Ride-hailing in Africa

Rise of Ride-Hailing in Africa

With 48.65% of users using ride-hailing at least once a week, Africa is not just an emerging market, it’s a high engagement space. Many users not only adopt ride-hailing but also rely on it as part of their daily routine. So retention and loyalty strategies are key for platforms looking to grow and maintain market share.

So when and why do people use these services?

Safety is a major factor—38.32% of users use ride-hailing for nighttime events or gatherings where they may not feel safe driving themselves. This is a trust gap that newer platforms can fill with features like live tracking, driver verification and clear safety policies tailored to local concerns. Many users see ride-hailing as a backup when their own car is not available. Others use ride-hailing for everyday tasks like grocery shopping or running errands at home. To meet this demand, platforms can offer a service that’s easy, flexible, and always available when users need it.

Uber's Dominance in the African Market

Uber leads the global ride-hailing market, and this trend holds true in Africa, where 91.38% of users identify it as their go-to platform. This dominance is supported by Uber's extensive availability across multiple African countries, such as South Africa. Close behind is Bolt, which has 86% brand recognition. inDrive is growing in popularity, but is still only half as well-known as Bolt. With that brand loyalty tied up around a short list of names, it's difficult for competition to get in. So what actually drives ride-hailing app choice in Africa—is it trust, localization, competitive pricing, faster service, or something entirely different? For platforms looking to grow in Africa, the goal isn’t to copy the market leaders—it’s to understand what drives user choice, and build smarter, more tailored solutions around it.