Malawians read the web in English, the language of banks, ministries and newspapers, but talk, post and listen to the radio in Chichewa, which dominates the centre and south; around Mzuzu in the north, Tumbuka is more common. Money is the kwacha (MWK). Few people pay online by card: transfers go through Airtel Money or TNM Mpamba, run by Airtel Malawi and TNM, the two mobile operators, or through bank apps. No national marketplace has taken hold, so traders in Lilongwe and Blantyre trade through Facebook pages, Marketplace posts or WhatsApp groups and arrange delivery in the chat.
Five outlets shape Malawian ad checks: Nyasa Times; Nation Online from Nation Publications, which also prints The Nation and Weekend Nation; Malawi24; Times 360 from the Times Group, which also runs Times Radio and Times TV; and Zodiak Online, the website of the Lilongwe-based Zodiak Broadcasting Station, which streams its radio and television channels. Their display slots are bought by advertisers who want readers inside Malawi.
Google handles search, and English keywords typed in Lilongwe compete with Zambian, South African and global pages, so rankings read from abroad understate local firms. Malawi passed its Data Protection Act 2024; since 3 June 2024 it has made MACRA, the Malawi Communications Regulatory Authority that also licenses the mobile networks, the data protection regulator, and it has taken over the data rules once found in the Electronic Transactions and Cyber Security Act. It reaches foreign organisations that sell to or monitor people in Malawi, and controllers of significant importance must register.
Kwacha price tags can change overnight. The Reserve Bank of Malawi cut the currency's value by 25% in May 2022 and by 44% in November 2023, and sellers of phones, electronics and vehicles re-quoted soon after each move. Scarce foreign exchange adds pressure, because importers unable to buy dollars at the official rate pass that cost on. Price series for Malawi need frequent collection with the official kwacha rate noted beside each date, so a currency-driven jump is not read as a sale or a shortage.