Identifying Nigeria’s top retail chains where you can sell your products is relatively easy. The real challenge is approaching them—and convincing them to work with you.

For many businesses, the smarter strategy is to first partner with a distributor who can help you place your products in smaller chains, independent shops, and regional markets. Over time, this approach builds the credibility and sales data you’ll need to reach the big players. Another route is to test the market online.

In this article, you’ll find insights into Nigeria’s retail market and guidance on how to convince distributors and retailers to work with you.

Find the Right Retail Channels in Nigeria

Nigeria is Africa’s largest consumer market:

• Population: Over 223 million (2023), the most populous country in Africa.
• GDP per capita: Approximately USD 2,200 in 2023.
• Economy: Driven by oil and gas but highly diversified, with strong growth in agriculture, telecoms, fintech, and services.
• Main imports: Machinery, vehicles, refined petroleum, foodstuffs, chemicals, and manufactured goods.
• Key cities:
  • Lagos – Nigeria’s commercial capital and Africa’s largest city by population.
  • Abuja – the federal capital, a hub for government and corporate procurement.
  • Port Harcourt & Kano – major regional markets with growing consumer demand.

With a huge youth population, rising middle class, and expanding retail infrastructure, Nigeria offers massive opportunities for international consumer brands.

Get Funding from Banks & Investors

Market entry into Nigeria requires investment. You’ll need resources for:

• Distribution agreements and local partnerships.
• Import registration and compliance.
• Logistics and warehousing.
• Marketing and promotions.

To secure funding, prepare a strong business case with:

• Market opportunity analysis.
• Pricing and sales forecasts.
• Distribution strategy.
• Risk management measures.

Banks, private equity, and trade investors will only support you if your plan is data-driven and realistic.

How to Start in Nigeria: Distributors, Retailers, or Online?

If your product cannot be shipped directly to end-users, you’ll need at least one intermediary: a distributor, a large retailer, or an online platform.

1. Distributors

• Manage importation, customs clearance, warehousing, and last-mile distribution.
• Less focused on consumer marketing, but vital for building a retail footprint.
• Provide early sales traction and customer insights.

2. Large Retailers

• Major supermarket chains like Shoprite, Spar, Hubmart, and Justrite dominate modern trade.
• They are risk-averse and often require listing fees before stocking new products.
• Offer exposure to mass-market consumers through in-store displays and catalogs.

3. Online Stores

• Nigeria’s e-commerce sector is fast-growing, led by Jumia, Konga, and niche platforms.
• Useful for testing pricing strategies, collecting reviews, and building brand awareness.
• Volumes may be lower than physical retail, but digital visibility is valuable.

How to Draft Your Distributor Pitch

A strong distributor pitch is essential in Nigeria. General consumer marketing materials rarely convince distributors, retailers, or wholesalers. Instead, they want to know: “What’s in it for me?”

To stand out:

• Show profit potential and distributor margins clearly.
• Share concrete sales projections, even if modest.
• Demonstrate consumer demand or market trends for your category.
• Explain how your product complements their portfolio without cannibalizing existing lines.
• Highlight your commitment to marketing support, after-sales service, or promotional campaigns.

Remember:

• A supermarket must take another product off the shelf to create space for yours.
• A wholesaler’s sales reps can only push a limited number of SKUs effectively.
• An e-commerce platform prioritizes only a handful of products for homepage visibility.

Your pitch should make them confident that choosing your product is worth the trade-off.

Final Thoughts

Nigeria is a challenging but rewarding market for international businesses. The key to success is finding the right local partners, building trust, and demonstrating value to distributors and retailers.

Start small with distributors or online platforms, build credibility and sales traction, then move up to major retail chains. With the right entry strategy, your product can tap into the enormous potential of Nigeria’s 223 million-strong consumer market.