In Nigeria, where TikTok Shop is unavailable, small businesses are finding innovative ways to sell their products directly to customers through live sales on the platform. Jude Okafor, a menswear trader, is one such entrepreneur who has successfully adapted to this new form of social commerce. At least three times a week, Okafor goes live on TikTok, showcasing a mix of new and thrifted jeans to his audience of 200 viewers. During these live sessions, which can stretch up to four or five hours, Okafor holds up a pair of jeans, showing them off to the camera, and announces the price, features, and quality – details that static images or text descriptions can't capture.

His audience bids on items in real-time, and once he agrees on the price, buyers send payment to the account details displayed on the screen and follow up with a direct message to confirm receipt. This dynamic mirrors the energy of a bustling Nigerian market, where traders call out to attract buyers and haggle to strike a deal. Okafor's success is part of a larger trend: live sales on TikTok are becoming a preferred method for small businesses to increase sales and boost brand visibility.

The rise of social commerce on TikTok is happening despite the absence of TikTok Shop, a feature that allows users to buy directly from the platform. TikTok Shop was launched in 2021 through a collaboration with Shopify, enabling businesses to sell directly from their videos and live streams. However, it is unavailable in any African country, leaving a gap that livestreams are filling.

Social commerce, or shopping on social media platforms, has grown explosively globally. In 2023, social commerce accounted for 18% of online sales, with over 85% of customers shopping online. This growth is largely driven by increased smartphone penetration and internet access, making social media platforms like TikTok an integral part of daily life. For small businesses, social media platforms like TikTok are a cheaper alternative to traditional commerce, with minimal costs compared to physical stores.

Business owners are adapting to this new landscape, with Maryam Musa, who runs a fashion brand, going live at least twice a week. "In December, I was very consistent, and I made over ₦500,000 in three nights," she shared. For Koforowola Adedeji, a thrift vendor in Abule-Egba, the frequency of her live sales depends on how quickly she uses up a bale of clothes. "On some days, I make ₦70,000, and if I haven't made enough from the bale I got, this means I still have more live sessions to do," she said.

Charles Udeozor, former Head of Logistics at Konga, points out that live selling on platforms like TikTok offers a sense of control that traditional e-commerce platforms can't match. "When sellers realized they could bypass the risk of unfulfilled logistics and high commissions, they moved away from e-commerce platforms. There's a real sense of empowerment in controlling the process," he says.

While TikTok's Live sales offer new opportunities and channels for businesses, traditional e-commerce companies like Jumia and Konga still have an edge, with features like delivery tracking, refund policies, and pay-on-delivery. They appeal to users who value reliability and transparency, which may be an issue in the unregulated world of live sales. However, as social commerce grows, even traditional e-commerce players are integrating social elements into their models.

"E-commerce platforms will have to continue advertising on social media platforms and I believe a partnership with these platforms will also help," Konga's Udeozor told TechCabal. "To stay ahead, e-commerce platforms will integrate social elements, partner with social commerce sellers, and leverage their reach and community trust," Majolie Obaje, Marketing Lead at Jiji, added.

Whatever the future brings to e-commerce and social commerce, the present looks good. "Even if TikTok Shop was available in Nigeria, I will still be doing the live sale. I can't trade the visibility it brings," Sylvia Ebere, a fabric vendor, said. On the strength of what the livestreams offer right now, the present is looking good.