As 2025 approaches, Nigerian businesses must stay ahead of emerging trends to remain competitive. Technology, consumer behavior, and economic shifts continue to shape the business landscape, making adaptability crucial. Here are five key trends that business owners and enterprise leaders in Nigeria should prepare for in the coming year.

1. Nigerians are returning to their ethnic roots

Sarah Jessica Roberts at The Jennifer Hudson’s show last year.

As you may have noticed, Nigerian fashion sparked global attention with notable personalities of both Nigerian and non-Nigerian descent donning outfits made with our local prints. Asooke and Akwete graced the runway like never before. And it wasn’t only fashion, Nigerians seem to have a growing or should I say returning preference for undiluted African taste experiences. We saw brands like Ile-Iyan by Pods and Ofe-Uto offering pure Nigerian culinary experiences.

What does this mean for your business? Whether or not you’re in food or fashion, find ways to infuse Nigerianness into your brand. It doesn’t have to be grand, the little things count. 

The ethnic drive looks like it’s going to be here for a long time so find a way to plug in your business and enjoy the benefits. 

2. Sustainability and Green Business Practices are taking shape in Nigeria 

As environmental concerns rise, a growing customer segment increasingly expects businesses in Nigeria to adopt sustainable practices. Your business does not necessarily need to be a climate-focused enterprise but you can start with common steps like reducing plastic waste to embracing solar energy. 

This has the potential to help your business gain regulatory and customer approval.

3. The Continued Expansion of E-commerce and Digital Payments in Nigeria

Nigeria’s e-commerce sector has continued to grow since the early days of Jumia and Konga. More and more consumers are becoming more comfortable with purchasing every day even high-ticket items online. This, of course, can be attributed in part to our increasing smartphone penetration and digital payment adoption. 

Digital payments help businesses reach and service clients that may not be in their locality. Think of opportunities you can explore outside your town, city or even country with simple digital payment tools like payment links and payment-enabled invoices. Businesses that optimize their online presence and offer secure payment options will stay ahead of the curve.

4. Personalization and Customer-Centric Marketing

If you’ve successfully gotten away with running your business without adding a personal touch to it, this year, you may need to make certain adjustments. According to this research by Sprout Social 64% of consumers want brands to connect with them and 70% of consumers feel more connected to brands with CEOs that are active on social media.

Now more than ever, customers expect brands to engage with them in personalized ways. 

To win here, leveraging data analytics to understand customer preferences will build stronger relationships and drive sales. It is also time to put a face to the name, either yours or that of a designated team member.

5. Remote and Hybrid Work are Here to Stay

The demand for flexible work arrangements is rising in Nigeria, especially among young professionals and tech workers. Companies embracing remote and hybrid work models are attracting top talent while reducing operational costs.

Every arrangement has its pros and cons. Remote, hybrid, or onsite, consider the peculiarities of your business and settle on a model that works for your context. What matters is that your team is productive and business goals are being achieved.

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