GITEX AFRICA 2025 may have come and gone, but the experience is etched on the minds of many; the animated techno-sphere, the relationships forged, the deals consummated. The “never-sleep” Maghrebi city of Marrakech brought together the movers and shakers of the tech world – from razor-sharp C-suite executives to rookies eager to learn the ropes, alongside policymakers, innovators, engineers, and students from all walks of life. With over 40,000 attendees and more than 1,500 exhibitors, firms from around the globe showcased advancements in deep tech, innovative products, and more.
As someone invested in researching the internationalisation of Africa’s digital platforms, I attended a session, “Scaling beyond borders: the future of African startups in the global market” where speakers drew from the crucible of their experiences. The platform and sharing economy present Africa and its burgeoning population with unique opportunities to transform their economies and address complex challenges. The International Finance Corporation (IFC) estimates that Africa’s digital economy could grow to USD 180 billion by 2025 and potentially account for 5.2% of the continent’s GDP by 2050. Research by Naspers and the Mapungubwe Institute suggests that digital platforms could contribute approximately USD 5 billion to South Africa’s economy by 2035.
Digital platform firms in Africa have attracted billions of dollars in foreign direct investment. Despite this significant investment, many local digital platform-based firms struggle to scale their operations or expand beyond their geographical boundaries. Media reports have highlighted these struggles, detailing the unfortunate failure of many start-ups to successfully internationalise, gain legitimacy, or grow in foreign markets. The obstacles are often monstrously rooted in institutional and infrastructural weaknesses. For example:
- Jumia Food exited seven African markets (Technext24, 2024).
- Remotasks ceased operations in Kenya and Nigeria without explanation (Rest of World, 2024).
- Glovo withdrew from Ghana despite a USD 3.7 million investment (Daba Finance).
It is not all tales of woe. We have witnessed incredible successes, with companies like Flutterwave planting their unicorn flag at the summit of achievement. Moniepoint has also joined the league of “Unicorners”. I was delighted when Awa Gueye, a Regional and Public Policy Lead, enthusiastically announced that Wave Mobile Money is the first unicorn in Francophone Africa, with a valuation above USD 1.7 billion.
A common agreeable dimension shared by all the speakers in this session is the need for startups to ‘pay attention to their “localisation strategies” especially when internationalising’.
Here are some key takeaways from the digital internationalisation sessions that captured the energy of the event:
“Understanding the local market is key. Know your limits. Know when things aren’t working.” – Dina el-Shenoufy, CIO, Flat6Labs
“Localisation is key. Learn from other emerging markets.” – Laila Hassan
“Understand the local knowledge.” – William Benthall iam Benthall, Global Head of Government Relations, Glovo
“The African market is quite fragmented. Trust goes a long way. If you succeed in your local market, you cannot assume you’ll be successful in another.” – Mostafa Masry , CEO, Fincart.io
“Inclusion of women in the industry has to be an SDG.” – Vaanathi Mohanakrishnan, President, M2P Fintech
Operating within Africa’s many informal economies requires tenacity – a wolverine-like grit for survival. Succeeding in the promised land of Africa will not all be ice creams and vanillas for those determined to crack the hard nuts and unearth its gems. But it is possible, it is doable, it is attainable.
I’d love to hear from you. How are you making a difference in your own way? No contribution is insignificant!
