As Nigeria’s digital economy continues to expand, e-commerce is emerging as one of the country’s fastest-growing sectors, with millions of consumers shopping online for everything from fashion and electronics to groceries and beauty products.
According to DataReportal, Nigeria recorded over 103 million internet users as of January 2024, driven by increased smartphone penetration and wider access to digital payment platforms. However, while opportunities are vast, competition among online sellers has intensified — especially across platforms like Instagram, WhatsApp, and Jumia.
In a new article, Kehinde Ogundare, Country Head of Zoho Nigeria, outlined six key strategies that can help Nigerian e-commerce entrepreneurs stand out, connect with their customers, and achieve sustainable growth in this competitive landscape.
1. Focus on a Niche Market
Ogundare advises small businesses to narrow their focus rather than trying to serve everyone. Identifying a specific audience—such as fitness enthusiasts, students, or parents—allows entrepreneurs to tailor their products, messages, and pricing effectively.
“Niche targeting helps you build loyalty and credibility, especially when your advertising budget is limited,” he explained.
2. Build Relationships Beyond Social Media
While social media remains vital, Ogundare cautioned against overdependence on algorithms that change frequently. He recommends building direct communication channels through newsletters, loyalty programs, or community groups.
“Consistent, thoughtful engagement builds trust that lasts longer than social trends,” he noted.
3. Use Data to Understand Customer Behaviour
Ogundare emphasised the importance of data-driven decision-making. By analysing metrics such as website traffic, search patterns, and cart abandonment, entrepreneurs can identify and fix weak points.
For instance, he said that adding flexible payment options like mobile money or bank transfers could significantly boost sales.
4. Create Helpful and Educational Content
Trust remains a major challenge for Nigerian online shoppers. Publishing relevant, problem-solving content—such as FAQs, product guides, or how-to videos—can help bridge that trust gap.
“When people find answers through your content, they are more likely to see your brand as credible,” Ogundare said.
5. Leverage Automation and AI for Efficiency
Artificial Intelligence (AI) tools are transforming how Nigerian small businesses operate. From chatbots that handle customer support to automated inventory tracking and personalised product recommendations, automation boosts efficiency.
“AI isn’t about replacing human touch; it’s about freeing up time to better serve customers,” Ogundare added.
6. Build Credibility Through Customer Voices
In a market where peer opinions matter, reviews and testimonials are powerful trust-builders. Encouraging customers to share their experiences helps attract new buyers and boosts transparency.
“People are far more likely to trust a brand endorsed by other users,” Ogundare said.
Building for the Long Term
According to Ogundare, the key to long-term success in Nigeria’s e-commerce space is not aggressive advertising but clarity, consistency, and customer connection.
“By focusing on genuine customer needs, learning from data, and building trust at every stage, businesses can thrive in one of Africa’s most dynamic digital markets,” he concluded.