https://techcrunch.com/2023/10/25/sukhiba-eyes-africa-growth/ > The social commerce market size in Africa is expected to continue growing as businesses and micro-entrepreneurs embrace digital media, driven by the rising usage of apps like WhatsApp, TikTok and Instagram. > Yet even as sellers leverage these social sites for online presence to showcase their products and connect with customers, the end-to-end buying experience is not always as smooth. For instance, a customer might have to navigate to non-digital channels for payments or delivery. These are some of the gaps that emerging social commerce startups such as Sukhiba Connect, are working to solve.