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Konga Yakata: Nigerians Defy Economic Crunch, Target Smarter, Value Deals

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Despite the prevailing global economic downturn and associated difficulties in the local economy, Nigerians have turned to Konga Yakata as a fitting avenue to shop great deals at best prices without burning a hole in their pockets this season.

Konga Yakata, as the Black Friday sale of Nigeria’s leading composite e-commerce giant is known, is widely regarded as the biggest sale of the year in the annual shopping calendar in Nigeria.

The 2022 edition of the month-long shopping fiesta, which kicked off on Friday November 11 and will run through Monday, December 12, 2022, has seen shoppers on Konga buck the trend, especially with analysts and market watchers predicting that more people are expected to drastically cut down on spending due to inflation.

Investigations reveal that rather than shy away from shopping, Nigerians have instead chosen to rely on Konga Yakata to shop smarter by targeting value-adding deals.

The development has resulted in a surprising rise in traffic and shopping sessions on www.konga.com within the first 12 days of the campaign as bargain-hungry Nigerians scramble for special offers and best-priced deals at Konga.

On Konga Food, for instance, shoppers are enjoying a 50% discount on meals as well as varied deals, including free delivery or buy-one-get-one-free in select restaurants when they download and place their orders via the Konga Food app.

Shoppers are also taking advantage of the extra 5% discounts on offer for customers who make payment using their KongaPay wallet throughout the Konga Yakata period. KongaPay, a CBN-licensed mobile money platform, was recently rated by Statista, a globally renowned market and consumer data firm, as Nigeria’s leading provider of digital payment services for e-commerce transactions.

This is in addition to the array of other eye-catching offers available on Konga Yakata such as massive discounts, auctions, flash sales, treasure hunt, Happy Hour sales and Budget store, among others.

Also, while the economic crunch has admittedly resulted in a shift in shopping preferences and patterns, Konga Yakata has witnessed increased consumer spending on convenience goods such as Fast-Moving Consumer Goods (FMCG) and groceries, among others, with Mobile Phones, Home & Kitchen Appliances and Electronics not far behind.

Consequently, top selling items on Konga Yakata since the commencement of the month-long sale include items such as cooking oil, rice, pasta, tomato paste, washing/cleaning detergents, non-alcoholic and alcoholic beverages, rechargeable fans, power banks, data dongles, UPS and surge arrestors, electric irons and a variety of smartphones, among several others.

Indications from within Konga equally reveal that online adoption and Average Order Value has been impressive, particularly in view of the current economic situation, with hundreds of thousands of confirmed orders already being processed since Konga Yakata went live.

More importantly, the recent brand ambassadorship deal between the e-commerce giant and superstar artiste, Patoranking, has resulted in a spike in shopping activity on the platform, further justifying the status of Konga Yakata as the biggest sale of the year.

The excitement has also extended to Konga’s physical stores located across Nigeria, with increased foot traffic recorded in major sites including Lagos, Abuja, Port Harcourt, Kano, Owerri, Enugu, Uyo and Warri, among others backed up by a surge in retail sales.

Meanwhile, the excitement is bound to hit greater heights among shoppers on Konga’s platforms as the countdown to the global celebration of Black Friday on Friday November 25, 2022 draws closer.

‘‘It has been an impressive start to this year’s edition of Konga Yakata for us. Despite the undeniable harsh economic conditions, general buying sentiments is way above expectations.

“We have seen a deluge of verified orders and we haven’t even gotten to Black Friday, the 25th yet,’’ disclosed Group Head, Marketing, Anthony Nwabuisi.

Also commenting on how Konga Yakata has remained a pivotal sales campaign for shoppers, he added that consumers understand that they can rely on Konga for value and guaranteed best prices – factors that have become even more relevant in the light of current realities.

‘‘Yes, we are seeing higher order counts and GMV. But the economic situation has affected off-take in general. The situation has also generally affected the Average Order Value because when we compared this year to last year, we are trending at N21k over N26k for last year.

“However, we have seen more people embrace smarter shopping in terms of deals and pricing, with consumers now and actually focusing a bit more on FMCG and Groceries over and above Mobile Phones, Computing etc.

‘‘Nevertheless, adoption is very good. Our online sessions and traffic are high, in fact for us it’s about keeping the platform stable in the light of the spike in traffic and to give our customers the best experience.

“Offline, we have also recorded good impressions from the physical Konga stores nationwide. In fact, retail sales is trending at 64.49%, with an average foot traffic of 2k plus across all our stores,’’ he concluded.

The 2022 edition of Konga Yakata runs from Friday, November 11 till Monday, December 12, 2022.

 

 

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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GSMA, Mobile Industry Call for Strengthened Action to Advance Child Online Protection in Africa

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The GSMA, in partnership with the mobile industry, is calling for strengthened collective action to protect children online across Africa. Building on insights from a high-level roundtable convened at the Ministerial Programme during MWC25 Barcelona, the GSMA yesterday released a new whitepaper, Enhancing Child Online Protection in Sub-Saharan Africa outlining key recommendations to guide governments, regulators, industry, civil society, and youth stakeholders as they work together to create a safer digital environment for children.

With Africa’s digital transformation accelerating, the number of children accessing the internet is rising rapidly – often through mobile devices, as the region remains mobile-first.

The UN Convention on the Rights of the Child (CRC) and the African Charter on the Rights and Welfare of the Child (ACRWC) set out the fundamental rights of all children, both of which provide a critical foundation for ensuring that children’s rights are fully respected, protected, and fulfilled in the digital age. Mobile technology holds enormous potential to help advance these rights, as explored in the GSMA-UNICEF report Enhancing Children’s Lives through Mobile.

While published in 2019, the report’s principles and mapping remain highly relevant today, reflecting the GSMA’s longstanding commitment to this area. We continue to work closely with UNICEF, and as a next step, GSMA and UNICEF will co-lead a new regional taskforce to help drive forward the recommendations from this whitepaper and strengthen cooperation across governments, industry, and civil society.

Mobile can open doors to education, social connection, and development. But as connectivity expands, so too do the risks: children are increasingly exposed to cyberbullying, harmful content, and online exploitation. Recognising both the opportunities and challenges of the digital environment, the African Committee of Experts on the Rights and Welfare of the Child dedicated the 2023 Day of the African Child (DAC) to this important theme – reinforcing the urgent need for cross-sector cooperation.

The GSMA and its members in Africa have worked together to highlight shared challenges, amplify the voices of young people, and identify areas where governments, industry, and civil society can strengthen coordinated efforts.

Key recommendations from the whitepaper include:

  • Ensuring child- and youth-centred approaches in policy and programme development
  • Strengthening national frameworks in line with the African Union Child Online Safety and Empowerment Strategy
  • Expanding digital literacy and awareness initiatives for children, parents, and educators
  • Building stronger public-private partnerships to scale resources, tools, and services across the region

Angela Wamola, Head of Sub-Saharan Africa at the GSMA, said: “Protecting children online is a responsibility shared across governments, industry, civil society, and families. By working together, we can ensure the digital environment becomes a place of opportunity – not risk – for Africa’s children. This whitepaper is an important step in supporting stakeholders across the region as they advance this urgent agenda.”

Nankali Maksud, Regional Advisor for Child Protection at UNICEF Eastern and Southern Africa, added: “Children and young people under 18 make up half of Africa’s population. Protecting their safety online is not only about safeguarding rights, but about investing in Africa’s human capital and future leadership.

This whitepaper helps elevate African voices, African leadership, and African solutions for protecting children in the digital space. We at UNICEF look forward to co-hosting a taskforce for GSMA to take forward the recommendations emerging from this whitepaper”.

The whitepaper integrates regional data, including findings from IPSOS research commissioned by MTN Group, as well as insights from youth advocate Jemima Kasongo, 19, from the Democratic Republic of Congo, who opened the roundtable during MWC25 with a powerful call to action on behalf of young people across the continent.

The GSMA reaffirms that child online protection is a global priority, with efforts underway worldwide to strengthen safer digital environments. Initiatives such as the GSMA Mobile Alliance to Combat Digital Child Sexual Exploitation bring together international mobile operators to drive good practice and coordinate global responses.

While this new whitepaper focuses on Africa, it builds on the GSMA’s broader global commitment, including newly published guidance on incorporating young voices into digital policy and solution design. The GSMA encourages all stakeholders to engage with the recommendations and join the ongoing dialogue to help ensure a safer digital future for Africa’s children.


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Crypto Exchange MEXC Rolls Out P2P Support for Naira, Birr, and Rupee

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In a strategic move to deepen its presence in emerging economies, global cryptocurrency exchange MEXC has launched peer-to-peer (P2P) trading support for three new fiat currencies — the Nigerian Naira (NGN), Ethiopian Birr (ETB), and Pakistani Rupee (PKR). This expansion reflects the company’s increasing focus on localising crypto access in high-growth, underbanked regions.

The addition of NGN, ETB, and PKR to MEXC’s P2P platform enables users in Nigeria, Ethiopia, and Pakistan to trade major cryptocurrencies including Bitcoin (BTC), Ethereum (ETH), Tether (USDT), and USD Coin (USDC) directly with their local currencies.

The trades come with zero transaction fees, in line with MEXC’s strategy to lower entry barriers for users and encourage grassroots participation in the digital asset economy.

The update is more than a technical expansion — it underscores MEXC’s recognition of Africa and South Asia as rising crypto frontiers. Nigeria, often cited as one of the world’s fastest-growing crypto markets, and Ethiopia, where digital finance is beginning to surge amid reforms, represent key territories for crypto adoption. Similarly, Pakistan’s growing youth population and fintech appetite offer strong potential for crypto-enabled financial inclusion.

To support the rollout, MEXC is actively onboarding new merchants to its P2P platform. Merchants benefit from zero transaction fees, dedicated customer support, a special verification badge, and invitations to exclusive community events. The goal is to nurture a local network of verified sellers and buyers who can facilitate seamless and trusted crypto trades.

P2P trading — which allows users to transact directly without third-party intermediaries — is especially relevant in markets where banking infrastructure is either insufficient or heavily regulated. By bypassing traditional systems, P2P provides a lifeline for users seeking stablecoins, alternative stores of value, or more flexible remittance solutions.

This latest expansion signals MEXC’s intent to compete aggressively for market share in underserved territories while enabling more users to access and benefit from Web3 technologies. As global exchanges race to localise their services, MEXC’s early moves into fiat integration may prove pivotal in shaping the next wave of crypto adoption across the Global South.


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MTN Nigeria Unveils CPaaS Platform to Transform Business Communication

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At the recently concluded NextNow Business Forum in Victoria Island, MTN Nigeria electrified the business community with a live demonstration of its forthcoming Communication Platform as a Service (CPaaS), a solution engineered to redefine how Nigerian enterprises connect with their customers.

Unlike traditional communication systems, MTN’s CPaaS is built for the realities of a mobile-first market. The platform unifies SMS, voice, WhatsApp, email, and more into a single, intuitive interface. This approach is especially significant in Nigeria, with over 107 million internet users, 45.4% of the total population, according to Data Report. This figure underscores the necessity for businesses to meet customers where they are.

During the demo, attendees witnessed how CPaaS enables two-way, real-time conversations between brands and customers. The platform’s support for rich media, instant analytics, and seamless integration with business workflows drew particular attention. These features are designed to empower businesses with data-driven insights and the agility to personalise every interaction, whether it’s a service notification, marketing campaign, or customer support exchange.

Akinbulejo Onabolu, Head of Enterprise Segment at MTN Nigeria, articulated the vision: “CPaaS gives enterprises the flexibility to interact with their customers on their preferred platforms; whether it’s chat, voice, or messaging, in a way that feels personal and immediate. We’re looking forward to the value this will unlock for businesses across industries once it launches.”

The fireside chat added depth to the conversation, with Omowunmi Olatunbosun, Head of SME Segment at MTN Nigeria, and Stephen Agbi of Bayobab, highlighting how digital engagement bridges the gap between businesses and audiences.

They emphasised that today’s consumers demand immediacy, relevance, and ease, qualities that CPaaS is built to deliver.

The stakes for digital transformation in Nigeria are high. In a report by Punch, the country’s enterprise tech market is projected to reach $22 billion by 2027, reflecting a surge in demand for scalable, cloud-based solutions that drive efficiency and customer loyalty.

The CPAAS Acceleration Alliance have estimated that globally, the CPaaS market is expected to grow from $14.7 billion in 2025 to $72.4 billion by 2035, at a compound annual growth rate of 18.4%, a testament to the platform’s transformative potential.

The event’s closing keynote from META’s Korhan Yunak reinforced the strategic value of digital channels like WhatsApp, which are now indispensable for business communication and engagement at scale.

As MTN Nigeria prepares for the Q3 2025 launch, the anticipation is unmistakable. With its promise of flexibility, intelligence, and seamless integration, MTN’s CPaaS platform is set to become the backbone of next-generation business-customer engagement in Nigeria, enabling enterprises to not just communicate but to connect, adapt, and grow in a digital-first era.


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