An initiative designed to equip entrepreneurs with the knowledge, tools and confidence to participate fully in an increasingly digital marketplace, helping them compete, scale and thrive on their own terms, has been launched by TikTok in partnership with the International Chamber of Commerce (ICC).
Known as the Digital Commerce Labs, this programme will empower small business owners in Nigeria and accelerate economic inclusion and digital skills development across Sub-Saharan Africa.
The scheme is supported by the National Information Technology Development Agency (NITDA) and the Lagos State Employment Trust Fund (LSETF).
At the unveiling in Lagos recently, stakeholders involving small businesses, entrepreneurs, digital creators, business associations, and government and industry representatives brainstormed on how Nigerian small businesses can harness the power of digital to grow, scale and build lasting impact.
“Digital commerce is reshaping how businesses grow across Sub-Saharan Africa, and Nigerian entrepreneurs are at the heart of that shift,” the acting Head of Government Relations and Public Policy for Sub-Saharan Africa at TikTok, Tokunbo Ibrahim, stated.
“Through our partnership with ICC, we are committed to making sure that the benefits of that transformation reach every small business owner in this region.
“We have seen how TikTok has made discoverability and purchase decision-making easy with hashtags such as #TikTokMadeMeBuyIt. Social commerce has an extraordinary power to unlock opportunity, level the playing field and place the tools of growth in the hands of those who need them most,” Ibrahim added.
Also speaking, the chief executive of NITDA, Mr Kashifu Inuwa Abdullahi, said, “At NITDA, our vision is to make Nigeria a digitally enabled nation, fostering inclusive economic development through technological innovation. We will achieve this by fostering digital literacy and cultivating the digital talent needed among our youth to thrive in a global market.
“We have seen that platforms like TikTok have evolved beyond entertainment; they are now powerful engines for economic growth, enabling small businesses to reach new audiences, tell their unique stories, and scale rapidly.
“We highly commend TikTok’s commitment to supporting our local ecosystem through this small business event. By bridging the gap between creativity and digital commerce, we are collectively fostering innovation and building a more inclusive, digitally empowered Nigeria.”
“Digital commerce is a powerful engine for inclusive growth. By equipping small businesses with the tools and skills they need to participate in the digital economy, we are opening new pathways for entrepreneurship, trade and job creation. With the Digital Commerce Labs, ICC is committed to ensuring that small businesses in Nigeria can fully seize these opportunities and grow beyond their local markets,” the ICC Deputy Secretary General, Julian Kassum, stated.
Social commerce and the MSME opportunity in Nigeria
The timing of the DCL launch could not be more significant. Nigeria’s social commerce market is one of the fastest-growing in the world, projected to reach $2.04 billion in 2025 and expand to nearly $4 billion by 2030. Across the African continent, the social commerce sector is forecast to grow at a compound annual growth rate of 16.2%, reaching $9.43 billion by 2030.
For Nigerian small businesses, social media is already the primary engine of online trade. A GSMA survey found that 56 per cent of Nigerian businesses sell online exclusively through social media, with a further 19 per cent combining social platforms with a website or marketplace. Meanwhile, over 40 per cent of internet users in Nigeria, Kenya and South Africa have already purchased through social commerce platforms. These figures point to an ecosystem in which the line between content and commerce has already blurred, and where the right skills and support can be genuinely transformative.
It was against this backdrop that a lecturer from Lagos Business School, Dr Henrietta Onwuegbuzie, addressed event participants on the rapid growth of social commerce in Nigeria and across the continent, reinforcing a central theme of the day: “This is not a prospect for Nigerian businesses. It is happening now, and those equipped with the right skills are already seeing the results.”
Funding made accessible by Lagos State Employment Trust Fund
In a strategic move to fortify the local entrepreneurial ecosystem, the Lagos State Employment Trust Fund (LSETF) has joined the Digital Commerce Labs to provide critical operational support for small businesses. Through this collaboration, LSETF will deliver robust capacity-building training focused on essential pillars of business sustainability, including financial literacy and wellness, strategic business structuring, book and record keeping, and expert taxation and legal advisory services.
Following completion of the program, market-ready small businesses will directly enter into LSETF’s financial ecosystem, with an opportunity to directly access SME funding.
A day of learning, conversation and community
Two keynote lectures set the tone for the day, examining how digital commerce is reshaping the landscape for small businesses in Nigeria. The first explored how digital platforms are fundamentally changing how small businesses reach customers, manage operations and build brand credibility. The second took a broader view, considering how digital commerce is enabling MSMEs to grow beyond profit: strengthening customer relationships, deepening community connections and building businesses with a clear sense of purpose.
Attendees were then introduced to the full DCL programme through a dedicated presentation, which offered a preview of the learning modules available, outlined the benefits of participation and explained how entrepreneurs can apply and register.
The Digital Commerce Labs offer a comprehensive, two-part learning experience designed to help Nigerian businesses harness the full potential of digital commerce. Starting in July, participants can access self-taught online modules — developed by local experts and covering topics from building a digital presence and creating effective content, to leveraging AI-driven e-commerce tools and preparing for both domestic and international growth. Delivered in a mobile-first format through short, engaging lessons with interactive elements, the modules are tailored to the Nigerian market to ensure relevant, high-quality learning. From there, virtual classrooms will complement the online modules with live, trainer-led sessions that bring theory to life in a collaborative setting, helping Nigerian entrepreneurs and businesses explore real-world digital commerce growth opportunities.
Nigeria’s Creator Economy Spotlight: Real stories, real growth
One of the most eagerly anticipated segments of the day was the Creator Economy Spotlight, in which three successful entrepreneurs and content creators shared candid accounts of how they built their businesses using platforms like TikTok. This fireside chat included Nigeria’s Dr Olawale Ogunlana, Medical Doctor, World Health Organisation’s Fides Network Creator, TikTok’s 2026 Global Discover List Creator, and Founder of HealthKraft Consulting. He was joined on stage by Kolade Mayowa, the innovative owner of the fashion brand HookedByLade, and Oluwatobi Anointing, the creative force behind the fashion business, Tobi Closet, both of whom shared invaluable insights into leveraging their TikTok platform to scale their brands.
Their accounts offered an honest and inspiring perspective on what it means to build a business in the digital age, grounded in the lived experience of entrepreneurs who use platforms like TikTok to reach customers and clients they would never otherwise have found.