Nigeria’s Small and Medium Enterprises (SMEs) have contributed nearly 48 percent to the country’s Gross Domestic Product (GDP) in the last five years, according to reports from the National Bureau of Statistics (NBS) and PwC. Notably, women-led businesses account for only about 33 percent of the total SMEs in Nigeria, a situation that experts have identified as a gender imbalance in the SME sector.
Many female entrepreneurs in Nigeria struggle to access digital opportunities that would enable them to be profitable, seize industry chances, and expand their reach.
Recognizing this gap, Jiji Africa, in partnership with the Association of Small Business Owners of Nigeria (ASBON), has provided women entrepreneurs with essential business tools, including new laptops and smartphones, as well as a free promotional boost on the Jiji marketplace. This initiative aims to help them establish a strong online presence.
Dubbed “Biz Queens Run the World on Jiji,” the campaign aligns with the theme for International Women’s Day 2025, “Accelerate Action.” Its goal is to support women in business by equipping them with digital tools to scale their operations.
Speaking on this initiative, Femi Egbesola, national president of ASBON, emphasized the importance of digital transformation in strengthening women-led businesses.
“This month, as we celebrate International Women’s Day, we acknowledge the incredible role that digital transformation plays in empowering women entrepreneurs. Programs like Jiji Nigeria are crucial for helping women-led SMEs thrive in today’s digital economy. At ASBON, we are proud to support these women on their journey to success, ensuring they have the tools and resources needed to lead and innovate,” Egbesola said.
According to 2024 research by Genderpedia, 60 percent of informal businesses in Nigeria are owned and operated by women, yet they face significant limitations that hinder their potential for growth.
The Jiji for Women initiative aims to change this narrative by equipping women with online tools that will enable them to build sustainable and profitable businesses in the digital space.
Majolie Obaje, regional head of PR & Marketing for Jiji, highlighted the brand’s commitment to supporting female entrepreneurs.
“At Jiji, we believe that when women succeed in business, the economy thrives as well. This initiative is not just about celebrating female entrepreneurs; it’s about providing them with the confidence and resources they need to succeed in the digital marketplace. By listing their products and services on our platform, they gain visibility, credibility, and direct access to millions of potential clients,” she stated.
To benefit from this program, women in business are encouraged to register for free on Jiji, post at least one advertisement showcasing their product or service, and complete their business details for better visibility on the Jiji platform.
Obaje also announced that businesses that gain access to these tools will be unveiled every Friday between March and April 1, 2025, on Jiji’s platforms.
“Through this collaboration, Jiji and ASBON are not just celebrating women in business; they are providing tangible solutions to the challenges faced by female entrepreneurs. As Nigeria’s SME-friendly online marketplace, Jiji continues to advocate for digital inclusion, ensuring that more women can leverage technology for financial independence,” Obaje added.
