The festive season is approaching, so consumers are preparing to splurge on a holiday and spend hard-earned money on much-needed items.

But how are Nigerian consumers spending their cash? New insights from Aleph Group, a leader in the digital and technology fields, reveal insights into the trends of the Nigerian consumer as the busy season beckons.

“The peak shopping season highlights how increasingly tech-driven Nigerian consumers have become,” said Jesudetan Onasanya, Aleph’s Regional Lead, in Sub-Saharan Africa. “Retailers must recognise that value, convenience, and digital engagement are no longer options but vital elements of a successful retail strategy.”

Which platforms are Nigerian shoppers using to purchase goods and services?

85% of Nigerian consumers use online shopping in one way or another. The same percentage of respondents claim they use the internet to research products they intend to purchase.

An overwhelming number of consumers use popular online shopping platforms, with 70.5% purchasing from traditional e-commerce sites. 42.5% said they had bought merchandise. Audio streaming profiles like Spotify, where users spend an average of 2.8 hours daily, provide a valuable platform to reach new consumers. Ads are delivered to users in a way that is personalised and relevant, making the experience non-intrusive.

31.6% purchased items from food, grocery, and delivery apps, highlighting the growing trend of online grocery shopping.

Consumer habits during peak season shopping 

Consumers are getting ready to indulge in holiday shopping and visiting e-commerce sites for special deals. During these periods, 36% of consumers surveyed said they always make online purchases during peak online shopping seasons, with 15% waiting for enticing offers.  32.2% said they were unaware of the shopping season but would purchase something online if it was a good deal.

Social media is the best way to connect with Nigerian consumers 

Nearly half of consumers (44%) claim to learn about new product offerings by viewing ads placed ahead of online videos. Social media apps like Snapchat are one of the most popular ways to market new products to consumers, with 61% of respondents identifying social networking platforms as how they discover new items. Social media is considered the most effective to reach consumers, with 72.3% believing social media adverts are the most impactful. On platforms such as Snapchat, the average daily time is over 40 minutes, and the audience is over 16 million people. Access to a digitally savvy audience through platforms like Snapchat is unmatched.

In-store shopping is losing its stronghold on Nigerian shoppers

Social media also has the most significant influence on Nigerian consumers’ purchasing decisions, at 42.3%. Just 2.4% of respondents said they do 100% of their shopping online, whereas 15.8% of consumers claim they do 75% online.

Nigerian customers who shop in-store still use the internet to inform their purchasing decisions. 18.5% of Nigerian consumers read online product reviews and ratings before deciding, while 13.9% compare prices online.

Pinterest, for example, has become the go-to destination for Gen Z consumers to discover new trends. 71% of users are high to medium-income earners, making it a captive audience to tap into, potentially driving high-value purchases.

Why Nigerian consumers prefer to shop online

48.8% of Nigerian consumers surveyed claim the main reason is convenience and the ability to save time, negating the need to visit a store in person. Seeing customer reviews and product ratings is another benefit, with 35.8% listing this as a motivating factor behind online shopping.

Plenty of benefits to shopping online 

Nigerian consumers have identified several factors that make e-commerce the clever choice. 69.2% of respondents said reasonable prices positively impacted their online shopping experience, while fast and free delivery made the experience more enjoyable. A fuss-free returns policy and the ability to spend loyalty points are also among the highlights of e-commerce.

Where next for consumers and e-commerce platforms?

Brands must identify the correct social media platforms for the consumers they want to market to. For example, platforms like X have seven million active users, 84% of whom are aged 18-34, making them ideal for targeting the tail end of Gen Z or the younger side of the Millennial generation. Understanding your target audience is essential.

Nigerian consumers’ buying habits during peak shopping seasons reflect a shift towards affordability and convenience—those who fail to adapt risk being left behind in an ever-competitive market.

By Bamikole Omishore

“Great dancers are not great because of their technique; they are great because of their passion.” – Martha Graham.

In the world of dance, few have mastered the art of movement with the grace and intensity of Martha Graham, whose choreography was marked by a profound understanding of human expression and transformation.

Graham’s dances were not mere performances; they were powerful reflections of the human condition, a tapestry woven with raw emotion, rhythm, and purpose. In many ways, the leadership of Osun State Governor, Ademola Adeleke, mirrors this very essence of dance—dynamic, passionate, and forward-moving.

Governor Adeleke has taken the helm of Osun State with the kind of zeal and vision that echoes the intensity of a choreographed performance, where each step is deliberate, and every movement contributes to a greater narrative of transformation. His approach to governance is not just about policy execution but about creating an environment where the people of Osun are empowered, uplifted, and given the tools to thrive.

In his leadership, one sees a choreography of progress, dedication, and unwavering commitment to the welfare of his people. Considering the precarious state of Osun when he took office on November 27, 2022, Adeleke could not have done otherwise—every step had to be deliberate and tailored for the development of the people.

Much like Martha Graham’s focus on the expression of the individual within a broader context, Governor Adeleke’s leadership shines in its ability to focus on the unique needs of Osun State’s diverse communities, while also aligning them with the collective goal of the state’s development. He has taken the pulse of Osun and, much like a skilled dancer attuned to the rhythm of the music, has set a course for the state that resonates with both empathy and pragmatism.

Governor Adeleke’s impact is tangible, and his passion for the people is infectious. His administration has not shied away from confronting the most pressing issues facing the state, including infrastructural deficits, educational reform, and economic revitalisation. Just as Martha Graham redefined modern dance by introducing new techniques and forms, Governor Adeleke has redefined governance in Osun by introducing innovative policies, modernising systems, and fostering an environment where growth is inevitable.

One of the cornerstones of Adeleke’s governance has been his focus on improving the education sector. Under his leadership, 631 classrooms and offices have been rehabilitated across 125 basic schools, while 323 new classrooms, halls, and laboratories have been constructed in 96 schools.

Additionally, new toilets, boreholes, motorised water wells, and perimeter fences have been installed in several schools. The Governor has also upgraded the Educational Management Information System (EMIS) units in local education authorities to improve data collection and management. Adeleke’s administration has sponsored 200 secondary school teachers and 20 ICT experts to train on remote learning platforms and has trained 1,004 teachers on cooperative learning strategies.

The governor has also initiated the recruitment of 5,000 new teachers to address vacancies in public schools. For tertiary education, Adeleke has invested in infrastructure, including completing a 52-office complex at Osun State University (UNIOSUN), thus becoming the first Governor since 2011 to execute a project at the institution.

He also funded the construction of the first student hostel at the University of Ilesa (UNILESA). He approved the permanent employment of over 230 temporary staff at UNILESA and supported the training of 137 academic staff at the Osun State College of Technology and 1,120 health educators in collaboration with international organisations.

He also revived the indigenous bursary scheme, providing financial support to over 3,100 students and N105,000 to Osun indigenes in law schools across Nigeria.

Governor Adeleke’s approach to healthcare mirrors the precision and care found in Graham’s choreography. Upon taking office, he inherited a healthcare system in disarray. However, he quickly launched the Imole Surgical and Medical Outreach, which provided free medical treatment to over 50,000 residents across Osun, addressing a wide range of conditions from cataracts and hernias to diabetes, hypertension, and malaria.

On a long-term basis, Adeleke’s administration has focused on improving the state’s healthcare infrastructure. This includes the rehabilitation of 345 primary healthcare centres (PHCs), with 200 already upgraded to include 24/7 power and water facilities, while the remaining 145 centres are undergoing renovations.

His administration has also ensured a regular supply of medications to these centres and has partnered with development organisations to provide essential medical equipment. Governor Adeleke’s healthcare policies have expanded health insurance coverage to include informal sector workers and Osun’s senior citizens, ensuring comprehensive healthcare access for all, including persons with disabilities.

Infrastructure development has been another focal point of Adeleke’s leadership. Osun State’s infrastructure, particularly in the road sector, was in dire need of attention when he assumed office. In the past two years, his administration has constructed many roads and has embarked on additional projects to extend the state’s road network.

Notable projects include the Oke-Fia overhead bridge in Osogbo, the first-ever overhead bridge in Ile-Ife, and the Akoda-Baptist-Oke Gada dual carriageway in Ede. These projects are expected to improve traffic flow, ease transportation, and spur economic growth by connecting key areas of the state. Adeleke’s commitment to infrastructure extends beyond urban centres.

Under his leadership, Osun State has rejoined the Rural Access and Mobility Project (RAAMP-3), focusing on improving rural road networks. These improvements are vital for enhancing rural connectivity, facilitating trade, and providing essential access to health and education services in remote areas.

The Governor’s unwavering passion for the people of Osun is also evident in his economic policies, which are focused on stimulating local industries, attracting investment, and reducing unemployment. Like Martha Graham’s ability to tap into the emotional core of her dancers, Adeleke’s governance taps into the heart of Osun’s potential, nurturing the state’s resources, businesses, and talents.

Governor Adeleke is driving sustainable development in Osun State with initiatives that align with the Sustainable Development Goals (SDGs). At the heart of his work is the Senator Isiaka Adetunji Adeleke Estate, a development that balances modern infrastructure with the need for planned, resilient communities. Governor Adeleke’s vision is not just about physical structures—it extends into the human realm. In SDG 4 (Quality Education), he has created the Alternative School for Girls, offering education to those who would otherwise be left behind.

Perhaps most importantly, Governor Adeleke’s leadership is marked by a deep sense of inclusivity and unity. Just as a dance troupe requires each member to work in harmony for the performance to succeed, Adeleke has fostered a sense of collective purpose in Osun.

Governor Ademola Adeleke has brought a new rhythm to Osun State, one driven by passion, innovation, and an unwavering commitment to the welfare of the people. Much like Martha Graham’s transformative choreography, which changed the landscape of modern dance forever, Adeleke’s governance has redefined the landscape of leadership in Osun —one that promises progress, unity, and a brighter future for all its citizens.

Omishore, a proud son of Osun state, writes from Ile-Ife

By Amber Thetford

As businesses seek to expand across African borders, cashless payment solutions offer a safer method of transferring money. One offering, prepaid debit cards, provides security while mitigating many infrastructure and regulatory challenges, writes Amber Thetford, the Chief Product Officer for Card Issuing and Processing at Onafriq. 

As the African Continental Free Trade Area Agreement (AfCTA) increasingly moves into the operational phase, it is becoming clearer that part of its success lies in ensuring that entrepreneurs and small businesses can effectively trade and receive payments across borders.

As the African Union has noted, the trade area will be the biggest since the World Trade Organization was formed in 1995. Africa’s population is currently 1.2 billion people, a figure that is expected to reach 2.5 billion by 2050. 

South Africa took its first step in making AfCTA a reality, when the now-former Minister of Trade, Industry, and Competition, then Ebrahim Patel, launched the implementation of the start of preferential trade this year. The South African Revenue Service also certified two consignments to Ghana and Kenya.

Yet, with trade expected to grow among members from the current between 15% and 18%, a safe way of moving money is required given the risk that cash presents. Some nine-tenths of transactions in sub-Saharan Africa are, based on World Bank information, in cash. 

The large amounts of cash involved in trade are also cumbersome and difficult to physically transport between markets.  Card payments, part of the digital ecosystem, can enable efficient, secure, and transparent transactions that are essential for facilitating trade.

Card payments can eliminate the need for manual intervention and reconciliation when it comes to banking and bookkeeping. This, the World Bank states, makes them, on average, three times more cost-effective than conventional purchase order costs.

While mobile money payments have greatly improved Africa’s ability to make cross-border payments, they do not meet the full scope of needs of individuals or businesses. As the United Nations points out, there are regulatory bottlenecks, while a lack of interconnectivity among mobile transactions in some countries means that people cannot transfer money across borders. Moreover, limitations of infrastructure, accessibility, and interoperability make it difficult for their users to access the global digital economy. As a result, this type of cross-border payment can be limited.

There are solutions to these dilemmas. Prepaid cards can enable businesses and individuals to transact with global institutions and marketplaces without the need to own a bank account. This option removes a pain point for a business that would otherwise need to accept local alternative payment methods or cash. Navigating challenges like high fees, currency shocks and a lack of access to traditional banks can be simplified through prepaid cards. This makes them a pivotal instrument that enhances Africa’s connection to the global economy. 

For example, one of our customers provides payroll solutions for seafarers and cruise ships, which frequently travel to different countries. Once the card is loaded, it is very convenient for a sailor to use it as one would a normal debit card and swipe to pay for purchases or transmit money across borders. The beauty of this option is that whoever is loading the card with money, can be based anywhere in the world, with the same also being true of the person holding the card.

Prepaid cards can also be used to manage expenses because they can be provided to managers of, for example, a bookstore, who can then make independent decisions about business-related purchases, but only up to a certain amount. This has the added advantage of speeding up operations as there are no lengthy delays across the company when it comes to acquiring stock, while it also goes some way towards eliminating fraud as the card has a set limit.

Larger companies with staff who travel extensively can also provide gratuities for their employees, who can then cover incidental expenses without having to dip into their pockets or bring back paperwork to be reimbursed.

A platform that simplifies a user’s ability to transfer money to cards brings the AfCTA dream closer to reality. The versatile power of prepaid cards can be used to promote free trade between countries and unite Africa’s fragmented payment landscape. 

Prepaid solutions can aid businesses seeking to operate in other African countries to thrive – making AfCTA’s aim a reality and boosting economic growth for all.

Amber Thetford is the Chief Product Officer for Card Issuing and Processing at Onafriq