Inside the Scroll, Not the store: How Nigerian consumers are finding and buying brands today?

 Introduction: From Markets to Mobiles

For a long time, open markets and word-of-mouth defined how Nigerians discovered brands. But today, discovery has gone digital and more specifically, social and mobile. In 2025, scrolling is shopping, and platforms like Jumia, Konga, WhatsApp, and Instagram have become the new storefronts.

With over 220 million people many of them young, urban, and mobile-first Nigeria is one of the most vibrant consumer markets in Africa. If your brand isn’t showing up in their scroll, it might not exist in their world.

Let’s dive into how brand discovery actually happens in Nigeria today and what brands need to do to stay visible and relevant.

 

  Where Brand Discovery Really Happens in Nigeria

1. Jumia: The E-commerce Powerhouse

• Jumia is often the first stop for price comparison and brand browsing.
• It’s widely trusted for electronics, home essentials, and fashion.
• Flash sales, mobile app-exclusive deals, and “JumiaPay” incentives make it sticky.

Local shoppers say, “I no dey go market, I dey Jumia” (I don’t go to the market, I shop on Jumia).

2. Instagram: The New Shopping Window

• Visual discovery is key especially in fashion, beauty, and small business categories.
• Many Nigerian entrepreneurs use Instagram as their primary storefront.
• Consumers explore products via reels, stories, and live sales.

Hashtags like #NaijaMade, #LagosStyle, and #AbujaVendors are goldmines for discovering new brands.

3. WhatsApp: The Personal Storefront

• WhatsApp is a powerful channel for personalized selling and micro-commerce.
• Brands and vendors create product catalogs and share payment links via chats.
• Customer service, negotiation (“abeg, give me last price”), and even delivery arrangements happen directly in-app.

WhatsApp commerce is not flashy, but it’s fast, familiar, and flexible especially outside major cities.

4. Konga: Trusted by the Middle Class

• Konga appeals to shoppers looking for more structured product categories and reliable fulfillment.
• It’s popular for tech gadgets, phones, and accessories, especially during Black Friday and Tech Week events.

 

What’s Driving Discovery?

Nigerian consumers are discovering brands based on:

• Peer influence: Word-of-mouth still thrives, just now via reposts, group chats, and “Have you seen this brand?” messages.
• Value-first mindset: Price-conscious but trend-aware, Nigerians love brands that offer affordable quality.
• Mobile convenience: 75%+ of consumers browse and buy directly from their phones.
• Cultural relevance: Local language, humor, and context boost engagement. A caption in Pidgin English or Yoruba grabs more attention than polished, formal ads.

 

The Role of AI & Agile Research in Understanding This Shift

Modern research isn’t about asking people what they like it’s about observing how they actually behave.

Here’s how smart brands are adapting:

• Generative AI for qualitative data helps analyze Instagram comments, WhatsApp chats, and voice notes to detect emerging trends.
• Cultural immersions in the lives of consumers
• Conversational surveys capture real-time insight in Pidgin, Hausa, Yoruba, and Igbo.
• Supercharged Meta-Analysis combines sales data, social chatter, and product reviews to show what’s working across platforms.

 

  Local Language Tip: Speak Their Style

Nigerian consumers respond to marketing that speaks their language literally.

• Phrases like “Sharp sharp delivery” (very fast delivery) or “No wahala” (no problem) feel more authentic than overly corporate messaging.
• Emojis, voice notes, and humor drive more engagement than formal product specs.

 

FAQ: Snippet-Eligible Q&A

Q: What platforms are Nigerians using to discover new brands in 2025?
A: Platforms like Jumia, Instagram, WhatsApp, and Konga are the most popular for brand discovery, with mobile-first browsing being the norm.

Q: Why is WhatsApp important for brand discovery in Nigeria?
A: It’s used for direct selling, product catalogs, and personalized customer service especially by small businesses and side hustlers.

Q: How does culture influence consumer behavior in Nigeria?
A: Language, humor, peer recommendations, and social proof play a huge role in shaping trust and buying intent.

 

Conclusion: If You’re not in the scroll, You’re not in the market

In Nigeria today, consumers don’t walk into shops to discover brands they scroll into them. The market has gone mobile, and consumers are loyal to brands that meet them where they are: on WhatsApp, on Instagram, on Jumia.

To stay relevant, brands must:

• Show up with authentic language and cultural cues
• Be visible across social and e-commerce platforms
• Back creative ideas with real-time, AI-driven insight

 

Ready to Make Your Brand Discoverable in Nigeria?

Cultural Traits can help your brand resonate with Nigerian consumers through on-ground research, digital behavior analysis, and AI-powered insight. Whether you’re launching a product or refining your message, we can help you make the right impact.

 

  Contact us or Request a quote to get started.

 

Disclaimer:

The insights shared in this blog are based on the Cultural Traits personal observation of current industry landscape. This blog is for informational purposes only and reflects general industry trends at the time of writing. It does not constitute legal, technical, or regulatory advice. Readers should consult relevant experts before applying any synthetic data or AI-based research practices. Viewers discretion is required.