TOLU JOHNSON
As online shopping continues to evolve, a new trend is emerging in Nigeria: live commerce. With social media platforms becoming increasingly saturated and unpredictable for sellers, businesses are exploring alternative ways to connect with buyers. One such development is the upcoming launch of Auqli, Nigeria’s first live shopping platform, scheduled for April 2025.
Live shopping, already gaining traction in global markets, combines real-time video engagement with e-commerce transactions, allowing buyers to interact directly with sellers before making purchases. The model is seen as a potential game-changer for Nigerian entrepreneurs, many of whom rely on social media for business but struggle with challenges like abandoned carts, algorithm restrictions, and unverified buyers. By integrating interactive chat and reaction features, Auqli allows buyers to comment, react with emojis, and engage with sellers in real time, creating a more immersive shopping experience.
“Online sellers in Nigeria have had to adapt to different platforms, but social media was never built for seamless transactions,” said Paul Jatau, Co-Founder of Auqli. “Many businesses depend on visibility, but that doesn’t always translate to sales.” The limitations of social media platforms—ranging from missed messages and fluctuating engagement to difficulties in securing payments—have led many sellers to seek alternatives that offer more control and reliability.
For years, platforms such as Instagram, Facebook, and TikTok have served as unofficial marketplaces, enabling businesses to market their products. However, sellers often struggle with delayed responses from buyers and uncertainty about whether an order will be completed. Live shopping aims to address these gaps by allowing sellers to showcase their products, answer questions in real time, and finalize transactions instantly. With Auqli, businesses can interact with customers directly through live video, reducing the time between engagement and purchase while offering multiple payment options, including mobile money, bank transfers, digital wallets, and cash on delivery.
“Sellers are looking for solutions that give them more control over their businesses,” said Odera Joseph Echendu, Chief Executive Officer of Auqli. “A lot of transactions fail because of delays in response time or unverified buyers. By integrating payments and live interaction into one platform, we’re looking at a shift in how e-commerce operates in Nigeria.” The platform’s buyer verification system is designed to minimize fraud, ensuring that sellers interact only with serious customers. “Too many business owners waste time chasing payments that never come through,” Jatau added. “We wanted to build a system where trust is a given, not a gamble.”
Another challenge for online sellers has been the reliance on paid advertisements to maintain visibility. Many small businesses struggle with the cost of ads on major social media platforms, where organic reach has declined significantly. Auqli’s model suggests a different approach—one that prioritizes real-time engagement over algorithm-driven exposure. The platform also provides sellers with tools to manage their inventory, track payments, and organize deliveries efficiently, ensuring a seamless end-to-end experience.
Echendu believes this shift could have a lasting impact on how entrepreneurs operate in Nigeria’s digital marketplace. “We see live shopping as more than a trend; it’s a more dynamic way to connect buyers and sellers,” he said. “The goal is not just to make selling easier but to build a community where businesses and customers engage meaningfully.” The introduction of in-app delivery options further simplifies logistics, allowing sellers to arrange shipments without needing to rely on third-party coordination.
As Nigeria’s e-commerce landscape continues to expand, the shift toward live shopping reflects a broader global trend. While challenges such as internet connectivity and payment reliability remain, platforms like Auqli present an opportunity to streamline online selling, making transactions more secure and efficient.
