Converge Africa 2025: How WhatsApp Commerce is Reshaping the Digital Landscape

As Africa’s digital commerce ecosystem evolves, conversational platforms are emerging as the next frontier. Here’s what to expect at Converge Africa, the continent’s premier digital commerce event — and why WhatsApp-based solutions are taking centre stage.

Africa’s digital commerce landscape is at a turning point. With smartphone penetration continuing to rise and messaging apps becoming the primary digital touchpoint for millions, businesses are rethinking their approach to customer engagement, sales channels, and payment processing.

Next month, Cape Town will host the 12th annual Converge Africa (May 6-8, 2025) — the continent’s leading Digital Commerce Conference and Exhibition. As the appointed WhatsApp communications partner for the event, The Messenger Network will be showcasing Clinch, South Africa’s first WhatsApp-based Business Directory and Marketplace.

Why Converge Africa 2025 Matters

This year’s event comes at a pivotal moment. According to Statista, African e-commerce is projected to reach $46.1 billion by 2025, with mobile commerce accounting for a significant majority of transactions. However, the typical e-commerce journey remains fragmented, with consumers forced to navigate between apps, websites, and payment gateways.

Africa’s e-commerce boom stands out due to:

  • Well-developed digital payment systems
  • High internet usage
  • Expanding urban populations
  • Widespread mobile device adoption

Converge Africa 2025 brings together 1,500+ attendees, 100+ expert speakers, and 50+ exhibitors to address these challenges and explore emerging solutions. The event features 20+ hours of agenda content across five key conference tracks:

  • Retail & eCommerce/Omnichannel/CX: Creating seamless customer journeys
  • Digital Marketing: Driving engagement and conversion
  • Fintech & Payments: Powering secure and seamless transactions
  • Digital Security: Safeguarding the digital commerce ecosystem
  • Fulfillment/Logistics/Last Mile Delivery: Delivering excellence to customers

The Rise of Conversational Commerce: Beyond Traditional E-Commerce

One of the most significant trends to be explored at Converge Africa is the emergence of conversational commerce — particularly on WhatsApp, which boasts over 2.7 billion users globally and reaches approximately 94% of internet users in South Africa (24.4 million people) using WhatsApp daily.

“Traditional e-commerce requires consumers to download new apps or navigate complex websites. Conversational commerce meets consumers where they already are—in their favourite messaging apps,” explains Xander Barnard, Managing Director of The Messenger Network. “When 78% of consumers prefer buying from businesses that offer personalised experiences through messaging apps, the shift toward WhatsApp commerce becomes inevitable.”

This trend aligns perfectly with several hot topics at this year’s conference:

  • Scaling eCommerce in Africa: Building a sustainable digital ecosystem
  • Striking the Right Chord: Building a winning omnichannel strategy
  • Personalisation through AI: Tailoring customer experiences

Implementing Customer Experience Strategies: Enhancing satisfaction across the customer journey

WhatsApp Commerce in Action: The Clinch Showcase

As a practical demonstration of conversational commerce, The Messenger Network will be unveiling Clinch — South Africa’s first WhatsApp-based Business Directory and Marketplace — at Converge Africa 2025.

Clinch represents a significant evolution in digital commerce, offering:

  1. Complete Integration: The entire customer journey — from discovery to payment — takes place within WhatsApp
  2. Zero Friction: No additional apps to download or websites to navigate
  3. Business Accessibility: Small and medium businesses can join the digital economy without massive tech investments
  4. Analytics and Insights: Businesses gain valuable data on customer engagement and sales performance

“Emails don’t close deals. WhatsApp does,” notes Barnard. “What we’re demonstrating at Converge Africa is how messaging platforms are transforming from simple communication tools into complete business ecosystems.”

Key Industry Leaders Weighing In

The event features an impressive lineup of speakers addressing the future of digital commerce, including:

  • Laura Hartnady – VP & Group eCommerce Marketplace Executive, Massmart
  • Matthew Leppan – Head Sales Marketplace, Takealot
  • Dmitriy Anderson – CIO & Head of eCommerce and Marketplace Strategy, Leroy Merlin
  • Simon Just – Group Head Payments, Standard Bank
  • Zach Nossel – Head Digital Marketing, Woolworths

Many of these industry leaders are exploring the integration of messaging platforms into their omnichannel strategies — a trend that aligns with the WhatsApp commerce solutions being showcased by The Messenger Network.

5 Key Takeaways for Businesses

Whether you attend Converge Africa 2025 or not, here are five actionable insights on the future of digital commerce in Africa:

  1. Embrace Conversational Interfaces: Customers increasingly prefer chat-based interactions over traditional websites and apps. Businesses should consider how messaging platforms fit into their customer engagement strategy.
  2. Reduce Friction at All Costs: Each additional step in the customer journey increases the likelihood of abandonment. Solutions like WhatsApp-based marketplaces eliminate these barriers by keeping the entire journey in one familiar environment.
  3. Prioritise Mobile-First Experiences: With most African consumers accessing the internet primarily through mobile devices, optimizing for mobile isn’t just important — it’s essential.
  4. Leverage Existing Platforms: Rather than building new technologies from scratch, consider how you can leverage platforms your customers already use daily (like WhatsApp) to reach them more effectively.
  5. Integrate Payments Seamlessly: Payment processing remains a major friction point in digital commerce. Look for solutions that integrate payment capabilities directly into the customer conversation.

Experience the Future at Converge Africa 2025

For businesses looking to stay ahead of digital commerce trends, Converge Africa offers unprecedented access to insights, technologies, and networking opportunities.

Event Details:

  • Date: May 6-8, 2025
  • Venue: CTICC, Cape Town

Visit The Messenger Network at Booth C11 to experience Clinch firsthand and discover how WhatsApp commerce is transforming the digital landscape in Africa.

The Messenger Network is the appointed WhatsApp communications partner for Converge Africa 2025.

About The Messenger Network: The Messenger Network is a leading provider of WhatsApp Business API solutions, helping businesses across Africa leverage messaging platforms for growth and customer engagement. As the developer of Clinch—South Africa’s first WhatsApp Business Directory & Marketplace—TMN continues to pioneer innovations in conversational commerce.