When Gift Nosa started selling hair from her home in Lagos, she had no shop, no website, and barely any money for marketing.
“I uploaded pictures of human hair on my WhatsApp status, and that is how I got my customers,” she recalled. “I sent broadcast messages to my contacts, and people began sending me direct messages.” Today, her business has grown beyond just WhatsApp, but it continues to play a crucial role.
For Faith Idebuemi, who runs an online store selling jewellery and clothing, WhatsApp is her storefront. “I started during the height of the Chinese import wave. I ran pre-sale campaigns to raise capital,” she said.
Ebose Ailenotor began her book business on WhatsApp. Today, she has a website and is setting up a physical shop. Yet, she continues to post books on WhatsApp. “A lot of my customers are repeat buyers who first found me there,” she said.
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For many small businesses in Nigeria, WhatsApp isn’t just a messaging app; it is a lifeline. It allows them to operate lean, save on setup costs, and reach customers directly, all without the burden of managing a full e-commerce site. With over 39 million micro, small, and medium enterprises (MSMEs) in the country, many have found ways to turn the app into a low-cost, high-impact sales platform.
By using the status feature and broadcast tools, businesses are repurposing WhatsApp into an informal e-commerce channel, far more accessible than platforms like Jumia or Konga, which require more complex onboarding and fulfilment processes.
There are over 51 million WhatsApp users in Nigeria, equating to about one in four active mobile lines engaging on the platform, according to Bosun Tijani, minister of communications, innovation and digital economy.
The app is widely used because it works well on low-end phones, consumes little data, and functions even on slow networks, making it accessible across both urban and rural areas.
For micro and small business owners, this simplicity is key: no websites, no overheads, no middlemen. Customer conversations, inquiries, orders, and payments all happen on one device.
Today, 67% of online purchases in Nigeria reportedly begin with a chat, compared to a global average of 22%.
WhatsApp has moved far beyond messaging as it now epitomises how many businesses showcase products, confirm payments, and organise delivery logistics.
“Informal online commerce, for example, using WhatsApp or Instagram to reach buyers through social networks, is also widely used by microenterprises for marketing, receiving orders, and lowering transaction costs,” the World Bank said.
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WhatsApp Business, introduced in 2018 and tailored for small businesses, added features that make customer engagement more professional. With a business profile, catalogues, automated replies, and operating hours, business owners can manage sales with no need for a traditional website.
Temitope Bukola, founder of Giftbysisi, a gifting company, started using the WhatsApp Business app after it launched in 2018. With the app, she has grown her business into a full-blown gifting company.
“Using catalogue, quick replies, carts, and broadcast, I could track customer interactions and build trust.
“WhatsApp Business is my shop,” Nosa added. “People rarely ask for a physical store once they see my WhatsApp catalogue. Everything is there, products, prices, pictures”, she said.
Peter Adebiyi, a fashion entrepreneur, noted how automated replies help him manage first-time inquiries even before chatting. “It gives structure. First-time customers get to know the basics without waiting for me to respond,” he said.
WhatsApp Business generated an estimated $39.5 million in revenue from Africa in 2023, underscoring its popularity with small businesses.
Small businesses account for about 90 percent of all businesses and 50 percent of jobs in many economies, helping them scale matters. With e-commerce, many MSMEs can compete and grow, leading to improved incomes and employment, according to the World Bank.
While it is already embedded in the process of many small businesses, WhatsApp is expected to continue to play a big role, especially with recent updates. Meta, the parent company of WhatsApp, is adding ads to the status feature, letting users find new businesses more easily.
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However, while the app continues to serve Nigerian MSMEs, fraud remains a risk. Scammers frequently exploit its simplicity to impersonate businesses or defraud customers; a problem Meta is trying to fix.
In 2024, Meta rolled out Meta Verified in India, offering small businesses a verified badge, impersonation protection, customer support, and premium tools. Verified businesses also get visibility across WhatsApp Channels and Business pages. This feature is yet to launch in Nigeria.
Still, the Nigerian government believes WhatsApp can offer more. “I see a huge opportunity for WhatsApp to contribute to economic activities in Nigeria through their payment API,” Tijani added.
