Affordability has always been one of the most pressing challenges for emerging economies. Yet, what is often viewed as a problem can also be the biggest opportunity. In many fast-growing African markets, consumers are increasingly mobile-first, seeking digital connectivity but struggling to access it affordably. Here, companies that solve for what people need , rather than what they simply want , can build lasting businesses.
Few products symbolise both aspiration and necessity as much as the smartphone. Around the world, manufacturers launch new generations every few months, leaving behind a flood of older devices. For price-conscious consumers, this growing supply of used phones could be a solution-if only the second-hand market were better organised and trusted.
The Shift Toward Pre-Owned DevicesBuying and trading pre-owned goods is not a new concept. Across developing economies, refurbished items-from electronics to home appliances-are a lifeline for consumers with limited disposable income. What holds many people back, however, is scepticism. The second-hand phone market is often associated with unreliability, poor quality, and a lack of after-sales support. In short, the gap is not about interest, but about trust.