84% OF SMEs ADOPTED DIGITAL PAYMENTS IN LAST TWO YEARS - VISA STUDY

From Left: Chad Pollock - GM and Vice President, Visa East Africa, Caroline Maina - Senior Director, Insights, 4Sight Research and Analytics; and John Muriithi - Director Merchant Sales and Acquiring, Visa East Africa, pose for a photo during the Value of Acceptance Report Launch at the Visa Offices in Nairobi.

• Digital payments are rapidly being adopted, with 84% of SMEs surveyed having started accepting them in the last two years.
• Vibrant payment ecosystem: Over 50% of SMEs having presence on e-commerce platforms are accepting digital payments, showcasing a vibrant digital payment ecosystem.

Dar es Salaam, Monday, Feb. 17, 2025: Visa (NYSE: V), a global leader in payments, today announced the launch of a new report, ‘Value of Acceptance: Understanding the Digital Payment Landscape in Tanzania.’ The study reveals significant growth potential for digital payments within the Tanzanian market, particularly among small and medium-sized businesses (SMEs).

The report highlights Tanzania's rapidly evolving digital payments landscape, with an impressive 84% of the surveyed SMEs having started accepting digital payments within the past two years, citing lower fraud risks and increased customer convenience as key drivers.

The preference for digital payments is supported by the positive outlook of businesses that have adopted them. The report indicates that most digitally enabled SMEs acknowledge that digital payments play a significant role in driving growth. Specifically, 64% of these businesses consider accepting card payments as a strategic investment that can contribute to their future business growth. Additionally, the report highlights that over 50% of SMBs on e-commerce platforms are actively accepting digital payments, demonstrating a growing digital payment ecosystem.

"The research findings paint a promising picture of Tanzania’s growing digital payments landscape," commented [Visa spokesperson]. "The benefits for businesses, consumers, and the broader economy create a powerful opportunity for growth. Visa is committed to working with our partners across the ecosystem to unlock the full potential of digital payments for all in Tanzania – for individuals and businesses alike."

The report underscores a significant opportunity to introduce digital payment solutions that offer convenience comparable to cash, such as ease of refunds, along with enhanced security. By emphasizing these key attributes, the report suggests that both merchants and customers can be encouraged to incorporate digital payments.

This opportunity is further emphasized by the growing awareness among SMEs of the limitations of relying solely on cash transactions. The report indicates that over 30% of cash-only businesses have experienced lost sales or transactions because customers did not have sufficient cash on hand. This demonstrates an increasing recognition of the benefits of diversifying payment options and providing digital alternatives.

The research identifies several key challenges hindering the wider adoption of digital payments in Tanzania. While 64% of small businesses recognize card payments as an investment, many have encountered issues with these payments, including payment failures due to technical problems reported by 47% of merchants, and the high cost associated with acquiring a POS terminal. The report recommends addressing these concerns to enhance the acceptability of digital payments.

Additionally, it suggests that a significant number of SMEs in Tanzania seek value beyond basic transactions, and there is potential to offer integrated solutions that combine enhanced security and value-added services such as loyalty programs and data-driven insights.

Encouraging digital adoption among consumers is also important. The research suggests educational campaigns to shift consumer behaviour and promote the adoption of digital payment methods, as well as public awareness initiatives.

Digital payments are crucial for Tanzanian SMEs, boosting revenue through a wider, increasingly cashless customer base, improving customer satisfaction with faster payments, and reducing operational risks by minimizing cash handling. Digital transaction records also provide valuable data that facilitates access to financing, stimulating growth. While cash is still seen as quick and convenient, there's scope to introduce digital payment solutions that offer similar convenience and security, encouraging merchants and customers to adopt them alongside cash.

Beyond direct benefits, digital payment adoption drives economic growth and financial inclusion, connecting the unbanked to the formal financial system and enabling access to savings, credit, and insurance. Research shows that the transition to the digital economy can generate 1-2% annual GDP growth - a mere 1% increase in card usage generates an average $67 billion annual increase in goods and services consumption across 70 countries and territories.

Visa is uniquely positioned to support Tanzania’s transition to a more digital economy. As a trusted advisor and partner, Visa offers a range of capabilities to help governments, financial institutions, businesses, and technology providers enhance their digital payment acceptance maturity.

Visa’s suite of solutions includes programs for specific merchant segments, innovations like Tap to Phone, Contactless Payments and Click to Pay, and resources educating businesses about the benefits of digital payments.

About the Visa Value of Acceptance report

Visa’s ‘Value of Acceptance: Understanding the Digital Payment Landscape in Tanzania’ report, conducted by 4Sight Research & Analytics, examines the current state of digital payment acceptance, exploring both opportunities and challenges. The findings are based on face-to-face interviews with 252 SMB owners/managers who are key decision-makers concerning day-to-day business decisions.

About Visa Inc.

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.