A survey conducted across the African continent revealed that 45% of African MSMEs are effectively driving sales through online platforms.
53% use online advertising to enhance brand visibility, while 45% directly sell products and services online. 36% use personal savings to tackle rising costs.
The survey, jointly executed by GeoPoll, Africa 118, and the African Talent Company, provides valuable insights into the evolving dynamics of MSMEs’ operations.
A substantial 55% of surveyed businesses noted improvements in their country’s business climate compared to the preceding year.
Only 52% of Nigerian businesses believe the current environment is worse. 36% of business owners reported using personal savings to support their business, while 32% reduced business activity. 34% of respondents are neither optimistic nor pessimistic about conditions improving in the next three months.
South Africa and Nigeria are primarily “extremely optimistic” about the situation improving, while Ethiopia faces the most significant hurdle.
