Africa’s 4.45 Billion Social Commerce Economy: TikTok’s Monetisation Gap and WhatsApp’s Retail Dominance
UphivaBETAR
Africa’s social commerce market hit 3.51 billion in 2024 and is growing at 26.7 percent annually. TikTok’s creator monetisation exclusion and WhatsApp’s zero-fee dominance are reshaping who captures the value.
