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The Online Retail Explosion Represents a Massive Opportunity for Advertisers

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Tintin Imevbore
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By Tintin Imevbore, Regional West Africa Manager, Ad Dynamo by Aleph

Over the past few years, spurred by the COVID-19 pandemic and its associated lockdowns, online retail has witnessed an African explosion. Faced with stay-at-home orders, many people started shopping online for the first time, while experienced shoppers increased their purchases. Those behaviours have largely stuck too.

Tintin Imevbore

Tintin Imevbore

Take Nigeria, for example. In 2021, its e-commerce market grew by 30%,and in the years leading up to 2027, e-commerce revenues are expected to grow 11.31% annually. By that point, the sector (currently worth US$7.63 billion) is expected to be worth US$11.71 billion.

It’s clear then that anyone interested in growing their retail presence should have some form of e-commerce offering (even if it’s just having a presence on a third-party marketplace). But growth in the sector doesn’t just hold promise for anyone selling products or services online. It also represents a significant opportunity for digital advertisers.

Be where your customers are

One of the biggest benefits that online retail offers advertisers is visibility. A large platform like Jumia, for example, can see more than 10 million unique visitors a day. That’s a lot of people. Beyond sheer volume though, they’re also people who are looking to spend money. Even if they’re just browsing today, chances are they’re on those sites looking to buy something at some point.

It’s also worth pointing out that people browsing online stores spend much more time on them than on other websites. On average, people spend between 45 and 54 seconds on a website. By contrast, people can spend more than seven minutes at a time on the world’s biggest e-commerce sites.

That means that if you’re advertising on the right e-commerce platforms, your product or service will be seen by a large number of people, and those people will also be exposed to it in a setting where they are not restricted to time since online shopping is usually a leisure-based activity, meaning that people are going to do it after work hours or on the weekend. The fact that most big online retailers break their sites up into sections also makes it easier for potential customers to see advertising that’s most relevant to them.

Given that one of the key tenets of online advertising is reaching the right people with the right message at the right time, there’s clearly a strong case to be made for advertising on e-commerce stores then.

Partner with experts

It is worth noting, of course, that advertising isn’t the primary revenue source for any e-commerce platform (although Jumia’s advertising offering recently overtook fulfilment as a revenue source). That means they’re less likely to have the same seamless, plug-and-play advertising solutions that many of the biggest social media platforms have.

As a result, it’s even more critical to work with media representation partners who can ensure your product or service is seen as much as possible by your target audience. The right media representation partner should also offer transparent pricing and be able to help with brand strategy.

They will also ensure that any advertising you do on an e-commerce platform is tailored to that specific platform while complementing your advertising efforts on other channels. You don’t have to be a major advertiser to enjoy those benefits either. A good partner will work with the rates you can afford and grow with you as you expand.

Embrace consumer shifts

Ultimately, if businesses are to be successful, they need to understand and embrace shifts in consumer behaviour. And there are few shifts as significant and as fast as the move to online shopping since the pandemic. It’s also crucial for businesses to follow those shifts holistically.

This means not just having an online retail presence but also utilising online retailers as advertising platforms. Finally, it’s critical for businesses to realise they don’t have to take that journey alone and can potentially see much greater degrees of success by engaging with the right partners.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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MoMo PSB Brings Relief to UNILAG Students with Ultra-Cheap Bus Fares

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MoMo Payment Service Bank (MoMo PSB), a fintech subsidiary of MTN Nigeria, has announced a partnership with Ogata Electric Vehicles to provide subsidised bus rides of ₦10 per fare to students of the University of Lagos (UNILAG).

MoMo PSB Brings Relief to UNILAG Students with Ultra-Cheap Bus Fares

MoMo PSB

The initiative, unveiled on Thursday in Lagos, is aimed at easing transportation costs for young Nigerians, particularly students, as part of MoMo PSB’s broader commitment to financial inclusion and digital accessibility.

MoMo PSB, which provides millions of Nigerians with secure financial services including transfers, savings, card services, bill payments and wallet solutions, said the transport subsidy reflects its mission to improve everyday life by reducing the cost of essential services.

The company explained that the partnership with Ogata Electric Vehicles would not only make commuting more affordable for students but also promote sustainable mobility through the use of electric buses.

Officials of MoMo PSB noted that the initiative is designed to bring “good cheer” to the UNILAG community, ensuring students can access safe, reliable and cost-effective transport while focusing on their education.


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MTN Nigeria Launches Unlimited 5G Broadband Plans to Boost Digital Inclusion

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MTN Nigeria has launched its Unlimited Broadband Data plans powered by 5G technology, a move the telecoms giant says will tackle long-standing challenges of capped data limits, high costs and unstable connectivity faced by internet users across the country.

MTN Nigeria Launches Unlimited 5G Broadband Plans to Boost Digital Inclusion

MTN Nigeria

Egerton Idehen, Chief Broadband Officer of MTN Nigeria, said the new product was designed to support high-demand users including streamers, gamers, households and businesses requiring uninterrupted connectivity.

“We’re building a broadband experience for everyday life. For content creators, remote workers, gamers, students and households. Our focus is on speed, reliability, low latency, and affordability.

“Broadband is designed to deliver seamless connectivity that empowers Nigerians to thrive in the digital economy,” Idehen said.

The plans, available in speed-based variants of 50Mbps and 100Mbps, promise lightning-fast speeds and ultra-low latency to address issues of lag and buffering. MTN said the packages would also provide affordable and flexible options to cater to diverse economic segments.

New customers who purchase a 5G router will enjoy a welcome bonus of unlimited data for the first 30 days, allowing them to experience the service before committing to long-term use.

The company explained that the initiative was part of its broader commitment to digital inclusion, enabling Nigerians to access stable connections for virtual meetings, large file transfers, online learning, high-definition streaming and professional gaming.

Customers can subscribe to the Unlimited Broadband Plans by dialling 4611#, using the MyMTN app, MTN eShop, MTN website, or visiting authorised retail outlets nationwide.


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Airtel Africa Foundation Opens Undergraduate Scholarship Portal in Nigeria

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The Airtel Africa Foundation has opened applications for its Undergraduate Tech Scholarship in Nigeria, inviting first-year university students with strong academic potential to apply for financial support aimed at accelerating their studies in technology and related fields.

The scheme provides full tuition, accommodation support, and essential study materials for eligible 100-level students. It forms part of the Foundation’s F.E.E.D. agenda, which promotes Financial Empowerment, Education, Environmental Protection, and Digital Inclusion, with a focus on creating pathways for talented young people who face financial barriers.

Airtel Nigeria CEO, Dinesh Balsingh, encouraged students to take advantage of the opportunity. He noted that, “Education is one of the most powerful tools for national development,” adding that “as an organisation, Airtel is determined to build a platform for aspiring young Nigerians to learn, innovate and lead in the country’s expanding technology landscape.”

Applications are open to students pursuing courses such as Information Technology, Computer Science, Software Engineering, Data Science, Cyber Security, Artificial Intelligence, and other ICT-related disciplines at participating universities: University of Lagos, University of Nigeria Nsukka, Ahmadu Bello University, University of Benin, Obafemi Awolowo University, University of Ilorin, and Tai Solarin University of Education.

Dr Segun Ogunsanya, Chairman of the Airtel Africa Foundation, said the scholarship demonstrates the organisation’s commitment to nurturing Africa’s next generation of digital leaders. “Young Africans are brimming with talent and ambition. What many need is a fair chance to pursue their education without financial pressure. This scholarship reflects our belief that investing in their growth will strengthen communities, empower families, and expand the continent’s digital future,” he said.

Applicants must be enrolled in 100-level, have scored at least 230 in JAMB, and hold a minimum of five credits in WAEC, including English and Mathematics, in a single sitting. Required documents include Joint Admissions and Matriculation Board (JAMB) results, university admission letter, West African Examination Council (WAEC) certificate, student identity card, and academic transcript or university results.

The Foundation encourages qualified students across the listed institutions to apply and position themselves for a stronger start in the technology sector. Applications can be submitted at candidate.scholastica.ng/schemes/airtelfellowship2025.

 


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