Selling where your customers already are
Across Africa, a large share of buying decisions start on social platforms — a product seen in a feed, then ordered in WhatsApp or comments. Social commerce means building that path on purpose rather than leaving it to luck.
Setting up and scaling
Start with a catalogue that works in a chat context: strong product photos, clear prices in a currency your buyer understands, and a standard ordering flow your team can run without effort. Then consolidate: route orders from comments to a manageable thread, track fulfilment, and capture buyer details — the repeat buyer is where social margins live.
Scale takes the same route as every other channel: recognise the posts that produce orders, do more of them, and measure the pipeline from post to payment.
