Entrepreneurs like Gift Nosa have firsthand experience of how the app can transform a business from scratch. She began selling human hair extensions from her home in Lagos with no shop, no website, and no marketing budget. Instead, she relied entirely on WhatsApp’s status updates and broadcast messages to reach potential buyers. “I uploaded pictures of human hair on my WhatsApp status, and that is how I got my customers,” she recalled. Over time, even as her business expanded to other platforms, WhatsApp remained central to her sales strategy.
Faith Idebuemi, who sells jewellery and clothing, says WhatsApp is essentially her storefront. She launched her business at the height of the Chinese import boom by running pre-sale campaigns on the app to raise capital before placing bulk orders.
Others, like Ebose Ailenotor, began similarly. She started selling books purely on WhatsApp and now runs both a website and is setting up a physical shop—but continues to use the app to connect with loyal repeat customers who discovered her business there.
For many micro and small businesses in Nigeria, WhatsApp has become an indispensable lifeline. It eliminates the costs of renting physical space or managing complex e-commerce sites while offering direct, personal communication with buyers. With over 39 million micro, small, and medium enterprises (MSMEs) in Nigeria, WhatsApp’s accessibility has turned it into one of the country’s most powerful informal e-commerce channels.
The app’s appeal is also practical. With over 51 million users in Nigeria—about one in four active mobile lines—it works reliably on low-end phones, uses little data, and functions even on slow networks, making it popular across both cities and rural communities. For many entrepreneurs, this simplicity is critical: customer inquiries, negotiations, orders, and payments can all happen on a single device, often in real time.
Businesses use WhatsApp’s status feature and broadcast lists creatively to showcase products, share new arrivals, and maintain customer interest. Compared to formal e-commerce marketplaces like Jumia or Konga, which require more complex onboarding and fulfillment logistics, WhatsApp offers a direct, personal, and low-cost alternative.
According to Nigeria’s Minister of Communications, Innovation and Digital Economy, Bosun Tijani, 67% of online purchases in Nigeria reportedly begin with a chat—far above the global average of 22%. This statistic underscores just how embedded WhatsApp has become in local commerce.
Recognizing this opportunity, Meta introduced WhatsApp Business in 2018. Tailored specifically for small businesses, the app includes features such as business profiles, product catalogues, automated replies, and operating hours to make selling more professional.
Temitope Bukola, founder of Giftbysisi, a gifting company, credits WhatsApp Business with transforming her operation. “Using catalogue, quick replies, carts, and broadcast, I could track customer interactions and build trust,” she said.
Gift Nosa agrees, describing her WhatsApp catalogue as her shop. “People rarely ask for a physical store once they see my WhatsApp catalogue. Everything is there: products, prices, pictures,” she said.
Fashion entrepreneur Peter Adebiyi noted that automated replies help manage customer expectations, answering routine questions even before he personally engages with new buyers. “It gives structure,” he explained.
Meta’s own numbers reflect WhatsApp’s popularity with businesses in Africa: WhatsApp Business generated an estimated $39.5 million in revenue from the continent in 2023 alone.
Still, there are challenges. Fraud remains a persistent risk, with scammers often impersonating businesses to defraud customers. To address this, Meta has introduced verification tools in other markets. In 2024, for example, it launched Meta Verified for businesses in India, offering a verified badge, impersonation protection, and premium customer support. That service is yet to arrive in Nigeria.
Nevertheless, the Nigerian government sees even greater potential for WhatsApp to support local commerce in the future. “I see a huge opportunity for WhatsApp to contribute to economic activities in Nigeria through their payment API,” Minister Tijani said.
As MSMEs continue to be the backbone of Nigeria’s economy—accounting for about 90% of all businesses and roughly half of employment—tools like WhatsApp are proving vital in helping entrepreneurs grow, compete, and contribute to wider economic development.