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2025 Developments
Retail in Nigeria in 2025 exhibited strong value growth, with total sales reaching NGN25.4 trillion, reflecting resilience and adaptability amid high but moderating inflation and constrained household budgets. Nigeria remains an attractive environment for retail investment, underpinned by a projected 16% CAGR through 2030, rapid urbanisation, increasing digital engagement, and robust consumer demand for affordability and convenience across both physical and digital channels. The competitive landscape continues to fragment, with modern operators and digital-first platforms gaining ground through innovations in payment, delivery, and omnichannel integration, while traditional small local grocers retain dominance through proximity and service evolution. To succeed, brands must align with the value-driven mindset of Nigerian shoppers by investing in competitive pricing strategies, digital infrastructure, strategic partnerships, and enhanced customer experiences tailored to urban, tech-savvy consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Nigeria report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Nigeria?
- Which are the leading retailers in Retail in Nigeria?
- How are products distributed in Retail in Nigeria?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Nigeria?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Nigeria
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Retail Modernisation Accelerates through Discount Expansion and Service-Led Innovation
Small Local Grocers Sustain Leadership as Shoppers Continue to Prioritise Proximity
Discounters Surge as Bokku! Sets New Benchmark for Value Retailing
Chart 2 Bokku! Opens over 60 New Outlets in 2025 While It Increases Its In-Store Promotions
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Strong Retail Growth Will Be Driven by Urbanisation and Rising Formalisation in Nigeria
Chart 5 Analyst Insight for Retail
Sales Will Be Supported by Retail E-Commerce and Rising Discounter Formats
Digitalisation and Omnichannel Integration Are Set to Reshape Retail in Nigeria
Chart 6 Mobile Checkout Jumpnpass Surpasses One Million Transactions in 2025
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Steady Consolidation as Leading Retailers Drive Value Gains through Innovation and Expansion
Digital Innovation and Social Commerce Reshape the Competitive Landscape in Nigeria
Chart 9 Nigerian Brand Auqli Launches Its Live Shopping Platform for Social Media
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Back to School
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in Nigeria
Key Data Insights
Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Urban Demand and Value Competition Fuel Growth in Convenience Retailers
Convenience Stores Lead Value and Growth as Urban Demand Surges
Discounting and Digital Payment Partnerships Redefine Retail Value in 2025
Chart 20 Addide Introduces Bulk Pricing Discounts
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Convenience Retailers Is Set for Sustained Growth Amid Urbanisation and Price Pressure
Convenience Stores Is Set to Accelerate Omni-Channel Integration for Growth
Forecourt Retailers Pivot to Foodservice as Competition Intensifies
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Addide Ltd Retains Dominance as Aa Rano Nigeria Accelerates Growth for Forecourt Retailers
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Chart 27 Economic Context for Convenience Retailers
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Convenience Retailers
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Supermarkets in Nigeria
Key Data Insights
Supermarkets Summary
Chart 33 Key Industry Trends for Supermarkets
Strong Supermarket Growth Is Driven by Urbanisation, Convenience Demand, and Neighbourhood Store Expansion
Chart 34 Marketsquare Continues to Expand Nationally with Four New Outlets in 2025
Foodco Leverages Its Private Label Range to Attract Budget-Conscious Shoppers
Chart 35 Value Sales 2020-2030
The Long-Term Growth Outlook Is Driven by Urbanisation and Easing Inflation
Operators Prioritise Expansion and Service Diversification to Capture Demand
Chart 36 Forecast Value Sales 2020-2030
Spar Leverages Product Innovation While Market Square Accelerates Expansion
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Chart 39 Economic Context for Supermarkets
Chart 40 Real Gdp Growth 2020-2030
Chart 41 Inflation 2020-2030
Chart 42 Consumer Context for Supermarkets
Chart 43 Population 2020-2030
Chart 44 Population by Generation 2025
Hypermarkets in Nigeria
Key Data Insights
Hypermarkets Summary
Chart 45 Key Industry Trends for Hypermarkets
Hypermarkets Face Operational Downsizing Amid Rising Costs and Intensifying Supermarket Competition
Chart 46 Shoprite Closes Two More Stores in 2025, Intending to Refocus on Smaller Store Formats
Shoprite Pivots to Local Private Label to Address Affordability
Chart 47 Value Sales 2020-2030
Players Will Continue to Shift to Local Sourcing and Smaller Formats to Regain Growth
Hypermarkets Is Set to Embrace Digitalisation to Drive Future Growth
Chart 48 Forecast Value Sales 2020-2030
Shoprite Consolidates Control, but Outlet Closures Reshape the Channel
Chart 49 Company Shares 2025
Chart 50 Brand Shares 2025
Chart 51 Economic Context for Hypermarkets
Chart 52 Real Gdp Growth 2020-2030
Chart 53 Inflation 2020-2030
Chart 54 Consumer Context for Hypermarkets
Chart 55 Population 2020-2030
Chart 56 Population by Generation 2025
Discounters in Nigeria
Key Data Insights
Discounters Summary
Chart 57 Key Industry Trends for Discounters
Bokku! Scales Outlet Network as Value-Seeking Consumers Drive Rapid Growth
Chart 58 Bokku! Opens over 60 New Outlets While It Increases Its In-Store Promotions
Bokku! Accelerates Its Private Label Expansion to Strengthen Its Value Offer
Chart 59 Bokku! Expands Its Range of Private Label Products
Chart 60 Value Sales 2020-2030
Discounters Is Set for Sustained Growth Amid Rising Demand for Value
Bokku! Is Expected to Leverage Small Formats and Suburban Expansion for Growth
Digital Integration and Loyalty Programmes Are Set to Reshape Shopper Behaviour
Chart 61 Forecast Value Sales 2020-2030
Discounters Consolidate as Bokku! Dominates Nigeria’S Retail Landscape
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Chart 64 Economic Context for Discounters
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Discounters
Chart 68 Population 2020-2030
Chart 69 Population by Generation 2025
Small Local Grocers in Nigeria
Key Data Insights
Small Local Grocers Summary
Small Local Grocers Demonstrate Resilience during an Inflation-Driven Shift to Smaller Basket Sizes
Chart 70 Value Sales 2020-2030
Urban Shoppers Embrace Modern Payment Platforms as Grocers Adapt to Digitalisation
B2b E-Commerce Platforms Will Empower Small Retailers with Digital Supply Chains
Chart 71 Forecast Value Sales 2020-2030
Digital Transformation Offers Growth Opportunities in the Fragmented Small Local Grocer Market
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Chart 74 Economic Context for Small Local Grocers
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Small Local Grocers
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
General Merchandise Stores in Nigeria
Key Data Insights
General Merchandise Stores Summary
Chart 80 Key Industry Trends for General Merchandise Stores
General Merchandise Stores Thrive on Convenience and Value Amid Economic Pressures
Miniso Expands Its Reach through Its E-Commerce Launch and Digital Engagement
Bulk-Buying Promotions and Price Discounts Sustain Demand
Chart 81 Miniso Nigeria Offers Bulk Buying Discounts
Chart 82 Value Sales 2020-2030
Chart 83 Value Sales by Category 2025
The Expansion of Variety Stores and Omnichannel Strategies Is Set to Drive Growth
Digital Transformation Will Drive the Future of General Merchandise Stores
Chart 84 Forecast Value Sales 2020-2030
Chart 85 Forecast Value Sales by Category 2025-2030
Everyday Group Leverages Its Premium Positioning to Sustain Its Lead
Chart 86 Company Shares 2025
Chart 87 Brand Shares 2025
Chart 88 Economic Context for General Merchandise Stores
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for General Merchandise Stores
Chart 92 Population 2020-2030
Chart 93 Population by Generation 2025
Apparel and Footwear Specialists in Nigeria
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 94 Key Industry Trends for Apparel and Footwear Specialists
Apparel and Footwear Specialists Benefit From Improving Economic Stability
Digital Innovation Drives Growth for Local Apparel and Footwear Brands
Chart 95 Nigerian Brand Auqli Launches Its Live Shopping Platform on Social Media
Chart 96 Value Sales 2020-2030
Apparel and Footwear Specialists Is Poised for Sustained Expansion through to 2030
Social Commerce Is Expected to Drive Omni-Channel Strategies for Local Brands
Urbanisation and Rising Incomes Fuel Modern Retail Transformation
Chart 97 Forecast Value Sales 2020-2030
Fast Forward Retail Adds Outlets to Strengthen Premium Positioning
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Chart 100 Economic Context for Apparel and Footwear Specialists
Chart 101 Real Gdp Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Apparel and Footwear Specialists
Chart 104 Population 2020-2030
Chart 105 Population by Generation 2025
Appliances and Electronics Specialists in Nigeria
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 106 Key Industry Trends for Appliances and Electronics Specialists
Appliances and Electronics Specialists Drive Growth through Credit and Digital Innovation
Chart 107 Slot Systems Ltd Partners with Fintech Company Klump to Offer Its Buy Now, Pay Later Credit Scheme
Abaaly and Qshop Empower Independents through Integrated Social Commerce
Chart 108 Value Sales 2020-2030
Appliances and Electronics Specialists Is Poised for Sustained Growth Amid Rising Consumer Confidence
Omni-Channel Strategies and Youth Demand Is Set to Reshape Sales Dynamics
Chart 109 Forecast Value Sales 2020-2030
Slot Systems Ltd Expands Its Product Range to Strengthen Its Lead as Independents Persist
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Chart 112 Economic Context for Appliances and Electronics Specialists
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Appliances and Electronics Specialists
Chart 116 Population 2020-2030
Chart 117 Population by Generation 2025
Home Products Specialists in Nigeria
Key Data Insights
Home Products Specialists Summary
Chart 118 Key Industry Trends for Home Products Specialists
Inflationary Pressures and Value-Seeking Behaviour Weigh on Home Products Specialists
Customisation and Quality Sustain Growth in Home Products Specialists
Lifemate Furniture Leverages Customisation to Counter Temu’S Expansion
Chart 119 Lifemate Furniture Opens New Outlet with a Focus on Customisation
Chart 120 Value Sales 2020-2030
Chart 121 Value Sales by Category 2025
Economic Recovery and Urbanisation Are Set to Support Growth in Home Products Specialists
Quality, Affordability, and Personalisation Will Sustain Homewares and Home Furnishing Stores Leadership
Pet Shops and Superstores Will Expand as Urban Pet Ownership Fuels Demand for Expertise
Chart 122 Forecast Value Sales 2020-2030
Chart 123 Forecast Value Sales by Category 2025-2030
Vitafoam Strengthens Its Leadership in a Highly Concentrated Home Products Market
Chart 124 Company Shares 2025
Chart 125 Brand Shares 2025
Chart 126 Economic Context for Home Products Specialists
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Home Products Specialists
Chart 130 Population 2020-2030
Chart 131 Population by Generation 2025
Health and Beauty Specialists in Nigeria
Key Data Insights
Health and Beauty Specialists Summary
Chart 132 Key Industry Trends for Health and Beauty Specialists
Essential Demand Supports Strong Performance in Health and Beauty Specialists
Dang! Lifestyle Enhances Consumer Engagement with Experience Store Launch
Chart 133 Online Beauty Player Dang! Lifestyle Expands to Physical Retail with Experience Store
Chart 134 Value Sales 2020-2030
Chart 135 Value Sales by Category 2025
Rising Healthcare Awareness and Beauty Demand to Drive Long-Term Growth
Digital Innovation and Health Awareness Will Reshape the Future of Health and Beauty Specialists
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
The Fragmented Health and Beauty Market Is Led by Medplus Ltd Amid Gradual Consolidation
Chart 138 Company Shares 2025
Chart 139 Brand Shares 2025
Chart 140 Economic Context for Health and Beauty Specialists
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Health and Beauty Specialists
Chart 144 Population 2020-2030
Chart 145 Population by Generation 2025
Direct Selling in Nigeria
Key Data Insights
Direct Selling Summary
Chart 146 Key Industry Trends for Direct Selling
Direct Selling Records Positive Growth Despite Challenging Market Conditions
Mobile-First Strategies Accelerate Social Commerce-Led Sales Growth
Chart 147 Oriflame Nigeria Launches Its Mobile App and Whatsapp Channel
Chart 148 Value Sales 2020-2030
Chart 149 Value Sales by Category 2025
Expanding Product Portfolios and Rising Incomes Will Support Growth for Direct Selling
Social Media Engagement Will Transform Consumer Reach and Purchasing Behaviour
Chart 150 Forecast Value Sales 2020-2030
Chart 151 Forecast Value Sales by Category 2025-2030
Oriflame Cosmetics Strengthens Its Position through Digital and Affordable Beauty
Chart 152 Company Shares 2025
Chart 153 Brand Shares 2025
Chart 154 Economic Context for Direct Selling
Chart 155 Real Gdp Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Direct Selling
Chart 158 Population 2020-2030
Chart 159 Population by Generation 2025
Retail E-Commerce in Nigeria
Key Data Insights
Retail E-Commerce Summary
Chart 160 Key Industry Trends for Retail E-Commerce
Retail E-Commerce Gains Traction through Innovation, Logistics, and Affordability
Marketplace E-Commerce Drives Growth through Geographic Expansion and Platform Innovation
Chart 161 Jumia Reports Strong Gains From Rural Areas in 2025
Chart 162 Value Sales 2020-2030
Chart 163 Value Sales by Category 2025
Marketplace Innovation and Logistics Investment Are Set to Drive E-Commerce Growth
Temu’S Entry Will Intensify Competition and Drive Forecast Innovation
Mobile-First Consumers and Omni-Channel Retail Drive E-Commerce Expansion
Chart 164 Forecast Value Sales 2020-2030
Chart 165 Forecast Value Sales by Category 2025-2030
Jumia Nigeria Ltd and Konga Online Shopping Ltd Continue to Dominate Nigeria’S E-Commerce Landscape
Konga Online Shopping Ltd's Omni-Channel Strategy Enhances Consumer Trust and Loyalty
Chart 166 Company Shares 2025
Chart 167 Brand Shares 2025
Chart 168 Economic Context for Retail E-Commerce
Chart 169 Real Gdp Growth 2020-2030
Chart 170 Inflation 2020-2030
Chart 171 Consumer Context for Retail E-Commerce
Chart 172 Population 2020-2030
Chart 173 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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This report originates from Passport, our Retail research and analysis database.
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