In the bustling markets of 2026, the battleground for Nigerian commerce has shifted entirely to the chat window. The Trust Deficit and the “Human” FactorThe driving force behind this shift is the unique psychology of the Nigerian consumer. Unlike Western markets where “Add to Cart” is a reflexive action, the Nigerian market is built on negotiation and relationship verification. For a fashion vendor in Balogun Market, a well-optimized WhatsApp Business profile now generates more revenue than a Shopify store ever could. For the mass market, WhatsApp is the internet.

Source: Nigerian Tribune February 10, 2026 12:19 UTC