E-Business
New AppsFlyer Report Reveals Nigeria Recorded a 22.3% Rise in Total eCommerce App

AppsFlyer has released the 2023 edition of its State of eCommerce App Marketing report, an in-depth look at key global industry trends to guide retail marketers in building a mobile-first experience that drives engagement and sales for the second half of 2023, especially during the peak holiday season.
While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season, which saw more in-app purchases by consumers compared to Q4 in 2021, should provide a glimmer of hope.
Consumer spending on shopping apps climbed 37% in Q4 2022 compared to Q3 2022, 30% higher than the rise in 2021 over the same period. On average, retail apps generated 10% more revenue in the peak shopping month of November 2022 compared to November 2021.
Additionally, In-app purchases (IAP) remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favorite shopping apps and also making repeated purchases, which drove shopping’s economic engine.
“Black Friday in South Africa last year once again showed its prowess in terms of app installs, with iOS installs rising by more than 30%, and Android installs increasing by more than 15% on this day, compared to the daily average in the month of November, showcasing the importance of this period in particular for eCommerce apps,” said Netta Lev Sadeh, Managing Director EMEA SANI, AppsFlyer.
“It is critical for app marketers to start their planning now leading up to this year’s Black Friday if they want to maximize this vibrant shopping period. Disruptive user acquisition campaigns could be paramount in the months leading up to Black Friday, and if executed successfully, could be the defining point in the increase or decrease in app installs.”
Key Africa insights from the 2023 State of eCommerce:
- Nigeria recorded a 22.3% rise in total eCommerce app installs from Q1 2022 to Q1 2023 on iOS.
- In South Africa, eCommerce app installs on iOS devices surged significantly by 81.5% from Q1 2022 to Q1 2023, dwarfing the 15% rise seen on Android devices within the same period of time.
- Surprisingly, in Algeria, there was huge growth in total eCommerce app installs from Q1 2022 to Q1 2023 on Android devices, recording a whopping 54% increase.
- In South Africa, non-organic installs rose by more than 60% during the summer of 2022.
- South Africa’s remarketing share peaked at 76% in April 2022, but by February 2023, had dropped down to 65%.
- South Africa’s share of paying users peaked in November 2022, a testament to the month of Black Friday. November truly carries more gold in its pocket than any other month for eCommerce apps. The period from the 25th to the 27th of November emerges as the prime time for app installs in the region, driven by the frenzy of Black Friday. This period registers a marked increase across all platforms, with iOS numbers outpacing Android. On November 25th alone, Android installs rose by 30 % over any other day in the month in South Africa, while iOS saw a steeper climb of 78%.
Key Global Insights from the 2023 State of eCommerce:
- In-app consumer spend increased 81% on Black Friday 2022 compared to the daily average in the month of November, with Android averaging 61% higher
- eCommerce marketers spent $4.9 Billion on attracting app users worldwide in 2022, with the economic downturn leading to a 25% drop in spend in H2 2022.
- Apple iOS apps had an 85% higher share of paying users compared to Android, and November conversion rates were 15% higher compared to the monthly average on both iOS and Android platforms.
- Cost of Media in the eCommerce vertical has significantly dropped 30% YoY when comparing Q1 of 2023 to Q1 of 2022.
- Marketers’ customer acquisition costs, measured in Cost Per app Installs (CPIs), peaked in November 2022 and dropped 30% when comparing Q1 of 2023 to Q1 2022 – more specifically, decreasing 33% on iOS and 11% on Android.
- Marketing-driven non-organic installs (NOIs) rose 19% on iOS thanks to a drop in CPIs and increased confidence in measurement in the post-iOS 14.5 app environment.
- Marketers are focusing on remarketing as it remains a vital and cost-effective component of the global marketing landscape, consistently boasting a share of over 40% monthly.
“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.”
Methodology
AppsFlyer’s State of eCommerce App Marketing, 2023 Edition is an anonymous aggregate of proprietary global data from 3.7 billion app installs from 8,500 eCommerce apps and 22 billion remarketing conversions.
E-Business
Cyberattacks: ‘56 Percent of Cases Stem from Existing Logins

A new report by Sophos, ybersecurity firm, has said that attackers primarily gained initial network access—56 per cent of all MDR and IR cases—by exploiting external remote services like firewalls and VPNs using valid credentials.
The 2025 Sophos Active Adversary Report details attacker behavior and techniques from over 400 Managed Detection and Response [MDR] and Incident Response [IR] cases in 2024.
According to the report, the combination of external remote services and valid accounts align with the top root causes of attacks.
For the second year in row, compromised credentials were the number one root cause of attacks [41% of cases]. This was followed by exploited vulnerabilities [21.79%] and brute force attacks [21.07%].
When analysing MDR and IR investigations, the Sophos X-Ops team looked specifically at ransomware, data exfiltration, and data extortion cases to identify how fast attackers progressed through the stages of an attack within an organisation.
In those three types of cases, the median time between the start of an attack and exfiltration was only 72.98 hours [3.04 days]. Furthermore, there was only a median of 2.7 hours from exfiltration to attack detection.
“Passive security is no longer enough. While prevention is essential, rapid response is critical. Organisations must actively monitor networks and act swiftly against observed telemetry.
Coordinated attacks by motivated adversaries require a coordinated defense. “For many organisations, that means combining business-specific knowledge with expert-led detection and response.
Our report confirms that organizations with proactive monitoring detect attacks faster and experience better outcomes,” said John Shier, field CISO.
The 2025 Sophos Active Adversary Report further reveals that attackers can move quickly, with a median of just 11 hours between initial access and a breach attempt on Active Directory, a critical asset in Windows environments.
Akira emerged as the most prevalent ransomware group in 2024, followed by Fog and LockBit, the latter still active despite a major takedown.
Attack detection has improved overall, with dwell time—the time attackers remain undetected—dropping from four days to just two, thanks largely to the inclusion of MDR (Managed Detection and Response) cases.
Dwell time varied depending on the type of case: it held steady at 4 days for ransomware and 11.5 days for non-ransomware cases in incident response (IR) investigations.
In contrast, MDR cases showed much faster response times—3 days for ransomware and just 1 day for non-ransom – ware attacks.
The report also highlights that 83% of ransomware deployments occurred outside local business hours, showing attackers favor overnight activity.
Additionally, Remote Desktop Protocol (RDP) was exploited in 84% of cases, making it the most commonly abused Microsoft tool.
To strengthen their cybersecurity posture, Sophos advises organizations to take several key steps.
First, they should close any exposed Remote Desktop Protocol (RDP) ports and implement phishing-resistant multifactor authentication (MFA) wherever feasible to reduce unauthorized access risks.
Additionally, companies should prioritize timely patching of vulnerable systems, especially those exposed to the internet. Deploying Endpoint Detection and Response (EDR) or Managed Detection and Response (MDR) solutions with 24/7 monitoring is crucial.
Finally, having a well-defined incident response plan—and regularly testing it through simulations or tabletop exercises—can greatly improve preparedness for potential attacks.
E-Business
Kaspersky Presents Insight on 14% Increase in Spyware Attacks on Businesses in Africa @ GITEX Africa

As part of the company’s participation at the GITEX Africa conference, taking place in Morocco on 14-16 April 2025, Kaspersky will address the dynamics for cyberthreats in the African region as per the latest anonymised data from the Kaspersky Security Network (KSN)¹.
From 2023 to 2024 businesses in Africa were targeted by web threats, on-device threats, and attacks aiming to steal data, including spyware and password stealers.
Phishing and ransomware continue to be significant threats in the region, with 66 million phishing link clicks seen by Kaspersky in the African region in 2024, including over 14.8 million phishing link clicks by corporate users.
Web-based threats, or online threats, are a category of cybersecurity risks that may cause an undesirable event or action affecting users browsing the Internet.
According to Kaspersky data, there were 131 580 587 web threats detected in 2024 in the African region, including almost 20 million attack attempts in Kenya, almost 17 million in South Africa, and 12.6 million in Morocco. Businesses were targeted by web threats more often in 2024 than in 2023, with threat detections increasing by 1.2%.
Local (on device) threats include malware that is spread via removable USB drives, CDs and DVDs, or that initially makes way onto the computer in non-open form (for example, programs in complex installers, encrypted files, etc.).
According to Kaspersky telemetry, local (on device) threat detections in organisations in the African region in 2024 increased by 4% compared to 2023. Among the countries that saw growth in local threats detected in organisations were Nigeria (169% increase), Ethiopia (86%), South Africa (32%), Senegal (11%), and Morocco (9%).
There has been a spike of threats related to data theft. According to Kaspersky data, there was a 14% growth in spyware attack detections on businesses in the African region from 2023 to 2024.
Spyware is secretly installed on a user’s computer to monitor their actions and collect their data. Apart from that, there has been a 26% increase in password stealer detections. Password stealers are a type of malware designed to harvest login credentials and other sensitive data.
“Our statistics show an increase in attack detections for several types of cyberthreats, and the factors driving these increases are multifaceted. In the B2B sector, the continuing shift toward hybrid work models and the rush to digitise operations — often outpacing cybersecurity investments — may leave businesses in Africa exposed to advanced persistent threats.
In the B2C space, the explosion of digital financial services, coupled with low digital literacy rates, makes individuals prime targets for opportunistic attacks,” comments Maher Yamout, Lead Cybersecurity Researcher with Kaspersky Global Research and Analysis Team.
“Organisations in Africa should prioritise a unified approach by enhancing collaboration, investing in specialised cybersecurity training, and promoting digital literacy to effectively combat the rising tide of cybercrime. Initiatives like the African Cyber Surge operation and targeted educational programs can serve as blueprints for building a resilient digital ecosystem across the continent.”
E-Business
Africa Plans to Establish a $60Bn AI Fund

A $60 billion Africa AI Fund is set to be established, leveraging public, private, and philanthropic capital. The goal is to build a secure, inclusive, and competitive African AI economy through foundational and catalytic investment, according to a declaration made at the recent Global AI Summit on Africa in Kigali, Rwanda.
The declaration seeks to leverage the potential of AI to drive innovation and competitiveness to advance Africa’s economies, industries, and societies. Second, to position Africa as a global leader in ethical, trustworthy, and inclusive AI adoption.
The declaration also seeks to foster the sustainable and responsible design, development, deployment, use, and governance of AI technologies in Africa.
The memorandum was facilitated by Qhala, Smart Africa, Rwanda’s Centre for the Fourth Industrial Revolution, and supported by the Gates Foundation.
Qhala is an AI enabler dedicated to driving innovation and digital transformation across Africa.
In a statement, Qhala said the declaration outlines shared commitment among African nations to align national strategies with continental goals, safeguard data sovereignty, build digital infrastructure, and foster a sustainable AI innovation ecosystem.
The organisation went on to say Africa’s AI landscape is changing at a fast pace and it is projected to contribute $2.9 trillion to the African economy by 2030.
Shikoh Gitau, CEO of Qhala, said: “This declaration is timely, as Africa’s AI ecosystem is rapidly evolving but remains fragmented and underfunded. This will ensure that Africa takes its place in a leadership role in global AI development.”
Lacina Koné, CEO of Smart Africa, added: “AI is not just technology to us, it’s an African arrow that, when thrown with the right ethical frameworks and inclusive policies, can pierce the way to African digital prosperity and resilience for the benefit of every citizen.”
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