Nigerian speaker and business coach, Buchi Madiebo, has said the future growth of small businesses in Nigeria will depend largely on how easily customers can discover businesses online, rather than merely maintaining a social media presence.
Madiebo, who founded Wetinuneed, said many Small and Medium Enterprises, SMEs, still grapple with fragmented advertising systems, rising marketing costs, poor visibility, and weak customer engagement. She noted that business discovery platforms are becoming increasingly important in helping businesses connect directly with consumers searching for specific products and services.
According to her, the digital marketplace is gradually shifting from random online exposure to targeted discovery, where businesses compete to be found exactly when customers need their products or services. She explained that unlike traditional advertising models that place businesses in crowded digital spaces, discovery based platforms help users compare options and make informed decisions within a more organised environment.
Madiebo added that centralised digital ecosystems would play a major role in sustaining business growth as Nigeria’s digital economy continues to expand. She stressed that modern commerce now operates as an interconnected ecosystem requiring simplified visibility and easier customer access, adding that businesses that position themselves properly within such systems would enjoy stronger competitive advantages in the future.