E-Business
Six Strategies to Grow Your E-Commerce Business in Nigeria

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.
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.
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.
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.
E-Business
NITDA DG Reaffirms FG Commitment to Responsible and Inclusive AI

The Federal Government of Nigeria has reaffirmed its commitment to building a responsible, inclusive, and sovereign artificial intelligence ecosystem to enable Nigeria to transition from being a passive consumer of AI technologies to an architect and builder of indigenous AI systems.

This was said by the Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa Abdullahi CCIE, while delivering a virtual address at the InnovateAI Conference held in Lagos.
The conference brought together policymakers, technology leaders, innovators, and stakeholders to discuss the future of artificial intelligence and its role in driving Nigeria’s digital economy and national development agenda.
Inuwa outlined Nigeria’s ambition to transition from being a consumer of artificial intelligence technologies to becoming a builder and owner of AI systems that reflect national values and priorities, in line with the National AI Strategy.
“Our goal is not just to use AI, but to architect and build our own AI systems in Nigeria,” he said, stressing that the country must take ownership of its AI future.
He noted that Nigeria’s approach to artificial intelligence extends beyond innovation to include governance, infrastructure, data sovereignty, and policy evolution.
According to him, “Responsible AI is never a finished job; it is an iterative journey. Our policies must evolve as the technology evolves, and we must avoid frozen laws by adopting living policies that adapt over time.”
He cited the implementation of the Digital Economy and E-Governance Bill as a key mechanism for generating insights that will help refine AI regulations and governance frameworks.
Inuwa also highlighted the challenge of data representation in global AI systems, noting that most models are trained on non-African datasets, which often results in bias against local dialects, cultures, and demographics.
“If a model shows bias against a local dialect or demographic, we cannot just patch it. We must reinvest in infrastructure to retrain it with inclusive and representative local datasets,” he stated.
He added that building national AI infrastructure is critical to achieving data sovereignty and ensuring that Nigeria is not merely an end user of foreign AI systems.
He further called for strategic partnerships with global technology companies and hyperscalers to build AI infrastructure in Nigeria while aligning with local values and national priorities.
“The world today is a global village. We need to work with global players, but they must understand our local nuances and help us build the infrastructure to retrain and develop AI models that reflect our context,” he said.
The NITDA Director General explained that adopting a comprehensive AI lifecycle approach, from responsible data collection and governance to deployment and continuous feedback, will enable Nigeria to move from reacting to AI developments to proactively designing indigenous AI systems.
“Without understanding how AI models are trained, how decisions are made, and how models are retrained, it will be difficult to build a responsible and trustworthy AI system,” he warned.
He reaffirmed that the Federal Government is intentional about promoting responsible AI and is working closely with the technology ecosystem to co-design national AI guardrails. He described platforms such as the InnovateAI Conference and other national AI dialogues as critical to shaping Nigeria’s AI future.
E-Business
Mutual Benefits Assurance Settles ₦5.9bn Claims in January 2026

Mutual Benefits Assurance, a leading Nigerian insurance company, has paid a total of ₦5,937,665,353.57 in claims to policyholders in January 2026 alone, underlining its strong financial capacity and unwavering commitment to prompt claims settlement.

Mutual Benefits Assurance
A breakdown of the figures shows that ₦3,426,602,834.28 was paid under its General (Non-Life) Insurance portfolio, while ₦2,511,062,519.29 was paid across its Life businesses, including Group Life and Retail Life policies.
The significant payout within a single month reinforces Mutual Benefits’ reputation as a dependable insurer that honors its obligations swiftly and responsibly.
Commenting on the development, Olufemi Asenuga, Managing Director, Mutual Benefits Assurance Plc stated that claims settlement remains the core promise of insurance and the ultimate test of an insurer’s credibility.
“Insurance is built on trust. Our ability to settle over ₦5.9 billion in claims in one month demonstrates not only our financial strength, but also our deep commitment to our policyholders. At Mutual Benefits, we do not just sell policies. We stand by our promises,” he said.
With over three decades of operations, Mutual Benefits has consistently positioned itself as a strong and well-capitalised insurer.
The company operates both Life and General Insurance businesses and remains fully compliant with regulatory capital requirements as stipulated by the National Insurance Commission (NAICOM).
The January payout reflects Mutual Benefit’s robust underwriting standards, prudent risk management practices and efficient claims administration framework.
It also aligns with the company’s broader record of substantial claims settlement in recent years, reinforcing its standing as a trusted brand in the Nigerian insurance industry.
Mutual Benefits employs over 5,000 staff, managed by seasoned management team and an experienced Board of Directors. Industry observers note that prompt claims payment remains one of the most critical differentiators in Nigeria’s competitive insurance landscape.
By consistently settling valid claims without delay, Mutual Benefits continues to strengthen customer confidence, deepen market trust and expand its footprint across retail and corporate segments.
As the company begins 2026 on a strong footing, it reiterates its commitment to innovation, service excellence and delivering value to policyholders and stakeholders alike. Mutual Benefits Assurance focused on its mission to provide reliable risk protection solutions while maintaining the highest standards of professionalism and integrity.
E-Business
NITDA Warns Nigerians of Actively Exploited Microsoft Office Vulnerability

National Information Technology Development Agency (NITDA) has issued an urgent cybersecurity warning about a serious Microsoft Office vulnerability (CVE-2026-21509) that attackers are actively exploiting.

This advisory, shared through Nigeria’s Computer Emergency Response Team (CERRT.NG), highlights the risks of this flaw and recommends immediate action to protect systems.
Microsoft has released quick security updates to fix this vulnerability, which has a severity score of 7.8, showing it is a serious risk. Attackers have already used it in targeted attacks.
CVE-2026-21509 affects multiple versions of Microsoft Office, including Office 2016, Office 2019, Microsoft 365 Apps, Office 2021, and later versions.
This flaw allows attackers to bypass security features meant to stop harmful Object Linking and Embedding (OLE) controls. OLE is an older Microsoft technology that can be used to embed links or content, but it has often been exploited by malware.
By exploiting this flaw, attackers can create specially designed Office documents.
When a user opens these documents, they can run malicious code or gain further access to the system.
Exploitation requires user interaction, meaning attackers often trick people into opening harmful Word, Excel, or other Office documents. Common methods include using email attachments or files from untrusted sources.
Because Microsoft confirmed that the vulnerability is being actively exploited, they have made emergency security updates available outside their usual schedule. Users and organisations should:
- Install the latest Microsoft Office security updates for all affected versions.
- Restart Office applications for Office 2021 and later to ensure that the updates take effect.
- Use registry-based settings for protection if updates can’t be applied right away.
- Follow good cybersecurity practices, like using endpoint protection and filtering emails.
Microsoft’s updates for Office 2021 and newer versions are automatically applied, but need a restart of the applications to be active.
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