Saturday, July 12, 2025

How to Avoid Common Mistakes When Running an Online Store in Nigeria


Williams O.
a fruit vendor at her stand
a fruit vendor at her stand

Earning Online is Possible, But Only If You Get the Basics Right

The first year I ran my online store, I almost gave up. Not because of lack of customers, but because I was doing everything wrong and didn’t know it.

Precious, fruit vendor in Karu

Running an online store in Nigeria looks easy from the outside. People imagine it is just pictures, prices, and payment alerts. But the truth is, many online stores struggle. Not because the product is bad or the seller is lazy, but because of avoidable mistakes.

If you are just starting, or you have been trying for a while with little success, this is not just another list of tips. It is a gentle guide from people who have been there. The goal is not just to help you sell more, but to help you last longer in this space.


Mistake One: Not Having a Clear Business Identity

Too many people rush into selling online without knowing who they are or who they are trying to reach. You cannot be everything to everyone.

Ask yourself: who is my customer? Is it students, new mums, working professionals, or market women? What problem does my product solve for them?

If your store feels confused, people will scroll away. The clearer your identity, the more trustworthy your store becomes.


Mistake Two: Selling What You Like Instead of What People Need

It is easy to sell what you love. But online business is not about you alone. It is about your customer.

Peace, who now runs a successful ready-to-wear brand, said she wasted six months selling expensive office gowns to students in Zaria. The clothes were beautiful, but they were not right for the market.

Market research is not complicated. You can ask friends, run a poll, or simply observe what people complain about. Your most profitable product is often the one that solves the most ordinary problem.


Mistake Three: Poor Customer Communication

If you reply messages slowly, give incomplete information, or sound impatient, people will move on. The competition online is strong. Nobody wants to beg a seller to take their money.

Even if you are tired or busy, find a way to acknowledge every message. You can use quick replies, schedule responses, or get someone to help you part time.

Good customer service is not a luxury. It is what makes people come back, tell their friends, and trust you with bigger orders.


Mistake Four: Ignoring Branding and Presentation

Your pictures matter. Your captions matter. Your tone of voice matters.

Even if you are selling from your bedroom, let your business look and feel professional. Use clear pictures with natural light. Avoid blurry images or screenshots from other stores.

Use your own voice when posting. Let people feel your passion and honesty. People buy more from sellers who sound real than from those who copy others.


Mistake Five: No Payment Structure or Delivery Plan

One of the quickest ways to lose customers is to make them feel unsafe with payments or uncertain about delivery.

Have a payment method that works and is easy to trust. Many small businesses now use Flutterwave, Paystack, Moniepoint, or a dedicated business account. Avoid using only personal accounts.

Also be clear about your delivery policy. How long will it take? What areas do you cover? Will you refund if something goes wrong?

The fewer surprises your customers face, the more likely they are to stay with you.


Mistake Six: Poor Record Keeping and Financial Discipline

Sales can come in fast and randomly. If you do not keep records, you may think you are making money when in fact you are losing.

Have a notebook, an Excel sheet, or a simple finance app. Track your expenses, cost price, delivery fees, and how much you actually take home.

It is not just about growing sales. It is about knowing whether your business is actually profitable.


Mistake Seven: No Plan for Growth

An online store is not a hobby. It is a real business, and it needs a plan.

Set goals. Do you want to move from WhatsApp to a website? Do you want to hire a delivery rider? Do you want to stock in bulk and save costs?

Dream a little. Then work backwards. That is how you grow.


Every Store Has a Story

You are not just selling shoes, wigs, or phones. You are building something. Every reply, every order, every satisfied customer is a brick in that foundation.

Do not be too hard on yourself. Mistakes will come. The key is to learn, improve, and keep your heart in the business.

People do not only buy your products. They buy your energy, your honesty, and the experience you give them.

So take a breath, look at your store again, and ask yourself: how can I make this better?

Then take the next step. Your growth is closer than you think.

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