‘Nigerian Businesses Must Prioritise Online Discoverability’

‘Nigerian businesses may struggle to reach potential customers if they rely solely on social media pages and websites without ensuring their products and services are easily discoverable online, Buchi Madiebo, founder of Wetinuneed, has said.

Speaking at a business forum in Lagos yesterday, Madiebo said businesses needed to consider how customers search for products, services, jobs, properties and other opportunities online, rather than focusing only on maintaining a digital presence.

Nigeria had an estimated 109 million internet users at the end of 2025, representing 45.5 per cent of the population, while social media user identities stood at 47.8 million, according to DataReportal’s Digital 2026: Nigeria report.

He said consumers increasingly used digital platforms to find specific products and services, compare available options and identify providers that met their needs.

“Having a digital presence is important, but presence alone is not enough. Businesses also need to think about discoverability. When someone is actively looking for a product, service or opportunity, can that person easily find your business?” he said.

Madiebo said businesses could not rely solely on advertising and social media posts to attract customers, noting that many consumers searched directly for specific goods and services.

He added that businesses needed to make relevant information about their offerings accessible on platforms where potential customers could find them.

The issue affects businesses across different sectors, including property, employment, hospitality and professional services, where customers often search for specific offerings before making decisions.

Wetinuneed is a digital platform that brings together listings for businesses, products, properties, jobs and events.

Madiebo said businesses needed to assess how easily prospective customers could find them online, particularly as internet usage continued to shape consumer behaviour.

He said online visibility and discoverability were increasingly important considerations for businesses seeking to reach customers in Nigeria’s expanding digital marketplace.