This chapter examines how super-apps transform customer engagement patterns within African digital ecosystems. Drawing on platform theory, customer engagement frameworks, and contextual technology adoption research, the chapter develops an integrated conceptual model explaining how super-apps function as customer engagement platforms in African markets. The framework identifies four interconnected mechanisms through which super-apps reshape engagement: service bundling effects that reduce transaction costs, contextual adaptation that addresses local constraints, digital inclusion mechanisms that extend participation, and network effect dynamics that accelerate adoption. These mechanisms combine to create “ecosystem-driven engagement,” a distinctive form of customer interaction characterized by higher frequency, greater service exploration, and enhanced loyalty compared to engagement with standalone applications. The chapter contributes significantly to platform theory by extending it to multi-service integration, introducing constructs for African digital engagement, and reconceptualizing adoption in emerging markets. For practitioners, it offers actionable insights for super-app design and engagement strategies in Africa. This framework advances understanding of digital platform dynamics globally and guides digital inclusion through integrated approaches.