According to the International Finance Corporation (IFC), over 65% of African small and medium-sized enterprises (SMEs) have no digital presence not even a single page website or online listing.
This is in sharp contrast with the continent’s rapid tech adoption:
Africa had 570+ million internet users by 2024 (Statista)
Over 84% of young Africans use mobile phones daily (GSMA Mobile Economy)
So why the gap?
Lack of digital literacy: Many business owners aren’t exposed to basic web tools.
Cost perception: There’s a belief that building websites is expensive.
Trust issues: Some don’t see the value or think it will actually bring results.
Infrastructure: Poor internet access in some regions still plays a role.
But the consequences are growing more visible.
A business without an online presence:
Doesn’t show up in Google results
Can’t receive reviews or build digital credibility
Misses out on larger customer bases beyond its immediate environment
Can’t easily be discovered by global buyers, investors, or partners
As customer behavior evolves especially among younger Africans trust is now tied to digital visibility. A product or service not found online is often assumed to be unreliable or nonexistent.
81% of buyers look up a business online before making a decision. (Think With Google)
70% of young consumers in Africa say they are more likely to trust a business they can find online. (GeoPoll, 2023)
Businesses that digitize even slightly with tools like Google Business Profiles or WhatsApp links can increase revenue by up to 20%. (UNCTAD eTrade Readiness Reports)
This isn’t just a matter of technology.
It’s about economic inclusion.
Africa is home to the fastest-growing population of entrepreneurs in the world. But if the tools of the digital age are out of reach, that growth risks stalling.
Equipping everyday business owners with even basic web skills could unlock:
Better pricing power
More predictable sales
Access to e-commerce, remote work, or global trade
And most importantly, it opens the door to being seen.
Final ThoughtThis isn’t a pitch to “get a website.”
It’s a call to understand the cost of invisibility in a digital economy.
Whether you’re a policy maker, developer, teacher, or creator there’s a role to play in bringing more African businesses into the light.
Education is the first step.
Sources:
IFC, 2024 SME Digitalization Report
Statista, Africa Internet Usage
Google Africa Business Trends
UNCTAD eTrade Readiness Assessment
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