Nigeria’s e-commerce sector is undergoing a significant transformation, with a projected growth of 10.8% from 2023 to 2027. Ranking 40th globally in e-commerce, Nigeria is on track to generate $6.65 billion by year-end. Black Friday, the country’s largest shopping season, showcases this growth, spotlighting small businesses thriving on e-commerce platforms like Jiji, Jumia, and Konga.

Small and medium-sized enterprises (SMEs), vital to Nigeria’s economy, contribute 48% to the GDP and provide over 84% of employment. These businesses, however, often struggle to scale up, especially during peak shopping events like Black Friday. E-commerce platforms have become crucial, offering them unique opportunities to prosper.

Majolie Obaje, PR and Marketing Head at Jiji Nigeria, shares insights on their support for SMEs. Jiji aids these businesses in amplifying sales and revenue, particularly during Black Friday. The platform provides visibility to over 12 million users, offers affordable Boost Packages, and ensures dedicated support and educational resources. This Black Friday, Jiji is further supporting businesses with special discounts on Boost Packages, assisting over 200,000 businesses and sellers on their platform.

E-commerce levels the playing field for small businesses during Black Friday in several ways. Firstly, it offers global reach, enabling local artisans to expand their audience nationwide, and sometimes internationally. Secondly, it provides cost-effective promotion strategies, a vital resource for small businesses that find traditional advertising expensive. Lastly, e-commerce platforms prioritize trust and security, crucial for small businesses building credibility and facilitating successful transactions.

As Nigeria’s e-commerce landscape evolves, the role of small businesses in the economy is set to increase significantly by 2027. The potential for sustainable growth and empowerment of small enterprises is central to this transformation.

Black Friday serves as a yearly reminder of the profound impact e-commerce can have on Nigeria’s small businesses, highlighting the vast opportunities within the digital marketplace.