Why Your App Will End In a Ghost Town—Unless You Solve Africa’s Real Problems.

Every year, thousands of apps are launched across Africa with high expectations. Yet, within months, many disappear—abandoned by users, starved of engagement, and eventually erased from relevance.

The startup graveyard is filled with apps that looked great on pitch decks but failed in the real world. The question is: why?

A major reason is that many founders build for inspiration, not for impact. The hard truth is that in Africa, an app that doesn’t save money or generate money for its users has limited staying power.

This isn’t a broad, generic claim—it’s a reality rooted in economic behavior. Let’s break it down.

Understanding the African Consumer Mindset

Africa is home to the world’s youngest population, with a median age of just 19. The continent’s digital economy is projected to reach $180 billion by 2025 and $712 billion by 2050, according to the International Finance Corporation (IFC).

Yet, the biggest concern for most consumers isn’t convenience—it’s economic survival. Unlike in mature markets where consumer spending is discretionary, the vast majority of Africans make highly functional spending decisions.

When consumers download an app, they are subconsciously asking:

• "Will this help me spend less?"
• "Will this help me earn more?"

If the answer to both is no, engagement will be low, churn will be high, and the app will struggle to scale.

The Two Types of Apps That Win in Africa

African startups that stand the test of time fall into two clear categories:

• Apps that help people save money
• Apps that help people make money

If your product doesn’t fit into either bucket, it must be exceptionally entertaining, habit-forming, or solve a critical pain point—otherwise, it risks becoming another ghost app.

Apps That Help Users Save Money

For a continent where55% of urban Africans live in informal settlements(World Bank, 2023), any product that reduces financial strain gains instant traction.

Winning examples include:

• Wave Mobile Money– Cut remittance fees to below 1%, making money transfers significantly cheaper for Africans.
• M-KOPA– Made solar power affordable via pay-as-you-go financing, eliminating high upfront costs.
• Wasoko– Lowered the cost of business for retailers by enabling bulk ordering of inventory at lower prices.

Why it works: Africans are cost-conscious. If your app helps them cut expenses on essential services, it will stay relevant.

Apps That Help Users Make Money

With youth unemployment at 12.7% across Africa (ILO, 2023), any app that creates income opportunities is a necessity, not a luxury.

Successful examples include:

• SafeBoda provides gig work for motorcycle riders, offering thousands of jobs in East Africa.
• Paga empowers small agents to become digital banking hubs, earning commissions on transactions.
• Carry1st– Turned gaming into a monetizable platform for African players and developers.

Why it works: If your app enables income generation, users will see it as essential, not optional.

But What About Churn and Engagement Solutions?

Yes, apps that reduce churn, improve UX, or enhance customer engagement have value. But they aren’t primary pain points for most Africans. A smooth experience is great, but if an app isn’t directly contributing to economic empowerment, long-term user retention will still be a challenge.

This doesn’t mean churn solutions don’t matter—they do. But the most successful products prioritize economic value first and engagement second.

African founders don’t have the luxury of building for "nice-to-haves"—they must build for need-to-haves.

In other markets, the biggest competition might be another startup. In Africa, your biggest competition is necessity.

So before you invest months (or years) building the next big thing, ask yourself:

• Does this app meaningfully improve financial outcomes for users?
• Would I personally PAY to use this if I were my target customer consistently?
• Would people still use this even if I spent nothing on marketing?

If the answer to these questions is yes, you might just have a product that lasts.

If the answer is no, don’t be surprised if your app joins the growing list of ghost towns in the African tech ecosystem.

Bismuth is actively connecting African startups with U.S. investors who believe in building impactful businesses.

Founders: If you are working on an innovative startup, send us your portfolio—we may help you access funding and strategic partnerships.

Reach out to info@bismuthinc.com to explore opportunities. Let’s build solutions that truly matter.