Inside Nigeria's social commerce boom
A deep dive into how Nigerians are using social platforms to shop, trust sellers, and make purchasing decisions in the growing social commerce landscape.
Understanding social commerce behaviour in Nigeria
When a Global Tech client and our UXalliance partners Peepal Design approached us to better understand social commerce behaviour in Nigeria, we knew this study had the potential to uncover something big. With 55% of internet users in Next Billion Users (NBU) markets now engaging in social shopping, and countries like Indonesia and Brazil reaching over 70%, we wanted to explore what this trend looks like on the ground in Nigeria.
Our goal was to understand the real experiences of Nigerians using social platforms to shop. We were curious to know what people are buying online. Why do they trust certain sellers? How do they decide whether to complete a purchase through social channels versus e-commerce platforms?
Our research approach
To answer these questions, we designed a two-part qualitative study involving 16 participants. We conducted 8 dyad interviews (bringing together pairs of users for rich comparative insights) and facilitated a diary study with 8 others, who documented their daily interactions with social commerce over a few days.
Working in Nigeria meant capturing nuance in language, trust dynamics, and informal buying practices. We encouraged participants to share their process in their own words and on their own terms, recording real experiences that would guide our deep dives during the dyads.
What we learnt
1
Everyday essentials drive social commerce
Participants were mostly purchasing affordable, everyday items, clothing, cosmetics, baby products, and kitchenware from social media platforms like WhatsApp, Instagram, and Facebook Marketplace. The motivation? Convenience, lower prices, and the ease of communicating directly with sellers.
2
Trust is built through language and conversation
One of the most striking insights was how trust is built not just on product photos or reviews, but through conversational tone. Buyers felt more reassured when sellers used friendly, respectful, and locally grounded language. The human touch mattered as much as product quality.
3
Payment is a pain-point, but not the only one
While payment hurdles were common (uncertainty about delivery after mobile transfers), the lack of product guarantees and fear of scams were just as significant. Some participants had developed tactics to reduce risk, only buying from mutual connections, insisting on video proof, or choosing payment-on-delivery options when possible.
Aspirational shopping lives in the cart
Many users were browsing for aspirational goods, such as gadgets, sneakers, or home décor, but often didn't complete these purchases. Price, delivery logistics, and a desire to "wait for a better deal" kept these items in digital limbo.
Discovery happens on social, decisions happen in private
We saw that many participants discovered products on social media but took time, sometimes days, to make a final decision. They would often consult with family or friends offline, compare prices across platforms, and consider whether the seller "felt" trustworthy.
The value of deep listening
What stood out most during this study was how personal and emotional online shopping has become. It’s not just about what people buy; it’s why, when, and how they choose to trust. By using local language, culturally relevant scenarios, and participant-led reflections, we were able to surface insights that a typical survey would never uncover.
What's next?
The findings are already helping our client shape more inclusive, human-centred digital commerce experiences. Whether it's creating better pathways to verify sellers, designing features that build trust in chat-based transactions, or surfacing affordable, relevant products at the right moment, this study gave us a roadmap grounded in the everyday realities of Nigerian users.
Social commerce isn't just the future; it's already here.
As UX researchers working across emerging markets, this study reminded us of the power of listening deeply, especially in spaces where informal practices and digital adoption intersect. Social commerce isn't just the future; it's already here. And it's being shaped by millions of personal, emotional decisions every day.
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