Here's what's fascinating: Konga captures 923K monthly visits with 50% direct traffic and only 42% organic search. That's a 1.2:1 direct-to-organic ratio—unusually high for e-commerce. It suggests a brand that's already embedded in daily Nigerian life. When people type 'konga.com' directly into their browser, they're not browsing—they're buying. The 821K backlinks further cement this authority, creating a moat that new entrants can't easily replicate.

Konga's catalog reads like a digital Walmart for Africa: phones, fashion, electronics, groceries, even wines and baby products. This isn't category expansion for vanity metrics—it's a survival strategy. In Nigeria's fragmented retail landscape, being a one-stop shop isn't a luxury; it's the only way to capture the full wallet share of a consumer who might buy a phone today and groceries tomorrow. The integration of PWA technology and Bootstrap signals they're optimizing for mobile-first, bandwidth-constrained environments where every kilobyte counts.