the benefits of civilization. Another frequently encountered statement is that the payments are so low that it makes no sense to launch there.
However, this view is oversimplified and does not reflect the real situation, which has changed significantly in recent years. Generalizing about all African countries is the same as generalizing about the entire continent of Eurasia.
For example, South Africa (RSA), Nigeria and Egypt are countries with high standards of living and developing economies. In addition, mobile wallets and cashless payment systems are actively developing in the region, such as M-Pesa in Kenya and MTN Mobile Money in Ghana and Uganda.
In this article, we will look at the statistics of the growing African market, the most profitable African GEOs, key verticals and the specifics of working in the region.
Continental statistics
- Africa is home to 1.35 billion people, with a daily increase of over 100,000, representing 18.2% of the world's total population (as of December 2023).
- The sex ratio in African countries is almost equal, with a deviation of no more than 3% in one direction or another.
- The main religions of the continent are Christianity and Islam, which comprise 51% and 42% of the population respectively. The remaining religious groups are national minorities.
- Most of Africa's inhabitants are indigenous peoples, and migrants make up about 10% of the population.
- Africa covers an area of 29.2 million km², which is 6% of the total surface area of the Earth and 20.4% of the land surface.
- There are 55 states, located on the territory of Africa.
- There are more than 2,000 languages spoken in Africa. The most common languages are Arabic, Swahili, English, French and Amharic.
In 2024, the affiliate marketing market in the Middle East and Africa will reach US$370.24 million, accounting for 2% of the global market.
Compound annual growth (CAGR) is projected at 7.7%, driven by digital adaptation, expansion of e-commerce and changing consumer habits.
In the graph we can see the current and projected growth of affiliate marketing market share in various countries in the Middle East and Africa.
Egypt's Digital Growth: Egypt's affiliate marketing market will grow to $38.88 million by 2024, with a CAGR of 8.0%.
South Africa: The affiliate marketing market size in South Africa is USD 58.50 Million in 2024, with a CAGR of 8.7%.
Nigeria: In Nigeria, the affiliate marketing market is expected to grow to US$38.88 million, with a CAGR of 6.8%.
GCC Countries (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and UAE): The affiliate marketing market in these countries is expected to reach USD 158.46 million in 2024, growing at a CAGR of 8.5%, driven by high consumer spending.
Other Countries in the Region: The rest of the Middle East and Africa region will also show growth, with an expected volume of US$43.69 million and a CAGR of 6.7% in 2024.
Internet and mobile traffic usage
According to Statista, as of January 2024, the number of internet users in Africa continues to grow, with significant gains in various countries.
Statista forecasts indicate a significant increase in mobile internet usage in South Africa over the next decade. In 2020, it was around 60-70% and is expected to reach 80-90% by 2029, thanks to improved infrastructure and other factors.
At the Connected Africa 2024 Summit, the following statistics were presented:
- Mobile users: 489 million unique followers
- Mobile internet users: 287 million
- Number of mobile SIM cards: 980 million
- Smartphones account for 64% of all phones in Africa
- 270 million monthly active users spend a third of their time on mobile apps
Based on the statistics below, it is clear that most users in Africa prefer mobile internet.
Therefore, it is recommended to focus primarily on portable devices, especially those with the Android operating system. Samsung devices and the Google Chrome browser are popular in the region, while targeting iOS may be less effective.
Best Countries for Arbitration in Africa:
In Africa, several countries are particularly promising for affiliate marketing due to their developed markets, large populations and economic growth.
Nigeria
Advantages:
- Large population: Nigeria is the most populous country in Africa with over 210 million people.
- Emerging market: Active use of mobile applications and the Internet.
- Popular niches: Financial technologies, e-commerce, gambling.
- Language aspect: The main language is English, which simplifies the creation of advertising materials and strategies.
Advantages:
- Developed infrastructure: Well-developed banking system and online commerce.
- High level of internet access: One of the highest in Africa.
- Popular niches: Financial technologies, e-commerce, tourism.
- Language aspect: The main languages are English, Afrikaans, Zulu, Xhosa, which allows targeting different groups of the population.
Advantages:
- High level of mobile finance usage: Pioneer in mobile payments through services like M-Pesa.
- Emerging market: Growing interest in digital services and apps.
- Popular niches: Fintech, e-commerce, healthcare.
- Language aspect: Primary languages are Swahili and English.
Advantages:
- Large population: Over 100 million people.
- Developing economy: Growing interest in online services and e-commerce.
- Popular niches: E-commerce, fintech, tourism.
- Language aspect: The main languages are Arabic and English.
Advantages:
- Growing Market: Mobile and e-commerce are rapidly growing.
- Strategic Location: The country plays an important role as a hub for English-speaking West African countries. This means that the country is home to key commercial, economic, cultural, or political activities that link and influence other English-speaking countries in the region.
- Popular Niches: Fintech, e-commerce.
- Language Aspect: The primary language is English.
Africa offers significant potential for affiliate marketing, especially in the following verticals:
- Gambling and Betting: With the growing popularity of mobile technology and improved internet access, gambling is becoming more accessible to a wider audience.
- Financial technology (fintech): The development of mobile payments and digital financial services such as mobile wallets and microcredit opens up new opportunities for advancement.
- E-Commerce: The increase in online shopping and growing interest in online stores are fueling the expansion of this sector.
- Healthcare: The development of digital health solutions such as telemedicine and online consultations is attracting more and more users.
- Education: Growing interest in online education and educational platforms creates new opportunities for affiliate programs.
- Tourism and Travel: The development of tourism infrastructure and the growing interest in domestic and international tourism contribute to the active development of this sector.
Does affiliate marketing still work?
According to the Influencer Marketing Hub 2023 report, affiliate marketing continues to be one of the most effective sales channels. Volumes have grown almost fivefold in the last decade, from $2.9 billion in 2013 to $15.7 billion in 2024. There are currently more than 9,000 affiliate marketing companies and services worldwide, including agencies and platforms.
According to Marketwired, over 80% of companies that use advertising to promote products use affiliate marketing.
According to Influencer Marketing Hub, there are 9,600 affiliate marketing companies and services operating globally in 2023, including agencies, platforms, and apps. Nearly half of them (4,500) are located in North America, followed by Asia Pacific (2,300), Europe (1,900), and Africa (900).
Conclusion
While GEO 1 and 2 can offer high payouts, they require significant investment and experience; more information can be found here. Africa is a great affiliate marketing opportunity due to the high volume of traffic at lower prices and low competition caused by the stereotypes common among most affiliates.
South Africa (ZA), Kenya (KE) and Egypt (EG) are relatively new regions for affiliate marketing. Many ad creatives that have become standard in more mature markets still work well in African countries as they have not yet been fully utilized.
Africa is not only a literally hot continent, but also a hot topic for affiliate marketing. Now is the perfect time to launch campaigns in this promising region with Vimmy.
