Social commerce in Africa is where conversations turn into conversions, especially on WhatsApp, Instagram, Facebook, and TikTok. Instead of sending customers to a traditional checkout, sellers close sales inside chat threads, live streams, or link-in-bio storefronts, then coordinate delivery and payment in the same flow. This model is a natural fit for mobile-first markets and informal retail, and it powers everyone from solo resellers to fast-growing brands.
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