Since its inception in 2018 with ride-hailing solutions, Dubai based Yango Group has rapidly emerged as a global digital ecosystem including mobility, e-commerce, food delivery, fintech, entertainment, and more, across 30 countries in the Middle East, South Asia, Latin America, Africa and Europe. It focuses on transforming global technologies into everyday services by adapting cutting-edge solutions for each unique market.

In a special interview with Azernews, Adeniyi Adebayo, Chief Business Officer at Yango Group, and Mushvig Hasanov, Country Manager at Yango Azerbaijan, shared insights into Yango’s impressive journey, its rapid expansion across emerging markets, and the company’s forward-looking vision including Azerbaijani market.

Hyperlocality as one of the business development pillars

Adebayo explained that achieving scale in any business requires a strong foundation, much like building a tall structure: “The deeper the foundation, the more stories you can build. For Yango Group, this rests on four key elements: capital, technology, operations and local needs”.

Unlike many big tech companies that prioritized developed markets, Yango Group deliberately chose a different path. Seven years ago, the company committed to building in emerging markets, betting on their exponential growth potential. When Yango Ride entered Côte d’Ivoire in 2018, internet penetration was just 18%, smartphones cost roughly $1,000, and mobile internet data was prohibitively expensive. Yet, Yango saw what others missed: the rapid spread of Facebook and WhatsApp revealed pent-up demand for digitalisation, while falling device and mobile data costs would soon open the floodgates to more e-services. Today, smartphone penetration has risen to 70% and its cost has dropped fivefold, indeed opening up the market for explosive and rapid growth of digital platforms.

This philosophy of finding signals in hyperlocality has shaped Yango’s strategy and approach to market development. The company realised that ride-hailing is just one of the touchpoints in people's daily lives. “The future is not in isolated services, the real opportunity lies in building a connected ecosystem — products that work together to make life more convenient and efficient, designed and localized........

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