Interview with Haresh Rama, CRM & CX industry expert, SA

Winning the African eCommerce Consumer: The Power of Trust, Localisation and Follow-Through 

 

1.What are the most critical shifts you’ve observed in African consumer behaviour over the past few years, particularly in digital commerce? 

The most noticeable shift is how mobile has become the main entry point for everything. People are using their phones for discovery, shopping, transactions, and even customer service. In the markets I’ve worked in, like South Africa, Kenya, and Nigeria, consumers are bypassing desktop altogether and engaging directly through mobile. This changes how we think about UX, engagement channels, and communication strategies.
There is also a growing expectation for brands to respond faster and be more available. Consumers do not want to wait two days for a reply. They want to reach out via WhatsApp, get a quick update, and feel like someone is paying attention. At the same time, although price remains important, customers are increasingly willing to pay more if the experience is smooth and dependable. Value now includes emotional connection and trust, not just affordability.

2. What lessons have you learned about building trust and loyalty with online shoppers in markets where digital adoption is still evolving? 

Trust is built in the small moments. Whether it is a delivery that arrives when promised, a message that alerts the customer to a delay, or a return that is handled quickly, these are the things that create loyalty. It is not about flashy campaigns or slick design. It is about follow-through.
In markets where digital behaviour is still growing, education plays a key role too. It is important to explain the steps in a journey clearly, highlight timelines, and make costs and processes transparent. People do not just want rewards. They want reassurance. And when you provide that consistently, they come back and often bring others with them.

3. How do you see the role of localised customer engagement strategies shaping the future of eCommerce across diverse African regions? 

Localisation is essential. One of the biggest mistakes I have seen is when brands try to apply a single strategy across multiple markets without adjusting for local context. What works in Cape Town may not land well in Lagos, and even within South Africa, Cape Town customers can behave very differently from those in Johannesburg.
The brands that win are the ones that customise how they communicate, what platforms they use, and even the tone they take with their audience. Localisation also extends to payment methods, delivery options, and the timing of messages. CRM strategies need to support that level of flexibility. It is not just about translation. It is about relevance. 

 

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