Finding Product-Market Fit When Your Market Is 54 Countries

The Diversity Challenge

Africa isn't a country—it's 54 countries with different languages, currencies, regulations, and consumer behaviors. Finding product-market fit in Nigeria doesn't mean you've found it in Kenya. This diversity is both a challenge and an opportunity for founders who navigate it well.

The most successful African startups either go deep in one market before expanding, or they build products that work across borders by design. There's no single right answer, but there's definitely a wrong answer: assuming uniformity where none exists.

Signals of True PMF

In fragmented markets, look for organic word-of-mouth growth within specific segments. Are customers in one market referring others in the same market? Are you seeing usage patterns that suggest genuine utility rather than curiosity?

Also watch for 'pull' from new markets. When customers in Kenya start asking for access to your Nigerian product, that's a signal worth investigating. Flutterwave's expansion was partly driven by merchants in other countries asking for their services.

Building Adaptable Products

The best African products are built with adaptability in mind. They separate core functionality from market-specific features. They build payment integrations that can swap in local providers. They design onboarding flows that can accommodate different regulatory requirements. This architectural flexibility makes expansion much easier.