E-Business
Mastering the Skills of Effective e-Marketing In Nigeria
The reason most businesses in Nigeria have not really established their online presence is because of their opinion and the way the internet is being seen. Like I have always said in my previous articles, every business should use the infrastructure of the internet in one way or the other if they want to survive this age. It gives your business a boost, integrity, wider reach, global recognition and patronage resulting in additional profit.
The internet will be maximized for business purposes here in Nigeria, when it is viewed as a marketing medium which has the advantage of instant interactivity and response. It should also be seen as a marketing communication tool which can reach a large number of targeted prospects faster than the traditional methods of marketing and it is cost effective too.
Bearing this in mind, the basic marketing principles for businesses should also be applied here but this time it is done differently.
Here are basic e-marketing strategies which when mastered will impact greatly on the way businesses are being done today. They also serve as a guide to help (individuals, small businesses, entrepreneurs, organizations etc.) avoid the pitfalls while taking their businesses online. They are simply:
a. How to choose the right concept for your online business
b. How to build your customer base.
Choosing the Right Concept for your Business
when establishing your web presence, the concept of your business should be well planned. This is where it all starts; good planning will determine how successful your online business will be.
Choosing the right concept for your online business involves, finding a profitable niche and building your online shop or office (your website) to suit the niche you want to play in.
A niche market according to Wikipedia (an online dictionary)is a focused, targetable portion of a market. It is a narrowly defined group of potential customers. Your online business should be one that addresses a particular need.
A.P. Giannini, the founder of Bank of America (BoA), one of the most influential bankers of the twentieth century said “serving the needs of others is the only legitimate business today.
Your success online is guaranteed when you focus on a particular small group and satisfy them. You should specialize on a core service or product for you to become an expert.
A good and profitable niche can be one in which you are already an expert in, where there is good competition resulting in demand, one you have special interest in or passion for.
After choosing the right niche for your online business, another challenge you have, is to pick the right concept for your website. Your website is your online store or office. This is very important because if you pick the wrong concept for your website you will get the wrong result no matter the market you are playing in. It also becomes more interesting when you know that there are billions of websites on the internet so you can’t afford to miss it here. Don’t just have a website, get the concept right.
The concept of your website must either be a sales website or a portal website. A sales website is one which is totally designed to sell your products or services online like amazon.com. While a portal website is one which is basically built with the mind of first providing good content, service and specific information for your prospects for free, thereby attracting more people (traffic) to it like Yahoo.
The portal website makes the bulk of its revenue from advertising and back-end products. Which ever one your business falls into, you should understand the techniques involved. Your website must also be designed in a simple way so that your prospects find it easy to navigate through in a short while.
The next thing to consider is to choose the right domain name for your business. Your domain name is simply the name of your business on the internet that is the name of your website. It is your web address which your customers will use to locate your business on the internet. It also has to be registered online ones you have selected a name.
Simple tips to follow when choosing a name for your website.
1. The name of your website must reflect the type of business you do.
2. Short and sharp names are usually very easy to remember and they also allow your prospects to spell it easily and correctly.
3. It must be unique, to reduce competition in that niche.
4. If you want to use your name, make sure you are such a popular person and that it is a personal site.
Building your Customer Base
After finding a profitable niche and building a website around your product or service, your next task is to start building a list of prospects who will become potential customers. This process is known as List building. To be successful in online business, you just have to build a database of your customers, it is always said in internet marketing that the money is in the list.
In building your customer base, the unique and specific benefits which differentiate your business from others should be emphasized and boldly spelt out. It is what will attract prospects to your website.
Like every successful business has what they are known for as their unique selling proposition (USP), here you can also regard it as the Ultimate advantage of doing business with you, Sensational offers you give your prospects and Powerful promise which you always deliver. Your USP must solve the customers’ immediate problem while you build a lasting relationship with them.
All am trying to establish here is that your marketing campaign or the focal point of your business should be on making the customer feel right, you should be customer-centric not product-centric or profit-centric, this is where most businesses in Nigeria miss It.
So in building your list, your first goal with any visitor to your website is to make them see what is in it for them within few seconds and get them on your email list. They should be made to subscribe to your email list by willingly ‘opting in’ thereby allowing you to contact them subsequently through their emails. This is known as e-mail marketing.
Web based applications such as the auto responders and the list serves now automate your email campaign and give you all the data about your prospect and the follow up details. This simple and automated act of making your prospects willingly subscribe to your email marketing messages is very important because statistics have shown that over 70% of internet users check their emails and don’t have time to browse sites.
Ones you have succeeded in getting them on your list the first time, you can have the time to build up their confidence with benefit-driven sales copy and your USP that compels them to buy your product or service always. You can also seek expert advice where necessary.
Do these simple things well you would have mastered the skills of effective e-marketing 101!
E-Business
Jumia Seeks for Payment Harmonisation, Stronger Policies to Boost Africa’s Digital Trade

Jumia Nigeria has reaffirmed its role as one of the leading forces driving the adoption of e-commerce in Nigeria, saying sustained investment in consumer trust, local logistics and digital infrastructure has helped expand online shopping while laying the foundation for Africa’s broader digital commerce ecosystem.

Speaking during a panel discussion at the AfCFTA Digital Trade Forum 2026, the Chief Executive Officer of Jumia Nigeria, Temidayo Ojo, said the company’s experience over the years shows that building consumer confidence remains the single most important factor in accelerating e-commerce adoption across the continent.
According to him, while millions of Nigerians have embraced online shopping, significant opportunities still exist to bring many more consumers into the digital marketplace through stronger consumer protection, seamless payment systems and supportive public policies.
Ojo noted that Jumia’s growth has mirrored the increasing acceptance of e-commerce in Nigeria, with the company consistently investing in technologies, logistics capabilities and customer experience initiatives that have made online shopping more accessible, convenient and reliable for consumers.
He explained that one of the biggest challenges facing digital commerce remains consumer trust, particularly among first-time online shoppers who are unable to physically inspect products before making purchases. To address this, Jumia has continuously strengthened its customer experience through reliable delivery, transparent order tracking, quality assurance and responsive dispute resolution processes that encourage repeat purchases and long-term confidence in online retail.
“Trust is the currency of digital commerce,” Ojo said, adding that stronger consumer protection frameworks across African markets would further accelerate the growth of the sector by giving consumers greater confidence whenever issues such as payment disputes, delayed deliveries or product quality concerns arise.
Beyond consumer confidence, Ojo identified fragmented payment systems as one of the major obstacles limiting intra-African digital trade. Despite significant innovation within Africa’s fintech ecosystem, varying regulations and limited interoperability continue to make cross-border transactions more complex than necessary.
He called for greater harmonisation of payment frameworks across the continent, noting that seamless digital payments would make it easier for businesses to scale beyond their domestic markets while allowing consumers to transact effortlessly across borders.
Ojo also emphasised the importance of stronger collaboration between governments and the private sector in creating an enabling environment for digital businesses. According to him, coordinated policies and regulatory certainty would accelerate investment, encourage innovation and strengthen confidence in Africa’s digital economy.
As one of Africa’s largest e-commerce platforms, Jumia sees regional integration as a significant growth opportunity. The company already connects tens of thousands of merchants with consumers across several African markets and believes improved cross-border trade policies would enable many more local businesses to reach new customers beyond their national boundaries.
Such integration, he said, has the potential to unlock access to a combined consumer market of more than 500 million people, creating new opportunities for African enterprises to trade with one another and strengthen the continent’s digital economy.
He added that while many first-time shoppers initially prefer cash-on-delivery because of perceived risks, their confidence in digital payments increases significantly after experiencing reliable service, quality products and efficient deliveries.
According to Ojo, Jumia’s journey reflects the broader evolution of e-commerce in Nigeria, one driven by sustained investments in trust, technology and local partnerships. He maintained that with stronger consumer protection, harmonised regulations and deeper collaboration between governments and the private sector, Africa is well positioned to unlock the next phase of digital commerce growth.
E-Business
TD Africa Sponsors Check Point Secure 360 Summit to Boost Cybersecurity in Nigeria

Africa’s leading technology distributor Powerhouse, TD Africa, has reaffirmed its commitment to advancing cybersecurity awareness and digital resilience by sponsoring the 3rd Annual Secure 360 Summit Nigeria 2026, hosted by global cybersecurity leader Check Point Software Technologies, as Gold Sponsor.

Chioma Chimere, Coordinating Managing Director, TD Africa
This year’s summit was held in Abuja and Lagos, bringing together key stakeholders from across Nigeria’s technology ecosystem.
Now in its third edition, the Secure 360 Summit has evolved into one of Nigeria’s premier cybersecurity forums, bringing together Chief Information Security Officers (CISOs), Chief Information Officers (CIOs), IT Directors, and senior technology leaders from the financial services, telecommunications, enterprise, energy, and public sectors to address today’s rapidly evolving cyber threat landscape.
Speaking on the significance of the summit, Kingsley Oseghale, Country Manager, Check Point Nigeria, emphasized the need for stronger collaboration in tackling emerging cyber risks. “Cybersecurity has become a business priority rather than just an IT concern.
“Through the Secure 360 Summit, we continue to provide a platform for industry leaders to exchange insights, strengthen partnerships, and explore innovative approaches to securing today’s digital economy.
“We are pleased to have TD Africa as a valued partner in driving cybersecurity awareness across Nigeria.”
In her remarks, Chioma Chimere, Coordinating Managing Director, TD Africa, applauded Check Point for creating a platform that addresses one of the most critical challenges facing businesses and individuals. “Cybersecurity is everyone’s business. We owe it to ourselves, our organisations, and our communities to remain security-conscious in an increasingly connected world.
“At TD Africa, innovation drives everything we do, and innovation can only thrive in a secure environment.
“This is why we are proud to support initiatives like the Secure 360 Summit that promote knowledge sharing and strengthen our collective cyber resilience.”
The summit featured expert-led sessions on emerging cyber threats, artificial intelligence, cloud security, ransomware, and strategies for building resilient digital infrastructures, equipping participants with practical insights to navigate today’s cybersecurity landscape.
Through its continued partnership with global technology leaders like Check Point, TD Africa remains committed to empowering businesses across Africa with world-class cybersecurity solutions, fostering industry collaboration, and driving the continent’s secure digital transformation.
E-Business
Tinubu Orders NIMC to Enrol Every Nigerian by End of this Year – DG

President Bola Tinubu has directed the National Identity Management Commission (NIMC) to ensure that every Nigerian is enrolled in the national identity database before the end of 2026, according to Abisoye Coker-Odusote, director general and chief executive officer of the agency.

Abisoye Coker-Odusote, director general and chief executive officer, NIMC
Coker-Odusote, who appeared on Channels Television, said the directive forms part of the federal government’s efforts to establish a comprehensive national identity system capable of supporting effective governance, planning, and service delivery.
“The President has given us till the end of this year to make sure that we capture every single Nigerian,” she said.
According to her, NIMC is working with partners under the World Bank-supported Identification for Development (ID4D) project to accelerate nationwide enrolment.
“What we have done is we have partnered through the World Bank ID4D project with front-end partners. They are part of the digital identity ecosystem. These are private citizens that we’ve enabled and given jobs to enrol citizens on our behalf,” she explained.
She stressed that the National Identification Number (NIN) remains a unique identifier, ensuring that every individual is registered only once.
“That’s why it’s called a unique identifier, so that you’re only enrolled once,” the NIMC DG added.
Coker-Odusote said Nigeria’s actual population remains uncertain, with estimates ranging from 200 million to 250 million, making a comprehensive identity database essential for national planning.
“It is estimated that we’re 200 million. When we’re done enrolling, we will then know the actual numbers that we have. Some estimates say 230 million, while a few people say 250 million.
“Your identity is basically the foundation for effective governance and service delivery. How can you plan if you don’t know the total number of persons that you have? We have been mandated by Mr President to go down to the community levels to enrol every single Nigerian”, she said.
Responding to concerns about whether an individual could obtain multiple identities by registering in different locations or under different names, the NIMC boss said the commission’s biometric verification system prevents such occurrences.
She explained that while the previous system could accept duplicate enrolments before detecting them later, the current process automatically identifies and invalidates multiple registrations.
“The legacy system had no way of verifying at the front end whether you had already been captured. Once the record comes into the system, it flags it as a duplicate or that the person already exists in the database.
“You would only have one identity generated for you. The other record goes into a deduplication bucket where it is invalidated,” she said.
The NIMC DG added that biometric verification, including fingerprints and facial recognition, makes it virtually impossible for one person to maintain multiple identities.
“Absolutely. One of the things that this Act has done is to cement our role in capturing biometrics. Private and public sector organisations will no longer capture biometrics independently. They will validate identities through API integration with NIMC.
“The telcos are already doing that with us. If you need a SIM card, they capture your facial biometrics, which are matched against our database in real time to confirm that you are who you claim to be. We’re using biometric validation to tighten security around identity confirmation,” she said.
The remarks come weeks after Tinubu signed the National Identity Management Commission (NIMC) Act 2026 into law on June 26, repealing the 2007 legislation.
The new law reinforces the “One Person, One Identity” policy by making the NIN the country’s foundational identity credential for accessing government and essential private services, including banking, passport applications, tax administration, pensions, land transactions, and consumer credit.
It also introduces stiffer penalties for identity theft, multiple registrations and unauthorised access to personal identity data, while strengthening data privacy protections and granting NIMC wider powers to investigate identity-related offences.
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