Small businesses need to prioritize online presence to remain ahead of the competition, according to Buchi Madiebo

Nigerian speaker and coach Buchi Madiebo believes that the growth of small businesses in Nigeria will become increasingly reliant on the ease with which customers can discover them online, rather than merely having a social media presence.

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Madiebo, who is the founder of Wetinuneed, a business discovery platform in Nigeria, notes that many small and medium-sized enterprises continue to face challenges such as fragmented advertising, high marketing costs, and low visibility.

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According to Madiebo, the traditional approach of simply being online is no longer sufficient, and what matters now is how easily customers can discover, compare, and connect with businesses that meet their specific needs.

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Madiebo stated that for a long time, businesses focused primarily on being online, but the market is changing, with visibility and ease of discovery becoming crucial factors.

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Discovery-based digital platforms, she explained, are designed to facilitate informed decision-making in a more organised environment, unlike traditional online advertising which often places businesses in crowded digital spaces.

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Madiebo said that the future of digital commerce is shifting from random exposure to targeted discovery, where businesses compete to be found at the exact moment customers need them, rather than just competing for attention.

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The Wetinuneed platform is positioning itself in Nigeria's growing digital ecosystem by integrating multiple business functions into one platform, reflecting the modern commerce landscape where businesses are interconnected rather than isolated.

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Madiebo emphasized that businesses require more than just scattered tools and advertising, they need systems that simplify visibility, improve access, and enable customers to make informed decisions easily.

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She also noted that centralized digital ecosystems will become increasingly important for sustainable business growth as Nigeria's digital economy expands, with discovery becoming a key driver of business growth.

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Madiebo added that businesses that position themselves effectively within these systems will have a stronger competitive advantage in the future, as technology continues to reshape commerce and discovery becomes a crucial factor in business growth.