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Six Strategies to Grow Your E-Commerce Business in Nigeria

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By Kehinde Ogundare, Country Head, Zoho Nigeria

Nigeria’s e-commerce landscape is evolving rapidly. From fashion and electronics to groceries and beauty products, more Nigerians are shopping online than ever before. According to DataReportal, the country had 103 million internet users as of January 2024, and online retail sales continue to grow as more people gain access to affordable smartphones and digital payment systems.

However, while opportunity is expanding, so is competition. Thousands of small businesses now sell across Instagram, WhatsApp, and local marketplaces. For many, the challenge is no longer getting online, it’s standing out and building sustainable growth.

Below are six strategies that can help e-commerce entrepreneurs in Nigeria compete more effectively, connect with customers, and scale sustainably.

1. Focus on a niche, not the crowd

The internet offers endless reach, but success often lies in narrowing your focus. Instead of trying to appeal to everyone, identify a specific audience whose needs you understand deeply—whether that’s fitness enthusiasts, new parents, or tech-savvy students.

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Niche targeting allows you to tailor your message, pricing, and product experience. It also helps small businesses build loyalty and word-of-mouth credibility in markets where advertising budgets are limited.

2. Build relationships beyond social media

Social platforms are powerful but unpredictable. Algorithms change, engagement fluctuates, and visibility can vanish overnight. That’s why it’s essential to diversify how you stay connected with customers.

Email newsletters, community groups, or loyalty programs provide more direct and reliable touchpoints. Use these channels to share updates, answer questions, and offer genuine value—not just promotions. Consistent, thoughtful communication builds trust that outlasts social trends.

3. Use data to understand customer behaviour

Every click, search, and abandoned cart tells a story. Tracking customer behaviour—through analytics dashboards, feedback forms, or even simple observation—can reveal why shoppers drop off and what keeps them coming back.

For example, you might discover that most users exit your site during checkout due to limited payment options. Adding mobile money or bank transfer features could increase conversions immediately. Data-driven decisions help eliminate guesswork and improve user experience.

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4. Create content that answers real questions

Many Nigerian shoppers research extensively before buying online, especially from lesser-known brands. Publishing clear, helpful content—such as FAQs, size guides, or product comparisons—can bridge the trust gap.

A small skincare brand, for example, could post educational pieces on ingredients and routines, while a gadget store could share short explainers on choosing the right devices. When people find answers through your content, they are more likely to view your business as credible and dependable.

5. Explore automation and AI for efficiency

Artificial Intelligence is reshaping how small businesses operate globally—and Nigeria is no exception. From customer support chatbots to inventory management and personalized recommendations, automation can simplify repetitive work and improve decision-making.

Even basic AI tools can help analyse trends, spot buying patterns, and free up time for strategic tasks. The goal isn’t to replace human connection but to enhance it by focusing your energy where it matters most—understanding and serving your customers.

6. Build credibility through customer voices

Nigerians value peer opinions. Reviews, testimonials, and user-generated content often carry more weight than brand messaging. Encourage satisfied customers to share feedback or showcase how they use your products.

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Displaying honest reviews on your website or social pages signals transparency and confidence. People are far more likely to trust a brand that others vouch for, especially in a marketplace crowded with new entrants.

Building for the long term

Sustainable e-commerce growth in Nigeria isn’t about chasing every new platform or pouring money into ads—it’s about clarity, consistency, and connection. By focusing on real customer needs, learning from data, and building trust at every step, businesses can create lasting impact in one of Africa’s most dynamic digital markets.

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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

E-Business

TeKnowledge, Equinix Partner to Advance Nigerian Digital Infrastructure

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TeKnowledge and Equinix announced a partnership to accelerate secure hybrid and multi-cloud adoption and enable AI-ready digital infrastructure across the region.

Nigeria’s digital transformation is accelerating rapidly, with the digital economy being a significant contributor to the country’s gross domestic product (GDP).

As demand for cloud services, AI adoption, digital payments and data-driven innovation continues to accelerate across West Africa, the partnership is positioned to advance the region’s digital transformation.

By combining Equinix’s in-country and global data centre infrastructure and secure interconnection capabilities with TeKnowledge’s expertise in designing, deploying and managing AI, data, customer experience and cybersecurity solutions, organisations can accelerate innovation while maintaining data residency and sovereignty requirements.

Together, the organisations empower enterprises and government institutions to bridge the gap between digital ambition and execution through secure, high-performance digital environments built on local infrastructure and delivered by local talent.

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Speaking, CEO and President, TeKnowledge, Aileen Allkins, said: “Organisations across Africa are increasingly looking to modernise their infrastructure while maintaining the performance, security, and compliance required to support growth.

Through our partnership with Equinix, we are combining world-class digital infrastructure with deep local expertise to help customers accelerate cloud adoption, strengthen resilience, and unlock new opportunities through AI and emerging technologies.”

Managing Director of Equinix West Africa, Wole Abu, expressed delight at partnering with TeKnowledge to bring together Equinix’s globally interconnected platform, spanning over 280 data centres and 10,000 customers worldwide.

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New NIMC Act Strengthens Data Protection, Privacy – Director

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Uche Chigbo, coordinating director of Operations, National Identity Management Commission, (NIMC), has said the newly enacted NIMC Act strengthens data protection and privacy, expands identity coverage to include everyone in Nigeria and Nigerians in the diaspora, and provides the legal framework for a secure and trusted digital identity ecosystem.

New NIMC Act Strengthens Data Protection, Privacy - Director

She said the new law replaces the 2007 NIMC Act, which had become outdated due to rapid technological advancements, evolving cybersecurity threats, the growth of the digital economy, and the enactment of the Nigeria Data Protection Act.

According to her, the updated legislation better positions the Commission to deliver Nigeria’s digital identity agenda and improve access to government and private sector services.

“The Act itself has taken in a whole lot of things to make sure that NIMC is well-positioned to be able to deliver on the identity agenda and program of Nigeria. The area of universal coverage was expanded within the Act so that NIMC can enroll everybody that is within the soil of Nigeria—male, female, children, whether they are IDPs or orphans or whatever it is, and even Nigerians in diaspora.

“There is quite a lot within the Act that over the few days and weeks, even with my Director-General’s courtesy visit, we are trying to sensitize and educate the general public, and also bring awareness to this new Act so that people will know what are the rights that exist within it, what are the obligations, what are the stronger enforcement and penalties that has also been expanded within the Act, and then what are also the regulatory autonomy that has been given to NIMC to make sure that they drive the digital identity ecosystem in Nigeria,” she explained.

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“There’s a lot of provisions and changes with the new Act. Um, the NIMC 2007 Act has been operating for close to 19 years now. So, we can see that, um, you can actually say it’s almost obsolete. And then with a lot of technological advancements in the world now, with the enactment of the Nigeria Data Protection Act, and then with also a lot of evolving security challenges, cybersecurity challenges, as well as the ever-growing digital economy, it became very necessary that a comprehensive review of the NIMC Act should be done.

So, that 2007 Act has been repealed and a new NIMC 2026 Act is in place,” she explained.

Chigbo clarified that the National Identification Number (NIN) is Nigeria’s unique identifier and the only valid means of identification for accessing government services.

She added that it enables secure identity verification and improves access to services.

“NIN has been designated as the unique identifier in Nigeria and then by the government of Nigeria establishing it as the only valid means of identification for assessing government services. So, NIN, it’s positioned to be a valuable tool for empowering citizens and legal residents to facilitate access to service delivery in Nigeria. And it’s also a tool for people to be able to prove their identity as they go about their daily businesses,” she said.

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Speaking on identity harmonisation across government agencies, Chigbo said NIMC is integrating identity databases to enable Nigerians to access services seamlessly using the National Identification Number (NIN), while other agencies continue to issue functional identities for specific purposes.

“There’s a distinction between a foundational identity and a functional identity. NIMC provides the foundational identity, which answers the question, ‘Who are you?’ Are you a Nigerian or a legal resident? Who are you? That’s what NIMC is providing. All these other agencies that you have mentioned, they provide functional ID, which is an ID that relies on the foundational ID, where they have established who you are and then they are now trying to answer the question, ‘Are you now eligible to have these services? Are you now eligible to benefit from this transaction or scheme?’ So, those are two different distinctions.”

However, Chigbo said NIMC’s mandate is to harmonise and integrate identity systems across government, with the amended Act designating the Commission as the sole repository for biometric data.

“However, NIMC mandate is to make sure that we harmonize and integrate with all these agencies so that you’re one and the same person in any of the databases or registries that you have. The Act that has been expanded and amended also positions NIMC as the only repository for biometric data capture so that we can have effective identity management and coordination in Nigeria.

“So, that harmonization is already happening, the integration is already happening,” she stated.

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She also disclosed that NIMC has introduced an online modification portal that allows Nigerians to begin the process of correcting or updating their personal information from the comfort of their homes or offices.

“But also, NIMC we have a modification portal that enables you to sit in the comfort of your home or office to be able to start the process of correction or updates of your data. We already have a self-service modification portal that allows you to make corrections,” she disclosed.

On the cost of obtaining a NIN, Chigbo clarified that enrolment and issuance of the National Identification Number are free.

She, however, noted that some other identity-related services attract approved fees, which are published on the NIMC website and paid electronically through the government Remita platform.

“Enrollment for the issuance of the National Identification Number, NIN, is free. There are other services, identity services that NIMC provide. Those ones have their charges, and those fees and charges are publicized on the NIMC website so that people can see what those charges are. And NIMC does not collect cash. Our transactions and the charges are paid electronically through the government Remita platform,” she said.

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IMF Keeps Nigeria’s Growth Forecast at 4.1%, Raises Alarm Over Food Inflation

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International Monetary Fund (IMF) has retained Nigeria’s economic growth forecast at 4.1 per cent for 2026, while warning that rising prices of essential goods could worsen poverty and food insecurity in the country.

IMF Keeps Nigeria's Growth Forecast at 4.1%, Raises Alarm Over Food Inflation

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The IMF made the projection in its July 2026 World Economic Outlook (WEO) Update, released on Wednesday.

According to the report, Nigeria’s Gross Domestic Product (GDP) is projected to grow by 4.1 per cent in 2026 and improve to 4.3 per cent in 2027, with both forecasts unchanged from the Fund’s April outlook.

The IMF also maintained its growth projections for sub-Saharan Africa at 4.3 per cent in 2026 and 4.5 per cent in 2027.

The Fund said Nigeria’s economic outlook continued to benefit from improved macroeconomic stability and favourable terms of trade but cautioned that the rising cost of essential commodities remained a major concern.

“Nigeria is supported by improved macroeconomic stability and favourable terms-of-trade effects, though higher prices for essentials are expected to further aggravate poverty and food insecurity,” the report stated.

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The IMF noted that economic performance across sub-Saharan Africa would remain uneven, reflecting differences in policy implementation, reform progress and countries’ exposure to external shocks.

It added that oil-importing and non-resource-intensive economies would likely face increased pressure from rising food and energy prices, while some larger economies continued to benefit from earlier macroeconomic reforms.

Globally, the IMF revised its 2026 growth forecast downward to 3.0 per cent from the 3.1 per cent projected in April but raised its 2027 forecast to 3.4 per cent.

According to the Fund, the downgrade for 2026 reflects the impact of the ongoing conflict in the Middle East, although stronger demand driven by advances in artificial intelligence and technology adoption has helped cushion some of the adverse effects.

Despite the resilience of the global economy, the IMF warned that risks remained tilted to the downside.

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It identified renewed trade tensions, geopolitical conflicts and tighter global financial conditions as key threats to economic growth.

The Fund urged governments to rebuild fiscal buffers through credible fiscal consolidation, improved revenue mobilisation, stronger tax administration, efficient public spending and increased investment in infrastructure, skills development and targeted social protection programmes.

It also advised commodity-exporting countries to avoid excessive public spending during periods of high commodity prices.

“Economies benefiting from commodity windfalls and the upturn in the global technology cycle should avoid procyclical spending and save or redeploy gains within a credible medium-term fiscal framework anchored in debt sustainability,” the report stated.

The IMF further called on policymakers to accelerate structural reforms aimed at boosting productivity, strengthening labour markets, expanding digital and physical infrastructure, promoting predictable trade policies and enhancing international cooperation to support sustainable economic growth.

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