Brands/Products
The Four Drivers of Nigerian Digital Advertising in 2023
By Brian Abel
Nigeria has long been considered Africa’s largest economy in terms of GDP, this should come as no huge surprise, especially considering its population of over 200 million, making it the largest in the continent, and boasting an abundance of natural resources, as well as strong trade links with its neighbouring countries. However, as vast as the Nigerian economy may appear to be, it is still very much going through stages of growth.
Helping to drive this evolution is the rapid digitalisation of many economic sectors. Consider the financial sector, for example, while Nigeria has been a major centre of African banking for many years, recently, it has also become the leading fintech player in the continent. Moreover, of Africa’s handful of unicorns (start-ups valued at more than $1 billion), the majority are, in fact, headquartered in Nigeria.
Rapid digitalisation has also impacted the world of advertising, with the country’s current digital advertising sphere worth over $179.20 million. And, as we know, digital advertising isn’t static, it’s constantly evolving, driven by ever-shifting trends, a fact that remains as true now, in 2023, then it has ever been. With that in mind, it is beneficial to understand the major trends and recognise which are set to impact Nigerian digital advertising over the course of the year.
Twitter to build on its return
At the start of 2022, the Nigerian government reversed its seven-month ban on Twitter. At first, ordinary Nigerians and advertisers alike were a little cautious when it came to returning to the social network. After all, once a service has been banned, it’s hard to imagine that the same might not happen again.
Fortunately, Twitter and the Nigerian government were able to come to an agreement, developing a Code of Conduct in line with global best practices. Over the months that followed, Twitter continued to make gains and once again proved its worth. The platform is slowly but surely securing its stance as the best location for advertisers to reach mass audiences, enabling them to build brand recognition, whilst developing trust, establishing relationships, increasing sales, and improving the customer’s experience.
While the government is keeping a close eye on the social network, especially following Elon Musk’s acquisition, it is set to remain a valuable digital advertising platform in 2023.
Post-Covid adjustments
During the peak of Covid-19 between 2020 and 2021, came an unexpected shining light for digital marketing and technology companies alike. With strict lockdowns in place globally, people were mostly confined to homes, and it should come as no shock that the need to connect took on new forms as the masses flocked to their online devices to reach loved ones, purchase goods, and seek a sense of normality.
However, as we stepped back into the outside world again, both tech and digital marketing witnessed revenue hits. Nigeria was not spared this cooling-off period, which was exacerbated by internet access issues for people during the year. That said, as connectivity becomes more reliable, ubiquitous, and affordable, digital marketing should continue its rise, with some analysts predicting that the sector will be worth close to $259 million by 2027. Not to mention, once the Pan-African telecommunications service provider, Seacom, launches their West African hub in 2023, that number could be reached even faster.
Marketers leverage entertainment and media
As far back as 2017, PwC predicted that Nigeria would be the world’s fastest-growing entertainment and media market. While Turkey currently holds the top spot, E&M growth in Nigeria remains strong. In fact, analysts predict that spending in the sector will increase by an average of just below 9% in the next five years.
One of the most visible areas of growth can be seen in music streaming. Since its Nigerian launch in February 2021, Spotify has achieved impressive growth in the country. Within a year after launching in Nigeria, music fans in the country had curated some 1.3 million user-generated playlists. Additionally, during the same period, nearly 21,000 songs were added to the platform. In fact, Nigeria was the country with the second most streams after Pakistan, among new markets, with Kenya following behind third in the ranking.
Digital marketers and media platforms have embraced the potential that comes with this advertising growth. Spotify, for example, has a 3D audio feature which allows brands to provide high-quality advertising through an immersive, dynamic, and sensory audio experience. Advertisers around the world have also realised this power, and spend is expected to increase in Nigeria and on a global scale.
Demand for digital marketing skills grows
One of the effects of the accelerated growth in Nigeria’s digital advertising sector has been a growing gap between the available skills and those required to operate effectively. While it’s a figure that applies to more than just digital advertising, research from the International Finance Corporation (IFC) reveals that approximately 230 million jobs across Africa will require digital skills by 2030.
Fortunately, a number of players have stepped forward to try and turn the situation around. Our own Digital Ad Expert Programme, for instance, aims to educate, certify, and connect thousands of Africans with the digital skills they need, enabling them to succeed in this increasingly digitised economy. Whilst these skills will, of course, open the door to an array of career opportunities in digital advertising, they will also accelerate the broader digital economy and provide much-needed jobs on a global scale.
Embracing shifts
Ultimately, whilst at present, we foresee these trends to be the 2023 drivers for the world of digital advertising and marketing, it is important not to dismiss the possible emergence of others throughout the coming year. Thus, the ability to understand and navigate these shifts will be your key. This can, however, be not notoriously difficult, and therefore using a media buying partner with significant experience in Nigeria and across the biggest digital platforms to guide you through the maze can go a long way.
Brian Abel is the Regional Sales Manager for West Africa at Ad Dynamo by Aleph
Brands/Products
M-KOPA Reaches 10 million Customers Across Africa, Nigeria Emerges Fastest-Growing Market
By Adedapo Adesanya
Pan-African fintech company, M-KOPA, has reached a major milestone, serving 10 million customers across its five African markets, underscoring the rapid adoption of its financial inclusion model designed for underserved informal workers.
The achievement marks a dramatic acceleration in the company’s growth trajectory. While it took M-KOPA eight years to reach its first one million customers after launching with solar financing in 2012, it has added the remaining nine million customers in just six years following its expansion into smartphone financing in 2020.
The company attributed the growth to rising demand for its More than a Phone platform, which combines smartphone financing with embedded insurance, credit and device protection at the point of purchase.
Speaking on the milestone, M-KOPA Co-Founder and Chief Executive Officer, Mr Jesse Moore, said the company was proving that informal sector workers have always been viable borrowers when offered products designed around their earning patterns.
“Every Day Earners have always been creditworthy. What they needed was credit built around how they really make a living, not a payslip. Informal has never meant unviable. 10 million customers on, that’s no longer a belief. It’s proven,” he said.
M-KOPA said its business is built around what it describes as “Every Day Earners”—including traders, boda riders, tailors and shopkeepers—who generate income daily but have traditionally been excluded from formal financial services.
According to the company in a statement shared with Business Post, independent surveys show that nine out of every 10 customers believe its products have improved their lives. The firm also noted that the market opportunity remains substantial, with nearly nine in 10 workers in sub-Saharan Africa earning their livelihoods in the informal economy.
It added that Africa is expected to have one of the world’s largest populations of non-salaried, economically active adults by 2040, making the segment central to its long-term growth strategy.
Beyond its customer base, M-KOPA highlighted its manufacturing and market expansion efforts. In Kenya, the company established what it describes as Africa’s largest smartphone assembly factory in 2023. The facility employs more than 400 people, has attained global ISO certification, and has produced over 3.3 million devices.
Nigeria has also emerged as a key growth market, becoming the fastest country in M-KOPA’s history to surpass one million customers. The company’s operations are supported by a direct sales network of more than 40,000 agents spread across its five African markets.
Financially, M-KOPA said its revenue has expanded at an average annual rate of 50 per cent since 2020. The company has also earned international recognition, appearing on the Financial Times’ list of Africa’s Fastest Growing Companies for five consecutive years and being named among CNBC’s World’s Top Fintech Companies for the second straight year.
On his part, the Chief Financial Officer of M-KOPA, Mr Faraimose Kutadzaushe, said the latest milestone reflects both the resilience of the company’s business model and the growing demand for financial products tailored to Africa’s informal workforce.
“Every Day Earners are why we do this. From our very first customer to this year’s ten millionth, this is proof that a model built for Africa’s Every Day Earners doesn’t just work, it scales and endures. It’s a proud moment for our team, and we’re already looking to the next 10 million,” he said.
By Adedapo Adesanya
The National Agency for Food and Drug Administration and Control (NAFDAC) has commenced a nationwide enforcement exercise to seize alcoholic beverages packaged in sachets and polyethylene terephthalate (PET) bottles below 200 millilitres.
The operation, which is being carried out simultaneously across the six geopolitical zones, follows the closure of manufacturing facilities found to be violating the ban.
Enforcement teams have been deployed to markets, motor parks, retail outlets, bars and other distribution channels to identify, seize and destroy the banned products, reinforcing the federal government’s ban on the production, importation, distribution and sale of such products across Nigeria.
NAFDAC warned that manufacturers, importers, distributors, wholesalers, retailers, hawkers and transporters found producing, stocking or selling the prohibited alcoholic beverages risk regulatory sanctions, seizure of products and possible prosecution.
It advised all stakeholders still in possession of the affected products to voluntarily surrender their remaining stock to the agency, stressing that continued sale or distribution of the banned items is illegal.
According to NAFDAC, the exercise is part of a sustained nationwide enforcement and public awareness campaign designed to eliminate harmful alcohol products, reduce underage drinking and promote responsible alcohol consumption among adults.
The agency said the crackdown is intended to protect public health, particularly by curbing harmful alcohol consumption and substance abuse among children and young people.
NAFDAC clarified that the enforcement is not targeted at manufacturers who comply with approved packaging requirements but is focused on removing products packaged in sachets and PET bottles below the approved 200ml threshold, which have been categorised as illegal and unsafe.
The agency called on Nigerians to support the exercise by reporting individuals or businesses producing, storing or selling the banned alcoholic beverages, avoiding patronage of such products and working collectively to safeguard communities from the dangers associated with their consumption.
It also urged members of the public to report any suspicious activities related to the banned products to the nearest NAFDAC office.
There are three non-negotiable factors you must consider when searching for the best platform to sell your Sephora or Amex gift cards for cash in Nigeria.
The first factor is the platform’s current gift card rate, to avoid selling your gift card at a ridiculously low price. Then the platform’s transparency, so you don’t end up paying hidden fees that eat into your profit. And finally, the payout speed to avoid waiting for hours before you receive the equivalent value of your gift card in Naira.
Now, here comes the challenge: identifying a gift card platform that ticks all these boxes. To help you make the right choice, this guide highlights the top 12 platforms to sell gift cards for cash. It also provides a step-by-step guide on how to sell Sephora gift cards for cash in Nigeria in 2026, as well as Amex gift cards, making the trading process much easier, even if you are a first-time gift card trader.
Top 12 Platforms to Convert Sephora and Amex Gift Cards to Cash in Nigeria
The table below highlights and compares the top 12 platforms to sell American Express and Sephora gift cards for cash in Nigeria based on their payment methods, notable features, and user ratings.
| S/N | Gift Card Platforms | Payment Methods | Notable Features | User Ratings (Play Store) |
| 1 | Cardtonic | Naira | Offers consistently high gift card rates, no hidden fees, timely alerts when rates are high, and employs robot security technologies | 4.6 |
| 2 | Beekle | Naira and cryptocurrency | Offers up to ₦5,000 cashback after the first ten trades, instant payout, and simplified trading process | – |
| 3 | Jophab | Naira | Offers a transparent trading process, reward programs, and instant payout | 4.1 |
| 4 | Kuditime | Naira | Eliminates delay with automated trading verification, offers bank-grade security, and provides 24/7 customer support | – |
| 5 | Hook | Naira, cryptocurrency, and stablecoins | Available on Android and iOS, offers 24/7 responsive customer support and competitive rates | 3.9 |
| 6 | Payora | Naira | Offers reward points on every successful trade and issues payout within 10 to 15 minutes | – |
| 7 | CardRedee | Naira | Offers every new user ₦100, a built-in rate calculator to check the current gift card price, and 24/7 customer support | No mobile app |
| 8 | EasyFlip | Naira and cryptocurrency | Available on the Play Store and App Store, offers a built-in rate calculator and a user-friendly interface | 3.8 |
| 9 | Sogo | Naira | Accepts physical and e-code gift cards, available on web and mobile app, and offers instant payouts | 4.4 |
| 10 | 1MinutePay | Naira and cryptocurrency | No hidden fees, instant payment and verification, and offers competitive rates | 2.1 |
| 11 | AFRBTC | Naira | 24/7 availability, implements robust security measures, and payments take 10-20 minutes | 3.4 |
| 12 | Coast | Naira | Offers mouthwatering rates, no withdrawal limits, and secure transactions | – |
1. Cardtonic:
If you are after high rates and instant payouts, Cardtonic is the best platform to sell your Sephora and Amex gift cards for cash in Nigeria. Here is why: Cardtonic offers gift card rates that are consistently higher than those on other platforms, which in turn helps you earn more profits every time you convert your gift card to cash on the app. In fact, this is one of the reasons why it has become the go-to option for thousands of gift card traders in Nigeria.
Beyond the competitive rates, Cardtonic doesn’t delay your funds. Immediately after your trade is completed and verified, you’ll receive the equivalent value of your gift card in your Cardtonic wallet.
You also don’t have to be a seasoned gift card trader before you know how to sell Amex gift cards for cash in Nigeria or Sephora gift cards. The Cardtonic website and app interface is intentionally designed to make the process easy: upload your gift card details, follow the onscreen prompts, and receive payments in your wallet almost instantly.
2. Beekle:
Beekle is a crypto-native app that also offers gift card trading services, which allows you to conveniently convert your Sephora and American Express gift cards for cash in Nigeria.
Whether you are trading gift cards for the first time or are a seasoned trader, the app is designed to help you complete your trade within a few taps and get paid instantly. Its timely in-app notification when certain gift card rates are high also comes in handy, helping you earn more profits.
What is more? You can also earn up to ₦5,000 when you complete your first 10 trades, which is an additional opportunity to earn more, especially if you trade often.
3. Jophab:
You can also sell your Sephora and Amex gift cards for cash on Jophab, a reliable gift card exchange app in Nigeria. What makes this platform stand out is its transparent trading process. You see exactly how much your gift card is worth in Naira before you sell it, and only proceed when you are satisfied with the rates. Even after selling it, you will receive the exact value of your gift card in Naira. There are no hidden charges or fees.
Converting your gift cards to cash on Jophab is convenient and also rewarding. For example, you can earn up to ₦500 every time you refer someone to trade gift cards on the app.
4. Kuditime:
Kuditime is a fully licensed gift card exchange app operating in Nigeria. This means that you can confidently trade your gift cards on the platform without the usual fear of getting ripped off.
Whether you want to sell your Sephora or Amex gift card for cash, you’ll always receive its equivalent value in Naira within 5 to 15 minutes, as long as it is valid.
Kuditime also employs bank-grade security to protect your card details and financial information every time you trade on the platform.
5. Hook:
Hook has built a solid reputation in Nigeria, serving over a hundred thousand customers. This kind of loyalty comes from their consistent record of helping Nigerians redeem unused gift cards for cash while also offering rewards whenever they refer their friends and loved ones.
So if you are looking for an app you can trust with your Sephora or American Express gift card, Hook is worth a try. Now, if you encounter any issue during the trading process, say you did not receive payment after selling a gift card, you can always reach out to their super-responsive customer support team for assistance.
6. Payora:
Payora is another reliable app to sell all kinds of gift card brands for cash, including Sephora and American Express. Whether you have a physical or an e-code gift card, you can trade it on the platform and receive payments within 10 to 15 minutes.
Every successful gift card trade you complete on Payora earns you reward points, which you can convert into cash or use to buy airtime or data on the app.
7. CardRedee:
CardRedee is a full-service gift card app that allows you to buy and sell gift cards in Nigeria. It accepts a wide range of gift card brands, ranging from Sephora to Amex, and offers one of the best rates in the market. However, you can always use its built-in rate calculator to check exactly how much your gift card is worth before you sell it on the app.
Beyond the flexibility and high rates you enjoy on CardRedee, it also offers regular rewards that help you earn more. For example, you earn ₦100 when you create a new account on the app and another when you make your first successful trade.
8. EasyFlip:
EasyFlip might not be one of the biggest names in the Nigerian gift card industry, but customer reviews indicate that they offer some of the best rates in the market. Whether you want to sell your Sephora or American Express gift card for cash or cryptocurrency, you’ll get a high rate that helps you earn more profit.
EasyFlip is available on both the Play Store and the App Store, which means you can trade your gift cards on the app regardless of your device, Android or iPhone.
9. Sogo:
If security is your utmost priority when selling gift cards for cash online, Sogo is a gift card platform you can trust. It uses advanced security technologies, including real-time fraud detection tools and two-factor authentication, to prevent fraud and secure your gift cards, cash, and financial information. This guaranteed security gives you peace of mind.
Gift card rates on Sogo are regularly updated to reflect the real market price, which means you can decide to sell your gift cards when rates are high to earn more profits.
10. 1MinutePay:
1MinutePay is a reliable gift card exchange app that has been operating in Nigeria for over eight years. It has earned the trust of thousands of Nigerian gift card traders, especially crypto enthusiasts. So, whether you want to sell your Sephora or Amex gift card for cash or cryptocurrencies like Bitcoin, Ethereum, or Dogecoin, 1MinutePay is a reliable app you can trust.
Transparency is also one of the core principles of 1MinutePay. It ensures that the current rate of your gift card is clearly displayed, so you don’t trade blindly, and you also receive the exact value in your wallet after trading. This kind of transparency is not what you always get on other gift card platforms.
11. AFRBTC:
AFRBTC is another reputable gift card app to sell your Amex and Sephora gift cards for cash instantly in Nigeria. This platform boasts 24/7 availability, which means you can trade your gift card anytime, even at 2 AM on Sunday.
The trading process is also smooth and straightforward. From the moment you upload your gift card details to verification and finally receiving the equivalent in Naira, the process is as smooth as it gets and takes 10 to 15 minutes.
12: Coast:
Whether you have a partially used Sephora gift card or a brand-new one, you can trade it for cash on Coast and get paid in minutes. This platform allows you to sell as low as $10 gift cards without any withdrawal limits, which often comes in handy when you trade multiple high-value gift cards.
Coast also offers mouthwatering rates on specific gift card types, which means more profits every time you sell your gift card on the app.
How to Sell Sephora and American Express Gift Cards For Cash in Nigeria
The process of selling a Sephora gift card and an American Express gift card for cash in Nigeria is simple. Choose a reliable gift card app like Cardtonic, visit the website, or download the app from the App Store or Play Store. Create an account, log in, then navigate to the “Sell Gift Card” option, and enter your gift card details. Click the “Proceed” button and follow the onscreen instructions to complete your trade.
Step 1: Visit a reliable gift card website like Cardtonic or download the app on the App Store or Play Store.
Step 2: Log in to your account.
Step 3: Navigate to the ‘Sell Gift Card’ option.
Step 4: Enter your gift card details.
Step 5: Click the ‘Proceed’ button and follow the instructions on the screen to complete your trade.
Once you have completed your trade, your bank account will be credited immediately.
Frequently Asked Questions About Selling Sephora and Amex Gift Cards for Cash
- How Much is a $100 Sephora Gift Card in Naira?
The price of a $100 Sephora gift card in Naira is not fixed due to various reasons, such as market demand and supply. However, it’s within the range of ₦78,000 to ₦100,000.
- Where Can I Sell My Gift Cards and Get Paid Instantly in Nigeria?
You can sell your gift cards for cash and get paid instantly on Cardtonic. This platform verifies your gift card details within 1 to 5 minutes, and then you get paid immediately after verification. There are no unnecessary delays whatsoever.
- How Much is a $200 Amex Gift Card in Naira?
The price of a $200 American Express gift card in Naira is not fixed due to various reasons, such as market demand and supply. However, it’s within the range of ₦80,000 to ₦130,000
- How Do I Check a Sephora Gift Card Balance?
To check the balance of your Sephora gift card, visit the Sephora gift card balance page, provide your gift card details, and click the “Check Balance” button to view your remaining funds.
- What Are the Risks to Avoid When Selling Gift Cards Online?
Avoid selling gift cards on unverified gift card platforms or WhatsApp vendors, and check the current market rate on the Cardtonic gift card rate calculator to avoid selling it at a ridiculously low price.
Conclusion
Identifying a reliable gift card platform that offers high rates, charges no hidden fees, and guarantees instant payout to your local bank account can be difficult.
However, this guide has eased the stress by highlighting the best 12 gift card platforms to sell Sephora and Amex gift cards for cash in Nigeria.
Cardtonic tops the list based on its consistently high rates and solid reputation, helping thousands of Nigerians turn their unused gift cards into cash over the years. So, if you are ever in doubt about which gift card platform to choose, go for Cardtonic; you will always get the best value for your money.
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