Adscod: Africa’s Operating System for Social Commerce
A founder’s note on why we built a loop, not a feature.
Ignatious Kwatampora
Founder
When we started building Adscod, our goal wasn’t to create another social media tool. We wanted to reimagine how commerce actually happens on social platforms in Africa.
Over the past few years, I’ve seen hundreds of brands, creators, and online stores struggle to convert social attention into real revenue. The platforms they use: Instagram, TikTok, Facebook, and YouTube—are brilliant at engagement, but they were never designed to connect content with measurable outcomes. That gap is where Adscod steps in.
The deal that shouldn’t need WhatsApp or Gmail
Let me walk you through a typical brand–creator collaboration in Africa today:
A product is posted on Instagram.
A brand sends a WhatsApp message or DM.
Details shift to email or Google Drive for the brief.
Negotiations drag on. Deadlines slip. Expectations aren’t clear.
Payment happens via handovers, bank transfer, or mobile money.
The creator publishes the content.
The brand screenshots engagement stats and hopes it translates to sales.
And then—silence.
No one knows if the campaign actually worked.
The brand cannot confidently say: “Did this drive sales?”
The creator cannot say: “Did I create real value?”
This is a structural problem, not a temporary inefficiency. In Africa, where mobile-first commerce and creator-led marketing are growing faster than anywhere else, this gap is costing businesses millions in unrealised revenue and creators thousands in missed opportunities.
Why the current system falls short
I’ve spent countless hours speaking with African brands and creators. The pattern is always the same:
Discovery is fragmented: creators and campaigns don’t naturally find each other.
Ignatious is an innovation-driven entrepreneur with a strong sense of responsibility, focused on solving real-world problems by building products and services that make everyday life more accessible and affordable.
Ready to launch your first campaign?
Join African brands and creators building the future of social commerce on Adscod.
Collaboration is scattered: WhatsApp groups, Excel sheets, and email chains rule the day.
Commerce is disconnected: content drives clicks but rarely sales.
Measurement is incomplete: ROI is guesswork, not insight.
For African brands trying to scale, the result is wasted time, money, and effort. Growth is not repeatable because the workflows are broken.
The real problem: Lack of structure and continuity
Social commerce isn’t failing because there isn’t content. It’s failing because the journey from content creation to revenue is fractured. Today, the steps are disconnected:
Creators make content
Brands approve it separately
Commerce happens elsewhere
Results are tracked manually
What’s missing is a connected system:
Store → Content → Collaboration → Commerce → Revenue
Without it:
Campaigns are difficult to manage
Attribution is unreliable
Optimization is almost impossible
Why we built Adscod
We asked ourselves:
What if every campaign could run in a single, unified system? What if every African brand and creator could see exactly what’s happening, in real-time, from content to revenue?
That question led to our closed-loop model:
Store → Campaign → Creators → Content → Commerce → Revenue
Every action is connected. Every result is measurable. And every participant—from brands to creators to stores—knows exactly how value is created.
How Adscod works: The product lead’s perspective
I want to give you a behind-the-scenes look at how we built this system to reflect real African workflows.
Branded Stores are the Heartbeat
Inside an Adscod Store: How African Brands Turn Content into Revenue
When we built Adscod, we realised something fundamental: every campaign, every sale, every interaction starts with a store. The store isn’t just a digital catalog—it’s the heartbeat of your social commerce operations. Let me take you behind the scenes.
1. Dashboard – Your command center
The first thing you see when you log in is the Dashboard. Think of it as your cockpit:
Overview of total sales, campaigns, and active creators
Real-time updates on product performance
Quick insights into which campaigns are performing best
From Lagos to Nairobi, brands can instantly understand their social commerce performance without juggling multiple spreadsheets or WhatsApp threads. It’s clarity at a glance.
2. Listings – Showcase your products or services
Next, your Listings. Every product your brand offers lives here.
Upload product details, media, and prices.
Organize products into categories for easy discovery
Link products directly to campaigns for shoppable content
For African businesses, this means your mobile-first audience can engage and buy instantly. A well-managed listing is the bridge from content to purchase.
3. Sales – Track every transaction
Your Sales tab is where revenue becomes tangible.
Track every order from campaign-driven purchases
Monitor fulfilment and delivery progress
Reconcile revenue across multiple African payment channels—Mobile Money, local bank transfers, or international cards
Sales are no longer a mystery. You can see exactly which campaigns drive revenue.
4. Campaigns – Structured growth loops
The Campaigns feature is where the magic happens. Each campaign is fully connected to your store.
Define objectives, deliverables, timelines, set budgets, and target audiences.
Launch campaigns locally, regionally, or continent-wide
Align creators and products in a structured, repeatable workflow
Every campaign is a closed loop from content to revenue, eliminating scattered communication and missed opportunities.
Instead of fragmented efforts, campaigns become structured, repeatable processes—the foundation for growth.
5. Creator Studio – Seamless Creator Discovery and Collaboration
Finding the right creators in Africa can be challenging. The Creator Studio solves this:
Creator matching algorithms that suggest talent based on category affinity, brand affinity, dispute management, audience demographics, engagement, and past performance.
Manage applications, approvals, onboarding directly, and content on-platform—no WhatsApp chains
Share briefs, track content submissions, and provide feedback.
This ensures campaigns are delivered efficiently and holds creators accountable, regardless of location, since each market has its own nuances, languages, and audience behaviors. Adscod solves this with:
The result: clear communication, no delays, and measurable accountability.
6. Escrow Wallet – secure, real-time fund management
The Escrow Wallet keeps all your financial activity in one place:
Track campaign budgets and payouts to creators
Product or service sales
Monitor store revenue and reconcile transactions
Handle multiple currencies and mobile money, essential for pan-African operations
It’s transparency and security, built for African commerce realities. Note that Flutterwave secures our Escrow Wallet funds as our payment partner.
7. Reviews – Build trust and credibility
Social proof matters more than ever. With Reviews, you can:
Collect feedback from customers on products or services and campaigns
Display ratings to increase trust with potential buyers
Use insights to improve offerings and campaign strategy
Reviews make your store a credible destination for both new and repeat customers.
8. Analytics – Measure what matters
The Analytics tab answers the questions brands have always asked:
Which campaigns drove the most revenue?
Which creators delivered the highest ROI?
How are products performing across regions and demographics?
With these insights, African brands can optimize campaigns in real-time and grow systematically.
9. Discounts – Incentivise purchases
Discounts let you create localised promotions:
Promo codes for specific campaigns
Time-bound offers for peak sales periods
Incentives tailored for regional audiences
Discounts drive engagement and accelerate conversions, especially in markets where deals influence buying decisions.
From Content to Commerce: Africa-First Design
We knew content engagement alone wasn’t enough. In Africa:
Mobile-first adoption is dominant
Payment preferences vary by country—MTN Mobile Money, Airtel Money, local banks
Social commerce is growing fast, but tracking conversions is a challenge
So we built features that allow:
Direct product linking from content
Shoppable posts within campaigns
Integrated payments across multiple African gateways
Now content isn’t just liked, it drives sales.
End-to-End Visibility and Analytics
Brands and creators finally get a single source of truth:
Campaign performance by region, city, or audience segment
Creator contributions and impact
Conversion and revenue tracking in real-time
Insights for optimizing future campaigns
Our dashboard turns guesswork into data-driven decisions, a critical advantage in African markets where insights are often sparse.
The Unified Workflow
Here’s what African social commerce looks like on Adscod:
Create a store
List your products or services
Create a campaign
Discover and onboard creators
Publish content
Enable purchases through integrated stores
Track conversions and optimize in real-time
Everything is centralised. Everything is measurable. Everything scales.
Who Adscod Serves
We built Adscod for Africa’s digital economy:
Brands and growth teams scaling influencer-driven revenue.
Creators seeking structured and consistent monetisation.
Merchants and online stores turning social content into real sales.
Agencies managing multiple campaigns across African markets.
Corporations handling different influencers on different campaigns.
If your goal is to move from experimentation to repeatable, scalable social commerce, Adscod is the system that makes it possible.
The Road Ahead
We’re constantly improving Adscod to keep Africa ahead of global trends:
Smarter creator–campaign matching
More automated workflows for African market realities
Advanced analytics and performance insights
Deeper integrations with commerce and payment systems
Why Adscod is Africa’s choice
Adscod isn’t another feature. It’s infrastructure for social commerce.
While other platforms focus on likes, views, and engagement metrics, we focus on:
Conversion
Attribution
Real and measurable revenue
By connecting every stage—from campaigns to creators to commerce—we enable African brands and creators to build sustainable, scalable revenue loops.
Social commerce is transforming Africa’s digital economy. But to scale, brands and creators need:
Clear structure
Seamless workflows
Reliable measurement
We built Adscod to deliver all three. We built it for Africa, by Africans, and with African markets in mind.
