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Setting Sails for the New Year: E-Commerce Trends to Watch in 2025

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E-commerce is evolving rapidly, and according to Forbes, online retail is projected to account for 23% of all purchases by 2027. Two years away from 2027, with rapid technological advancements, shifting consumer behaviors, and intensifying competition, 2025 is set to be a defining year. Businesses—large and small—must understand emerging trends, underpinned by data, to strategically position themselves for growth and profitability.In Africa, where digital commerce has grown exponentially over the past decade and is set to surpass half a billion ecommerce users by 2025, these trends signal an era of innovation, inclusivity, and customer-centricity. Here are the most essential e-commerce trends to watch out for in 2025:The Rise of Rural E-CommerceWhile urban centers have historically been the focal point of e-commerce growth, rural markets represent a largely untapped opportunity, particularly in emerging markets like Africa. In Nigeria, over 50% of the population resides in rural regions, yet only a fraction of these areas have access to reliable e-commerce services. Logistics remains a challenge, but innovations such hyper-local distribution hubs are making rural areas more accessible. Jumia’s strategic expansion into smaller towns and villages has unlocked new markets, helping consumers gain access to authentic goods and enabling sellers to reach untapped customers. With an extensive logistics network of over 60 third-party logistics partners, 210+ pick-up stations, and a vibrant community of 7,000+ active independent sales consultants (called the JForce), Jumia is making every region in Nigeria accessible. This is tangible in the expansion of its operations to locations such as Port Harcourt, Yenegoa, Owerri, Onitsha, Anambra, Ilorin, Osogbo and other states to aid the delivery of goods to rural regions and bring the benefits of e-commerce closer to every Nigerian irrespective of location.Accelerated Digital Payments AdoptionThe rise of digital wallets and other cashless solutions is reshaping the payment industry with mobile money and fintech innovations leading the charge toward a cashless economy. By 2025, digital payment systems will be indispensable for e-commerce growth, offering secure, fast, and flexible transactions. Hence, companies like Jumia through its JumiaPay platform have strengthened its offerings leveraging collaborations with both local and global payment partners like PalmPay, Opay, EasyBuy, CredPal, to provide a secure payment gateway and various payment options to customers.Social Commerce Gaining MomentumSocial media is no longer just a marketing tool—it is becoming a direct sales channel. Platforms like Instagram, TikTok, and Facebook are integrating shopping functionalities, enabling users to purchase products without leaving the app.With the insurgence of social media, social commerce represents a lucrative opportunity. Micro and nano-influencers play a pivotal role in driving product discovery and conversions. In 2025, e-commerce companies must leverage social commerce to engage with younger, tech-savvy audiences in authentic ways.Businesses that incorporate storytelling, user-generated content, and interactive shopping experiences will benefit from increased brand affinity and higher sales. Importantly, small and medium enterprises (SMEs) can capitalize on social commerce to reach niche markets without substantial investments in traditional e-commerce infrastructure.The AI Chatbot RevolutionCustomer service is being redefined by conversational AI. In 2025, chatbots will evolve from merely answering queries to providing proactive recommendations, resolving complex issues, and even closing sales. By reducing wait times and improving service quality, AI chatbots can elevate customer satisfaction.Ultimately, the e-commerce trends shaping 2025 reflect a combination of technological innovation, consumer-driven shifts, and regional opportunities. From leveraging AI for personalization to tapping into rural markets, businesses must be proactive in adapting to these changes. In 2025, one thing is clear: the future of e-commerce belongs to those who innovate, adapt, and put the customer at the heart of their strategies.

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Business and Brand

Interswitch Welcomes Largest-Ever Developer Academy Cohort, Strengthening Africa’s Tech Talent Pipeline

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Interswitch, one of Africa’s leading integrated payments and digital commerce companies, has announced the induction of the third and largest cohort of developer interns into its Developer Academy, reinforcing its long-standing commitment to building world-class technology talent and strengthening Africa’s digital ecosystem. Selected from a pool of over 20,000 applications, the new cohort emerged through a rigorous multi-stage process involving technical assessments, and interviews. Their induction into the Developer Academy highlights both the scale of interest in software engineering opportunities in Nigeria and Interswitch’s role in nurturing the next generation of highly skilled technology professionals. The 9-month programme brings together talents across key engineering tracks, including Backend Development, DevOps, Mobile Development, Frontend Engineering, and Quality Assurance. Designed as an intensive and structured learning experience, the Developer Academy combines theoretical instruction with real-world application, equipping participants with the skills required to thrive in an increasingly global and competitive technology landscape. Commenting on the initiative, Mitchell Elegbe, Founder and Group Chief Executive Officer, Interswitch, emphasised the importance of taking a long-term, ecosystem-driven approach to talent development.“At Interswitch, we have always believed in the capacity to see beyond the immediate challenges and focus on long-term impact. While the migration of skilled talent remains a reality, our approach is to actively shape the outcomes by building a strong and sustainable pipeline of technology professionals. We are therefore committed to equipping individuals with the capabilities to contribute meaningfully to the broader technology ecosystem, locally and globally, not just for our own needs at Interswitch. In doing so, we are not only strengthening the industry but also reinforcing Nigeria’s position as a source of globally competitive engineering talent,” Elegbe said. Beyond its immediate training objectives, the Interswitch’s Developer Academy is anchored on a broader strategic vision, one that addresses the ongoing migration of skilled talent from Nigeria and other developing economies. As global demand for software engineers continues to rise, many highly skilled professionals are increasingly recruited by international organisations. Interswitch’s approach reframes this trend, positioning talent development both as a means of local capacity building and as an opportunity to strengthen Nigeria’s reputation as a global hub for technology expertise. Also commenting, Franklin Ali, Group Chief Human Resources Officer, Interswitch, highlighted the broader impact of the programme. He stated:“The Developer Academy reflects our long-term commitment to building talent at scale. We are equipping these young professionals not just with technical skills, but with the mindset, discipline, and adaptability required to thrive in diverse environments. Whether they build their careers within Interswitch, contribute to the local ecosystem, or explore global opportunities, they represent the strength and potential of Nigerian talent and carry forward the standard of excellence we are committed to building.” Drawing parallels with the evolution of Nigeria’s entertainment industry, where local talent has successfully achieved global recognition, Interswitch envisions a similar trajectory for the technology sector, one in which Nigerian developers are not only participants in the global digital economy but key contributors shaping its future. The Developer Academy also plays a critical role in addressing local industry needs. As fintechs, banks, and startups continue to scale, the demand for highly skilled engineers remains significant. By consistently developing and releasing new cohorts of trained professionals into the ecosystem, Interswitch is contributing to a more resilient talent pipeline and supporting sustained innovation across the sector. During the 9-month programme, participants will benefit from mentorship by experienced professionals, exposure to enterprise-grade systems, and the development of workplace readiness skills essential for today’s dynamic work environment. At the end of the programme, top-performing interns may be offered full-time roles within Interswitch, while others are well-positioned to pursue opportunities across the broader technology landscape. Further demonstrating its commitment to talent development at scale, Interswitch has also invested in dedicated learning infrastructure, including the opening of a new facility in Victoria Island, Lagos, designed to serve as a specialised hub for the Developer Academy and other training initiatives. This move signals a deliberate effort to institutionalise talent development and expand capacity for future cohorts. The continued expansion of the Developer Academy reflects Interswitch’s long-term vision of building a sustainable pipeline of globally competitive talent, positioning Nigeria, and Africa at large, as a leading source of innovation and technical expertise in the global digital economy.

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NESCAFÉ Launches “Next Level Promo” to Reward and Empower Consumers

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NESCAFÉ, Nigeria’s leading coffee brand, is pleased to announce the launch of its nationwide Next Level Promo, running from April to June 2026. The campaign offers consumers over ₦80 million in cash and meaningful prizes that support entrepreneurial growth.During the campaign, consumers stand a chance to win cash, airtime, laptops, professional cameras, makeup kits, sewing machines, and access to exclusive masterclasses.Participation is simple: purchase any NESCAFÉ Original 3-in-1 promo pack from a participating store. Each pack contains a unique code. Dial *7022# and follow the prompts to enter your code for a chance to win.Winners will be selected through bi-weekly and monthly draws, giving multiple opportunities to win throughout the campaign period.Speaking on the launch, Jean Pierre Duplan, Category Manager, NESCAFÉ, said: “NESCAFÉ is deeply connected to the Nigerian hustle and the resilience it represents. We understand the discipline it takes to show up every day and keep pushing forward. The Next Level Promo is how we bring this understanding to life, helping you make your world while rewarding your everyday effort’’NESCAFÉ is more than a coffee brand; it is a daily companion that fuels focus, energy, and ambition for millions of Nigerians. Through this initiative, the brand continues to celebrate the everyday commitment consumers show in pursuing their goals.The prize pool reflects NESCAFÉ’s commitment to delivering real value, with rewards designed to support different aspects of consumers’ lives, from essential tools and learning opportunities to financial prizes that can make a meaningful difference.The Next Level Promo runs until June 2026. Consumers are encouraged to look out for NESCAFÉ promo packs nationwide and participate for a chance to win while enjoying their favorite coffeeAbout Nestlé NigeriaNestlé Nigeria is a leading food and beverage company committed to unlocking the power of food to enhance quality of life for everyone today and for future generations. With a wide range of products, including popular brands such as NESTLÉ PURELIFE, GOLDEN MORN, MILO, MAGGI and NESCAFÉ, Nestlé Nigeria is dedicated to providing nutritious and delicious food and beverages to consumers across Nigeria.

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Plateau Grocery Seller Wins ₦5 Million as Golden Morn Golden Hunt Rewards Nigerians

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A small-scale grocery seller from Plateau State, Ejiofor Akujieze, has emerged the grand prize winner of ₦5 million in the Golden Morn Golden Hunt, a nationwide consumer campaign by Nestlé Nigeria that rewarded Nigerians with a total of ₦80 million in cash and prizes.Akujieze, who expressed surprise at his win, described the moment as life-changing. “It came as a shock to me. I won ₦5 million, and it will go a long way. I am very grateful,” he said, noting that the prize will support the expansion of his grocery business.The Golden Morn Golden Hunt, which commenced in January 2026, recorded strong participation from consumers across the country, with over 200,000 entries received. Designed around Golden Morn’s smaller, affordable pack sizes to encourage wider participation, the campaign made it easier for more Nigerians to take part. At the end of seven draws, a total of 16,324 winners emerged, receiving cash prizes ranging from ₦10,000 to ₦1 million, alongside airtime rewards and exciting items such as washing machines, MacBooks, iPhones, and 55-inch televisions, in addition to the grand prize.Speaking on the campaign, Omofasa Orhiunu, Category Manager, Healthy Cereals at Nestlé Nigeria, said the initiative was designed to connect more closely with consumers while giving them an opportunity to experience the brand.“Golden Morn has been part of everyday life for Nigerian families, and with the Golden Hunt, we wanted more people to experience that,” he said. “It gave both our loyal consumers and new ones the opportunity to enjoy a nourishing product that fits into their daily routines, while also being rewarded in a simple and accessible way.”Also speaking, Wassim Elhusseini, Managing Director and Chief Executive Officer of Nestlé Nigeria Plc, said the campaign reflects the company’s commitment to creating value for consumers beyond its products.“For over 40 years, Golden Morn has been nourishing Nigerian families and earning their trust,” he said. “The Golden Hunt was our way of recognising that trust and giving back in a way that is meaningful and inclusive. What has been most inspiring are the real stories behind the wins, how this has made a difference in people’s lives. That is what truly matters to us.”Golden Morn, a cherished homegrown brand, continues to provide wholesome nourishment made from carefully selected grains. It is enriched through its Grain Smart blend, which combines essential vitamins and minerals to support energy and overall wellbeing for individuals and families.Through initiatives like the Golden Hunt, Nestlé Nigeria continues to strengthen its connection with consumers while delivering on its commitment to providing accessible, nutritious food and supporting thriving communities across the country.

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