By Adedapo Adesanya

A local Nigerian food vendor, Amoke Oge, has recorded orders worth N2.3 billion in 500,000 deliveries on Chowdeck, one of the country’s leading food delivery platforms.

The milestone marks a major achievement for both the vendor and the platform, reflecting the growing role of digital marketplaces in Nigeria’s food service sector.

The figure is based on an average order value of N4,600, as reported by Chowdeck in a video shared on its official X (formerly Twitter) account.

Chowdeck stated that Amoke Oge, which specialises in local delicacies, owned by Hajia Amoke Odukoya, was among the first 100 vendors to join the platform in 2023.

“Amoke Oge just became the first woman-led business to hit 500,000 deliveries on Chowdeck — with an average order value of N4,600. We’ll let you do the math. To mark the milestone, our CEO Femi Aluko (@femi_aluks) showed up in person to congratulate her,” the company wrote to accompany the video.

From the calculations, this indicated that the food seller has completed orders valued at N2.3 billion.

Chowdeck, which currently operates in eight Nigerian states, serves over 3,000 vendors and works with more than 10,000 delivery riders.

Earlier in 2024, the company secured $2.5 million in seed funding to support its operations and expansion.

Notable investors include Y Combinator, Goodwater Capital, FounderX Ventures, Hoaq Fund, and influential figures such as Rappi co-founders Mr Simon Borrero and Mr Juan Pablo Ortega, and Paystack co-founders, Mr Shola Akinlade and Mr Ezra Olubi.

Chowdeck is so far one of the biggest success stories in Nigerian startups— a testament to resilience amid global headwinds, particularly as it is estimated that Nigerians spend approximately 60 per cent of their earnings on food.

Amoke Oge’s milestone is not a standalone achievement for Chowdeck, as it earlier this month, precisely on May 13, revealed that Korede Spaghetti, a vendor operating in the heart of the University of Lagos (UNILAG) in Yaba, had sold N1 billion worth of food items processed on the platform.

DStv Media Sales, in collaboration with the Media Independent Practitioners Association of Nigeria (MIPAN), hosted the 9th edition of their annual industry conference on Thursday, May 9, 2025, in Lagos. Themed “Optimize,” the conference brought together a dynamic cross-section of stakeholders in the marketing communications industry to explore the power and future of media optimisation in an evolving digital landscape.

The event offered a comprehensive look into the DStv ecosystem, featuring thought leaders, regulators, and agency executives who shared practical insights on how brands can unlock more value through strategic planning, data-driven decisions, and integrated consumer engagement.

In her opening remarks, Doris Ohanugo, Executive Head, DStv Media Sales Nigeria, emphasised the urgency of embracing optimisation in today’s fast-paced environment.

“In an era defined by constant evolution, optimisation is no longer a luxury; it is a necessity,” she stated. “It’s about moving faster with clarity and creating deeper connections in a crowded landscape.”

Delivering the keynote address, Kholeka Maringa, Head of DStv Media Sales, Africa, reinforced the company’s commitment to content-led engagement. She also provided valuable data-driven insights into audience behaviour, using the 11th edition of the AMVCA as a case study. According to Maringa, the event reaches 3.3 million viewers in Nigeria and 6.7 million outside Nigeria via linear platforms, while non-linear platforms record upwards of 250,000 digital viewers, 10 million views on video demand, and 2.3 million social impressions. The event also saw 10,000 attendees from the press conference to the final show, with a total of 1.8 million votes cast.

“Our goal is to maximise reach and enhance viewer engagement by consistently delivering content that encourages interaction and participation,” she said.

Also speaking at the event was Adeyinka Adebayo, Group Executive Director, OMG Central and West Africa, representing the Advertising Regulatory Council of Nigeria (ARCON). Adebayo discussed driving growth in media investment and provided insights into the recent ARCON regulations. He emphasised the agency’s role as an enabler, not a barrier, highlighting the importance of collaboration between media owners, agencies, and advertisers to drive success.

He further urged industry stakeholders to “act local and think global,” stressing that media investment should not only be viewed as expenditure but as a capital investment with long-term value.

“The purpose of ARCON is to regulate, not strangulate. Media owners, agencies, and advertisers must work collaboratively; we all need each other,” he concluded.

On the topic of “Impact and Reach in Media,” Nosipho Gama, Executive Head, Business Enablement at DStv Media Sales, shared insights on emerging media technologies and evolving audience behaviours.

“Platforms will continue to expand their offerings and reach by incorporating new technologies. The future of television isn’t about one platform outshining another; it’s about creating seamless, viewer-centred experiences,” she said.

Closing the event, Dozie Okafor, President of MIPAN, delivered a strong call for value-driven media investment strategies.

“Media optimisation is about more than just spending; it’s about spending smart. As an industry, we must prioritise optimised investments that deliver measurable results,” he concluded.

The 9th DStv-MIPAN conference proved to be more than just a knowledge-sharing session. It served as a strategic touchpoint for industry players to reflect, recalibrate, and align on the direction of media in Nigeria. From shifting consumer behaviours to the demand for smarter spending, the conversations reinforced a collective industry goal, to build a more agile, collaborative, and results-oriented media landscape in Nigeria.

By Modupe Gbadeyanka

A new feature has been introduced by Airtel Nigeria to its My Airtel App in a bid to make the purchasing of items seamless.

The new feature, eShop, allows customers to enjoy a full retail experience directly within the existing subscriber app—beyond simply buying airtime or data.

The eShop feature offers a wide selection of products ranging from Airtel-branded items such as Home Broadband (HBB) devices and everyday retail items such as electronics, home appliances, fashion, and beauty products.

The update enhances the app’s functionality by allowing customers to access the eShop directly from the home screen, eliminating the need for external redirection to web browsers or third-party platforms.

The Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, while commenting on the new feature, emphasized the brand’s ongoing focus on innovation and customer-centricity.

“At Airtel, we understand that today’s customers value convenience above all else. This update is part of our broader mission to simplify digital experiences and make everyday transactions easier and faster.

“By integrating the eShop directly into the My Airtel App, we’re eliminating unnecessary steps and giving users the freedom to do more within a single platform,” he said.

“We’re moving beyond basic connectivity towards building a digital ecosystem that supports the lifestyle needs of our customers. Whether it’s purchasing a device, recharging, or shopping for everyday items, we’re putting more power and choice in the hands of our users,” he added.

The My Airtel App continues to serve as a key platform for Airtel subscribers, offering self-service options, quick access to bundles, account management tools, and now, a more robust digital shopping channel.