How Nigerians are beating inflation with digital retail

As Nigeria grapples with one of its toughest inflationary periods in decades, a quiet but powerful shift is taking place in how millions of households are protecting their wallets.

Data from Jumia’s third-quarter 2025 results and the ongoing Black Friday sales reveal that Nigerians are increasingly turning to digital retail not just for convenience, but as a deliberate strategy to stretch shrinking budgets and preserve purchasing power.

The numbers tell the story clearly. Jumia recorded a 30 percent year-on-year jump in orders for physical goods, while the Gross Merchandise Value of those orders climbed an even sharper 43 percent.

The gap between the two figures is significant, as it shows consumers are no longer just buying more items, but putting together higher-value baskets by mixing everyday essentials with longer-lasting household goods they might otherwise postpone.

“Households are using digital retail to defend their purchasing power. They plan their shopping lists weeks in advance, compare prices instantly across sellers, and take full advantage of bundles, vouchers, and flash sales. Black Friday is no longer just a shopping event; it has become an essential economic planning moment for families,” explains Temidayo Ojo, CEO of Jumia Nigeria.

Read also: Gen Z fuels Nigeria’s digital retail revolution, says NielsenIQ

In the weeks leading up to Black Friday 2025, Jumia saw a marked rise in Add to Wishlist and Add to Cart activity without immediate checkouts, a clear sign that shoppers are researching, waiting for the deepest discounts, and avoiding impulse buys. When they do check out, they are optimising every naira with promotional combinations that are far easier to apply online than in physical stores.

The categories flying off virtual shelves reflect the new priorities. Fast-moving consumer goods and household essentials lead the surge as families stock up while prices are temporarily lower. Home and kitchen appliances, durable items that reduce future spending, are seeing unusually strong demand. Even fashion and beauty products, often considered discretionary, are moving fast when discounts bring them within reach.

Trust has also become a bigger factor than rock-bottom pricing. With counterfeit goods and quality concerns still prevalent in open markets, shoppers are gravitating toward verified sellers, official brand stores, high seller ratings, and generous return policies. Authenticity and durability now often trump the cheapest sticker price.Jumia’s expanding logistics network is ensuring these benefits reach far beyond Lagos and Abuja.

The company’s 30,000-square-metre fulfilment centre in Isolo, 480 pickup stations, and partnerships with 62 logistics providers mean customers in secondary cities and peri-urban areas face no extra travel costs or delays to access the same deals.

For many households, the savings on transport alone make online shopping the more affordable option.What emerges from the data is a portrait of a more calculated, resilient Nigerian consumer. Inflation may be squeezing incomes, but digital platforms are handing people powerful tools to fight back: instant price comparison, nationwide delivery, transparent reviews, and promotional mechanics that reward planning over panic.

In 2025, e-commerce is no longer a luxury or a trend for millions of Nigerians, it has become one of the most effective ways to keep rising costs at bay.

Royal Ibeh is a senior journalist with years of experience reporting on Nigeria’s technology and health sectors. She currently covers the Technology and Health beats for BusinessDay newspaper, where she writes in-depth stories on digital innovation, telecom infrastructure, healthcare systems, and public health policies.

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