African market intelligence, built by people who
operate here.
Applift Intelligence publishes sector research and delivers bespoke market analysis for founders, investors, and organisations making decisions across African markets.
Nigeria's e-commerce cart abandonment rate. We researched why.
Against a global average of 70%, Nigerian shoppers abandon their carts at an extraordinary rate. The reasons go far deeper than price — trust deficits, logistical unpredictability, and financial volatility all play a role.
Most African market data is written from the outside.
Macro reports pull global figures and apply them wholesale to markets that behave nothing like the ones those benchmarks were built on. The result is data that sounds credible but doesn't reflect how business actually works on the ground.
Applift Intelligence is different. We research from inside the market — by operators who work within it every day. Primary surveys, local context, and secondary benchmarks triangulated into analysis that founders and businesses can actually act on.
We're building the research layer that doesn't yet exist.
What this report investigates
Why do Nigerian online shoppers abandon their carts at a rate 21 percentage points above the global average? This report maps the psychological, logistical, and financial triggers behind the behaviour — and what stores can do about it.
Two ways to work with Applift Intelligence
Published Reports
The Signal is our recurring research series covering consumer behaviour, digital adoption, and market dynamics across Africa. Each edition investigates one sector in depth. Free to read, built for people making real decisions.
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Have a specific market question? We commission and deliver custom research scoped to your sector, geography, and decision. Built for founders validating markets, investors watching sectors, and SMEs making expansion calls.
Commission research →Built for people making real decisions in Africa
Founders
You're validating a market before committing to a build. Get ground-level data that tells you whether the opportunity is real.
Investors
You're watching African sectors. We surface the behavioural and adoption dynamics that macro reports miss.
SMEs
You're making an expansion or product decision. Bespoke research removes the guesswork from entering new markets.
NGOs & Dev Orgs
You need sector context for program design, impact measurement, or funding proposals. We research the market realities on the ground.
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Leave your email and tell us what sector you're watching. We'll send you Edition 2 — Social Commerce in Nigeria — the moment it's published on 22 April 2026.
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Have a specific market question?
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