The rise of internet users’ penetration in Nigeria has provided a veritable business environment for digital marketing and ecommerce businesses to thrive tremendously.

Digital marketing, which enables online marketers promote their brands and connect with both existing and potential customers through the use of internet and other means of digital communication, has steadily witnessed a significant surge since 2001 when the Nigerian Communications Commission granted a full license to about 150 Internet Service Providers, (ISP) across the country.

This development gave rise to the evolution of social media which enables people to build a boundless connection and interface regularly with one another, consequently leading to the boom of e-commerce and online marketing.

Either for business transaction, communication or socializing, internet is a multifaceted sphere of technology that stands as a towering monument to human creativity and collaboration. its usage has therefore remained indispensable for millions of people not only in Nigeria but also across the world, resulting in the consistent upsurge of digital marketing and online businesses such as Fintech, e-teaching, freelancing, blogging, droppshipping, Youtoube, and many others.

According to a recent research by Statista, internet users’ penetration in Nigeria has steadily grown by over 2% since 2018. As at 2023, the figure was put at 122million users and the trend is projected to witness a steady growth by 2% till 2027.

The improvement and expansion have reportedly created a robust opportunity for digital marketing to thrive in the country. In 2024, Ad spending in the Digital Advertising market is projected to reach US$272.4m while Video Advertising is considered to be the largest market with a volume that is expected to hit US$115.1m.

It was further revealed that Nigerian businesses spent $111.2 billion on social media advertising in 2023, and in 2024, the figure is expected to reach $118.6b which literally confirmed the value and efficacy of digital marketing in Nigeria.

This booming activity in the industry could not have been possible without the surge of internet users’ penetration which provides the enablement for businesses to inform the market about their brands and entice customers to purchase their goods and services.

The internet, powered by mobile phone and other technological devices has remained the crucial vehicle that provides the reach for advertising, promotional and public relation efforts.

As internet users’ penetration continues to experience a surge in the days, months and years ahead, digital marketing and e-commerce business will continue to constitute a major dominance in the economic landscape.