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Meta’s Digital Platforms Power Nigeria’s SME Growth
A new independent report reveals that virtually all surveyed Nigerian businesses credit Meta’s platforms with significantly expanding their customer reach. The report estimates 820 million in annual economic value from Meta for Nigeria today, while AI adoption could unlock an additional 22 billion in GDP by 2035.
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The “Nigeria’s Digital Economy” report, conducted by independent research firm Public First (Public First), highlights how Meta Platforms (Meta Platforms) has become a critical driver of Nigeria’s digital commerce and entrepreneurship ecosystem.
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14 Million Nigerian SMEs Rely on Meta Apps
The research reveals that 14 million Nigerian small and medium-sized enterprises (SMEs) used Meta’s suite of apps in 2025. These platforms include Facebook, Instagram, WhatsApp, Messenger, Meta AI, and Threads. Together, they helped these businesses start, scale, and sustain their operations.
Collectively, these activities contributed an estimated 2 billion to Nigeria′s GDP. 640 million came from productivity gains. These gains were largely driven by faster, low-cost communication through instant messaging.
Under the right regulatory, investment, and connectivity conditions, the report suggests Meta’s total economic contribution could rise to $2 billion annually as digital adoption deepens nationwide.
WhatsApp Emerges as Nigeria’s Gateway to AI
WhatsApp is increasingly central to Nigeria’s AI adoption journey, serving as the country’s primary interface for artificial intelligence tools and services.
According to the report:
- 93% of Meta AI prompts in Sub-Saharan Africa are made via WhatsApp.
- This trend underscores how AI adoption in Nigeria is occurring through familiar, everyday digital tools. AI is lowering barriers to entry for individuals and businesses.
Nigeria Well Positioned for AI-Led Growth
The research underscores AI’s transformative potential for Nigeria’s economy:
- AI could add $22 billion to Nigeria’s GDP by 2035 with the right mix of policy, infrastructure, and innovation.
- 87% of online Nigerians believe AI products developed within Africa are essential for the continent’s economic growth.
- Open-source AI is identified as a major opportunity for Nigerian developers to build solutions in local languages and for local challenges.
Meta Platforms Enable Nationwide Market Access for SMEs
For Nigerian businesses, Meta’s platforms now function as primary channels for sales, discovery, and customer engagement.
Key findings include:
- 81% of online businesses say Facebook, Instagram, and WhatsApp have helped them reach customers beyond their immediate location.
- Businesses in Kano can now access the same digital advertising and commerce tools as firms in Lagos, London, or New York.
- 93% of online adults report feeling more connected to wider communities through Meta’s family of apps.
Industry Voices on Nigeria’s Digital Momentum
Balkissa Ide Siddo, Director of Public Policy, Sub-Saharan Africa at Meta, noted that Nigeria’s entrepreneurial energy is amplified by access to the right digital tools.
She emphasized that Meta’s platforms are removing traditional barriers to growth for a wide range of users—from local tailors and traders to digital creators and startups. She also noted that 80% of Nigerians report improved internet access compared to a decade ago. This progress signals strong momentum toward a more inclusive digital economy.
Digital Infrastructure and Policy Will Shape the Upside
Alison Neyle, Director at Public First, said Nigeria’s digital transformation is unlocking new opportunities across both formal and informal sectors.
She added that with continued investment in connectivity, platform access, and open-source AI, Nigeria stands to strengthen its position as one of the world’s fastest-growing digital economies.
The full report is available at https://metassa.publicfirst.co/
