According to PayNXT360, social commerce market in Nigeria is expected to grow by 25.1% on annual basis to reach US$3,811.4 million in 2026. The social commerce market in the country experienced robus...
According to PayNXT360, social commerce market in Nigeria is expected to grow by 25.1% on annual basis to reach US$3,811.4 million in 2026. The social commerce market in the country experienced robust growth during 2022-2025, achieving a CAGR of 25.8%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 23.4% during 2026-2031. By the end of 2031, the social commerce sector is projected to expand from its 2025 value of USD 3,047.2 million to approximately USD 10,914.0 million. This report provides a detailed data-centric analysis of the social commerce sector in Nigeria, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics. It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics. PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
This report provides a detailed data-driven analysis of the social commerce market in Nigeria, covering market size and growth dynamics for 2022–2031. It examines ecommerce and social commerce performance indicators, key player market shares, and social commerce segmentation by location, product categories, end use segment, device, cities, payment method, platforms, contents, and consumer demographics and behaviour. Nigeria Ecommerce Industry Market Size and Growth Dynamics -- Gross Merchandise Value -- Average Value per Transaction -- Transaction Volume Nigeria Social Commerce Market Size and Growth Dynamics -- Gross Merchandise Value -- Average Value per Transaction -- Transaction Volume -- Market Share Analysis by Key Players -- Competitive Landscape Nigeria Social Commerce Market Size and Forecast by Location -- Market Share by Location -- Cross-Border -- Domestic Nigeria Social Commerce Market Size and Forecast by Product Categories -- Market Share by Product Categories -- Clothing & Footwear -- Beauty and Personal Care -- Food & Grocery -- Appliances and Electronics -- Home Improvement -- Travel -- Accommodation Nigeria Social Commerce Market Size and Forecast by End Use Segment -- Market Share by End Use Segment -- B2C Segment -- B2B Segment -- C2C Segment Nigeria Social Commerce Market Size and Forecast by End Use Device -- Market Share by End Use Device -- Mobile -- Desktop Nigeria Social Commerce Market Size and Forecast by Cities -- Market Share by Cities -- Tier-1 Cities -- Tier-2 Cities -- Tier-3 Cities Nigeria Social Commerce Market Size and Forecast by Payment Method -- Market Share by Payment Method -- Credit Card -- Debit Card -- Bank Transfer -- Prepaid Card -- Digital & Mobile Wallet -- Other Digital Payment -- Cash Nigeria Social Commerce Market Size and Forecast by Platforms -- Market Share by Platforms -- Video Commerce (Live Stream + Prerecorded) -- Social Network-Led Commerce -- Social Reselling -- Group Buying -- Product Review Platforms Nigeria Social Commerce Market Size and Forecast by Contents -- Market Share by Contents -- Live Streamers -- Gaming Streamers -- Reels -- Influencers -- Stories Nigeria Social Commerce Market Size and Forecast by Consumer Demographics & Behaviour -- Spend Share by Age Group -- Gen Z (15–27) -- Millennials (28–44) -- Gen X (45–60) -- Baby Boomers (60+) -- Share by Income Level -- Share by Gender -- Analysis by Consumer Purchase Behaviour
• Comprehensive Market Intelligence: Develop a detailed understanding of the social commerce landscape inusing key market indicators, including gross merchandise value, average value per transaction, transaction volume, and key player market shares. • Granular Market Segmentation: Analyse the social commerce market through detailed segmentation by location, product categories, B2C/B2B/C2C segments, devices, city tiers, payment methods, platforms, and content types. Assess opportunities across cross-border and domestic commerce, video commerce, social network-led commerce, social reselling, group buying, and product review platforms. • Market Performance and Competitive Benchmarking: Assess competitive positioning through key player market shares and evaluate GMV trends across social commerce segments. Compare market contributions across product categories, platforms, content types, devices, locations, city tiers, and payment methods to support market prioritisation and strategic planning. • Consumer Demographics and Purchase Behaviour: Understand social commerce spending across Gen Z, Millennials, Gen X, and Baby Boomers, alongside market shares by income level and gender. Examine consumer purchase behaviour to inform audience targeting, product positioning, and engagement strategies. • Data-Driven Forecasts and KPI Tracking: Access historical estimates and forecasts covering 2022–2031, providing visibility into ecommerce and social commerce GMV, transaction volumes, and average value per transaction. Track segment-level GMV trends alongside market share analysis across the report’s segmentation framework. • Decision-Ready Databook Format: Access a structured, analytics-friendly databook supporting market sizing, financial modelling, benchmarking, and forecasting. Enable social commerce platforms, consumer brands, retailers, payment providers, technology firms, and investors to conduct evidence-based market assessments and strategic planning.
1. About this Report 1.1 Summary 1.2 Methodology 1.3 Definition 1.4 Disclaimer 2. Nigeria Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators 2.1 Nigeria Ecommerce – Gross Merchandise Value Trend Analysis, 2022-2031 2.2 Nigeria Ecommerce – Average Value Per Transaction Trend Analysis, 2022-2031 2.3 Nigeria Ecommerce – Transaction Volume Trend Analysis, 2022-2031 3. Nigeria Social Commerce Market Size and Future Growth Dynamics by Key Performance Indicators 3.1 Nigeria Social Commerce – Gross Merchandise Value Trend Analysis, 2022-2031 3.2 Nigeria Social Commerce – Average Value Per Transaction Trend Analysis, 2022-2031 3.3 Nigeria Social Commerce – Transaction Volume Trend Analysis, 2022-2031 4. Nigeria Social Commerce Competitive Landscape, 2025 4.1 Nigeria Social Commerce Market Share Analysis by Key Players, 2025 4.2 Company Profile 1: Facebook Nigeria 4.3 Company Profile 2: Instagram Nigeria 4.4 Company Profile 3: TikTok Nigeria 4.5 Company Profile 4: Jiji 5. Nigeria Social Commerce Market Size and Forecast by Location 5.1 Nigeria Social Commerce Market Share by Location (%), 2022-2031 5.2 Nigeria Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2022-2031 5.3 Nigeria Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2022-2031 6. Nigeria Social Commerce Market Size and Forecast by Product Categories 6.1 Nigeria Social Commerce Market Share by Product Categories (%), 2025 6.2 Nigeria Social Commerce by Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2022-2031 6.3 Nigeria Social Commerce by Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2022-2031 6.4 Nigeria Social Commerce by Food & Grocery – Gross Merchandise Value Trend Analysis, 2022-2031 6.5 Nigeria Social Commerce by Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2022-2031 6.6 Nigeria Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 6.7 Nigeria Social Commerce by Travel – Gross Merchandise Value Trend Analysis, 2022-2031 6.8 Nigeria Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 7. Nigeria Social Commerce Market Size and Forecast by End Use Segment 7.1 Nigeria Social Commerce Market Share by End Use Segment (%), 2025 7.2 Nigeria Social Commerce by B2C Segment – Gross Merchandise Value Trend Analysis, 2022-2031 7.3 Nigeria Social Commerce by B2B Segment – Gross Merchandise Value Trend Analysis, 2022-2031 7.4 Nigeria Social Commerce by C2C Segment – Gross Merchandise Value Trend Analysis, 2022-2031 8. Nigeria Social Commerce Market Size and Forecast by End Use Device 8.1 Nigeria Social Commerce Market Share by End Use Device (%), 2022-2031 8.2 Nigeria Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2022-2031 8.3 Nigeria Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2022-2031 9. Nigeria Social Commerce Market Size and Forecast by Cities 9.1 Nigeria Social Commerce Market Share by Cities (%), 2025 9.2 Nigeria Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 9.3 Nigeria Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 9.4 Nigeria Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 10. Nigeria Social Commerce Market Size and Forecast by Payment Method 10.1 Nigeria Social Commerce Market Share by Payment Method (%), 2025 10.2 Nigeria Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 10.3 Nigeria Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2022-2031 10.4 Nigeria Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2022-2031 10.5 Nigeria Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2022-2031 10.6 Nigeria Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2022-2031 10.7 Nigeria Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2022-2031 10.8 Nigeria Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 11. Nigeria Social Commerce Market Size and Forecast by Platforms 11.1 Nigeria Social Commerce Market Share by Platforms Method (%), 2025 11.2 Nigeria Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 11.3 Nigeria Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2022-2031 11.4 Nigeria Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2022-2031 11.5 Nigeria Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2022-2031 11.6 Nigeria Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2022-2031 12. Nigeria Social Commerce Market Size and Forecast by Contents 12.1 Nigeria Social Commerce Market Share by Contents (%), 2025 12.2 Nigeria Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2022-2031 12.3 Nigeria Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2022-2031 12.4 Nigeria Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2022-2031 12.5 Nigeria Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 12.6 Nigeria Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2022-2031 13. Nigeria Social Commerce Market Size and Forecast by Consumer Demographics & Behaviour 13.1 Nigeria Social Commerce by Spend Share by Age Group, 2025 13.2 Nigeria Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2022-2031 13.3 Nigeria Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2022-2031 13.4 Nigeria Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 13.5 Nigeria Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2022-2031 13.6 Nigeria Social Commerce Share by Income Level, 2025 13.7 Nigeria Social Commerce Share by Gender, 2025 13.8 Nigeria Social Commerce Analysis by Consumer Purchase Behaviour, 2025 14. Further Reading 14.1 About PayNXT360 14.2 Related Research
Table 1: Nigeria Ecommerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 2: Nigeria Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Table 3: Nigeria Ecommerce – Transaction Volume (Million), 2022-2031 Table 4: Nigeria Social Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 5: Nigeria Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Table 6: Nigeria Social Commerce – Transaction Volume (Million), 2022-2031 Table 7: Nigeria Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2022-2031 Table 8: Nigeria Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2022-2031 Table 9: Nigeria Social Commerce by Clothing & Footwear – Gross Merchandise Value (US$ Million), 2022-2031 Table 10: Nigeria Social Commerce by Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2022-2031 Table 11: Nigeria Social Commerce by Food & Grocery – Gross Merchandise Value (US$ Million), 2022-2031 Table 12: Nigeria Social Commerce by Appliances and Electronics – Gross Merchandise Value (US$ Million), 2022-2031 Table 13: Nigeria Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 Table 14: Nigeria Social Commerce by Travel – Gross Merchandise Value (US$ Million), 2022-2031 Table 15: Nigeria Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 Table 16: Nigeria Social Commerce by B2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 17: Nigeria Social Commerce by B2B Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 18: Nigeria Social Commerce by C2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 19: Nigeria Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2022-2031 Table 20: Nigeria Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2022-2031 Table 21: Nigeria Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 22: Nigeria Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 23: Nigeria Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 24: Nigeria Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 Table 25: Nigeria Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2022-2031 Table 26: Nigeria Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2022-2031 Table 27: Nigeria Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2022-2031 Table 28: Nigeria Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2022-2031 Table 29: Nigeria Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2022-2031 Table 30: Nigeria Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 Table 31: Nigeria Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 Table 32: Nigeria Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 33: Nigeria Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2022-2031 Table 34: Nigeria Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2022-2031 Table 35: Nigeria Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2022-2031 Table 36: Nigeria Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Table 37: Nigeria Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Table 38: Nigeria Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2022-2031 Table 39: Nigeria Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 Table 40: Nigeria Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2022-2031 Table 41: Nigeria Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Table 42: Nigeria Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Table 43: Nigeria Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 Table 44: Nigeria Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031
Figure 1: PayNXT360’s Methodology Framework Figure 2: Nigeria Ecommerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 3: Nigeria Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Figure 4: Nigeria Ecommerce – Transaction Volume (Million), 2022-2031 Figure 5: Nigeria Social Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 6: Nigeria Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Figure 7: Nigeria Social Commerce – Transaction Volume (Million), 2022-2031 Figure 8: Nigeria Social Commerce Market Share Analysis by Key Players (%), 2025 Figure 9: Nigeria Social Commerce Market Share by Location (%), 2022-2031 Figure 10: Nigeria Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2022-2031 Figure 11: Nigeria Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2022-2031 Figure 12: Nigeria Social Commerce Market Share by Product Categories (%), 2025 Figure 13: Nigeria Social Commerce by Clothing & Footwear – Gross Merchandise Value (US$ Million), 2022-2031 Figure 14: Nigeria Social Commerce by Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2022-2031 Figure 15: Nigeria Social Commerce by Food & Grocery – Gross Merchandise Value (US$ Million), 2022-2031 Figure 16: Nigeria Social Commerce by Appliances and Electronics – Gross Merchandise Value (US$ Million), 2022-2031 Figure 17: Nigeria Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 18: Nigeria Social Commerce by Travel – Gross Merchandise Value (US$ Million), 2022-2031 Figure 19: Nigeria Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 20: Nigeria Social Commerce Market Share by End Use Segment (%), 2025 Figure 21: Nigeria Social Commerce by B2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 22: Nigeria Social Commerce by B2B Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 23: Nigeria Social Commerce by C2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 24: Nigeria Social Commerce Market Share by End Use Device (%), 2022-2031 Figure 25: Nigeria Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2022-2031 Figure 26: Nigeria Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2022-2031 Figure 27: Nigeria Social Commerce Market Share by Cities – Gross Merchandise Value (%), 2025 Figure 28: Nigeria Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 29: Nigeria Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 30: Nigeria Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 31: Nigeria Social Commerce Market Share by Payment Method (%), 2025 Figure 32: Nigeria Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 33: Nigeria Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2022-2031 Figure 34: Nigeria Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2022-2031 Figure 35: Nigeria Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2022-2031 Figure 36: Nigeria Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2022-2031 Figure 37: Nigeria Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 38: Nigeria Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 39: Nigeria Social Commerce Market Share by Platforms Method (%), 2025 Figure 40: Nigeria Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 41: Nigeria Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 42: Nigeria Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2022-2031 Figure 43: Nigeria Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2022-2031 Figure 44: Nigeria Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2022-2031 Figure 45: Nigeria Social Commerce Market Share by Contents (%), 2025 Figure 46: Nigeria Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Figure 47: Nigeria Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Figure 48: Nigeria Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2022-2031 Figure 49: Nigeria Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 50: Nigeria Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2022-2031 Figure 51: Nigeria Social Commerce by Share by Age Group (%), 2025 Figure 52: Nigeria Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 53: Nigeria Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 54: Nigeria Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 55: Nigeria Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 56: Nigeria Social Commerce Share by Income Level (%), 2025 Figure 57: Nigeria Social Commerce Share by Gender (%), 2025 Figure 58: Nigeria Social Commerce Analysis by Consumer Purchase Behaviour, 2025
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