Nigerians are shopping through Facebook and using artificial intelligence tools to shop online more than people in most other countries, according to a new report by DHL(Dalsey, Hillblom, and Lynn) eCommerce. This puts Nigeria among a small group of countries where shoppers are moving faster than businesses can keep up with them.
The 2026 E-Commerce Trends Report surveyed 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries. It found that 86 percent of Nigerian shoppers buy things through Facebook, far higher than the global average of 63 percent. Instagram came next at 64 percent, compared to 48 percent worldwide, while TikTok stood at 56 percent versus 50 percent globally.
When it comes to AI, 46 percent of Nigerian shoppers say they use AI-powered chat tools while shopping online. That’s the fourth-highest rate among all 29 countries in the survey, behind only India, the UAE and China.
Nigerian businesses are moving just as fast. The report found that 88 percent of Nigerian e-commerce companies already use some form of AI, and 94 percent expect to use even more of it in the next five years. Both numbers are well above the global averages of 67 percent and 70 percent.
Muyiwa Adeseyoju, country manager for DHL Express Nigeria, said this shows Nigeria is ahead of many other countries. “Nigeria is one of the most dynamic e-commerce markets in Sub-Saharan Africa, with strong digital adoption and an ambitious business community,” he said. “Shoppers and businesses are adapting quickly to new ways of buying and selling online, and expectations are rising just as fast.”
Jumia is still the biggest online marketplace in Nigeria. The report found that 84 percent of Nigerian shoppers use it to buy things, while 83 percent of Nigerian businesses sell through it.
On deliveries, 83 percent of Nigerian e-commerce businesses now offer paid subscriptions for delivery and returns, more than 30 percentage points higher than the global average of 53 percent. Most shoppers, 78 percent, still prefer having items delivered to their homes. For returns, 51 percent use parcel shops or convenience stores, 34 percent arrange for pickup at home, and 15 percent use parcel lockers.
Pablo Ciano, chief executive of DHL eCommerce, said the real story here is speed. “The ability to understand and respond to customer needs has always defined success, but our new trend report shows that AI is now redefining that advantage at hyperspeed,” he said. “Consumers can identify the best offer in milliseconds, and retailers can gain insights that allow them to instantly capitalise on changing demand.”
The report also placed Nigeria among the countries leading in sustainable and eco-friendly shopping, alongside India, Malaysia, the UAE and Saudi Arabia. This fits a wider pattern across Sub-Saharan Africa, which DHL says is the most sustainability-conscious region in the world, 91 percent of shoppers and 69 percent of sellers there say they care about sustainability.
But futurist Tom Cheesewright, who contributed to the report, warned that moving too fast has its downsides. “In a future where technology is the great equalizer, there is a challenge of being ‘too’ frictionless,” he said. “Build in some moments of connection, building brand and trust, or customers will slip through your fingers just as easily as they slip through the shopping process.”
