The online retail explosion represents a massive opportunity for advertisers

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Editor's Note: This is a guest article written by Tintin Imevbore, Regional West Africa Manager at Ad Dynamo by Aleph. Guest Authors contribute insightful and knowledgeable articles to Techloy about a product, service, feature, topic, or trend. If you wish to contribute your knowledge and expertise to a business and technology audience across emerging markets, kindly submit your content via this link.

Over the past few years, spurred by the COVID-19 pandemic and its associated lockdowns, online retail has witnessed an African explosion. Faced with stay-at-home orders, many people started shopping online for the first time, while experienced shoppers increased their purchases. Those behaviours have largely stuck too. 

Take Nigeria, for example. In 2021, its e-commerce market grew by 30%, and in the years leading up to 2027, e-commerce revenues are expected to grow by 11.31% annually. By that point, the sector (currently worth US$7.63 billion) is expected to be worth US$11.71 billion.