Webinar: E-commerce in Nigeria – Unleashing the opportunity for MSMEs

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Catch up on our webinar, in collaboration with the Lagos Business School, where we will share our Nigeria-specific findings from our latest report and engage in discussions with experts actively involved in delivering e-commerce solutions on the ground in Nigeria.  

In 2023, based on a collaboration with the UK Department for Business and Trade, the GSMA conducted a large survey-based research study on the use of e-commerce by 1,500 micro, small and medium enterprises (MSMEs) in six African markets including Egypt, Ethiopia, Ghana, Kenya, Nigeria and South Africa.  

Of the 250 MSMEs already using e-commerce that we surveyed in Nigeria, 216 were micro-enterprises, 35 were small and 26 medium. The MSMEs operated in the following sectors:

Nigeria stands out as a frontrunner in the adoption of e-commerce in the region. A staggering 95% of the surveyed MSMEs in the country reported an uptick in sales through online trade, while 62% noted a decrease in business costs. The majority of MSMEs expressed a significant preference for digital payment methods, with bank and electronic transfers being the preferred modes. Moreover, more than two-thirds of respondents claimed to have a clear understanding of the rules and regulations governing e-commerce. 

Yet, over half of the surveyed MSMEs in Nigeria relied solely on social media platforms like Facebook, Instagram, and WhatsApp for their e-commerce activities. Less than a fifth engaged in selling on both social media platforms and dedicated e-commerce marketplaces, while only 14% conducted transactions via social media, e-commerce platforms, and their own company websites. 

Given these findings, the question arises: how can we better support Nigeria’s MSMEs in expanding their use of e-commerce for enhanced business growth and resilience? Find out in our webinar recording.

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