New in retail:
The African consumer's true north
Understanding your audience with new shopping insights.
For e-commerce marketers across Africa, understanding your audience means looking beyond demographics.
What truly motivates a customer to click ‘buy’?
Recent research by Ipsos and Google highlights the key drivers for today’s consumers:
- Social status
- Seamless, stress-free shopping experiences
- Alignment with brand values
These findings give marketers a valuable opportunity to sharpen their messaging, targeting, and channel strategies — and connect with audiences on a deeper level.
The Data Behind the Shift:
📱 58% of consumers consider how a purchase will appear on their social media feeds.🌍 82% of shoppers support brands that reflect their values on environmental, social, or governance (ESG) issues.💡 79% of consumers are willing to pay more for a smoother, better experience.
The takeaway?
Your customers are buying more than just a product — they’re buying into an experience, an identity, and a set of values.
Now is the time to build strategies that foster stronger customer relationships and deliver higher ROI.
Source: Think with Google