Micro, Small and Medium Enterprises (MSMEs) in Nigeria are increasingly moving their operations online, yet many continue to face challenges in attracting customers despite their digital presence. Buchi Madiebo, founder of Wetinuneed, has highlighted this growing concern.
The Digital Struggle for Small Businesses
From Instagram pages and Facebook advertisements to WhatsApp Business accounts and dedicated websites, numerous small and medium enterprises (SMEs) are investing significant time and financial resources into building an online footprint. However, Madiebo argues that merely being present online is no longer sufficient to ensure visibility or consistent sales.
In an interview with The Guardian, she explained that many small businesses rely heavily on social media platforms but still encounter difficulties because their visibility is dependent on crowded digital spaces and ever-changing algorithms. “Many businesses are online, but customers still cannot find them easily,” she stated. “The digital space is becoming more competitive every day. Businesses now need more structured visibility, not just social media activity.”
The Need for Discoverability and Trust
According to Madiebo, customers seek businesses that are easy to locate, verify, and trust before making purchasing decisions. This increasing demand for discoverability has fueled interest in platforms designed to help businesses enhance their digital presence in a more organized manner.
Wetinuneed, a Nigerian business directory and discovery platform, is positioning itself as a solution to this problem. The platform enables businesses to showcase their products and services while assisting customers in finding businesses across various categories more efficiently.
Industry Insights and Future Outlook
Industry experts believe that platforms focused on business discovery will become increasingly vital as Nigeria's digital economy continues to expand. For many SMEs, the conversation is shifting from simply being online to ensuring that customers can actually find, trust, and engage with their businesses.
“The reality is simple,” Madiebo added. “If customers cannot find your business, they are less likely to trust it. And if they don’t trust it, they may never buy from you.”
As competition intensifies in Nigeria's online marketplace, experts suggest that businesses prioritizing visibility, credibility, and discoverability may hold a stronger advantage in the years ahead.
