Follow Us on Google
By Chinenye Anuforo
As Nigeria’s online retail market continues to expand amid rising internet access and smartphone adoption, e-commerce entrepreneurs are being urged to adopt more strategic approaches to remain competitive. Industry expert Kehinde Ogundare has outlined six practical steps to help online retailers strengthen customer relationships, optimize operations, and achieve long-term business growth in the country’s fast-evolving digital marketplace.
Ogundare noted that Nigeria’s e-commerce landscape has seen significant growth, driven by increased internet penetration and smartphone adoption. Citing DataReportal, he said the country had 103 million internet users as of January 2024, and online retail activity is projected to rise as digital payment systems become more accessible.
However, he warned that the boom in online trade also brings intense competition. Thousands of small and medium-sized enterprises (SMEs) now sell across platforms such as Instagram, WhatsApp, and local marketplaces, making it increasingly difficult to stand out.
To help entrepreneurs thrive, Ogundare outlined six strategies that can enable Nigerian e-commerce businesses to strengthen customer relationships and achieve long-term growth.
He advised businesses to focus on a niche rather than trying to appeal to everyone. “Niche targeting allows small businesses to tailor their messaging, pricing, and products to specific customer needs, fostering loyalty and word-of-mouth credibility,” he explained.
Ogundare also emphasized the importance of building customer relationships beyond social media, urging businesses to use email newsletters, community groups, and loyalty programs as more reliable ways to maintain engagement.
Data-driven decision-making is another critical factor. He encouraged entrepreneurs to leverage analytics and customer behaviour insights to understand why shoppers abandon carts or drop off during checkout, saying these insights can guide improvements that directly impact sales.
Content creation, he added, should focus on answering real customer questions and addressing concerns about product authenticity and trust. Educational content such as FAQs, size guides, and explainer videos can boost credibility, especially for emerging brands.
Ogundare further highlighted the potential of automation and artificial intelligence (AI) in improving efficiency. From chatbots and inventory management to personalized recommendations, he said AI enables small businesses to work smarter while enhancing the customer experience.
Lastly, he advised brands to build credibility through customer voices, noting that reviews, testimonials, and user-generated content strongly influence purchase decisions. “People are more likely to trust a brand that others vouch for,” he said.
Ogundare concluded that sustainable e-commerce growth in Nigeria depends less on chasing trends or ad spend and more on clarity, consistency, and genuine customer connection. “By focusing on real needs, learning from data, and building trust, businesses can create lasting impact in one of Africa’s most dynamic digital markets,” he stated.
