Z Technology Group

  Introduction  The Digital Awakening of Africa Africa is in the midst of a digital revolution. With more than 600 million internet users , the continent is becoming one of the world’s most promising digital frontiers. Startups, investors, and consumers are converging to build a connected future — but the path to e-commerce success is not straightforward. Despite this growth, most of Africa’s e-commerce activity still revolves around horizontal marketplaces like Jumia, which try to serve everyone with everything. The problem? These platforms often fail to address specific consumer needs or create tailored experiences that build trust and loyalty. That’s why vertical marketplaces — platforms focused on a single niche like real estate, agriculture, or healthcare — are emerging as the next big opportunity. They’re hyper-focused, user-centered , and designed to solve localized problems efficiently. Understanding Vertical Marketplaces A vertical marketplace is an online ...