Nigeria SMEs trained on expanding global reach through digital marketing
In it’s effort to promote non-oil export from Nigeria and strengthen the nation’s economy by empowering Small and Medium Enterprises (SMEs) to expand Nigeria’s footprint in global trade, the Nigerian Export Promotion Council (NEPC) held a one-day workshop on “Online/Digital Marketing for Nigerian SMEs” at Man House, Ikeja, Lagos.
The workshop, held on Tuesday came with the theme, “Leveraging Online/Digital Marketplaces to Increase Nigeria’s Share in the Global Market,” attracted over 87 participants, including key players like Jumia Nigeria, UPS, DHL, and the Nigeria Postal Service (NIPOST).
The goal, according to the organisers, was to expose Nigerian SMEs to practical strategies for using digital tools and platforms to sell their non-oil products and services across the world.
Welcoming participants, Mr. Sunday Ayodele, Assistant Director Services Export, emphasised the critical role of SMEs in economic development.
“SMEs form the backbone of Nigeria’s economy. Their contributions cannot be overlooked if we must achieve the Renewed Hope Agenda of the current administration. This workshop is a timely initiative to boost Nigeria’s global trade share, especially as we shift focus from oil to the non-oil sector,” she said.
In her keynote address, the Executive Director/CEO of the NEPC, Mrs. Nonye Ayeni represented by Mrs. Bolanle Emmanuel, Acting Regional Coordinator, South West urged participants to seize the opportunity to learn and leverage digital trading platforms.
“Markets are no longer defined by geography but by connectivity. With just your smartphone or laptop, you can reach customers anywhere—Africa, Asia, Europe, or the America,” she noted.
She stressed NEPC’s commitment to building pathways for Nigerian exporters to compete globally. “Get informed, get inspired, and take action. Let’s work together to increase Nigeria’s share in the global marketplace,” she concluded.
Jumia Nigeria’s representative, Mr. Nichols Obasigie, advised SMEs to focus on product presentation. “Use high-quality images, clear product descriptions, competitive pricing, and standout packaging,” he said, promising free product registration for attendees and exclusive discounts.
UPS Nigeria’s Country Manager, Mr. Morolayo Igeleke, walked participants through the “4 Ps of Marketing”—Product, Price, Promotion, and Place.
“Target your promotion strategically. Don’t sell diapers to retirees—know your audience. Use both conventional and digital PR tools to create awareness. And invest in quality visuals. A smartphone is your gateway to global sales,” Igeleke said. He also offered a 25% discount on UPS logistics services for workshop attendees.
DHL Nigeria’s Country Manager, Mr. Charles Eke, focused on delivery efficiency and consumer expectations.
“Selling is one part; timely delivery is another. DHL delivers even to the remotest locations globally. Our tracking system provides real-time updates. We’re offering a 35% discount on our services to participants who sign up with us,” Eke announced.
Mrs. Beneditta Usoro of NIPOST introduced the agency’s EMS and e-commerce support tools. “We’ve improved our timeliness and reliability. Our rates are now competitive, and we’ll reduce tariffs for exporters who partner with us,” she said.
Mr. Paul Ajayi of NEPC addressed the importance of packaging, emphasizing compliance with international standards. “The right packaging not only preserves the product but also builds customer trust and opens up markets,” he said.
Mr. Adegbeti Adekunle queried if the UPS 25% discount applied nationwide. The answer was yes—as long as participants indicate their attendance at the workshop.
Ms. Oluwakemi Oyebanji asked if she could drop products at Jumia’s Ibadan office. “Yes, just inform the branch manager and agree on your preferred delivery method,” Obasigie replied.
She also asked about handling customer refunds. “You’ll resolve that directly with the customer. Jumia only provides the platform,” he clarified.
When Ms. Akiwande Eunice raised concerns about delivery delays with NIPOST, Mrs. Usoro assured that reforms had been implemented. “NIPOST has changed for good. You have nothing to fear,” she said.
The program ended with a vote of thanks by Madam Linda, who appreciated NEPC and all partners for supporting the growth of Nigerian SMEs in the digital export space.
With practical insights, expert guidance, and real-time incentives, this workshop represents a crucial step toward achieving Nigeria’s vision of doubling non-oil exports through digital transformation.
