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E-Business

E-commerce App Marketers Spent $6.1B on User Acquisition Worldwide – Report

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AppsFlyer, the global marketing measurement leader, has released the 2022 edition of its State of eCommerce App Marketing report.

Within the report, AppsFlyer outlines key global trends,guiding marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season.

Following the past few years of significant e-commerce growth resulting from the Covid-19 pandemic, e-commerce in general and app marketing, in particular, have entered into a natural slowdown.

In 2022, e-commerce is no longer attracting the same volume of new users, and rising prices are starting to take their toll on marketing budgets and planning.

Heading into the holiday season marked by an economic downturn, supply disruptions, and continuing privacy changes and data restrictions, efficiency should be at the forefront of marketers’ minds.

On the continent, there was a general increase of 54% in e-commerce apps between January 2021 and July 2022. Unsurprisingly, the peak time for in-app purchases fell naturally during the Q4 holiday season, particularly in November.

Regarding organic vs non-organic installs, shopping apps slowly saw their share of non-organic installs fall on Android in South Africa, perhaps a sign that marketers are spending less. In January 2021, non-organic installs made up two-thirds of an app’s total installs. Approximately a year and a half later, in July 2022, this fell to 57%.

In Nigeria, however, the opposite trend was recorded, with non-organic installs making up the vast majority of an app’s total installs – likely to do with lower cost-per-install (CPI), which has increased over time. In January 2021, non-organic installs made up 64% of an app’s total installs, whereas in July 2022, this was 79%.

Commenting on the release of the report Shani Rosenfelder, Director of Market Insights at AppsFlyer, shared. “The likelihood of a downward trend for e-commerce apps is not the end for marketers, as November is annually the best month for installs and sales across most markets with the likes of Black Friday.

“This year, especially, consumers might still have an appetite for spending in the holiday season thanks to the addition of the World Cup. For this reason, apps should focus on remarketing to retain the users they did pick up over the past few years and publishers need to make the most of their owned media channels.”

Additional Key Insights from the report globally and for the continent include: 

  • E-commerce app marketers spent $6.1 Billion on user acquisition. Still, global ad spending nosedived over – 50% Year-over-Year (YoY) due to rising iOS media cost, post-Covid relative return to normalcy, and other macroeconomic conditions. Globally, app installs ad spending among e-commerce apps took a significant hit due to rising and volatile CPI, with a 55% YoY drop in Android in January, and a similarly steep 53% dive for iOS.
  • Globally, thirty-day retention on Android declined 13% as mobile users continued to explore new apps and services. Meanwhile, iOS dropped 5% while reporting better overall retention than Android users, keeping with historical trends.
  • Regarding app overall installs on the continent – South Africa saw total e-commerce installs on Android grow 16% from H1 2021 to H1 2022. On iOS, they grew 12%.
  • In Nigeria, total e-commerce installs on Android dropped 28% from H1 2021 to H1 2022. On iOS, they dropped 18%.
  • In Kenya, total e-commerce installs on Android dropped 15% from H1 2021 to H1 2022.

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E-Business

NCC Vows to Tackle Online Infringement, Block Illegal Music Websites

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Nigerian Copyright Commission (NCC) has pledged to enforce its legal obligations to combat online intellectual property infringement and urged commercial music users to obtain proper licences from rights holders or their representatives.

NCC Vows to Tackle Online Infringement, Block Illegal Music Websites

The Commission stated that this ensures creators are fairly compensated, supporting the music industry’s sustainable growth.

In a statement commemorating the 2025 World Intellectual Property Day, themed “IP and Music: Feel the Best of IP,” the NCC announced plans to enforce the Copyright Act 2022, which allows for the takedown of infringing materials and blocking of websites hosting illegal content.

Signed by Mrs Ijeoma Egbunike, director of Public Affairs, the statement outlined an aggressive anti-piracy campaign in collaboration with the private sector, targeting the online environment.

Egbunike affirmed the NCC’s commitment to establishing enforceable standards for transparency, digital audits, and real-time royalty reporting to protect creators’ rights. She stated, “The NCC will continue to champion policies that support the growth of the music industry, improve the livelihoods of Nigerian musicians, and foster a culture of creativity and respect for intellectual property.”

Despite the global success of Afrobeats and other Nigerian genres, the NCC noted that many musicians face low royalty returns due to rampant digital piracy.

To address this, the Commission revised its Collective Management Regulations to enhance transparency and accountability among Collective Management Organisations (CMOs).

The NCC emphasised that proper licensing is a legal obligation and vital for Nigeria’s creative economy, stating, “Music must feel the beat of intellectual property for the full potential of creativity to be realised.”

The Commission highlighted that creators’ livelihoods depend on fair royalty compensation.

Recent enforcement measures include the NCC’s designation by the Attorney-General of the Federation as an authority under the Proceeds of Crime (Recovery and Management) Act 2022.

This, combined with the Copyright Act 2022, empowers the NCC to order takedowns and block illegal music distribution websites.


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FG Warns Nigerians Against Growing Threat of Cyber Slavery in West Africa

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The Federal Government, has warned Nigerians against the growing threat of cyber slavery within the West African sub-region.

The Ministry of Foreign Affairs, in a statement issued in Abuja by Kimiebi Imomotimi Ebienfa, acting spokesperson, noted with grave concern the alarming rise of cyber slavery across parts of West Africa, targeting Nigerian citizens, particularly vulnerable youths.

The government said many young Nigerians, including underage teenagers, were lured out of the country under the false promise of lucrative employment opportunities abroad, particularly in crypto-related operations.

According to the government, “In reality, these individuals are trafficked into sophisticated scam operations and enslaved to work in criminal “call centres” — often referred to as “419 cyber-scam factories.” There, they are forced under coercive and inhumane conditions to send thousands of fraudulent emails, text messages, and calls aimed at defrauding victims worldwide.”

The government also noted with dismay, a recent incident where the Economic and Organised Crimes Office (EOCO) in Accra, Ghana, rescued and detained a group of Nigerians forced to engage in cybercrime activities under inhumane conditions.

“This incident highlights the severe exploitation and abuse associated with cybercrime operations. It also underscores the need for enhanced efforts to combat such multibillion-dollar criminal networks and mitigate the susceptibility of victims.

“The Ministry strongly warns all Nigerians, especially the youths and parents, to exercise the utmost caution when presented with job offers, particularly those promising easy money, overseas travel, or remote work involving cryptocurrencies.

“Nigerians are therefore advised to verify all employment offers through official channels and report suspicious cases to relevant authorities for necessary investigation and action to curtail the activities of the perpetrators.

“The Ministry wishes to assure the general public that, as a precautionary measure to address this unfortunate situation, the Federal Government is working closely with regional partners, law enforcement agencies, and international organizations to tackle this heinous crime, rescue victims, and bring perpetrators to justice.

“The Ministry remains committed to protecting Nigerian citizens at home and abroad and will continue to raise awareness about emerging threats to the welfare and dignity of our people,” the statement read.


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ALX Nigeria Launches 2025 Ventures Incubator, Premieres Pan-African “Do Hard Things” Finale

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L-r: ALX Ventures Country Entrepreneurship Development Manager, Joshua War Ebinabo; ALX Learning Associate, Ridwan Adepegba; ALX Country General Manager, Ruby Igwe; ALX Country Recruitment and Activation Specialist, Oluwatoni Ajewole; and ALX Learning Community Experience Specialist, Oluwapelumi Thomas at the Exclusive Mixer Party organised by ALX Nigeria in Lagos, recently.
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ALX Nigeria is once again proving that when African talent meets the right opportunity, magic happens. In a celebration of innovation, grit, and ambition, ALX officially launched its 2025 Ventures Incubator Cohort, an elite group of startup founders handpicked from across the country, while simultaneously premiering the grand finale of the pan-African “Do Hard Things Challenge” at its Lagos hub.

From tech founders solving community challenges to creatives turning ideas into global solutions, ALX is backing the bold and building the infrastructure to help them scale. The ALX Ventures Incubator is the next big leap for graduates of the Founder Academy, providing them with hands-on mentorship, investor access, and the resources to grow sustainable businesses that shape the future of the continent.

“The launch of the ALX Ventures Incubator is proof of our unwavering commitment to building the infrastructure for African innovation to thrive,” said Ruby Igwe, Country General Manager at ALX Nigeria. “We witnessed incredible potential at our Founder Academy, and this next step ensures that these promising startups receive the support they need to grow into high-impact ventures. It’s about translating potential into lasting impact.”

These new ventures are powered by the same spirit that drove the Do Hard Things Challenge—a bold initiative that saw ALX travel to eight African cities in search of the continent’s most inspiring entrepreneurs. The final stop? Mauritius, where top finalists pitched in a high-stakes finale, now screened live for the Lagos tech and media community.

The challenge took ALX across Lagos, Nairobi, Johannesburg, Kigali, Accra, Cairo, Casablanca, and Addis Ababa, shining a spotlight on resilience, creativity, and unstoppable drive.

“The ‘Do Hard Things Challenge’ embodies the spirit we cultivate at ALX: resilience, ambition, and the courage to tackle complex problems,” said Joshua Ebinabo, ALX Ventures Country Entrepreneurship Development Manager.

“Showcasing the finale from Mauritius here in Lagos connects our local innovators to the broader African story. It inspires our learners, reassures parents about the future of tech, and shows business leaders the investment-ready talent right here in our ecosystem.”

The event brought together founders, business leaders, creators, and media influencers—all gathered to witness what happens when African talent is seen, celebrated, and supported. The energy was electric, the vision was bold, and the mission was clear: empower Africa’s brightest minds to build global solutions from right here on the continent.

Whether you’re a startup founder looking to scale or a dreamer looking for your big break, ALX continues to be the launchpad for Africa’s digital and entrepreneurial revolution.

Learn more about ALX’s tech and business programmes at alxafrica.ng, and follow the movement on YouTube, TikTok, LinkedIn, and Instagram via @alxnigeria.


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