Likes to Naira: Entrepreneurs Leverage Social Media for Direct Sales

In today’s digital age, social media has become more than a space for social connections—it has evolved into a powerful marketplace where entrepreneurs can reach customers directly, cut out middlemen, and grow their businesses with little or no overhead costs. From WhatsApp status updates to Instagram reels, entrepreneurs are turning likes, shares, and comments into sales and sustainable income.

The Rise of Social Commerce

Direct selling, once dependent on door-to-door interactions and physical meetings, has taken a new shape online. Platforms such as Facebook, Instagram, TikTok, and X (formerly Twitter) now serve as virtual shops where entrepreneurs showcase their products, interact with customers, and close sales instantly.

According to the World Federation of Direct Selling Associations, over 120 million people worldwide are engaged in direct selling, contributing to an industry worth more than $186 billion. Much of this growth is now being fueled by social media, which allows sellers to bypass traditional advertising costs and connect with customers on a personal level.

Breaking Barriers for Small Businesses

Unlike traditional retail that requires heavy investments in shops, stock, and logistics, social media empowers small entrepreneurs with limited capital. With only a smartphone and an internet connection, sellers can upload product pictures, run promotions, respond to inquiries, and accept orders—all in real time.

“Social media is the great equalizer,” says Gilbert Manirakiza, CEO of the Newmark Group. “It allows anyone to build a customer base without needing physical stores or large marketing budgets. For many young people, it is the fastest way to start a business and earn income.”

Stories of Everyday Entrepreneurs

Across Nigeria, countless entrepreneurs are already making social media their marketplace. A Lagos-based fashion designer uses Instagram reels to showcase her latest collections, turning followers into loyal customers. In Ibadan, a young food vendor relies on WhatsApp groups to take daily orders and update customers on new menu items. For a tech accessory seller in Abuja, TikTok skits double as marketing campaigns that consistently convert views into sales.

What unites these stories is the simplicity of the model: entrepreneurs promote products through social media, interact with customers instantly, and deliver directly—often with the help of logistics services that are themselves thriving through online bookings.

Tackling Misconceptions

Despite the opportunities, many Africans still confuse direct selling with pyramid schemes. Experts stress the difference: direct selling relies on real products and commissions based on sales, while pyramid schemes focus on recruitment fees without genuine goods. Clearer understanding of these distinctions is helping rebuild trust in the industry.

A Tool for Empowerment

Beyond profits, entrepreneurs are also leveraging social media to build personal brands and communities. Many now mix educational content with product promotions, gaining credibility while boosting sales. This approach not only drives business but also creates new opportunities for mentorship and collaboration.

According to Manirakiza, the trend has the potential to tackle unemployment and reduce poverty:

“With just a smartphone and creativity, young Africans can build sustainable businesses. Social media has opened doors that were once unimaginable.”

The Future of Direct Sales

As digital adoption deepens, social media’s role in direct selling is expected to expand. Features like Instagram Shops, Facebook Marketplace, and WhatsApp Business tools are already making it easier for entrepreneurs to integrate marketing, sales, and customer service.

For many, the future of commerce in Africa is not in shopping malls but on mobile phones. Social media has transformed into the new marketplace, and entrepreneurs who adapt quickly are reaping the rewards.