Joy Agwunobi
E-commerce in Nigeria has crossed the threshold from novelty to normalcy. What began as a slow experiment in digital retail has become an everyday behaviour, reshaped by the country’s mobile-first culture and the sheer influence of social media.
More shoppers today begin their buying journey on their smartphones rather than in physical stores, navigating a marketplace built across WhatsApp Status updates, TikTok feeds, Instagram Reels, Facebook groups, and even Telegram channels.
This shift is a reflection of how deeply embedded digital consumption has become in Nigeria’s retail life. The casual habit of watching TikTok videos or checking WhatsApp broadcasts has gradually morphed into a powerful commercial ecosystem where product discovery, persuasion, negotiation and purchase all take place in the same digital space.
The rise of social platforms as Nigeria’s ‘street malls’
Once dominated by structured players like Jumia and Konga, Nigeria’s online retail scene is now increasingly steered by the spontaneous, flexible, and highly personal world of social commerce. Platforms such as TikTok, Instagram, Facebook and WhatsApp have evolved from entertainment or messaging tools into active shopping environments, the digital equivalent of neighbourhood markets.
Insights from DHL illustrate this emerging reality. The logistics company notes that close to 37 million Nigerians spend about four hours daily on major social platforms, transforming them into high-traffic retail avenues where sellers reach buyers without needing websites, storefronts or paid advertising. This momentum is supported by the country’s expanding digital infrastructure.
Latest figures from the Nigerian Communications Commission (NCC) show that as of September 2025, Nigeria recorded over 170 million mobile connections, accompanied by a boost in internet consumption to more than 1.1 million terabytes. These patterns point to a population increasingly plugged into digital life and increasingly ready to shop within it.
How Nigeria’s e-commerce journey evolved
The growth of online shopping in Nigeria did not happen overnight. In the early years, formal platforms faced initial adoption barriers, largely due to trust issues, limited digital payment infrastructure, and inconsistent delivery networks. Many shoppers hesitated to pay before delivery and preferred inspecting goods physically, a cultural preference influenced by traditional market practices.
The COVID-19 pandemic became a turning point. Lockdowns and movement restrictions nudged many Nigerians toward digital alternatives, accelerating online shopping adoption. With stores closed and markets operating at reduced capacity, mobile-driven retail became a necessity rather than an option. This period introduced millions of first-time buyers to e-commerce platforms and, even more importantly, to social commerce driven by sellers who used WhatsApp and Instagram to keep business alive.
Over time, improved smartphone penetration, and the rise of fintech-enabled payments strengthened the foundation of Nigeria’s digital retail ecosystem. Today, mobile phones are the primary gateway to online shopping, supported by transfers, USSD codes, wallet payments and the reliability of instant receipts.
While formal e-commerce platforms helped shape early online retail, social commerce is now driving the strongest momentum. Everyday Nigerians from students and stay-at-home mothers to fashion retailers, tech-accessory sellers and even established SMEs now treat their social platforms as full-fledged business hubs.
WhatsApp: Nigeria’s unofficial digital marketplace
Among all platforms, WhatsApp Business has become the engine room of everyday commerce. Its appeal lies in its simplicity and intimacy. Vendors use WhatsApp Status as a daily storefront, updating hundreds of contacts the same way a market trader arranges new stock every morning. Customers respond instantly, negotiate prices in real time, make payments, and receive order confirmations within minutes.
Features like product catalogues, broadcast lists, automated replies and low data usage make WhatsApp welcoming to both new digital entrepreneurs and long-time physical traders shifting online.
Instagram and TikTok: where trends become transactions
In the more visually driven corners of Nigeria’s social internet, Instagram and TikTok have emerged as powerful engines of impulsive buying. Short videos, fashion try-ons, skincare routines, gadget demos and creator-driven reviews shape what millions decide to purchase daily. One viral clip can create national demand overnight.
What makes these platforms particularly influential is the authenticity and relatability in the content. Young Nigerians trust reviews from creators whose lifestyles, budgets or outfits feel familiar. Vendors now pair their marketing with influencers, from nano-creators to major personalities, to amplify credibility and reach.
Facebook and Telegram: the hubs for bulk and thrift retail
Outside major urban centers, Facebook and Telegram continue to dominate mass-market commerce. Their group-based communities function like digital versions of local markets, known for thrift clothing (“okrika”), electronics, household supplies and bulk items. Their success is tied to Nigeria’s strong referral culture, the “my plug” mentality where buyers rely on trusted sellers recommended within closed communities.
Why Nigerians are choosing social shopping
Research by GreenWare Tech shows that social media usage in Nigeria has reached record levels, with more than 30 million active users and a steady rise in smartphone penetration. The firm identified several factors shaping the adoption of social commerce:One of the strongest drivers is the trust Nigerians place in influencers and everyday content creators. Product decisions are often shaped by relatable reviews, short try-on clips, and testimonials that feel more genuine than traditional adverts.
Closely linked to this is the power of short-form videos. Platforms like TikTok and Instagram Reels compress product demonstrations into a few seconds of compelling visuals, creating instant emotional impact and triggering rapid purchase decisions.
The buying experience is also extremely fast and direct. Features such as Shop buttons, tagged products, WhatsApp ordering links, in-app checkout options and instantly shareable payment confirmations make it possible for a shopper to move from discovery to payment in minutes. This seamless flow has removed much of the friction that once slowed online transactions.
Affordability plays another key role. Many vendors on social platforms offer low-cost or moderately priced items that appeal to Nigeria’s price-sensitive population, ensuring that new trends spread quickly and products move fast. For sellers, the barrier to entry is low as they do not need a website, or a physical shop, only consistent content, a smartphone and mobile data. This simplicity has enabled thousands of young Nigerians to turn side hustles into full businesses.
All of these factors are reinforced by the country’s mobile-first culture. According to the firm, most Nigerians access the internet exclusively through their smartphones, a behaviour that aligns perfectly with the shopping experience offered by these social media apps. The result is a retail environment where entertainment, discovery and commerce blend effortlessly, shaping a new era of digital buying and selling across the country.
However, despite this momentum, established platforms like Jumia and Konga still play vital roles for high-value and structured purchases, as they offer buyer protection, return policies, delivery networks, and reliable product categorisation.
Market Outlook: Research & Markets data strengthens the big picture
While behavioural shifts explain the rise of social shopping, fresh market data shows just how quickly the sector is expanding. According to a new report by Research and Markets, Nigeria’s social commerce market is expected to grow by 24 percent in 2025, reaching an estimated $2.04 billion.
This follows a robust performance between 2021 and 2024, when the sector recorded a CAGR of 36.5 percent. Although growth is expected to stabilise, the market is still projected to expand at a healthy CAGR of 14.2 percent between 2025 and 2030, rising from $1.64 billion in 2024 to approximately $3.96 billion by 2030.This trajectory aligns seamlessly with the broader transformation already visible across Nigeria’s digital retail ecosystem.
What will drive growth over the next 2–4 years
The Research & Markets report projects that the next phase of Nigeria’s social commerce evolution will be more structured, more technologically driven and more competitive.
According to the report, over the coming two to four years, platforms and businesses are expected to deepen their use of AI-driven product recommendations, automated support features and frictionless payment flows. As trust in online transactions improves, companies will invest more in personalised shopping experiences while adapting to stricter regulatory oversight around data privacy, consumer protection and fair competition.
A key catalyst for this next phase is the rapid integration of shopping features directly into social media apps. Instagram and Facebook now offer in-app stores designed for Nigerian users, enabling product catalogues, direct messaging, and payments without external websites. As these features mature, they are expected to incorporate stronger recommendation engines and more seamless checkout tools, further tightening the link between discovery and purchase.
Live shopping is also becoming a central growth engine. Facebook Live, Instagram Live and TikTok have enabled sellers to replicate the energy of physical markets through real-time product demonstrations, Q&A sessions and limited-time discount offers. This format boosts trust and creates the sense of urgency that drives quick purchasing decisions. With better streaming quality and payment integration coming, live commerce is poised to become a standard retail strategy.
At the ecosystem level, competition is intensifying. Global platforms,TikTok, Facebook, Instagram and WhatsApp, continue to dominate, but local players like Jumia are strengthening partnerships to remain relevant. Meanwhile, niche entrants focusing on beauty, thrift fashion, luxury resale and budget electronics are widening consumer choice and pushing innovation.
The report emphasises that Nigeria’s future digital retail landscape will be shaped by regulatory adjustments, evolving consumer expectations and the deeper integration of embedded finance tools such as Buy Now Pay Later, micro-credit options, digital wallets and escrow-style protections. These features will make online shopping more accessible to younger, price-sensitive buyers while strengthening trust in social-led transactions.
Outlook
According to Research & Markets, Nigeria’s social commerce sector will maintain its upward trajectory over the next few years, driven by technological innovation, mobile-first adoption and the integration of financial services that enhance affordability. But the report also warns that businesses must stay attuned to regulatory developments, data privacy expectations and shifting consumer behaviour to remain competitive.
Trust, personalisation and seamless transaction experiences are increasingly emerging as the core competitive edges in Nigeria’s fast-evolving digital commerce space. Analysts argue that the platforms and businesses that can deliver these three elements consistently will dominate the next phase of market expansion.
As the sector matures, the report stresses that stronger attention to data privacy as well as clearer consumer-protection safeguards will become essential, not just for regulatory compliance but for sustaining long-term confidence in social commerce.
