Discovering African Markets as a Digital Nomad: Insights from Milton Tutu

Exploring Opportunities as a Digital Nomad in Africa

In just five years, Milton Tutu has exemplified the flexibility and ambition of digital nomadism by living and working in three distinct African countries: Nigeria, Rwanda, and Kenya. His experiences provide a roadmap for other aspiring digital nomads looking to thrive in Africa's dynamic tech landscape.

The Genesis of Milton Tutu's Journey

At 23, Tutu became the growth and marketing manager for Selar, an e-commerce platform designed for digital creators. His talent and vision propelled him to the forefront of discussions about the creator economy in Africa. His first flight to Kigali set the stage for a pivotal moment in his career. He noted, "Living in Kigali, starting a business in Kigali, was actually a defining moment in my life." In Kigali, Tutu discovered a supportive business environment that underpinned his aspirations for pan-African tech solutions.

Rwanda: A Business-Friendly Ecosystem

Rwanda's appeal to entrepreneurs like Tutu stems from its forward-thinking policies and infrastructure designed to foster business growth. The government actively supports initiatives like the Rwanda Rise Fund, which aims to attract investors and stimulate the economy. Tutu remains optimistic, noting that Rwanda is making strides to enhance its technology sector, despite still having challenges to overcome.

Kenya's Market Potential

The shift to Nairobi in 2024 marked a new chapter for Tutu as he expanded Selar's influence within the Kenyan market. He explains, "There is nothing as good or better than being present in the markets that you want to expand to." Kenya's vibrant economy, coupled with its tech-savvy population, presents vast possibilities for growth. However, Tutu advises entrepreneurs to adapt their approaches according to purchasing power and market size differences between nations.

Insights on Expanding Across Borders

For African entrepreneurs, understanding the diverse ecosystems is crucial. Tutu shared insights for tech builders looking to expand into different markets: "If you’re looking to expand to a market, you should also know that the market size is small. The prices for your products will differ in each country based on local purchasing power." Depending on the country, businesses must tailor their products and marketing strategies accordingly to maximize reach.

Building for the Creator Economy

Under Tutu's leadership, Selar grew its Kenyan customer base to 10,000 users within a year. After exiting Selar in late 2025, Tutu remains steadfast in shaping the African creator economy. He emphasized the importance of creating products that meet local needs, signaling a shift towards building solutions that empower creators and businesses.

Collaboration and Community in the Tech Space

Milton Tutu's approach reflects a broader trend among African digital nomads—collaboration over competition. Startups and established companies alike are leveraging community networks to cultivate talent and promote growth across the continent. Initiatives like Blurpe, which Tutu continues to develop, focus on connecting no-code talents with employment opportunities, reinforcing the importance of community in the digital landscape.

Final Thoughts: The Future of African Entrepreneurs

Milton Tutu's story is not just about personal success; it is about inspiring others to recognize the vast opportunities available in Africa. By encouraging digital nomads and entrepreneurs to engage directly with local markets, he highlights the potential for innovation that can arise from understanding cultural and economic contexts.

In closing, Tutu urges, "Stop, study the market and see for yourself... Your product that is useful for someone in Ajegunle [in Lagos], can also be useful for someone who lives on Thika Road in Kenya." For anyone considering a venture in Africa, it's a call to action to immerse oneself in the local landscape to seize the substantial opportunities waiting there.