Telecom
Direct Selling Offers Flexible & Accessible Pathway to Entrepreneurship – Biram Fall
Mr. Biram Fall, QNET’s Regional General Manager (RGM) for sub-Saharan Africa (SSA) has explained that direct selling offers a flexible and accessible pathway to entrepreneurship.
Mr. Biram Fall, QNET’s Regional General Manager (RGM)
He said that in the traditional retail model, shop owners buy goods from manufacturers and mark them up to pay for their business costs such as rent, before selling them on to the end consumer but in the direct selling model, distributors sell high-quality goods directly to the customers outside of the store environment, reducing business costs and eliminating the need to raise prices on their goods.
Fall argued that in addition to providing unique, life-enhancing products to consumers, the direct selling industry has had a significant impact on Sub-Saharan economies.
According to the World Federation of Direct Selling Associations annual report, the region’s direct selling market was valued at USD627 million in 2021, with over 5.4 million distributors actively participating in entrepreneurial activities that generate household income and contribute to the broader economy.
He pointed out that one of the primary reasons individuals are joining direct selling is because it allows them to start businesses with minimal upfront investment and no formal education requirements.” Not only are new distributors able to start their business efficiently, but they also have the opportunity to gain valuable skills through free training sessions, workshops, and conferences where they can improve their sales techniques, soft skills, and leadership abilities.
This opens doors for those with limited resources or who face barriers to traditional employment, such as stay-at-home parents or individuals in underserved communities. Because of the low barrier to entry and support resources many direct selling companies offer, many people can generate additional income, build social networks, and develop essential business and life skills by becoming distributors.
For instance, the flexible earning opportunities benefit the stay-at-home spouse through joining a direct selling company, choosing products to sell, and earning commissions or profits based on their sales volume. With the flexibility to manage their own schedule, they can balance household responsibilities while actively promoting and selling products. The income generated supplements household finances, helping to meet expenses, save, and achieve personal goals.”
He added that, direct selling offers training and support, enabling individuals to develop valuable sales and entrepreneurial skills.
In addition to benefiting local entrepreneurs, direct selling companies offer an extensive portfolio of goods, including innovative beauty and wellness products, eco-friendly household items, exclusive lifestyle items and accessories, nutritional supplements, and much more to customers. These products are frequently developed in-house or incorporate proprietary ingredients and formulas that are unique in the market.
Continuing, Fall stated that while the industry has improved the lives of many, it also faces legitimate criticisms – especially in emerging markets that have little or no exposure to this type of sales model. Africa has often been called the new frontier of growth for the direct selling industry with the region experiencing one of the highest three-year CAGR at 6%. Yet, in many African nations, legitimate direct selling businesses are often misunderstood as illegitimate schemes due to lack of awareness and relevant legislation.
The lack of industry regulatory bodies, such as a direct selling association whose mission is to provide education about the business model, has resulted in an insufficient legal definition of the industry and serious misunderstandings among authorities and the public.
“One common misconception is that it is a pyramid scheme or get-rich-quick fraud. Some critics point out that certain dishonest entities, many of whom masquerade as direct selling companies, have violated the laws by making exaggerated revenue promises, pressuring sales representatives to purchase products, and using unethical marketing strategies.”
Despite the challenges, many direct selling companies are determined to change the industry’s image in Sub-Saharan Africa. The largest organisation representing the global direct selling industry, the World Federation of Direct Selling Associations (WFDSA), published an official Code of Ethics governing the actions of direct selling companies and their responsibilities towards ensuring fair competition and operating according to local customer protection laws – a toolkit that direct selling companies adhere to worldwide.
For businesses such as QNET, a lifestyle and wellness-focused direct selling company, implementing more robust procedures, such as regular training and monitoring of distributors’ activities to ensure adherence to sales practices, product sales and compensation claims, and product safety regulations, is a crucial component to addressing the misconceptions about direct selling. For example, training programmes, such as QNETPro, help educate, inform, and train distributors on how direct selling works, QNET’s product portfolio, and compensation plans.
Direct selling companies can improve transparency by providing clear and accurate compensation plans and product pricing information to governments, legislative bodies, distributors, and customers to combat misinformation regarding the industry. Creating and maintaining freely accessible resources, such as the WFDSA website and the Direct Selling Disinformation Centre, are positive steps towards shifting the public’s perspective on direct selling, and help local communities benefit from this industry.
speaking on the way forward, Fall argued direct selling in Sub-Saharan Africa has emerged as a significant driver of alternative employment opportunities and economic empowerment, while also providing customers with unique and diverse products. “The industry has successfully enabled individuals, including those with limited resources, to start their own businesses and generate income, fostering entrepreneurship and skill development.
However, direct selling faces challenges in the region, including misconceptions, regulatory gaps, and fraudulent entities. To overcome these obstacles, direct selling companies are taking proactive measures, such as adhering to codes of ethics, implementing training programs, and enhancing transparency.
By educating the public, engaging with regulatory bodies, and providing accessible resources, the industry aims to transform the narrative and highlight the positive impact of direct selling in Sub-Saharan Africa, empowering individuals and contributing to local economies”, he said.
Vivo, Chinese smartphone maker has signed a memorandum of understanding (MoU) with Credit Direct, Nigerian consumer finance company to launch a device financing programme in the country.
L-R: Toni Liu, CEO, vivo Nigeria, and Chukwuma Nwanze, MD/CEO, Credit Direct, at the MoU signing in Lagos
This initiative aims to remove barriers to smartphone ownership while supporting Vivo’s expansion strategy in Nigeria.
Under the terms of the agreement, customers can purchase a Vivo smartphone by paying 20% upfront and spreading the remaining balance over six months.
Credit Direct will provide the financing.
Both companies target sales of more than 200,000 devices in the first year.
“People who need smartphones but cannot pay upfront can now do so through a payment plan that does not strain their monthly income. Our mission has always been to make financial solutions a universal opportunity, and this is exactly what this represents in practice. I am truly excited about what we can achieve together,” said Chukwuma Nwanze, chief executive officer of Credit Direct.
This initiative comes as smartphone financing programs gain momentum across Africa, where device affordability remains a key barrier to mobile internet adoption.
According to the GSMA, the median cost of an entry-level smartphone in Nigeria fell from $84 in 2018 to $18 in 2024, reducing its share of average monthly income to 26%.
However, currency depreciation and rising living costs have offset much of this progress.
For the poorest 40% of Nigerians, an entry-level smartphone still represents 56% of monthly income, while it accounts for 73% for the poorest 20%, highlighting persistent affordability constraints among vulnerable households.
Despite these challenges, smartphone ownership reached only 27% in Nigeria in 2024, according to the GSMA, leaving significant room for growth.
Data from StatCounter shows that Vivo held a 1.18% market share at the end of March 2026.
The company remains far behind market leader Tecno with 18.72%, followed by Infinix at 16.28%, Samsung at 15.4%, Apple at 14.15%, and Xiaomi at 8.17%.
Other players such as Oppo, Itel, and Huawei also operate in the market.
Nigeria’s foremost payments and financial inclusion dialogue platform, Payments Forum Nigeria (PAFON 3.0), will hold this Friday, April 24, 2026, at the prestigious Lagos Oriental Hotel, Lekki Road, bringing together regulators, fintech leaders, banks, policymakers, agent networks, cybersecurity experts, innovators, and ecosystem stakeholders to shape the future of digital payments in Nigeria.
Payments Forum Nigeria (PAFON 3.0
With the theme: “Fair Digital Payments as a Catalyst for Deepening Financial Inclusion in Nigeria,” PAFON 3.0 comes at a defining moment for the country’s digital economy as stakeholders seek practical pathways to close the inclusion gap, strengthen trust in payment systems, and accelerate access for underserved populations.
Why PAFON 3.0 is Different
“Unlike routine conferences, PAFON is a solutions-driven forum designed to bridge policy conversations with market realities.
“The event uniquely convenes fintech operators, agent banking networks, cooperatives, payment innovators, cybersecurity professionals, and thought leaders under one roof to tackle real challenges affecting Nigerians at the grassroots”, said Peter Oluka, co-convener of Payments Forum Nigeria.
“From digital trust and cybersecurity to agency banking, embedded finance, stablecoins, eNaira, SME growth, and healthcare financing, PAFON 3.0 is positioned as one of the most strategic gatherings in Nigeria’s payments ecosystem this year”, Oluka added.
High-Profile Keynote Speakers Confirmed
This year’s edition will feature a distinguished lineup of keynote speakers and industry leaders, including Prof. Adewale Peter Obadare, chief visionary officer, Digital Encode, and Dr. Jameelah Sherrief-Ayedu, vice president, FintechNGR & CEO, Credit Registry
Other confirmed speakers include, Dennis Ajalie, managing director, TeamApt Ltd.; Mr. Chika Nwosu, managing director, PalmPay Nigeria; Uche Uzoebo, MD/CEO, Shared Agent Network Expansion Facilities (SANEF Limited): Special Guest of Honour; Chike Onwuegbuchi, Chairman, Nigeria Information Technology Reporters Association of Nigeria (NITRA); Mojeed Abayomi Agboola, national president, Financial Inclusion Agents Multipurpose Cooperative Society (FIAMCS); Ibirogba Oluwagunwa, chairman Lagos Chapter, Association of Mobile Money and Bank Agents in Nigeria (AMMBAN); Sarafadeen Atanda Fasasi, and president, Association of Financial Inclusion Agents of Nigeria (AFIAN).
Fireside Chat on Africa’s Next Innovators
Another standout session will explore the future of digital currencies and regional interoperability: Stablecoins vs. eNaira: Orchestrating a Unified Digital Payment Rail for West Africa
This special fireside chat, hosted in collaboration with Lagos Blockchain Week, promises fresh perspectives on the next phase of Africa’s payment innovation journey.
Chuwuemeka Enoch Mbaebie, Lead convener of LBW will host the session alongside Senator Ihenyen, Lead Partner of Infusion Lawyers and Founding Trustee of the Virtual Asset Service Providers Association (VASPA); Victoria Oluebube Igboanugo, marketing lead, Lagos Blockchain Week; Chidubem Emelumadu, ecosystem lead (Africa), Lisk, and Harrison Obiefule, Nigerian lead for Superteam.
More Activities Lined Up
Attendees will also experience product demo of Myitura Healthcare Financing Solution;
Townhall Meeting on The State of Agency Banking in Nigeria led by AMMBAN; Goodwill messages from leading institutions and industry associations, and strategic networking with decision-makers across banking, fintech, regulation, media, and innovation ecosystems
PAFON 3.0 is expected to attract C-suite executives, startup founders, regulators, investors, digital payment operators, development institutions, policymakers, and professionals seeking to understand where Nigeria’s payment future is heading.
Participation
Participation is free.
The application deadline for the fifth edition of the MTN Media Innovation Programme (MIP) has been extended to April 25, 2026, organisers have announced.
MTN Nigeria Media Innovation Programme
The extension offers additional time for qualified media professionals and digital content creators across Nigeria to apply for the fully funded programme aimed at advancing storytelling and media innovation.
The initiative is sponsored by MTN Nigeria in partnership with the School of Media and Communication, Pan-Atlantic University (PAU).
Organisers said the 2026 cohort would admit 25 fellows, an increase from the previous 20, in line with MTN Nigeria’s 25th anniversary and its continued commitment to strengthening the country’s media ecosystem.
Launched in 2022, the six-month certificate programme provides participants with training in media innovation, leadership and digital transformation.
It features academic sessions at PAU, industry engagements and an international study visit, including sessions at the University of Johannesburg.
According to the organisers, the programme has produced a growing network of alumni contributing to Nigeria’s media landscape through leadership roles, new media ventures and impactful storytelling.
The programme is open to practitioners across print, broadcast, digital and social media, with applicants expected to demonstrate a strong commitment to innovation and professional development.
Interested applicants can submit their entries through the School of Media and Communication website.
Shortlisted candidates will undergo a rigorous selection process, with successful applicants expected to commence the programme in May 2026.
Nigeria CommunicationsWeek reports that the initiative is part of broader efforts to equip media professionals with the skills needed to adapt to the evolving digital economy.
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