Facilitating e-commerce for the digital economy, By Inyene Ibanga

Evidently, social media is a critical factor driving the advancement of the flourishing e-commerce sector. As a high yielding tool for internet marketing, marketing and sales, it aids e-commerce businesses identify buyers, interact with them, develop belief, acquire sales alternatives, and produce brief aid.

Social media is a impressive device for communication. It has the ability to hook up and share information with everyone on earth or with lots of people throughout geographical divides at the same time.

It is pretty valuable for conducting transactions, directing buyers towards a new product or an attractive deal, participating with them and generating a feeling of neighborhood or togetherness.

Social media refers to web-sites and applications that are built to allow for men and women share content rapidly, successfully, and in authentic-time. They are computer system-based interactive systems that aid the sharing of concepts, thoughts, and information through the building of virtual networks and communities.

By structure, social media is World wide web-based and gives consumers fast electronic communication of information. These kinds of content incorporates individual information and facts, documents, films, and photos. People engage with social media by way of devices these types of as desktops, tablets, or smartphones, as a result of internet-based application or purposes.

Boards, weblogs, micro-weblogs, wikis, social curation, social bookmarking, social networking web-sites, photograph-sharing web sites, fast messaging, online video-sharing web-sites, podcasts, and widgets are among the the lots of kinds of social media.

There are more than 103 social media networks that are obtainable to enable subscribers establish useful connections in assorted places of interest. Some examples of preferred social media web-sites/platforms incorporate Fb, Instagram, YouTube, Twitter, LinkedIn, Snapchat, Reddit, Wikipedia, Tik Tok, and Clubhouse, among some others.

In accordance to DataReportal, there were being 4.48 billion social media end users around the globe in July, representing almost 57 for every cent of the overall world wide population. These figures suggest that extra than 9 in 10 online people now use social media every month.

As at January, there were 33 million social media buyers in Nigeria. This was equivalent to 15 for each cent of the complete population inside of the exact period of time. It showed that the amount of social media buyers in Nigeria greater by 6 million concerning 2020 and July 2021.

Fundamentally, billions of persons all over the globe use social media to share information and make connections among the distinctive communities. Social media makes it possible for people to communicate with buddies and family, master new issues, develop their pursuits, and be entertained.

E-commerce corporations are main drivers of development and diversification of Nigeria’s economic climate. The sector is boosting the overall economy by increasing productiveness, encouraging innovation, bettering understanding administration, educating shopper and driving finer buying activities.

Also, other persons use social media to broaden knowledge in a specific discipline and build skilled networks by connecting with other pros in a distinct industry.

Now, thanks to the COVID-19 disaster and the improve in digital innovations, the retail sector has undergone unimaginable modifications. As a outcome, vendors are embracing social media as a communication technique to arrive at out to customers and stay relevant in the cyber market landscape.

Globally, the galloping pandemic has continued to gasoline a massive upsurge in the range of e-commerce internet sites and platforms catering to the many pursuits and preferences of consumers. E-commerce is essential to the marketing of physical distancing and avoidance of crowded shopping environments, thus helping to lessen transmission of the virus.


E-commerce (electronic commerce) refers to the getting and marketing of products and companies, or the transmitting of resources or facts, above an electronic network, primarily the world-wide-web. It covers each variety of small business transaction performed on-line.

On line buying is the most popular case in point of e-commerce. Even so, e-commerce can also include other forms of things to do that consist of on-line auctions, payment gateways, on the internet ticketing, and online banking.

Evidently, social media is a vital element driving the development of the flourishing e-commerce sector. As a large yielding tool for promoting, promotion and profits, it can help e-commerce businesses identify prospects, engage with them, create believe in, acquire product sales options, and produce quick assist.

In terms of consumer suggestions, social media can make it simple for consumers to explain to a corporation and everybody else irrespective of whether their encounters with that organization are superior or undesirable. Making use of social media, businesses are equipped to reply pretty speedily to responses, show up at to client problems and maintain, regain or rebuild shopper self esteem.

E-commerce-based corporations are major motorists of expansion and diversification of Nigeria’s financial system. The sector is boosting the economy by rising efficiency, encouraging innovation, bettering understanding management, educating consumer and driving finer shopping experiences.

The current e-commerce paying out in Nigeria is believed at $12 billion, and is projected to access an outstanding $75 billion in revenues for each annum by 2025, in accordance to the International Trade Administration.

To maintain its contribution to the electronic economic climate, e-commerce businesses ought to channel efforts toward building believe in to inspire the self esteem of shoppers, give extra delivery options (logistics), adopt additional payment remedies, and spend in marketing and advertising and technological innovation.

Jumia, Konga, Payporte, Jiji.ng, Ajebomarket, VConnect Nigeria, Printivo, Obiwezy, OLX, Kara.com.ng, Kusnap, and Supermart.ng are between the e-commerce platforms in the place.

These e-commerce websites have not only made a regular contribution to the national GDP in the very last a few several years, but they have also created above a million immediate and oblique employment and diminished youth unemployment. So, the e-commerce sector is a important contributor to Nigeria’s financial prosperity.

Surveys conducted by Statista in 2020 demonstrate that trend and attractiveness, meals and individual care, and purchaser electronics have been the most common items purchased online by Nigerians. This confirms that Nigerians have a really positive angle toward on line browsing.

Social media analytics, social media marketing, social purchaser connection internet marketing are important business enterprise tools for communication, internet marketing and networking that aid to strengthen web page views and enhance conversion or true patronage by prospects.

Social networking allows e-commerce corporations to link inner and exterior people today who share identical business passions or routines. Social applications help employees’ obtain data and assets they need to have to work collectively correctly and remedy enterprise problems.

All over again, community social media platforms help an organisation remain near to their buyers and make it easier to carry out exploration that they can use to increase business procedures and functions, these kinds of as alternative modes for the shipping of things.

Irrespective of logistic issues, government insurance policies, numerous taxes, bad Infrastructure, and stability problems, extra Nigerians are, nevertheless, demonstrating a new fondness for on the internet shopping.

Taking into consideration the growing level of patronage by Nigerians, it is crucial for e-commerce organizations to focus consideration on developing brand consciousness, efficient client company and social listening to increase their on the internet presence.

To maintain its contribution to the electronic economic climate, e-commerce corporations should channel initiatives toward developing have confidence in to encourage the confidence of clients, present a lot more shipping possibilities (logistics), undertake far more payment methods, and invest in advertising and marketing and technologies.

Inyene Ibanga writes from Wuye District, Abuja.

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