One platform, many realities: Yango’s playbook for scaling across Africa
Adeniyi Adebayo, Yango’s Chief Business Officer speaks on scaling digital services across fragmented African markets.
Yango Group, a Dubai-based company offering digital services across 30 African countries, faces fragmentation in the continent's digital market. This includes differences in payment methods, business regulations, consumer behavior, licensing requirements, tax regimes, data rules, infrastructure availability, and consumer behaviors as they move between countries.
Yango's response to this fragmentation is to build a shared technology base with local adaptations, rather than relying solely on translation of apps. In Ethiopia, for example, Yango integrated local taxi meter systems into its ride-hailing service. The company targets commercial cities first, building a profitable business there before expanding to smaller cities.
They consider factors such as population density, economic activity concentration, urban growth pace, and young consumers' activities when deciding which markets to enter. Regulatory inconsistency is a significant challenge in Africa, making it harder to adapt services to different rules.
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