09/04/2025
Let me just be honest with you.
One thing nobody really tells you when starting an e-commerce or retail business online in Nigeria is this:
Nigerians are not used to shopping on websites⌠not because they canât, but because most people are just plain lazy about it.
Yes, I said it!
Weâd rather scroll through WhatsApp, DM on Instagram, or chat with a vendor than click âadd to cartâ and âcheckout.â Why? Because thatâs what weâre used to.
We donât like stress, and many websites are not even helping the matter , theyâre confusing, slow, and donât âfeelâ like a real shop. So we just waka pass.
Now, hereâs what I wish I knew from day one:
If youâre starting your online retail business in Nigeria, donât expect people to automatically use your website just because you posted the link. You have to train your customers. Baby steps. Make it super easy.
Hereâs what works:
1. Make your website user-friendly. Iâm talking âaunty-wey-no-too-sabi-phoneâ friendly. Simple layout. Big buttons. Few steps. Clear pictures. Fast loading. No confusion. If your website is too long or difficult, they will bounce.
2. Create mad offers. I mean mouth-watering discounts. Give them something that makes them say, âAh, let me just buy it from the website.â Study how Jumia, Temu, even Shein move , cheap prices, free delivery, âpay small small,â or âfirst time shopper gift.â Youâll think theyâre not making money but they are playing the long game.
3. Donât focus on profit in the first 6 months â 1 year. Yes, it sounds crazy. But if you're just starting, your real goal is getting people to know, like, and trust your website. Your goal is to plant the seed , profits will grow later.
Even if you're working with a small SME budget, run aggressive awareness campaigns. Sponsor posts, run discount codes, do giveaways, beg influencers (if you must), but just let people see your website as often as possible.
Bottom line: donât wait for Nigerians to âchange.â Meet them where they are and guide them slowly.
If youâre real with them and make it worth their while, theyâll come around