According to Worldometer elaboration of the latest United Nations data, the current population of Nigeria as of 7th January 2024 was 226,555,659. Data from the Nigerian Communication Commission shows that as of June 2023, the country’s internet subscribers decreased to 159.49 from 159.59 million in the previous month of May.
With over 200 million people and 159.49 million internet users in the country, there is a sizeble potential market that startups and businesses can reach in no time, particularly those that focus on the local market with the use of technology.
In this era of technology, marketing and sales of products are easier as business operators can sit in the comfort of their house and get in touch with millions of his or her customers far away, without stepping out.
Meanwhile, a report by PriceWaterhouseCoopers Nigeria, in 2020, stated that Micro, Small, and Medium Enterprises account for about 96 per cent of all businesses in Nigeria, contributing 49 per cent to the Gross Domestic Product, and employing 84 per cent of the country’s workforce. Therefore, the sustenance of Nigeria’s economy relies heavily on the SMEs.
It is, therefore, safe to conclude that digitalisation and technology are keys to the optimal operation of businesses in the 21st century. The evolution of concepts such as customer satisfaction, advertising, and payment is the result of the heavy involvement of digitalisation in today’s businesses. MSMEs that have embraced digitalisation and technology fare better.
Before now, the use of technology to drive sales was common among high-profile businesses especially the hospitality industry, telecommunication industry, car sales, and job recruitment among others.
The COVID-19 pandemic, however, has opened the eyes of more Nigerians to the Internet of Things as so many were able to transact business in the confines of their homes.
The latest is the introduction of technology to drive sales by small business owners and restaurants, especially those selling local delicacies like Nkwobi, isiewu, asun, cow tail, and catfish barbeque among others.
Nkwobi (which means spicy cow foot) is an Igbo meat delicacy made of palm oil, ugba, pepper, fresh utazi leaves or bitter leaf, ehuru seeds, edible potash and cow foot. It is one of the fast-moving delicacies one can buy in any restaurant in the country even though it comes in different forms and sizes depending on how it was prepared.
It has been observed that so many small business owners including hoteliers are gradually taking advantage of technology and social media platforms, like Facebook, WhatsApp, and Instagram to advertise and drive the sales of these products and educate their customers on the latest development and stocks.
One of them is Miss Felicia Enonche, who runs an outlet where she sells these deserts at one of the popular beer parlours located in Ikotun, a suburb in Lagos State.
The Benue-born Enonche believes the use of technology has helped her market her delicacies which include ‘Nkwobi’.
She said she recently opened a WhatsApp platform for her customers where they discuss how to improve the business and serve them better.