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How Nigerian Entrepreneurs Are Using TikTok Live to Drive Sales, Build Visibility, and Transform Social Commerce in the Absence of TikTok Shop

TikTok Live has become the ultimate storefront for small businesses in Nigeria, creating new opportunities in social commerce despite the absence of TikTok Shop in Africa.

Jude Okafor, a menswear trader, has turned TikTok Live into his virtual storefront. At least three times a week, he goes live to sell thrifted and new jeans. Armed with reminders posted to his followers, Okafor’s live sessions can last four to five hours. During each session, he showcases jeans, announces prices, and highlights key features.

His audience of 200 viewers bids in real time, with transactions sealed through direct bank transfers. For Okafor, TikTok has replaced the need for a physical store.

“I am grateful for social media. I don’t have a shop, so I get sales mostly from TikTok, friends, and referrals,” he said.

Okafor’s story reflects a growing trend: TikTok Live is becoming a go-to platform for Nigerian small businesses seeking visibility and sales.

The Rise of The New Social Commerce

While TikTok Shop, which enables direct purchases on the app, is unavailable in Africa, livestream sales are bridging the gap. Globally, social commerce accounted for 18% of online sales in 2023, driven by smartphone usage and improved internet access.

Platforms like TikTok offer an affordable alternative to physical stores, saving entrepreneurs from overhead costs.

“Our unstable economy and high unemployment are driving individuals to explore entrepreneurship. Affordable solutions like WhatsApp Shop provide easy access to target audiences,”

said Majolie Obaje, Marketing Lead at Jiji.

Nigerian Entrepreneurs Cashing In

For many Nigerian entrepreneurs, TikTok Live offers a dynamic way to connect with customers. Fashion vendor Maryam Musa reported making over ₦500,000 in three nights of consistent live sessions.

Thrift vendor Koforowola Adedeji relies on live sales to move her stock.

“On some days, I make ₦70,000. If sales are slow, I go live again,” she said.

Former Konga Logistics Head Charles Udeozor attributes the shift to greater control.

“Sellers bypass logistics risks and high commissions on traditional e-commerce platforms. Live sales give them empowerment,” he explained.

The Future of Social Commerce

While TikTok Live thrives, traditional e-commerce giants like Jumia and Konga maintain an edge with features like delivery tracking, refund policies, and pay-on-delivery options. However, even these platforms are evolving by integrating social elements.

“E-commerce platforms will need to partner with social commerce sellers and leverage their community trust,”

Udeozor said. Jiji, for instance, now allows direct chats between buyers and sellers to mimic social interactions.

A Promising Outlook

Despite challenges, the future of social commerce in Nigeria looks promising. Fabric vendor Sylvia Ebere summed it up

“Even if TikTok Shop was available in Nigeria, I’d still do live sales. The visibility it brings is unmatched.”

As TikTok Live reshapes the retail landscape, Nigerian entrepreneurs are proving that innovation and adaptability are key to thriving in a competitive market.