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OLX Believes Classified Ads Space in Nigeria is Booming – Masha

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Lola Masha is the country manager, OLX Nigeria
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Lola Masha is the country manager, OLX Nigeria, the leading online classifieds player in the country. Lola Masha joined OLX Nigeria in February 2014 with the goal of building a world-class online classifieds business that stands out from its competition.
Lola, holds a PhD in Engineering from the University of California, Berkeley. She is an outstanding individual with expertise in business development, entrepreneurship, operational transformation, strategy and product development, across numerous industries including technology and consulting. 
She has significant international experience and has worked with brands like Google and McKinsey Consulting. In this interview with Peter Ugwu, she shares her passion about the e-commerce space in Nigeria, discussing OLX’s ambition for growth in the market.

The Concept: OLX
OLX is the number one online classifieds site in Nigeria and in some markets globally. It is a vibrant platform for buyers to meet sellers to trade. We are an online marketplace operating in 40 countries in the world. We have about 200 Million monthly active users globally.

The Place of OLX in Nigeria’s e-Commerce Market
We are replicating our global achievements in Nigeria. Today, OLX is the leading online classifieds site in Nigeria by a significant margin. We have over 120,000 ads currently live on our platform across different categories such as vehicles, mobile phones, electronics, real estate that users have posted to sell to other potential buyers.

The Motivation behind Users’ Adoption of the OLX Platform
Trade is a universal need and it has happened for generations. What we do differently to facilitate trade is to provide a rich platform and excellent customer support to guide our users through the process.
At the end of the day, success is defined on the platform as being able to sell or buy a particular product. We continuously optimize our platform to ensure that our users are successful.

Challenges of Grooming/Expanding E-Commerce Platforms in Nigeria
The most important priority for us here in Nigeria is trust and safety. We need to ensure that our users feel safe and secure when they use the OLX platform.
When they feel secure, they are likely to return for more transactions. We are also doing several things to achieve trust through customer support; we review all ads posted on OLX to ensure they meet our safety criteria and requirements.
We are constantly ensuring that the ads that go live on the site are high quality ones round the clock.
Secondly, we educate our users on how to trade safely by providing safety tips on all our social media platforms. We also communicate safety tips through marketing campaigns; TV and radio commercials, radio shows and partnerships with media influencers to help educate the public.
As long as users follow our safety tips, we can assure them that they will have a safe and wonderful experience on our platform.
Some of the key safety tips are: never pay in advance; inspect the item carefully before making a purchase, meet in a public place to make the exchange and partner with us by reporting fraudulent users using the report button on the site, call or email. Simply, OLX is an online representative of what happens offline.
The same way when you go to buy a used car you first test-drive it, you get a mechanic to inspect its engine and other sensitive parts or when you buy a TV from a friend you test it to make sure it works. Users who currently follow all the necessary precautions offline, should replicate them when they use OLX.

The Alleged Nanny Employed Through OLX
What the nanny incident indicates and what became very clear to us is that Nigerians do not yet understand the difference between the online classifieds model and the e-tail model.
It also implies that we need to intensify efforts on user education, particularly on the online classifieds model, our business approach and the value the platform offers.
If this were to have happened in the United States or the United Kingdom, it would not be news, because people understand the classifieds model or if a driver was recruited via a traditional newspaper classified section and he steals, it wouldn’t make the news either.

The Foreign Investors’ Domination of Nigeria e-Commerce Space
It is never easy to build a flourishing e-commerce platform, but there are successful stories of Nigerian entrepreneurs building businesses from the ground up to enviable heights. I do not see foreign investments as a negative trend rather it is money coming into the country.
What is important is that Nigerians are able to leverage it to improve the economy that includes, creating jobs, building a stronger logistics sector, e-payment and other services required in the ecommerce eco system.
E-commerce is here to stay and any economy that values it does everything possible to protect the sector.
I think users see value in the convenience, the variety of products and access it has provided. It is a positive platform for the country and important that it continues to contribute to the economic growth of the country.

Regulations
We are fully open and in support of working with the regulators to ensure the ecommerce industry grows. It is in our interest to partner with the relevant stakeholders; the regulators, government agencies, competitors and other service providers. We must work together to make e-commerce a viable and sustainable industry in Nigeria.

Differentiating Electronic and Traditional Commerce Models
For online classifieds, one of the advantages is the access to a wide variety of goods and services conveniently.
The information you get using online classifieds compared to print classifieds is a richer set of features. If you are going to sell your car via the newspaper classifieds section, of course it wouldn’t be on the front-page but online, you can add richer content like colored pictures, detailed descriptions and so on.

OLX Acquisitions in Nigeria     
Yes, the acquisition of our competition shows that Nigeria is a priority market for us. OLX is committed to the market; we are here to stay and thrive.
If that means acquiring our competition, we are fully on ground to do so. It also speaks about the culture at OLX, we move very fast in getting things done to be successful.

Broadband and e-Commerce Growth in Nigeria
There has been a lot of progress in the last five years, which includes scaling up internet penetration in the country. I think at the moment the penetration rate stands at 38%, whereas it was less than 10% a few years ago.
However, we still have a lot of work to do in this sector. We recently partnered with MTN on the MTN APPtitude campaign to provide users the opportunity to download the OLX app free of data charges. This is an added advantage to our users, because we know data is still expensive in the market.

OLX’s Market Share Target
Our immediate target is to enhance consumer trade. Although we are leading the classifieds site in Nigeria, the market is still quite immature.  Our ambitions are to work with other stakeholders and lead the way to successfully grow the e-commerce space in Nigeria. With continued focus on delighting the Nigerian users, it is clear that OLX will continue to dominate the online classifieds space in Nigeria and across Sub-Saharan Africa.


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NIBSS Says 28 Percent of Nigerians have Registered for BVN

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Latest data report from the Nigeria Inter-Bank Settlement System (NIBSS) has pegged Nigeria’s Bank Verification Number (BVN) Database at 67.8 million registrations (27.97% of the country’s population) following a steady growth streak over the last five years.

NIBSS Says 28 Percent of Nigerians have Registered for BVN

NIBBS, which manages the BVN infrastructure for Nigeria’s financial ecosystem, revealed that BVN registrations jumped from 63.5 million in 2024 to 67.8 million by the end of 2025, representing a 4.3 million increase in a year.

The latest NIBBS data reveals a consistent upward trend across the last five years, supporting the rhetoric that the Bank Verification Number has become a major protocol for accessing financial services in the country. The enrollment figures over the last five years, according to NIBBS, are as follows.

The increase represents an estimated 6.8 per cent year-on-year growth between 2024 and 2025, one of the highest leaps over the last 5 years.

The Driving Force Behind the Increased BVN Enrollment

Analysts pinpoint the Central Bank of Nigeria’s policies and enforcement procedures as the primary driver of the five-year upward trend in BVN enrollment.

Some of the most efficient CBN policies behind the surge include the directive to restrict or freeze bank accounts lacking both a BVN and a National Identification Number (NIN), effective from April 2024.

The directive caused a stir, prompting many Nigerians to register for BVN to maintain uninterrupted financial services.

The introduction of the Non-Resident Bank Verification Number (NRBVN) initiative enabled Nigerians living abroad to obtain a BVN remotely, eliminating the need to be physically present in Nigeria.

The NRBVN programme was a game-changer, bringing the weight of the Nigerian diaspora to the fore. Its successful integration served as a significant milestone in efforts to deepen financial inclusion and formally integrate the Nigerian diaspora into the country’s financial ecosystem.

 

 


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NITDA DG Urges Stronger Collaboration to Drive Nigeria’s Digital Economy

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The Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, has called for stronger collaboration among stakeholders to unlock opportunities in Nigeria’s digital economy and accelerate national development.

Inuwa made the call at a NITDA-States IT Stakeholders’ Engagement and Ecosystem Development programme themed “Creating Opportunities, Breaking Boundaries: Towards Digitalization and Entrepreneurial Evolution.” in Abuja

Speaking at the event, the NITDA boss, represented by Mr Ajayi Babajide, Director Zonal Office Coordination, said Nigeria’s economy Africa’s largest by Gross Domestic Product (GDP) is at a critical juncture that requires urgent diversification, noting that the digital economy presents a strategic pathway to sustainable growth, job creation, and inclusive development.

He explained that in today’s interconnected world, digitalisation has become a key driver of economic transformation, offering unprecedented access to knowledge and creating opportunities for developing nations to compete globally.

According to him, the technology sector remains one of the fastest growing and most impactful segments of the global economy, stressing the need for Nigeria to position itself to fully harness its potential.
Inuwa reaffirmed NITDA’s mandate to drive and coordinate digital innovation across the country, adding that the agency is focused on creating an enabling environment that empowers all sectors, including underserved communities, to contribute meaningfully to the economy.

He highlighted the implementation of the agency’s Strategic Roadmap and Action Plan (SRAP 2.0), designed to deliver life-transforming opportunities and strengthen Nigeria’s digital ecosystem. He also pointed to the National Digital Literacy Framework (NDLF), which aims to equip citizens across various sectors with the digital skills required to thrive in a rapidly evolving economy.

The DG disclosed that NITDA has established over 100 IT centres nationwide and provided infrastructure to support digital learning and skills acquisition. However, he emphasised that sustaining and expanding these initiatives would require deeper collaboration with stakeholders.

He called for stronger partnerships among government at all levels, the private sector, academia, and civil society, noting that innovation thrives in an ecosystem supported by effective policies, access to funding, and enabling regulations.

Inuwa also stressed the importance of investing in innovation hubs and incubators to nurture startups from ideation to market readiness, enabling them to compete favourably on the global stage.

On entrepreneurship, he noted that NITDA has continued to support innovation through its special purpose vehicles, including the Office for Nigerian Digital Innovation (ONDI) and the National Centre for Artificial Intelligence and Robotics (NCAIR), which provide incubation, acceleration, and training programmes for startups and young innovators.

He observed that Nigeria’s innovation ecosystem has attracted significant investments and produced globally recognised startups, including unicorns, but said more efforts are needed to sustain the momentum.

Inuwa further noted that digitalisation holds immense potential for economic diversification, job creation, and inclusive growth, but warned that these opportunities must be deliberately harnessed through robust policies, legal frameworks, and strong institutional support.

He said the engagement provided a platform for stakeholders to exchange ideas, co-create solutions, and align strategies for the effective rollout of digital initiatives across states in line with SRAP 2.0.

The NITDA boss reiterated the agency’s commitment to fostering partnerships and providing the necessary support to drive Nigeria’s digital transformation, expressing confidence that collective efforts would deliver lasting impact.

He urged participants to remain committed to building a future where innovation thrives, opportunities are accessible, and Nigeria’s digital economy reaches its full potential.

In his earlier keynote address, the Permanent Secretary, Ministry of Innovation, Science and Technology Kogi State, Pharm. Eric Monday, explained that the state’s digital strategy is focused on applying technology to critical sectors, particularly healthcare, where efforts are underway to improve data management and expand service coverage. He added that similar interventions are being extended to works and environmental management.

He noted that outcomes from previous stakeholder engagements had helped shape actionable plans, stressing the importance of collaboration in achieving sustainable progress.

“Our goal is to learn from others while also sharing our experiences. The knowledge gained from engagements like this will help us strengthen our systems, create opportunities for our youth, and support skills development,” he said.

Highlighting ongoing projects, he disclosed that a skills acquisition centre, supported by development partners, is nearing completion and will soon be equipped to train young people in relevant digital skills.

Monday further revealed that the state is expanding its partnerships beyond Nigeria, including collaborations with Chinese organisations, to build a robust innovation ecosystem and open up new economic opportunities.

Describing Kogi as a “land of opportunity,” the official said the government is committed to leveraging its strategic position as the Confluence State to attract investment and promote growth.

Other dignitaries who delivered remarks at the event included the Permanent Secretary, Ministry of Science and Technology, Nasarawa State, Mr. Damina John, as well as the Executive Director, Commercial and Industry Development at the North Central Development Commission (NCDC), Mrs. Aisha Rufai.


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Ogun Set for Direct London Flights as Gateway Airport Gains Momentum

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His Excellency Governor Dapo Abiodun, The Governor of Ogun State, has said that the state is on course to establish direct air links to the United Kingdom, following plans by Air Peace to commence flights from the Gateway International Airport to London this summer.

Abiodun, who spoke after an inspection of the airport alongside Air Peace Chairman, Allen Onyema, said the move reflects growing investor confidence in the state’s aviation infrastructure and economic direction.

According to him, the planned operations to Heathrow Airport and London Gatwick Airport will open up Ogun State to increased trade, tourism and business travel, while easing pressure on existing international gateways.

“This airport was conceived to serve our people and support economic growth. What we are seeing now is that vision taking shape,” the governor said.

He added that cargo activities had already commenced at the airport, with projections indicating up to 50 cargo flights between April and year-end, a development expected to support exporters and manufacturers within Ogun and neighbouring states.

The Governor the state noted that discussions with multiple international and regional operators were ongoing, positioning the airport as a viable alternative for passenger and cargo movement in the Southwest.

Onyema, in his remarks, said Air Peace decided to key into the project after assessing the quality of infrastructure at the facility.

“This is one of the best-equipped airports in Sub-Saharan Africa. We will deploy our Boeing 777 aircraft for the London route because the runway and facilities can support it,” he said.

The inspection followed the recent commissioning of the airport by President Bola Ahmed Tinubu. With the planned London operations and growing cargo traffic, Abiodun expressed confidence that Gateway International Airport would strengthen Ogun State’s position as a key economic hub in Nigeria.


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