Wakanow Group, one of Africa’s leading travel technology companies, has acquired Nairabox, a fast-growing Nigerian platform for digital ticketing, events, and lifestyle experiences.

In a statement on Monday, the company said the move marks a strategic step as it expands beyond travel services into entertainment and lifestyle sectors increasingly shaped by digital integration and consumer experience.

Founded as a digital hub for concerts, cinema tickets, and live events, Nairabox has built a reputation for connecting users to leisure activities through its app and online platform.

They say its integration into the Wakanow ecosystem will allow the group to offer a more seamless experience across travel, leisure, and culture.

Wakanow also named Tobi Andero as the new Head of Business for Nairabox.

Andero, who joins from the experiential marketing sector, is expected to lead the brand’s growth and strengthen its market positioning under Wakanow’s ownership.

Commenting on the acquisition, Bayo Adedeji, Wakanow’s Group CEO, said it aligns with the company’s mission to deepen consumer engagement across lifestyle touchpoints.

He said, “We see tremendous opportunity in the intersection of travel and entertainment. This acquisition allows us to offer deeper, richer experiences to our customers, not just where they travel but also how they live, enjoy, and engage with culture. We are excited about what the future holds as we combine Wakanow’s strength and reach with the lifestyle energy of Nairabox.”

He added that Wakanow’s expansion strategy extends beyond geographical reach to include new sectors that complement its travel business.

Ugochukwu Jay Chikezie, CEO of Nairabox, described the partnership as “an exciting new chapter” for the entertainment-tech space in Nigeria.

“Joining forces with Wakanow marks an exciting new chapter for Nairabox and for entertainment in Nigeria. Over the years, we’ve built a platform that connects people to the experiences they love: concerts, movies, and live events.

‘‘This acquiition allows us to further scale that vision by integrating travel and entertainment into one seamless ecosystem. Together with Wakanow, we’re creating a future where access to unforgettable experiences, whether across cities or continents, becomes simpler, smarter, and more connected than ever,’’ he said.

The acquisition underscores a growing convergence between travel and entertainment within Africa’s digital economy, as tech-driven brands seek to deliver more holistic consumer experiences.

Wakanow Group’s portfolio now includes platforms such as Wakanow.com, Kalabash54.com, Roomde.com, Onburd.com, Pointview Travels, Trip Merchant, and the newly acquired Nairabox.com.

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.

National Health Insurance Authority of Nigeria (NHIA) has signed a Memorandum of Understanding (MoU) with the National Identity Management Commission (NIMC) to make the National Identification Number (NIN) an integral part of healthcare access in the country.

The MoU was signed recently between the CEOs of both government agencies and the principal idea to have the digital ID fully integrated with the healthcare system, a step which both parties see as critical in advancing Nigeria’s universal health coverage (UHC) scheme.

Nigeria launched a UHC initiative in 2005 but its implementation has faced several challenges along the way.

The government retouched the plan in 2022 under the NHIA Act and the new target is to ensure every citizen is covered by the UHC scheme by 2030.

Kelechi Ohiri, director general and CEO, NHIA, said in a thread on his X account that the integration of the NIMC’s identity infrastructure with the national healthcare system will boost the UHC scheme by enhancing inclusivity, improving the efficiency of service delivery processes, and strengthening data integrity to support better planning.

“This collaboration demonstrates our commitment to building a resilient healthcare ecosystem through strong inter-agency partnerships,” the CEO added.

Through the collaboration, a unified system will be put in place which will link the identity of NHIA members to their patient records, not only for easy identification but also to streamline access to care.

The move is also aimed at reducing fraud and enhancing transparency in the patient management process especially in the area of processing claims.

Talking about transparency, Nigeria’s NIMC-NHIA collaboration is in the steps of moves in a country like Kenya where biometrics is used to tackle insurance fraud which has seen the government lose millions of dollars in the last few years.

The MoU comes as the MINC has continued to strengthen NIN coverage with almost 124 million issued as of September, according to The Guardian.

Meanwhile, the ID authority announced in July that it looks forward to launching the General Multipurpose Identity Card (GMPC)  this month.

The ID, which the NIMC announced last year, is framed as a tool with a triple purpose to enhance digital and financial inclusion.