Nigeria’s e-commerce sector is undergoing a remarkable transformation, driven by an expanding base of internet users, evolving consumer behaviour, and the emergence of agile local players. Yet, as opportunity grows, so does competition—especially from informal sellers using social media and messaging apps.
With over 100 million Nigerians now online, traditional online retailers must now contend with thousands of micro-entrepreneurs selling via Instagram, WhatsApp, TikTok, and other local platforms. Success is no longer just about having a website — it demands sharper strategies, deeper customer trust, and smarter use of data.
In an interview, Kehinde Ogundare, Country Head of Zoho Nigeria, outlines how businesses can not only survive but thrive in this crowded space. He argues that Nigeria’s e-commerce sector, more than ever, rewards those who specialise, humanise their brand, and build long-term relationships.
Table of Contents
From mass reach to niche focus
Ogundare emphasises that the earlier model of casting a wide net is no longer sufficient. Across Nigeria’s e-commerce sector, he says, winners are those who define a niche and serve it deeply.
“Instead of trying to appeal to everyone, identify a specific audience whose needs you understand deeply,” he told me.
This could mean tailoring your offering to young professionals, parents of toddlers, beauty enthusiasts, or fitness buffs. By concentrating on a narrower segment, businesses can more effectively craft messaging, tailor pricing, and deliver a personalised experience — all critical in a market where differentiation is key.
As Nigeria’s e-commerce sector becomes increasingly crowded, standing out means resisting the temptation to be “everything to everyone.” Instead, it means building authority in a specialised space.
Diversify channels, not depend on algorithms
A major risk in Nigeria’s e-commerce sector today is overreliance on social media platforms. Algorithms change suddenly, reach can drop overnight, and visibility is never guaranteed. Ogundare warns that brands may find that all their traffic evaporates if a platform policy shifts.
He recommends that e-commerce operations diversify how they engage customers — through email newsletters, community groups, WhatsApp broadcasts, and loyalty programmes. These channels help mitigate platform risk and deepen relationships.
Another imperative, he says, is investing in content — not just promotion. Many Nigerian online shoppers research purchases thoroughly before clicking “buy.” Brands that publish useful FAQs, size guides, comparisons, or how-to content reduce friction and build credibility.
In this evolving environment, Nigeria’s e-commerce sector is less forgiving of generic “sales pitch” content. Today’s consumers expect help, not hype.
Data, automation, and trust as growth levers
Data lies at the heart of what distinguishes thriving e-commerce businesses from struggling ones. Ogundare urges entrepreneurs to track every click, cart abandonment, and search. These metrics reveal customer intent and pain points.
“Every click, search, and abandoned cart tells a story,” he says.
Armed with insight, businesses can iteratively refine their site experience, offers, and messaging. Meanwhile, automation and AI are playing an increasingly central role. In Nigeria’s e-commerce sector today, chatbots, recommendation engines, inventory bots, and customer support workflows are no longer luxuries — they are competitive essentials.
When repeated tasks are offloaded to smart systems, founders and marketers can focus on strategy, branding, partnerships, and growth.
Yet, in a market where trust is fragile, none of this matters if your brand does not inspire confidence. In Nigeria’s e-commerce sector, peer reviews, customer testimonials, and user-generated content carry enormous weight. Displaying honest feedback prominently helps bridge the trust gap with new buyers.
Ogundare remarks:
“Nigerians value peer opinions. Reviews, testimonials, and user-generated content often carry more weight than brand messaging.”
Looking ahead: balancing growth and resilience
The narrative in Nigeria’s e-commerce sector is no longer just about expansion. It’s about building resilience in a dynamic market. Growth today must be underpinned by flexibility — in channels, strategy, and technology.
For startups and SMEs entering the space, the path is clear:
- Define a niche and own it, rather than competing across generic categories.
- Diversify engagement beyond social media algorithms.
- Lean into content that helps buyers, not just persuades them.
- Use data and automation to work smarter, not harder.
- Cultivate trust through authentic voices and transparency.
As Nigeria’s e-commerce sector continues to boom, the winners won’t be the loudest — they will be the most thoughtful, the most agile, and the most attuned to real customer needs.
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