Nigeria’s digital marketing sector has entered a critical growth phase, buoyed by a surge in marketing startups, and an increasingly digital-first consumer culture.
Nigeria boasts a thriving startup ecosystem, with estimates suggesting over 3,360 startups operating in the country, with many offering tools tailored for small and informal businesses.
These startups aren’t just competing with traditional ad agencies; they are reshaping the very structure of marketing delivery in Nigeria.
Experts say this result is a new kind of decentralised marketing ecosystem, one built not just for top-tier companies but for the general market. And as digital literacy improves, these platforms are becoming indispensable to how business is done.
Local Platforms Are Bridging the Gap
To bridge market gaps, several Nigerian-founded platforms are now developing tools tailored to small business realities
Platforms like Loopify, Simpu, Sendchamp, Daba, and Printivo are part of this new generation, combining technology with media-savvy solutions. Loopify, for instance, simplifies campaign creation with AI and connects SMEs to vetted creators.
According to Chidi Anyaegbu, a digital marketer based in Lagos, these kinds of tools are democratising access to branding and growth strategies that used to be reserved for larger companies.
“These platforms are helping businesses handle messaging automation, customer retention, and influencer marketing,” he said. “However, there are many growth phase we have to take before reaching a successful point in Nigeria.”
A Growing Appetite Meets Limited Capacity
The appetite is evident, but marketing literacy remains low. According to experts, many small business owners lack the skills, tools, or budget to execute digital campaigns effectively.
“A lot of SMEs know they should be online, but they’re either doing the wrong thing or overspending with no clear results,” observed Ayomide James, a SME marketer.
Despite innovation in this space, experts also warn that barriers to trust, affordability, and infrastructure persist.
“There’s still a credibility gap,” James added. “Too many SMEs have been burned by ‘experts’ who overpromise and underdeliver. That creates scepticism, even toward legitimate platforms.”
Low bandwidth, erratic power supply, and inconsistent access to affordable internet data also limit how far digital marketing tools can penetrate.
Future Growth Depends on Local Relevance
According to market intelligence firm Statista, Nigeria’s digital advertising spend exceeded $280 million in 2024, with projected annual growth of over 11% through 2026.
Unlike in mature economies, growth here is driven largely by micro and small businesses, many of which operate without formal storefronts.
For the industry to truly scale, experts say tools and agencies must reflect the informal nature of Nigeria’s commerce landscape. That means affordability, offline features, and support for cash-based or low-tech environments.
“Any platform that hopes to scale in this market has to think beyond sleek interfaces,” said Ayo Olorunsogo, an investment analyst. “It has to meet local users where they are — often without laptops or digital marketing training.”
“There’s potential for acquisitions or collaborations. Platforms that offer bundled services like content creation, payment links, CRM, will have a strong advantage.”
There is increasing consensus among observers that deeper market penetration will bring huge success to the industry. Experts added that community-driven user education is also an emerging strategy for expansion.
