If you think about it, some questions do not have an answer. The Nigerian consumer market is so broad and unpredictable that you may think that people would prefer patronising vendors on e-commerce sites, considering trust and return policies. You’d be surprised to learn that another consumer would argue ‘customisation’ with you. A feature not available on e-commerce platforms.

So, what works?

In Nigeria, shopping has always been more than a mere transaction; it’s a social experience deeply rooted in personal relationships and trust. This cultural nuance is seamlessly mirrored in the country’s adoption of social commerce platforms like WhatsApp and Instagram.

While Nigeria’s e-commerce sector has experienced significant growth – Revenue in the eCommerce Market is projected to reach US$7.04bn in 2025; Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 7.81%, resulting in a projected market volume of US$9.51bn by 2029 – traditional platforms often struggle to meet the unique expectations of Nigerian consumers.

These challenges encompass personalisation, trust, and adaptation to local preferences.

Lack of personalisation

Traditional e-commerce platforms frequently lack the personalised touch that Nigerian consumers value. In contrast, social commerce platforms like WhatsApp and Instagram facilitate direct, conversational interactions, mirroring the personalised experience of traditional markets.

This direct communication fosters trust and allows for tailored customer service, which is often missing in conventional e-commerce settings.

On an e-commerce website, Dami explains, personalisation is practically non-existent. “You’re at the mercy of search bars. I have to keep typing different keywords to find what I want, and even then, it’s hit or miss. With a vendor on WhatsApp? I just say what I need and they send me options.” To him, that interaction is like using a human-powered AI, one that understands context, tone, and preference without needing an algorithm.

Speed is another deal-breaker. If he needs a gift urgently, same-day delivery is often only possible with a social vendor. “If the person is in my city, I can get it in two hours. On e-commerce? I’m waiting one or two days. Or worse, three weeks, shout out to Temu,” he adds with a laugh.

Trust and security concerns

Concerns about online fraud and data privacy make consumers cautious. Past experiences with scams and fraudulent activities have led some consumers to distrust online platforms. This lack of trust hinders the adoption of e-commerce among specific demographics.

For Dami, recommendations carry weight. “If someone I trust says this vendor is good, I believe them. E-commerce reviews? It’s a mixed bag. You’re guessing. That’s how you end up with ‘what I ordered vs what I got’ moments.”

Dami recalls one positive memory where he wanted to buy a gift pack. He messaged a vendor on Instagram, listed the items to remove and what to substitute, and got exactly what he envisioned—at no extra charge. “You can’t do that with e-commerce. You just buy what you see.”

But it’s not always rosy. He’s had his fair share of disappointments, too. “One time, I had a shoe made for a wedding. The vendor didn’t deliver until I was literally walking into the church. I had to wear another pair that didn’t even match my belt. Crazy!”

That level of formal assurance an e-commerce platform gives makes a difference. Emmanuel admits he’s open to using social platforms, but only under certain conditions. “If I know the seller has a physical store or a verifiable business location, I might give them a try. But if you’re selling from your living room and I can’t trace you, it’s a hard pass.”

He’s had his fair share of poor experiences with home-based vendors, many of whom, in his words, “don’t understand the value of trust.” For Emmanuel, trust isn’t just about the product; it’s about knowing there’s recourse when things go wrong, and for that, e-commerce platforms win.

Adaptation to local preferences

Traditional platforms need to adapt to the unique preferences of Nigerian consumers, such as incorporating features that allow for negotiation and direct communication. For instance, the preference for cash-on-delivery (COD) remains prevalent, as it offers a sense of security and trust, allowing customers to inspect the products before making the payment.

The pros far outweigh the cons for Dami. “Social commerce fits into the platforms I already use daily—WhatsApp, Instagram. I don’t need to log in somewhere new or wait endlessly for customer care to pick up.”

For Dami, it’s simple. “Until e-commerce platforms let me personalise, deliver faster, and search like a human, I’m not leaving WhatsApp and Instagram anytime soon.”

Desmond’s not sold on the hype of social commerce, or e-commerce, for that matter.

“I never buy from WhatsApp or Instagram unless I’m really close to the person,” he says, brushing off the trend of buying through DMs. It’s not just about personal connection,it’s about trust, and for Desmond, trust is hard-earned online.

Interestingly, even e-commerce platforms don’t fully make the cut for him. “They entertain some level of trust,” he admits, “but I still prefer physical stores. At least, I know wetin I dey buy.”

To Desmond, seeing is believing. He shops on Glovo when he’s hungry,food is the exception—but for everything else, from clothes to gadgets, he wants to feel the product, test it, and ask questions in real-time. “Online? You fit order jeans and receive a wrapper,” he jokes.