Africa Loyalty Programs 2025 | Fintech, Super Apps & E-Commerce Redefine Market

Africa Loyalty Programs Market Intelligence & Growth Outlook – Q3 2025 Update

The report “Africa Loyalty Programs Market Intelligence and Future Growth Dynamics – Q3 2025 Update” has been added to ResearchAndMarkets.com’s offering.

The loyalty market in Africa is projected to grow by 18.1% year-on-year, reaching US$852.4 million in 2025. Between 2020–2024, the sector recorded a CAGR of 19.8%, and it is expected to maintain strong momentum with a CAGR of 15.6% during 2025–2029, expanding from US$721.7 million in 2024 to US$1.52 billion by 2029.

Market Insights

The report delivers a data-driven analysis across multiple end-use sectors, covering over 50 KPIs at both country and regional levels.
Key focus areas include operational metrics, retail product dynamics, consumer demographics, and future growth opportunities.

Key Trends Shaping Africa’s Loyalty Market

Mobile-first and digital rewards: Mobile-based loyalty programs, integrated with mobile money platforms such as M-Pesa, Airtel Money, and MTN MoMo, are becoming the dominant model.
Cashback and discounts: Rising inflation is fueling demand for cashback-driven rewards in retail and e-commerce, with programs like Pick n Pay’s Smart Shopper and JumiaPay leading adoption.
Informal retail integration: Platforms like TradeDepot (Nigeria) and Twiga Foods (Kenya) are introducing rewards for small retailers, strengthening supply chains.
Gamification: Increasing smartphone use is driving interactive loyalty features, as seen in Paga (Nigeria) and Jumia Kenya.
Financial inclusion: Loyalty is increasingly tied to digital payments, offering benefits to Africa’s large unbanked population through providers like OPay and MTN MoMo.
Sustainability-driven loyalty: Retailers and airlines are beginning to add ESG-focused rewards, such as eco-friendly product incentives and carbon offset programs.

Competitive Landscape

Fintech and mobile-led programs dominate: Rewards linked to digital wallets and mobile payments are replacing traditional coalition models.
Retail and telecom partnerships thrive: Programs by Safaricom, MTN, and Shoprite are driving customer retention with cashback, airtime, and essential goods discounts.
Fragmented market: Unlike Europe or North America, Africa lacks a dominant coalition loyalty program. Instead, fintech platforms like Flutterwave, JumiaPay, and Paga are shaping the competitive environment.