
In the Nigerian context, new innovative consumer behaviour is emerging in an environment where users’ experiences are increasingly defined by their interactions with digital service providers. The days when Google was necessary for introducing products, services, or payments on the internet have gone. Currently, more and more Nigerians go directly to m-commerce applications to make payments without using a search engine at all.
This is not random – it is a consequence of the constantly
evolving mobile technology industry, rising usage of cashless payment, and
surge in the application-first Nigeria solutions. As of 2023, the Nigerian
Communications Commission (NCC) said that over 154 million Nigerians are on
mobile internet, while 80 per cent of mobile users depend on smartphones for
everything. Many of these activities are related to digital payment solutions
in Nigeria encompassing online shopping and mobile commerce facilitated by
application-based environments.
It is important to examine why such change is happening,
what happens to the overall Nigerian populace due to this shift, and how this
is indicative of larger trends related to e-commerce, consumer app use, and
digital evolution.
The Rise of App-First Transactions in Nigeria
1. Convenience and Speed
As mentioned earlier, the level of satisfaction with the
convenience of the transaction plays an essential role in the decision-making
of Nigerians. Applications can also be more quickly accessed to provide the
services, and therefore the steps to make a purchase or a payment are
minimized. For example:
- Payment is made with ease within the app with the use of
payment apps such as Flutterwave, Paystack and Opay.
- Jumia and Konga, which are e-commerce companies, have in-built
browsers, selections and checkout systems, which negate external searches.
This is quite convenient, especially if compared to the use
of a search engine for finding the desired platform: often, users need to go
through several pages before they get to the application they need.
2. Growing Adoption of Digital Wallets
Nigeria's digital wallet solutions have now become a key
feature of app-first payments. Apps such as Paga, Opay and PalmPay have not
only made payments easier for people but also added functionalities that
include bills, airtime recharge and even transfer of funds from within the app.
Based on the Statista report, the value of transactions on
mobile payments in Nigeria was at $ 3.4 billion in 2022 with a growth rate of
30 % annually. This growth is supplemented by consumer confidence in the use of
apps for some of the transactions and as a medium to replace traditional
banking.
3. Localized App Solutions
One reason people no longer turn to Google is the simple
fact of having localized app solutions which are designed to meet their needs.
Services offered by companies like Farmcrowdy which offers an agriculture
investment platform, Gokada which offers bike-hailing service and Paystack
which offers business payments are services which suit the Nigerian market. In
addition to being useful, these apps are orientated to the culture, and,
therefore, are used at a higher level.
Shifting E-Commerce Behavior
1. Direct App Purchases are on the Rise
The usual path of a conventional customer who shopped online
in Nigeria in the past might begin their search on Google. Currently, a
majority of customers proceed to apps such as Jumia, Konga, or even Amazon for
direct app downloads. These apps are now familiar and reliable household
brands, which provide unique promotions and incentives for subscribers to
patronize them directly.
2. App-First Transactions Dominate Mobile Commerce
Mobile commerce in Nigeria for instance has been on the rise
with Smartphone holders being the key players in the market. A report was
recently released by the Nigerian Bureau of Statistics (NBS) that shows 75% of
Nigerians who shop online prefer apps to websites, this is due to easy access
and faster download time.
Also, app-first transactions entail curated content
recommendations depending on the behavior of the customers, which makes
purchasing more interesting.
3. Consumer Trust in App-Based Ecosystems
Although there is an increasing awareness of and access to
internet services in Nigeria, one of the reasons people have avoided
patronizing online shops is because of a lack of trust. However, apps have
worked to build consumer confidence through features like:
- Secure payment gateways
- Real-time order tracking
- Transparent return policies
Online shopping is secure with KongaPay and JumiaPay hence
eliminating the need to use the common search engine to look for something to
buy.
The Role of Cashless Payments and Digital Transformation
1. Government Initiatives Boost Cashless Payments
The campaign by the Nigerian government towards a cashless
society has brought about the enhancement of cashless payment systems. Measures
towards cashless society implementation in Nigeria have influenced the establishment of mobile payments, usually with application support. For
instance, Mobile payment has grown tremendously due to the CBN cashless policy
where over 500 million transactions were done through the mobile platforms in
2022 alone.
2. The Influence of Fintech Innovation
Mobile payments app is dominated by the fintech companies in
Nigeria and has become the order of the day. Apps like Flutterwave, Opay, and
Carbon are leveraging technology to simplify complex payment processes,
offering:
- Instant fund transfers
- Bill splitting options
- Access to micro-loans
These innovations go beyond the liberation of financial
services but make sure that apps are the ultimate place to be for all sorts of
transactions.
Why Google Is Losing Ground in Nigeria
1. Search Engine Results Are Too General
When users from Nigeria tend to search for some product or
service using Google, they get both local and global lists of offers, which is
rather inapplicable in many cases. Apps, however, take the users to the place
they need to go and give more focused exposure to related content.
2. The Emergence of Super Apps
Such super apps as Opay are substituting numerous specific
services. As seen with features such as ride-hailing, bill payments, and food
delivery, such apps decrease the number of external searches by incorporating
multiple functionalities in one.
3. Mobile-First Behavior
Since mobile phones are the most dominant devices used for
accessing the internet among citizens, solutions that emphasise applications
perfectly fit the audience. While the web search involves work
with many tabs, the app provides a delicate mobile environment targeted at
convenience.
Conclusion
This behaviour is dangerous because it is a progressive deviation from using Google to perform app transactions. Because of localized app solutions, the popularity of digital wallets, and the comfort of making purchases within the application, apps are becoming the most popular way of mobile commerce in Nigeria.
This change is driven by the growing fintech solutions,
government regulations on cashless societies plus the advanced app environments
linked to Nigerian customers. More than just fast and efficient, apps provide security in transactions and easy-to-use tools and means.
With the increasing advancement in electronics across Nigeria, organizations and developers can only be relevant if they employ mobile-first techniques. Whether it’s building a locale-specific solution or—more critically—offering a frictionless app experience, the future lies with platforms that enable the consumer to transact fast, securely, and intuitively.