Beyond likes and followers: Six ways to build sustainable e-commerce brand in Nigeria

Nigeria’s e-commerce landscape is undergoing rapid transformation. From fashion and gadgets to groceries and beauty products, more Nigerians are shopping online than ever before.

According to DataReportal, the country recorded 103 million internet users as of January 2024, with digital payments and smartphone penetration driving a surge in online retail.

But while opportunity abounds, so does competition. Thousands of small businesses now trade daily across Instagram, WhatsApp, and local marketplaces. For many entrepreneurs, the challenge is no longer getting online—it’s standing out and building a business that lasts.

Kehinde Ogundare, country head of Zoho Nigeria, outlined six actionable strategies that can help e-commerce entrepreneurs in Nigeria grow beyond social media metrics and build sustainable, trusted brands.

1. Focus on a niche, not the crowd

Ogundare emphasised that one of the biggest mistakes online sellers make is trying to appeal to everyone. “The internet gives you reach, but success comes from focus,” he said.

Instead of chasing mass appeal, businesses should identify specific audiences whose needs they understand deeply, whether that is fitness enthusiasts, parents, or tech-savvy students. A niche approach allows for more targeted messaging, pricing, and product design. It also builds credibility and customer loyalty faster than generic marketing, especially for small businesses with limited advertising budgets.

2. Build relationships beyond social media

While social platforms are powerful for visibility, Ogundare warned that they are also unpredictable. “Algorithms change, engagement drops, and overnight, you can lose access to your followers,” he noted.

He advised entrepreneurs to diversify their communication channels through email newsletters, WhatsApp communities, and loyalty programs. These create direct, reliable touchpoints with customers and allow brands to share updates, provide support, and offer exclusive value beyond discounts. “Consistent, meaningful engagement builds trust that lasts longer than trends,” he said.

3. Use data to understand customer behaviour

Every click, search, and abandoned cart tells a story. Ogundare encouraged e-commerce owners to rely on data to make smarter decisions.

By studying analytics and feedback, sellers can uncover what drives or discourages purchases. For instance, high drop-off rates during checkout may indicate payment issues or unclear delivery options. Fixing such friction points can immediately boost conversions. “Data eliminates guesswork—it helps you build experiences your customers actually enjoy,” he said.

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4. Create content that answers real questions

Trust remains a major barrier for online shoppers in Nigeria. Many consumers research extensively before buying, especially from lesser-known brands. To address this, Ogundare recommended that businesses produce clear, useful content that educates customers.

“Your website and social pages should answer the questions people are already asking,” he said. A skincare brand might share guides on ingredients and routines, while a tech store could publish short explainers on product features. When brands become helpful sources of information, customers see them as credible and dependable.

5. Explore automation and AI for efficiency

Artificial Intelligence (AI) is transforming small business operations globally—and Nigeria is no exception. Ogundare noted that automation tools, from chatbots to inventory tracking systems, can save time and improve accuracy.

“AI isn’t about replacing people; it is about freeing up your time to focus on what matters most, which include understanding and serving your customers,” he said. Even simple AI-driven tools can analyze buying patterns, manage stock levels, and personalize recommendations, giving small businesses the same efficiency edge as larger competitors.

6. Build credibility through customer voices

In a marketplace filled with choices, reputation is currency. Ogundare urged businesses to highlight real customer experiences. “Nigerians trust what other Nigerians say,” he explained.

Displaying verified reviews, testimonials, or user-generated content builds social proof and reassures potential buyers. Encouraging customers to share feedback not only strengthens trust but also shows transparency and confidence in the brand’s products.

Building for the long term

Ogundare concluded that sustainable e-commerce growth in Nigeria isn’t about chasing every new platform or pouring money into ads. “It is about clarity, consistency, and connection,” he said.

As Nigeria’s digital economy continues to expand, the entrepreneurs who will thrive are those who invest in relationships, learn from data, and put customer trust at the center of everything they do.

In a crowded digital marketplace, likes and followers may spark visibility—but authenticity, focus, and service will sustain the journey.