Datari Ladejo is a multi-jurisdictional trained lawyer with expertise in International Dispute Resolution and Economic Law, With an LLB from the University of Staffordshire, a Bbachelor of Law from the Nigerian Law School, and an LLM from the University of London Institute in Paris. In this interview with KENNETH ATHEKAME, she spoke on Nigerian businesses, digital challenges, emerging digital trends and the general impact on business growth in Nigeria. Excerpts:
Can you share a bit about your background and experience in digital transformation and what inspired you to focus on helping businesses leverage technology for growth?
My journey into digital transformation began when I pivoted from my legal career to a career in a tech, during that time I developed a fascination for how technology reshapes interactions and creates new possibilities, which led me to start my agencies Fernhill Digital and Evergreen Curators. Over the years, we’ve had the privilege of working with diverse businesses, from start-ups to established enterprises, helping them navigate the complexities of the digital landscape. I’ve seen firsthand how strategic technology adoption can unlock significant growth, streamline operations, and enhance customer experiences. What truly motivates me is seeing how technology can level the playing field, especially for women in business. I’m dedicated to breaking down the barriers of digital transformation, making it a tool for growth and opportunity for everyone.
Businesses operating in Nigeria face lots of digital challenges ranging from regulatory framework, corruption, fraud, access to funds and finances. What’s your take on this? How is it affecting the business environment?
Nigeria’s digital potential is undeniable, yet it operates within a complex ecosystem with significant challenges. The regulatory framework, while evolving, sometimes struggles to keep pace with the advancements in technology. This can create uncertainty for businesses, and for investors. Corruption and fraud, unfortunately, are real and valid concerns. These issues erode trust in digital systems, impacting everything from e-commerce to online financial transactions. Businesses must invest heavily in security and compliance to mitigate these risks, which can be a substantial burden, especially for SMEs.
Access to funds and finances is another critical hurdle. While the fintech sector is booming, many businesses, particularly startups, still face difficulties securing capital. For women, this is even more difficult as only 10% of loans from financial service providers reach women-led businesses. This limits their ability to scale and implement cutting-edge digital strategies. The lack of consistent infrastructure, including reliable internet access and power, also adds to the operational challenges.
These factors collectively create a challenging business environment. They increase operational costs, reduce efficiency, and stifle innovation. More importantly, they create a sense of instability that discourages both local and foreign investment.
However, it’s crucial to acknowledge the resilience and ingenuity of Nigerian entrepreneurs. They are finding creative solutions to these problems, leveraging technology to overcome obstacles and drive growth. The rapid adoption of mobile money, for example, demonstrates the power of digital solutions in addressing financial inclusion.
To truly tap into Nigeria’s digital potential, a collaborative effort is needed. While the challenges are real, the opportunities are even greater. The government must continue to refine and enforce clear, supportive regulations. Businesses need to prioritize ethical practices and invest in robust security measures. And investors should recognize the immense opportunity in supporting innovative Nigerian startups.
How can small and medium-sized enterprises (SMEs) in Nigeria effectively integrate technology into their operations?
To effectively bring technology into their operations, Nigerian SMEs can focus on practical steps, by prioritising solutions that offer immediate value and address specific business needs. For example, affordable, cloud-based tools for things like accounting and customer management can really simplify daily tasks for businesses. Offering mobile payment options is key for reaching more customers and making transactions easier. Digital marketing is also a solid social media presence or listing on local online directories can make a big difference.
And crucially, invest in training your staff so they can confidently use these new technologies. It’s not just about finding the right tools but also ensuring everyone knows how to use them, while also making sure these tools align with budgetary and long-term business goals.
What emerging digital trends do you see having the most impact on business growth in Nigeria?
We’re seeing a rapid acceleration of businesses using data analytics and artificial intelligence to gain valuable insights into their customer preferences and streamline their internal operations. The cost of acquiring new customers is 5x higher than the cost of retaining existing ones, so the investment in customer experiences will ultimately cut costs and accelerate growth.
The evolution of fintech is also transformative, with innovations like digital lending and micro-insurance opening new avenues for financial inclusion and empowering SMEs. The growth of e-commerce platforms and online marketplaces are also creating opportunities for businesses to expand their reach both locally and internationally, empowering Nigerians to sell their products and services to an international market and opening up cross-border revenue streams.
Investment in digital skills training will also be a key driver for Nigeria’s economic future. By bridging the talent gap, we will be able to empower businesses to access a wider pool of qualified professionals, fostering sustainable growth across all sectors.
How important is data analytics for business success, and how can Nigerian businesses leverage it?
Data analytics is crucial for business success. It empowers businesses, in so many ways, for example, it helps them to make informed decisions by transforming raw data into actionable insights, optimizes operations through identifying inefficiencies, and enables highly targeted marketing campaigns that resonate with specific customer segments.
For Nigerian businesses, leveraging data analytics can begin by diligently collecting relevant customer data through online interactions, sales transactions, and targeted surveys. They can then explore and use affordable analytics tools to uncover valuable trends and patterns within this data, and most importantly, act on the insights gained. It can be used to refine products, improve services, and inform strategies, always keeping the customer’s needs at the forefront. For a business, this cycle of data collection and analysis translates to continuous improvement and will ultimately give them a competitive edge.
What role does artificial intelligence (AI) play in business transformation, and is Nigeria really ready for AI driven solutions?
AI can play a huge role in business transformation, offering the potential to automate processes, personalise customer experiences, and generate valuable insights. It can also streamline operations, enhance decision-making, and even create entirely new business models. The question of Nigeria’s readiness for AI-driven solutions is really a complicated one. Significant strides are being made with the adoption of AI, however, there are still some key considerations that may hinder progress in this area if not addressed. We see a growing adoption of AI in sectors like fintech and e-commerce, which demonstrates a clear appetite for innovation. However, widespread adoption requires addressing infrastructural challenges in Nigeria, particularly reliable internet access and data storage capacity. Without these things we’re ultimately playing a losing game.
Building a robust AI ecosystem also needs widespread investment in digital skills training and education. We need to cultivate a workforce capable of developing, implementing, and managing AI technologies. If we continue to stay fixated on traditional subjects, without embedding digital literacy into our educational system we will end up with a generation of entry level employees who can recite Shakespeare but are totally unprepared for the future of work.
What are the key digital tools every Nigerian business should consider for efficiency and scalability?
Nigerian businesses seeking efficiency and scalability should prioritise: cloud-based accounting for financial clarity; CRM systems for customer management; e-commerce platforms and digital payments for expanded reach; digital marketing tools for brand visibility; and project management software for streamlined workflows. It’s about working smarter, not harder, and giving yourself a real edge in the Nigerian market.
How can Nigerian businesses use digital platforms to strengthen their brand positioning? And what strategies should businesses adopt to improve customer engagement and loyalty online?
The number one strategy in this regard is to create consistent and authentic content across social media, websites, and blogs helps establish a clear brand voice and narrative. A lot of people nowadays have had the privilege of travelling abroad but honestly there’s no place like home. We’re Nigerians and owning that narrative as a brand is crucial in my opinion. Showcasing local stories, highlighting customer successes, and sharing valuable insights in a manner and context which Nigerians understand will help content resonate deeply with the audience.
Secondly, leveraging influencer marketing with individuals who genuinely align with the brand’s values can build trust and credibility. Partnering with influencers who have a strong connection with their audience can expand brand reach and create a sense of community.
To improve customer engagement and loyalty online, businesses should prioritise responsive customer service via social media and chat platforms. I can’t tell you the number of businesses that are yet to realise how badly their staff are treating their customers and it’s such a shame. Addressing inquiries and resolving issues promptly builds trust and demonstrates a commitment to customer satisfaction. If in doubt, business owners should have someone they know pose as a “mystery customer” which provides valuable insight and honest feedback.
Running online promotions and loyalty programs that reward repeat customers is also essential. Everyone loves to feel appreciated. Deals not only encourage repeat business but also transform your customers into brand advocates. This ultimately saves money because your loyal customers will be telling others about your brand which is just as good as free advertisements.
Finally, actively seeking and responding to customer feedback through online reviews and surveys helps to demonstrate a commitment to continuous improvement that people really appreciate. People are more likely to overlook imperfections in a brand if it is always striving to do better and is present, responsive, and genuinely engaging.
With the rise of social media marketing, how can businesses differentiate themselves in a crowded digital space? And how can businesses measure the effectiveness of their digital marketing efforts?
Nigerian businesses really stand out when they prioritise authenticity and crafting a compelling brand storytelling.
My advice to Nigerian brands would be to share your unique journey, the values that drive you, and the passion behind your products or services. This creates a genuine connection with your audience. Also, use niche targeting to connect with specific segments or demographics and fostering stronger engagement. Move beyond simply broadcasting information; actively participate in conversations, respond to comments, and build a thriving community.
And, crucially, we need to see more of the people behind the brands. Show us the human faces, and the stories of the individuals who make it all happen. People connect with people, not just logos so in 2025 and beyond we will be seeing a rise in employee-generated content and business owners building their personal brands.
To measure the effectiveness of your digital marketing, track relevant KPIs like website traffic, engagement metrics, and ROI using analytics tools. Basically, you want to see if all that effort is paying off, right? That’s where the numbers come in. It can help you gain valuable insight and enable you to tweak your strategy when needed.
How has the Nigerian economic landscape influenced digital adoption among businesses?
Well we all know that things are quite tough in the Nigerian economy right now, with inflation hitting hard and people watching their spending. But surprisingly, it’s pushing more businesses and individuals to embrace digital solutions. Businesses are looking for cheaper ways to operate and reach more customers online, while people are turning to digital platforms to find affordable options and even create new income streams. So, although the rise in online activity may be a survival tactic, it’s accelerating digital adoption among businesses.
How can businesses navigate issues like internet penetration, cybersecurity, and digital payment adoption?
Navigating the digital landscape in Nigeria requires a focused strategy. To address internet penetration, businesses should explore partnerships with multiple ISPs and invest in backup solutions to ensure consistent connectivity. Cybersecurity demands a proactive approach, including comprehensive employee training and robust data protection measures. To encourage digital payment adoption, provide diverse, secure payment options and invest in customer education to build trust, people have been burnt so businesses need to invest time in rebuilding those bridges. Essentially, it’s about building a resilient and secure digital foundation, which is crucial for any business looking to thrive in Nigeria today.
What advice do you have for Nigerian businesses looking to future-proof their operations through technology?
For Nigerian businesses aiming to future-proof operations through technology, my advice is to start small and build strategically. Begin by identifying key pain points and implementing targeted, affordable solutions. Focus on automating repetitive tasks and improving customer experience. Don’t try to adopt every new technology at once. Instead, prioritize tools that offer immediate value and align with your long-term goals.
Invest in continuous learning and staff training to ensure your team can effectively utilize these technologies. Importantly, stay adaptable and embrace a culture of innovation. Technology is constantly evolving, so your business must be prepared to evolve with it. Build a solid digital foundation, then iterate and expand as your business grows.
What government policies or initiatives can support businesses in adopting digital solutions more effectively?
To effectively support digital adoption, the Nigerian government should prioritize initiatives that address fundamental infrastructure gaps. Investing in widespread, reliable internet access is paramount. Streamlined regulations that encourage fintech innovation and e-commerce growth are also crucial. Government-backed digital literacy programs can bridge the skills gap, empowering both business owners and their workforce. Incentives for SMEs to adopt cloud-based solutions and cybersecurity measures would massively help to accelerate digital transformation. Also, we need to promote and encourage more public-private partnerships to develop digital infrastructure and foster a culture of data-driven governance which will ultimately create a more conducive environment for businesses to thrive in the digital economy.
Can you share a success story of a Nigerian business that successfully leveraged digital transformation for growth?
A great example is Paystack, and the way they revolutionised online payment processing for businesses across Africa. Initially, they recognised the challenges many Nigerian businesses faced with accepting online payments complex integrations, high fees, and unreliable systems. Paystack built a user-friendly platform with simple APIs and transparent pricing, making it accessible for startups and established businesses alike. They leveraged digital marketing to build brand awareness and focused heavily on providing excellent customer support. By addressing a critical pain point and focusing on a seamless digital experience, Paystack not only grew rapidly within Nigeria but also expanded across the continent, proving that Nigerian innovation can lead the way in solving real business problems.
Finally, what do you see as the future of digital businesses in Nigeria over the next 5 years?
Over the next five years, I believe that we will see a significant increase in digital entrepreneurship across Nigeria with businesses leveraging digital tools to reach new markets and improve efficiency. The growing accessibility of mobile technology and internet connectivity will continue to drive this growth.
We’ll likely see a greater emphasis on data-driven decision-making, as businesses recognise the value of analytics in understanding their customers. Most importantly, both businesses and individuals will need to invest in learning digital skills and developing a culture of innovation to fully capitalize on the opportunities presented by the digital economy.
