Nigeria E-commerce Trends 2024: What To Expect

The e-commerce industry in Nigeria has been experiencing an upward turn since the inception of the digital economy, fueled by increasing internet and smartphone penetration. According to Statistics, the e-commerce market revenue in Nigeria will increase to $12.8 billion by 2024, from $5.6 billion in 2019. As the Nigerian labour market becomes more digitally knowledgeable, e-commerce trends are continuously growing to meet the demands of the market and increase sales.

In this article, we will focus on understanding the Nigerian e-commerce industry and what to expect as the years go by.

Emerging E-Commerce Trends in Nigeria 2024

As the Nigerian e-commerce market continues to grow and mature, several trends will shape and change in the e-commerce industry.

Some of these trends would include:

Mobile Shopping Surge in Nigeria

In 2024, Mobile shopping in Nigeria will experience some sort of rush hour as the country increases in the usage of smartphones, internet connectivity, and online buying. According to the Nigerian Communications Commission (NCC), there will be an increase in the number of active mobile subscriptions in the country with an estimated reach of about 140 million by 2025.

Nigerian e-tailers are actively investing in optimizing their platforms for mobile devices, running ads, offering user-friendly shopping apps, and streamlining the checkout process for smaller screens. Mobile wallets and digital payment solutions integrated into these apps are further enhancing the convenience of e-commerce transactions.

Social Commerce Explosion in Nigeria

Social media platforms have become powerful channels for e-commerce in Nigeria, and this trend is expected to increase in 2024. With over 33 million active social media users in the country, businesses are leveraging social selling to reach wider audiences, drive sales, and foster customer engagement.

Similarly, Influencer marketing would also gain traction, as Nigerian e-tailers collaborate with popular social media personalities to promote their products and services. Platforms like Facebook, Instagram, Twitter, and WhatsApp are becoming integral components of social commerce strategies, enabling businesses to showcase products, interact with customers, and make seamless transactions.

Conversion Rate Optimization for Nigerian E-tailers

As the competition in the Nigerian e-commerce market grows steadily, businesses are increasingly focusing on optimizing their websites and online stores for better conversion rates. Strategies like personalized product recommendations, abandoned cart reminders, and seamless checkout processes will be necessary for converting website visitors into paying customers.

By Leveraging data analytics and customer insights, Nigerian e-tailers would be implementing advanced personalization techniques to deliver a good shopping experience for their consumers, increasing the likelihood of conversions. Additionally, adopting emerging technologies like artificial intelligence (AI) and machine learning (ML) can further enhance conversion rate optimization efforts.

Sustainable E-commerce Gaining Traction in Nigeria

Environmentally conscious Nigerian consumers are becoming more mindful of the impact of e-commerce on the planet, driving the demand for sustainable practices. In response, e-tailers are adopting eco-friendly initiatives such as using biodegradable or recyclable packaging materials, implementing carbon offsetting programs, and promoting sustainable product lines.

According to a survey by Jumia, a higher percentage of Nigerian consumers have expressed a willingness to pay more for environmentally friendly products and services, and this trend is expected to gain more ground in 2024 as consumers prioritize sustainability and businesses.

Omnichannel Retail Strategy for Nigerian Businesses

Successful Nigerian e-commerce businesses are recognizing the importance of an omnichannel retail strategy. This is a strategy that provides a seamless shopping experience across multiple channels for the consumer. This includes integrating online and offline operations,offering services like buy-online-pickup-in-store, and leveraging data to create personalized experiences for customers.

By adopting an omnichannel approach, businesses can cater to different consumer preferences, build brand loyalty, and drive sales across various touchpoints.

As the e-commerce market in Nigeria continues to grow rapidly, businesses that stay ahead of these trends and adapt their strategies accordingly will be well-positioned to capture a significant share of the growing market opportunities.

Subscription E-commerce Models in Nigeria

Subscription-based e-commerce models, which offer recurring product or service deliveries, would gain significant attention in Nigeria’s online retail. These models not only provide convenience for customers but also help e-tailers retain loyal customers and generate predictable revenue streams.

The appeal of subscription models lies in their ability to offer a curated and personalized experience, coupled with the convenience of automatic schedules for deliveries.

Nigerian E-commerce Market Potential and Challenges

According to a report by Jumia, the subscription e-commerce market in Nigeria is expected to grow at a steady rate of 21.5% between 2020 and 2025, driven by rising consumer demand for convenience, personalization, and the desire for hassle-free replenishment of essential products.

However, challenges such as logistics and delivery infrastructure, payment gateway integration, and building consumer trust in recurring billing models have to be addressed for subscription e-commerce to reach its full potential in Nigeria.

As the e-commerce market continues to evolve, businesses that successfully navigate these challenges and offer compelling subscription-based models tailored to Nigerian consumers’ needs and preferences are poised to capture a significant share of this growing market segment.

Nigeria E-commerce Market Analysis For 2024

The Nigerian e-commerce market is filled by a few major players, with Jumia and Konga as the leading marketing platform. According to a report by Statista, Jumia held the largest market share of 34.4% in the Nigerian e-commerce market in 2021, followed by Konga with 15.2%. Other notable players include Jiji (7.8%), Slot (4.2%), and Payporte (3.6%).

However, the market is constantly changing, and smaller niche e-tailers are also gaining ground, catering to specific consumer needs or product categories. For instance, Dangote industries, a cement production company, has carved out a niche for itself in the cement product industry and taken it a step further as they progressed into the refining of crude oil to produce petrol and gas.

Market Size and Growth Projections

The Nigerian e-commerce market revenue is expected to reach $12.8 billion by 2024, according to Statista, growing at a compound annual growth rate (CAGR) of 18.9% from $5.6 billion in 2019. This growth is fueled by increasing internet and smartphone penetration, rising disposable incomes, and the evolving consumer preference for online shopping convenience.

The COVID-19 pandemic has speed up the adoption of e-commerce in Nigeria, with online retail sales growing by 28.6% in 2020, according to the Nigerian Bureau of Statistics. This trend is also expected to continue, with the e-commerce market’s contribution to the country’s GDP projected to reach 6% by 2025, up from 3.8% in 2020 (Jumia Nigerian Mobile Trends Report 2021).

Growth Drivers and Challenges

Several key factors are driving the rapid growth of the e-commerce market in Nigeria, building it towards becoming one of the largest in Africa by 2024.

Some of these factors include:

Rising Internet and Smartphone Penetration: The Internet and smartphones are one of the key factors that would influence and drive growth in Nigeria. According to the Communications Commission, internet subscriptions in the country reached over 150 million as of 2022, while smartphone usage is projected to reach 140 million by 2025 (GSMA Intelligence). This increased connectivity is fueling the adoption of online shopping among Nigerian consumers.
Expanding Middle-Class and Disposable Income: Nigeria’s middle-class population will grow, with an estimated 23% of the country’s population being classified as middle-income earners as of 2022 (African Development Bank). This factor would have a substantial disposable income, driving demand for e-commerce platforms that offer convenience and access to a wider range of products.
Improved Digital Payment Infrastructure: The development of digital payment solutions, such as mobile wallets, online banking, and fintech platforms, has made online transactions more accessible and secure for Nigerian consumers further boosting their confidence in e-commerce and facilitating seamless online purchases.
Logistics and Delivery Improvements: While still a challenge, the logistics and delivery infrastructure in Nigeria has been improving, with more e-commerce players investing in last-mile delivery networks, addressing one of the major pain points for online shoppers.

As the e-commerce industry continues to mature, addressing these challenges through collaborative efforts among businesses, government agencies, and other stakeholders will be important if we seek to have the full potential of the Nigerian e-commerce market in 2024 and beyond.

From leveraging mobile and social commerce to prioritizing sustainability and offering subscription models, Nigerian e-commerce have ample opportunities to redefine the online shopping experience for their customers.

By kingkentus