News
How Ecommerce Market leader Opened up Food Delivery Service in Nigeria
By Adedoyin Giwa
If there’s any industry that has witnessed tremendous growth, impact and success in recent years, it is the online food delivery sector. Thriving on technology and digitalization, online food service delivery is proving to be one of the best business ideas in recent times. With mergers and acquisitions, the global online food delivery market is estimated to reach $215 billion in 2024.
Robust Market
In Nigeria, what makes the sector enticing is the fact that there’s a huge market awaiting investors. Food is crucial for all, especially the working class in an ever busy environment like Lagos. And any service that can make it available without stress and hassle will be in good business.
With an estimated population of 200 million, the Nigerian food segment is estimated to be yielding a revenue of about $33.7 billion. According to data by National Bureau of Statistics (NBS) Lagos residents spent N830 billion eating out in 2019.
This is coupled with the increasing adoption of smartphones which allows customers access services via mobile apps. According to a report by Allied Market Research, the global food delivery mobile app market is expected to hit $16.6 billion by 2023.
Market leader
The investment of the likes of Jumia in food service delivery is helping to meet the yearnings of customers. Deploying Jumia logistics and technology infrastructure, the platform has been able to drive the reach of online food delivery in Nigeria. Jumia’s impact has further opened up for more investors, with the likes of Gokada and OyaNow feeding some segments of the market. The exploits of these players are shaping the supply chain and are growing the market for new entrants.
Industry innovation
Being the market leader, Jumia is also contributing to the growth of the industry with innovative thinking and implementation. In 2020, Jumia launched the Nigeria Food Index Report which is the first of its kind in the segment.
The report captured the growing popularity of fast food in Nigeria, and the positive impact as well as prospect for the Nigerian Agricultural sector. According to Jumia, the report will be a continuum as it will be released yearly.
Boost for local restaurants
More importantly, a marketplace like Jumia is having a positive impact on restaurants by giving them access to a wider audience. The platform is also enabling restaurants to stay ahead of their competitors. This was evident during the lockdown imposed by covid-19, when restaurants partnering with Jumia Food were able to sustain their businesses through the Jumia delivery network.
“Sales dropped drastically, companies shut down, and a lot of people lost their jobs. We’re grateful that Jumia kept their operation going; it was reassuring to customers, helped give them options for food at a very uncertain and difficult time, and for vendors like us, it was a huge help to still be able to keep sales going during that period. The sales we got through Jumia helped greatly in keeping our employees paid, and our operation running,” said Pop Singer and CEO, Sooyah Bistro, Bankole Wellington.
Interestingly, the Nigerian Food Index Report also revealed that local Nigerian cuisines lead the preference on Nigerians compared to continental dishes, with 64% of orders being placed for lunch.
Market Expansion
In a bid to further drive the growth of online food and beverage delivery in the Nigerian market, Jumia Food expanded its food delivery service to five additional states in Nigeria. The new additions regarded as tier-2 cities on the Jumia Food map, are Minna, Benin City, Kaduna, Abeokuta, Kano, and Ilorin.
In 2020, Jumia also recorded a major service improvement in its existing footprints in Lagos, Port Harcourt, Abuja and Ibadan by increasing its speed of delivery, with an average delivery time as fast as 26 minutes in Port Harcourt, 27 minutes in Lagos, 28 minutes in Ibadan, and 30 minutes in Abuja.
It is an open secret that the food industry is very relevant to the Nigerian economy. With today’s covid-19 realities, the growing popularity of fast food, the crave for convenience, safety and value for money, has opened up opportunities for the food market in Nigeria.
No doubt that the contribution of Jumia, the leading ecommerce platform in Nigeria and Africa is helping to explore the food segment of the Nigerian Agricultural sector which has the potential of huge contribution to the Nigerian economy.
Nigerian National Petroleum Company Limited (NNPC) has warned local investors and foreign businesses about the activities of fraudsters falsely claiming to represent the company.
The state-owned company said the impostors are reportedly soliciting illegal fees under the guise of arranging meetings with the new NNPC board members, executives, and management.
The disclaimer comes following the change of the NNPCL board.
On April 2, 2025, President Bola Tinubu appointed a new 11-member board with Engineer Bashir Bayo Ojulari as the Group Chief Executive Officer (GCEO) and Ahmadu Musa Kidano as executive chairman.
In a statement signed on Monday by Olufemi Soneye, chief corporate communications officer, NNPC, t said the practice of soliciting fees is completely unauthorised and unlawful.
NNPCL said, “The general public is advised to beware of individuals and companies falsely claiming to represent NNPC Limited.
” Their tactics include soliciting fees for meetings with the NNPC board of directors, executives, and management staff. These actions are unauthorised and illegal.
“Foreign investors and international business entities are especially urged to remain cautious. If approached, report the incident to the appropriate authorities immediately.”
The company clarified that engagements with its boards or executives must follow official channels in line with company policy.
The oil giant said, “All legitimate engagements with NNPC Limited occur strictly through official channels or business units only.
“For further enquiries, please contact us at contactus@nnpcgroup.com.
“NNPC Limited remains committed to transparency, integrity, and the protection of our stakeholders in all interactions.”
The company called for public cooperation to prevent scammers from defrauding investors.
Nigeria’s Federal Ministry of Communications, Innovation & Digital Economy (FMCIDE) has announced that plans to support the country’s farmers with its AgriConnect initiative have kicked off with a pilot scheme launched in Ogun State in southwestern Nigeria.
Dr ‘Bosun Tijani, minister, communications, Innovation and Digital Economy,
Dr ‘Bosun Tijani, minister, communications, Innovation and Digital Economy, last week launched the initiative at the Ogum State Cultural Centre Complex. AgriConnect is described as a transformative programme designed to digitally empower Nigerian farmers through real-time access to agronomic services, weather insights, financial tools and market intelligence.
The pilot scheme is being implemented in partnership with technology vendor Huawei Technologies and operator MTN Nigeria.
AgriConnect will initially benefit over 1,000 farmers, selected from the Ogun State Farmers Information Management System (OGFIMS), with over 160,000 registered farmers.
Each beneficiary will receive mobile-data-enabled smart devices, embedded with Huawei’s AI-powered tools and MTN-supported connectivity to enable smarter planting, better risk mitigation and streamlined communication with government data centres.
Speaking at the launch, Dr Tijani noted that AgriConnect highlighted the importance of food security. Referring to a target of cultivating 500,000 hectares of land, he pointed out that innovation would be an important part of the effort.
As the government builds out the framework from this pilot in Ogun State (a leader in cassava production), he said, it aims to scale the AgriConnect model across other states – “ensuring that every farmer, regardless of geography, has the opportunity to benefit from the digital economy”, as he put it.
The AgriConnect initiative reflects an FMCIDE commitment under the government’s Renewed Hope Agenda to promote rural inclusion and leverage Nigeria’s comparative advantage in agriculture.
By fusing AI, connectivity, and human-centred design, the ministry says that AgriConnect stands as a scalable model for advancing food security, driving innovation, and improving livelihoods for smallholder farmers across the country.
Association of Advertising Agencies of Nigeria (AAAN) has extended its heartfelt congratulations to Steve Babaeko and the entire X3M Ideas team following their remarkable achievement of being ranked 31st on the Financial Times’ prestigious 2025 list of Africa’s Fastest-Growing Companies.
This recognition by the Financial Times, in collaboration with global research firm Statista, highlights X3M Ideas’ outstanding performance and resilience in a highly competitive and challenging business landscape.
The agency’s ranking was determined based on its compound annual growth rate (CAGR) between 2020 and 2023, verified through independently certified financial data, underscoring the credibility and transparency of the accolade.
Founded by renowned advertising executive Steve Babaeko, X3M Ideas has consistently demonstrated innovation, operational excellence, and creative leadership. The agency’s bold campaigns and commitment to impactful storytelling have not only elevated its profile in Nigeria but have also established its presence across several African markets.
This milestone marks a significant moment for Nigeria’s creative sector, traditionally overshadowed by industries such as fintech and energy in continental rankings.
AAAN President, Lanre Adisa, in a statement, congratulated Babaeko and X3M Ideas on the remarkable recognition. He said: “Steve’s tenure as AAAN President was quite revolutionary. He raised the bar for our association and industry at large. His leadership brought bold ideas to life, executed with brilliance and a deep sense of purpose for the creative community.
“This global acknowledgment is a testament to his enduring impact, not just as a creative force but as a trailblazer on the African continent.”
The Financial Times’ 2025 list features 130 top-performing companies from across Africa, with Nigeria and South Africa accounting for a significant share, reflecting the economic strength and entrepreneurial spirit of the continent’s largest economies.
X3M Ideas’ recognition not only celebrates its own growth but also signals the rising influence of the creative economy in shaping Africa’s future.
This latest accolade adds to a string of recent achievements for X3M Ideas, including being named Independent Network of the Year at the 2025 Pitcher Awards, further cementing the agency’s status as a leader in African creativity and innovation.
AAAN commends Steve Babaeko and the entire X3M Ideas team for their outstanding contribution to the industry and for flying the flag of Nigerian creativity high on the global stage.
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