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The Online Retail Explosion Represents a Massive Opportunity for Advertisers

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Tintin Imevbore online retail

By Tintin Imevbore

Over the past few years, spurred by the COVID-19 pandemic and its associated lockdowns, online retail has witnessed an African explosion. Faced with stay-at-home orders, many people started shopping online for the first time, while experienced shoppers increased their purchases. Those behaviours have largely stuck too.

Take Nigeria, for example. In 2021, its e-commerce market grew by 30%, and in the years leading up to 2027, e-commerce revenues are expected to grow 11.31% annually. By that point, the sector (currently worth US$7.63 billion) is expected to be worth US$11.71 billion.

It’s clear then that anyone interested in growing their retail presence should have some form of e-commerce offering (even if it’s just having a presence on a third-party marketplace). But growth in the sector doesn’t just hold promise for anyone selling products or services online. It also represents a significant opportunity for digital advertisers.

Be where your customers are 

One of the biggest benefits that online retail offers advertisers is visibility. A large platform like Jumia, for example, can see more than 10 million unique visitors a day. That’s a lot of people. Beyond sheer volume, though, they’re also people who are looking to spend money. Even if they’re just browsing today, chances are they’re on those sites looking to buy something at some point.

It’s also worth pointing out that people browsing online stores spend much more time on them than on other websites. On average, people spend between 45 and 54 seconds on a website. By contrast, people can spend more than seven minutes at a time on the world’s biggest e-commerce sites.

That means that if you’re advertising on the right e-commerce platforms, your product or service will be seen by a large number of people, and those people will also be exposed to it in a setting where they are not restricted to time since online shopping is usually a leisure-based activity, meaning that people are going to do it after work hours or on the weekend. The fact that most big online retailers break their sites up into sections also makes it easier for potential customers to see advertising that’s most relevant to them.

Given that one of the key tenets of online advertising is reaching the right people with the right message at the right time, there’s clearly a strong case to be made for advertising on e-commerce stores then.

Partner with experts 

It is worth noting, of course, that advertising isn’t the primary revenue source for any e-commerce platform (although Jumia’s advertising offering recently overtook fulfilment as a revenue source). That means they’re less likely to have the same seamless, plug-and-play advertising solutions that many of the biggest social media platforms have.

As a result, it’s even more critical to work with media representation partners who can ensure your product or service is seen as much as possible by your target audience. The right media representation partner should also offer transparent pricing and be able to help with brand strategy.

They will also ensure that any advertising you do on an e-commerce platform is tailored to that specific platform while complementing your advertising efforts on other channels. You don’t have to be a major advertiser to enjoy those benefits either. A good partner will work with the rates you can afford and grow with you as you expand.

Embrace consumer shifts 

Ultimately, if businesses are to be successful, they need to understand and embrace shifts in consumer behaviour. And there are few shifts as significant and as fast as the move to online shopping since the pandemic. It’s also crucial for businesses to follow those shifts holistically.

This means not just having an online retail presence but also utilising online retailers as advertising platforms. Finally, it’s critical for businesses to realise they don’t have to take that journey alone and can potentially see much greater degrees of success by engaging with the right partners.

Tintin Imevbore is the Regional West Africa Manager for Ad Dynamo by Aleph

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JMG Installs Solar Power Systems at Three NIPCO Fuel Stations

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JMG solar power systems NIPCO

By Aduragbemi Omiyale

Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.

The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.

This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.

The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.

The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.

Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.

“We are proud to help NIPCO lead the energy transition at the retail level.

“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”

Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”

Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.

The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.

As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.

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MAGGI Unveils ‘Taste of Christmas’ Campaign

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MAGGI Taste of Christmas

MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.

Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.

Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.

Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.

Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”

The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.

Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.

MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.

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FG Suspension of Sachet Alcohol Ban Excites NECA

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sachet alcohol

By Modupe Gbadeyanka

The decision of the federal government to suspend the ban on alcohol produced in sachets has been welcomed by the Nigeria Employers’ Consultative Association (NECA).

The Director-General of the group, Mr Adewale-Smatt Oyerinde, described it as a right step in the right direction because it respects existing National Assembly resolutions and restores regulatory clarity.

Recall that recently, the Office of the Secretary to the Government of the Federation (OSGF) ordered the suspension of the policy due to concerns raised by the House of Representatives Committee on Food and Drugs Administration and Control.

In a statement, the NECA chief said the immediate suspension of all enforcement actions relating to the proposed ban on sachet alcohol and 200ml PET bottle products, pending the conclusion of consultations and the issuance of a final policy directive, was good for the industry and the economy.

According to him, the sachet and PET segment of the alcoholic beverage industry accounts for a significant portion of the estimated N800 billion invested in the sector and supports thousands of direct and indirect jobs in manufacturing, packaging, logistics, wholesale and retail.

He stressed that in an economy already struggling with high unemployment and rising business costs, abrupt policy measures that threaten existing jobs and legitimate investments would be counterproductive.

“We fully acknowledge the need to address public health concerns, especially regarding children and young people, but the solutions must be evidence-based and carefully designed so as not to drive activities into the informal and unregulated economy or encourage illicit products.

“We are looking forward to a deepened consultation to enable the protection of jobs, livelihoods and legitimate investments, etc., while also ensuring that public health objectives are effectively and sustainably achieved,” Mr Oyerinde said.

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