If your products sit on Jumia, Konga or a supermarket’s app, there’s an ad channel you’re probably ignoring. Retail media is the sponsored listings and banners inside those stores, and it reaches people at the exact moment they’re deciding what to buy.
PwC expects retail paid search in Nigeria to grow 17.2% a year and overtake regular search advertising by 2028. The shoppers are already there. The question is whether your product shows up first.
Start small. Pick your three best selling products and run sponsored listings on them for a month. Best sellers already convert well, so ad spend on them tells you quickly whether the channel works.
Fix the product page before you pay for traffic. Clear photos on a white background, a title that says exactly what it is, and real reviews. Sending paid clicks to a weak listing is the fastest way to waste a budget.
Watch return on ad spend, not clicks. A click on a ₦3,000 item and a click on a ₦300,000 item aren’t worth the same. Most marketplace dashboards will show sales from ads. Use that number.
And time it. The weeks around Black Friday and December are when Nigerian shoppers spend most. Get your test done before then, so you know what works when the money is moving.
