Did you know that nearly 60% of Africa’s population still lacks access to the internet?

That’s more than 700 million potential customers—largely untapped—not because they don’t want to buy, but because most startups aren’t reaching them. While everyone rushes to build apps and target Instagram, millions of Africans still use feature phones, live in cash-based economies, and rely on word-of-mouth or local agents to discover new services.

If you’re only building for the online market, you’re leaving massive growth on the table.

Here’s how your startup can bridge that digital divide—and win offline customers in Africa.

Understanding Africa’s Digital Divide

Africa’s mobile penetration is over 85%, but internet penetration lags at 43%, according to DataReportal 2024. Even among those connected, many face:

• High data costs.
• Poor connectivity.
• Limited smartphone access.
• Low digital literacy.

This isn’t just a tech issue—it’s a business opportunity.

Entrepreneurs who design for offline access unlock markets where few competitors play. Whether you’re in fintech, agribusiness, health, or retail—offline customers are ready to be served, but you must meet them where they are.

Use USSD to Reach Feature Phone Users

Unstructured Supplementary Service Data (USSD) works on any phone—no internet required. It’s how millions use mobile money, check balances, and access services in rural and urban areas alike.

How to Use It:

• Build USSD-based product access (e.g., *Dial 123# to buy airtime or loan products).
• Use tiered menus with local language support.
• Partner with telcos to host your code.

M-TIBA (Kenya) provides a health wallet that customers access via USSD to save and pay for healthcare. It’s helped over 4 million Kenyans afford medical treatment—many without smartphones.

Partner with Agent Networks

Agent networks (think M-PESA shops or mobile banking agents) are critical trust touchpoints for offline consumers. They’re embedded in the community, speak the language, and often serve as informal advisors.

How to Use It:

• Distribute your services/products through agents.
• Train agents to onboard customers.
• Offer commissions or micro-incentives for referrals.

Paga (Nigeria) built its customer base through 100,000+ agents offering mobile payments in remote and semi-urban areas—helping it reach 20+ million users.

Leverage Radio and SMS for Awareness

In many African communities, radio is king. It’s how people get news, trust messages, and discover new products. When paired with SMS, it becomes a powerful marketing tool.

How to Use It:

• Run radio jingles or explainers in local languages.
• Include a simple SMS or USSD call-to-action.
• Use SMS to confirm orders, appointments, or provide education.

Healthy Entrepreneurs (Uganda) combines SMS reminders with radio education to improve maternal health in remote regions—without needing apps or Wi-Fi.

Simplify Your Product for Offline Use

Offline consumers often deal with:

• Limited literacy.
• Low trust in digital services.
• Inconsistent electricity or connectivity.

To succeed, your product must be intuitive, low-tech, and valuable from Day 1.

How to Simplify:

• Use voice prompts or pictorial interfaces.
• Minimize steps to sign up or complete transactions.
• Offer offline functionality or auto-sync features.

Tip: Test with real users in low-connectivity zones. If it works there, it’ll work anywhere.

Accept Cash and Hybrid Payments

Cash is still king in Africa, especially in rural and informal economies. If your business model requires a credit card or mobile wallet to operate—you’re excluding millions.

How to Include Cash Users:

• Let agents accept cash on your behalf.
• Enable “pay later” or installment options.
• Build mobile money integrations (M-PESA, Airtel Money, MTN MoMo).

Jumia (pan-Africa) accepts cash-on-delivery, which has helped it grow across countries where trust in online payments is low.

Build Local Trust Through Word of Mouth

Offline customers are relationship-driven. They trust people more than platforms, and recommendations travel through social groups, churches, and village elders.

How to Build Trust:

• Use field ambassadors, community leaders, or farmers’ cooperatives.
• Offer in-person demos or open-market activations.
• Celebrate local success stories in community forums.

Twiga Foods (Kenya) scaled by building trust with farmers through local reps who offered reliable payments and transparent pricing—without needing farmers to go online.

Design for Multilingual & Multimodal Access

Many African customers are multilingual or speak local dialects. Designing your service in English-only (or app-only) limits your reach.

What to Do:

• Offer services in multiple languages (including USSD & IVR).
• Use visuals, voice prompts, or radio-friendly formats.
• Hire local content creators for cultural translation.

Eneza Education (Kenya) delivers educational content via SMS and USSD in Kiswahili and English, making it accessible to students without smartphones or data.

Why Reaching Offline Customers is a Competitive Advantage

By going where others won’t, your startup:

• Taps into largely uncontested markets.
• Builds brand loyalty in underserved communities.
• Positions itself as a socially inclusive enterprise.
• Wins favour with impact investors, governments, and development partners.

Don’t think of offline users as a “hard-to-reach” demographic. See them as your fastest path to growth and long-term resilience.

The Future Is Hybrid

Africa’s digital transformation is happening—but not evenly. Successful startups will be the ones who build hybrid systems: tech that works both online and offline, for smartphone and feature phone users alike.

If your solution is only digital, you’re ignoring the majority of your potential market. It’s time to meet offline customers with empathy, creativity, and intention.