South Africa, Sept. 11 -- Africa is often described as a market to watch. The reality is different. Across commerce, media and connectivity, African consumers are building behaviours that global markets are only beginning to understand.

Here are five signals worth paying attention to this week.

1. Commerce is moving into conversations

Consumers across African markets are increasingly discovering products, asking questions, and making purchase decisions within social platforms, creator communities, and messaging environments rather than traditional web journeys.

Africa's mobile first consumer journey is accelerating the shift towards conversational commerce. Discovery, consideration, and purchase are increasingly happening within the s...