In the bustling markets of Aba, the peaceful outskirts of Uyo, and the busy streets of Awka, a quiet transformation is unfolding. It doesn’t rely on venture capital, formal business plans, or even websites. It runs on something far more accessible — WhatsApp groups.
I recently attended a business conference where the moderator made a passing comment along the lines of, “You’re not just a WhatsApp CEO.” It struck me as dismissive—and frankly, out of touch.
What’s wrong with being a “WhatsApp business owner”? I know entrepreneurs who generate hundreds of thousands—sometimes even millions—in sales solely through WhatsApp. No physical store. No flashy office. Just solid business acumen and a platform that works for their customers.
Take, for example, a woman I know who runs a highly successful food supply business entirely through WhatsApp. Her clientele consists primarily of wealthy women who prefer not to do the hectic market runs. She handles the bulk buying, shares available stock in her WhatsApp group, and clients simply send in their shopping lists. The goods are then picked up from her house by the clients’ drivers.
She operates without a storefront and yet commands impressive sales volumes. I personally know someone who has made purchases worth nearly ₦500,000 from her in a single transaction. That is the power of digital entrepreneurship—and it’s time we recognised and respected it.
There is nothing wrong with being a WhatsApp business owner. So to say that being a WhatsApp business owner is not a real business or not as valuable as being a CEO is just not true. It’s all about the impact and value that you bring to your customers, regardless of your title. In fact, many successful businesses are built on sub businesses, such as suppliers, distributors, consultants, and more.
Being a WhatsApp business owner also requires a different set of skills and strengths. It may not require the same level of leadership and management abilities as a CEO, but it still takes hard work, dedication, and strategic thinking to be successful in this role.
Moreover, the idea that being a CEO is the ultimate goal in business is outdated and narrow-minded. There are many different paths to success and fulfilment in the business world, and being a WhatsApp business owner is just as valid and valuable as any other role.
So let’s stop putting labels and hierarchies on different types of business owners. Whether you’re a CEO, a WhatsApp business owner, or any other title, so long as you’re running a successful business and making a positive impact, that’s all that matters.
Across Nigeria’s South-East and South-South regions, women are redefining how business is done, using WhatsApp not just as a communication tool, but as a powerful business infrastructure. From organizing customer orders to teaching digital skills, these women are proving that tech-driven innovation isn’t limited to Silicon Valley — or only the big major cities.
Why WhatsApp?
With over 90 million Nigerian users and no need for sophisticated tech knowledge, WhatsApp is deeply embedded in everyday life. But women are going beyond status updates and birthday wishes — they’re turning it into a virtual marketplace, customer service desk, inventory tracker, classroom, and mentorship platform.
The appeal lies in its simplicity:
Low data usage
Real-time communication
Familiar interface
Trust-based, closed-group community
And in regions where formal e-commerce is still developing or unreliable, this familiarity becomes a business advantage.
Case Study 1: Uchenna in Aba – Fashion Retail on the Timeline
Uchenna, 31, runs a ready-to-wear clothing business in Aba. Instead of building an online store or advertising on Jumia, she uses WhatsApp groups to sell directly.
Every Tuesday and Friday, she posts photos of new stock in her broadcast group. Interested customers comment, reserve, and pay via transfer. Items are delivered through intra-city logistics services.
“They know me and trust me. Even my return policy is on WhatsApp. I don’t need to convince them with a website.”
Her group of 250+ regular buyers is more than a market — it’s a loyal community built on reputation and customer intimacy.
Case Study 2: Peace in Uyo – From Vendor to Coach
Peace started as a skincare vendor, mixing and selling organic products from her kitchen. After growing her client base via WhatsApp status, she launched a paid group for women who wanted to learn her craft.
“I run paid training inside the group. N10,000 for beginners, N30,000 for premium. They get videos, recipes, and feedback.”
She’s now trained over 200 women, all through WhatsApp. Her model combines commerce, education, and digital empowerment.
Beyond Transactions: Mentorship, Trust, and Sisterhood
WhatsApp groups also act as informal support systems. In Port Harcourt, the “Bold Women Hustle” group blends business with encouragement. Members — mostly women in food, beauty, and fashion — share supplier contacts, customer service hacks, and even spiritual motivation.
There are rules: no gossip, no spam, strict scheduling for promotions. Admins enforce professionalism while protecting emotional safety — something many formal business environments fail to offer.
In these spaces, women:
Ask for business advice
Crowdsource solutions to delivery issues
Celebrate big sales and offer prayers for slow months
It’s part business accelerator, part virtual family.
Challenges: What the Platform Can’t Do
While powerful, WhatsApp has limitations:
Lack of searchability (hard to find past orders or content)
Payment friction (relying on transfers, screenshots, or proof-of-payment)
Limited analytics (no tracking of sales or customer behaviour)
Scaling issues (groups cap at 1,024 members)
Still, many women work around these with multiple groups, backups, and admin teams. In Awka, for instance, a popular fashion seller runs six segmented groups by product category and uses personal assistants to manage them.
What This Means for Nigeria’s Digital Economy
These women aren’t “aspiring entrepreneurs” — they are already building micro-enterprises at scale. Yet they often operate under the radar of tech conversations focused on apps and venture funding.
WhatsApp-based businesses:
Generate consistent cash flow
Create jobs (delivery riders, admin staff, suppliers)
Train other women in business and tech-adjacent skills
They also highlight how African women adapt tech tools to cultural, infrastructural, and gendered realities, not the other way around.
Rethinking Tech and Business Innovation
Innovation isn’t always shiny or app-based. Sometimes, it’s a woman in Aba running five product lines from her kitchen with just a smartphone and a group chat.
As Nigeria pushes toward a digital economy, these women remind us that real entrepreneurship happens where trust meets technology. And often, the most impactful platforms aren’t custom-built — they’re repurposed with vision, hustle, and sisterhood.
Read Also: Exploring-the-full-business-potential-in-the-s-e/
