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TradeDepot Highlights Top Trends that will Shape Nigeria’s Retail Sector in 2021

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TradeDepot, the B2B eCommerce platform for consumer goods in Africa, has today released new insights from its market data that highlights the trends that will shape Nigeria’s retail sector in 2021.

According to TradeDepot, the impact of the pandemic, rising inflation, border closures and other issues drove significant changes in behaviour for retailers, distributors and manufacturers in 2020.

As the sector settles into the new year, TradeDepot predicts that some of the main trends that shaped 2020 – particularly smaller packaging for consumer goods and increased spending on food and essential goods due to dwindling disposable income and people spending more time at home – will continue to influence behaviour across the market.

The retail sector is the third largest contributor to Nigeria’s Gross Domestic Product (GDP) and more than 90 percent of the sector is made up of informal retailers.

TradeDepot has built a network of more than 50,000 micro retailers, working with global distributors and manufacturers like Nestlé, Unilever, GB Foods and Danone to make household supplies such as milk, soap, detergent and other essentials more accessible and affordable. The top insights from TradeDepot’s data include:

Key trends from 2020

  • Across the retail sector, the pandemic led to an increase in store owners exploring alternative channels of reaching, acquiring and servicing customers – especially online and social media. Demand for TradeDepot’s services increased by 500%, with a 300% increase in transaction value and volume on the back of the pandemic.
  • Consumer buying patterns shifted slightly towards more food items, with growth in purchase of food and essentials as opposed to other categories. TradeDepot’s data revealed a 10% increase in the overall contribution of food items to the distribution volumes, compared with 2019.
  • In the drinks category, the lockdown impacted the ability of manufacturers and distributors to sell into bars, restaurants and clubs, which usually account for up to 60% of their revenue. As a result, many shifted their attention to Mom and Pop, convenience stores etc to cushion the impact
  • In the detergent category, price increases driven by inflation led many manufacturers to either introduce or expand production capacity for smaller packs (25g, 90g, 190g, etc) to drive more volume in the consumer segment of the market, which accounts for 65% of the market. The pandemic also saw the introduction of more hygiene-related products to help curtail the spread of the virus

What do these trends mean for the Nigerian retail sector in 2021

  • We foresee manufacturers adapting to rising inflation and dwindling disposable income by extending the trend of smaller packs to other product categories
  • Manufacturers will explore more alternative route-to-market channels with capabilities to build retail networks and offer logistics-as-a-service to mitigate the risks that come with serving new customer bases
  • We expect an increase in the number of challenger value brands and new market entrants offering lower priced products in key categories as consumers get increasingly price conscious and more eager to experiment with new, lower-priced products.
  • We also anticipate a rise in products and services designed to help consolidate and improve the industry. There could be more competition higher up in the value chain with more platforms designed to provide auxiliary services like goods packaging and processing etc.
  • With the pandemic still ongoing, we envisage that people will continue to take a cautious approach to mingling in crowds and will spend more time at home than in previous years, As a result, spending on food and essential goods is likely to increase

Challenges and opportunities for 2021

  • There are challenges with data aggregation because it is a relatively new discipline in this space but so there’s an opportunity for companies with the right capabilities to capture this and utilise it to cater to the audience. Structured access to short term inventory financing at minimal interest rates will also help stimulate growth
  • There are also challenges with infrastructure and logistics, which makes it difficult for store owners to meet the demands of the customers and grow their businesses.
  • Access to working capital is still the biggest challenge most retailers face in trying to grow their business. There has been some progress with financial services for consumers in recent years and there is potential for many of the learnings to be adapted for retailers

According to Onyekachi Izukanne, CEO and Co-Founder of TradeDepot, “the retail sector is one of the strongest pillars of the Nigerian economy but the absence of data and verifiable insight often makes it difficult to assess the opportunities and challenges that abound in the space.

The sector is also hampered by infrastructure and logistics issues that undermine the efforts of the industrious business owners. With some more support from government, public institutions and private sector players, there is the potential to transform the Nigerian retail market and achieve a quick win for boosting the nation’s GDP”.


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SEC Probes Ponzi Scheme Linked to FF Tiffany

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The Securities and Exchange Commission has revealed plans to commence investigation into the activities of an entity operating under FF Tiffany, allegedly running a fraudulent investment scheme that has defrauded citizens.

A statement by the SEC on Tuesday in Abuja said preliminary information revealed that the scheme, which promised investors unusually high and unrealistic returns, had resulted in the loss of several billions of naira.

The SEC said it viewed the activity as a threat to investor confidence and the overall integrity of the financial system.

The commission assured the public that it was working closely with law enforcement agencies and other relevant bodies to bring everyone involved in the unlawful operation to justice.

According to SEC, those found culpable will be prosecuted in accordance with the Investment and Securities Act and regulatory provisions.

SEC reiterated its earlier warnings to the general public to desist from engaging in Ponzi or unregistered investment schemes that promised guaranteed or exaggerated returns.

“These schemes are not registered with the SEC and do not offer investor protection under the law.

“The commission is currently investigating 79 schemes and will make a statement on its findings at the conclusion of the investigation,” the SEC said.

The commission encouraged investors to conduct due diligence and verify the registration status of any investment firm or product by visiting the SEC website or contacting the commission directly through official channels.

SEC said it remained committed to its mandate of protecting investors, ensuring fair practices, and maintaining confidence in Nigeria’s capital market.

 


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US Launches ‘Window on America’ @ Ogun Tech Hub

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The Ogun Tech Hub in Abeokuta, Nigeria received a significant step towards increasing digital access and empowering young people as US Embassy in Nigeria launched the ‘Window on America’ facility.

The newly opened centre will offer free high-speed internet, computer access, and targeted programs to help young Nigerians build essential skills in technology, entrepreneurship, and leadership.

In a post on X (previously Twitter), the US Embassy described the hub as a modern ICT and resource centre meant to promote digital inclusion and provide youths with skills.

“Hello Abeokuta! We’re thrilled to announce the opening of the Ogun Tech Hub Window on America. This dynamic space offers free high-speed internet, computers, and programs to help young people gain tech, leadership, and entrepreneurial skills,” the Embassy wrote.

The facility was established in collaboration with the Ogun State and GFA Technologies, a software solutions provider for startups and SMEs.

The Embassy said the facility is part of its wider network of 29 American hubs across Nigeria, designed to empower youth and broaden access to global knowledge and opportunities.

Speaking during the launch, Ogun State governor Dapo Abiodun urged young people to use the ICT industry for self-sufficiency and competitiveness globally.

He lauded the program as a public-private cooperation that connects Nigerian youngsters with global innovations.

The governor said: “The Ogun Tech Hub serves as a collaborative space for technologists, startups, and social entrepreneurs to develop tech-driven solutions for societal challenges. The partnership is aimed at positioning Ogun State as a leading tech hub in Africa, supporting creative problem-solving and commercial innovation.”

With the ‘Window on America’ program fully operational, Ogun State is well-positioned to boost youth empowerment and digital literacy.


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TikTok Removes Over 3.6m Videos in Nigeria, Citing Safety Priorities

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In a demonstration of its ongoing commitment to user safety, TikTok removed more than 3.6 million videos from the platform in Nigeria between January and March 2025, a 50% increase in removals over the previous quarter, for violating its Community Guidelines.
These figures were revealed in TikTok’s Q1 2025 Community Guidelines Enforcement Report, underscoring the platform’s priority of creating a safe, respectful and trustworthy digital environment.
With a proactive detection rate of 98.4%, which is content removed before it was reported to TikTok and 92.1% of videos removed within 24 hours, the report reflects TikTok’s continued investment in innovation, advanced technology, and expert moderation teams to improve enforcement systems that detect and remove harmful content before it reaches audiences.
With millions of positive, educational and entertaining videos uploaded on TikTok every day, TikTok is continually strengthening its ability to identify and remove content that goes against its Community Guidelines. The latest removals report represents a small fraction of the total number of videos posted by the Nigerian community quarterly; highlighting that the platform has more positive and empowering content.
In March 2025, TikTok also removed 129 accounts in West Africa tied to covert operations.
TikTok LIVE
While TikTok LIVE enables creators and viewers to connect, create and build communities together, in real-time, the platform has intensified its LIVE Monetization Guidelines, making it clearer how some content is not eligible for monetization.
LIVE content enforcement also remained a top priority. In the first quarter of 2025, TikTok banned 42 196 LIVE rooms and interrupted 48 156 streams in Nigeria that were found to violate the platform’s community guidelines.
A global system for localised protection
Globally, more than 211 million videos were removed in Q1 2025, up from 153 million in the previous quarter, with over 184 million removed through automation. The platform’s global proactive detection rate reached 99%, demonstrating continued improvements in identifying and removing harmful content quickly and effectively.
Despite these high-volume interventions, harmful content still represents a very small portion of what users post. Globally, less than 1% of content uploaded to TikTok is found to violate its community guidelines, a testament to its continued prioritisation of proactive safeguards.
Bringing resources to Nigeria’s community, together
In June, TikTok Africa hosted its “My Kind of TikTok Digital Well-being Summit” bringing together experts, NGOs, creators, media and industry leaders from across Sub-Saharan Africa, including Nigeria, to collectively explore, tackle, and improve the state of digital wellbeing both on and beyond the platform.
Part of a suite of announcements made at the Summit and building on a successful pilot in Europe, TikTok is expanding in-app helpline resources to Nigeria, in partnership with Cece Yara, a child-centered non-profit organisation prioritising youth safety and support. This means that in the coming weeks, young users in Nigeria will have access to local helplines in-app that provide expert support when reporting content related to suicide, self-harm, hate, and harassment.
Collaborating with experts, TikTok has also announced Nigeria’s Dr Olawale Ogunlana (Doctor Wales) as a TikTok Digital Well-being ambassador, part of a diverse group of verified healthcare professionals from the WHO Fides Network.
Alongside these efforts and commitment to safety, TikTok encourages community participation through user reporting and education. As part of its ongoing #SaferTogether campaign, the platform advocates for a more collaborative approach to creating a respectful online environment.
The Q1 2025 report reflects TikTok’s deepening efforts to safeguard its Nigerian user base, strengthen enforcement systems, and remain transparent about the measures being taken to uphold platform integrity.

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