Africa’s digital economy is expanding and right at the center of this evolution is a bold transformation reshaping how people work, earn, and express their ideas. The creator economy, once seen as a side hustle or niche industry, has now grown into a serious economic force. Across the continent, young Africans are finding new ways to turn their knowledge, creativity, and digital skills into income, and they are doing so on platforms built for them, by them.

From selling digital courses and e-books to hosting virtual events and paid newsletters, African creators are increasingly choosing platforms that understand their local challenges and offer solutions tailored to their realities. This is not just about catching up with global trends, it’s a reimagining of work and opportunity for a generation that is choosing self-employment on their own terms.

Platforms like Selar, a Nigerian-born digital commerce tool that has become Africa’s largest creator platform. With over  2 million users on its platform and more than $15 million paid out in earnings to African creators.

“Africa’s creator economy is growing, but the tools to support it must be built with our context in mind,” says Douglas Kendyson, founder and CEO of Selar. “You can’t just copy and paste solutions that worked elsewhere. What we’re building at Selar is rooted in solving the real challenges African creators face”

A New Wave of Self-Employment

In a region where formal jobs are limited and unemployment remains a challenge, the creator economy offers something different: a chance for people to build sustainable income streams by teaching what they know or sharing what they create.

But turning creativity into cash in Africa isn’t as straightforward as uploading a video or launching a newsletter. Most global platforms don’t prioritize African users. Issues like payment accessibility, currency restrictions, and limited platform support continue to make monetization a struggle for many.

That’s where platforms like Selar come in. By offering payouts in local currencies, and building tools tailored for African creators, they are filling a gap that global platforms have long ignored.

“One of the most frustrating things creators face is being unable to receive their money,” Douglas adds. “We built Selar to remove that barrier. Whether you’re in Nigeria, Kenya, or Senegal, we want you to be able to earn and withdraw without friction.” Douglas mentioned.

Built for Africa, Built by Africans

Selar’s approach goes beyond payments. Its entire platform is designed with African creators in mind, from features that work seamlessly on mobile devices, to built-in storefronts for digital products, and even a ticketing system for live and virtual events.

It recently expanded into Francophone Africa, and each move reflects an intentional effort to support the next generation of creators across diverse regions.

The Bigger Picture

Beyond the individual success stories, what’s emerging is a new pillar of Africa’s digital economy, one that is decentralised, grassroots-led, and brimming with potential. Whether it’s a young Ghanaian selling writing templates, a Kenyan creator running paid webinars, or a Cameroonian designer selling digital prints, the creator economy is redefining what self-employment looks like in Africa.

“We’re witnessing a fundamental shift,” says Douglas. “The creator economy is no longer a side hustle. It’s a viable, respected path and African creators deserve platforms that reflect that.”

As Africa continues to leapfrog traditional economic systems, its creator economy stands out as a symbol of what’s possible when local innovation meets digital access. It’s not just about creators finding their audience, it’s about building the infrastructure that lets them own their income, their time, and their future.

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