META
… about 14 million Nigerian small and medium enterprises (SMEs) used Meta’s applications in 2025
Nigeria’s digital economy received a major boost as a new independent report revealed that Meta’s platforms currently contribute an estimated $820 million annually to the country’s economy, while artificial intelligence (AI) could add as much as $22 billion to Nigeria’s Gross Domestic Product (GDP) by 2035.
The report titled “Nigeria’s Digital Economy,” conducted by research firm Public First, stated that Meta’s ecosystem including Facebook, Instagram, WhatsApp, Messenger, Threads and Meta AI has become critical digital infrastructure supporting entrepreneurship, business growth and online connectivity across the country.
According to the report, about 14 million Nigerian small and medium enterprises (SMEs) used Meta’s applications in 2025 to start and grow their businesses, contributing approximately $2 billion to Nigeria’s GDP.
The study further estimated that businesses recorded about $640 million in productivity gains through faster and more efficient communication enabled by instant messaging tools.
The report noted that virtually all Nigerian businesses surveyed said Meta’s platforms helped them expand their customer reach beyond their immediate locations.
It added that 81 per cent of online businesses surveyed said Facebook, Instagram and WhatsApp enabled them to access customers outside their local geography, thereby reducing customer acquisition costs and giving businesses in cities such as Kano access to the same digital commerce tools available to firms in Lagos, London and New York.
Speaking on the findings, Director of Public Policy for Sub-Saharan Africa at Meta, Balkissa Ide Siddo, said Nigeria remains one of the most entrepreneurial and digitally active markets globally.
She said: “Nigeria is one of the most dynamic, entrepreneurial and digitally engaged markets in the world — and this research makes clear the scale of what is possible when Nigerian ambition meets the right digital tools.
“From a tailor in Lagos reaching customers across the country through Instagram, to a small business owner in Kano taking orders on WhatsApp, to a creator in Abuja building a global audience on Facebook, Meta’s platforms are removing the traditional barriers to growth and unlocking real economic opportunity.”
Siddo added that improvements in internet access and increased investment in connectivity could further accelerate Nigeria’s digital transformation.
“The fact that 80 per cent of Nigerians say access to reliable internet has improved compared to a decade ago speaks to the progress already made and with continued investment in connectivity, smart policy that supports innovation, and the rise of open-source AI built for and by Africans, Nigeria is exceptionally well positioned to lead the continent’s next decade of digital growth. We are proud to be a long-term partner in that journey,” she stated.
The report also highlighted the growing role of WhatsApp in Nigeria’s AI adoption, describing the platform as the country’s “primary AI surface.”
According to the findings, 93 per cent of Meta AI prompts across Sub-Saharan Africa are made through WhatsApp, indicating that AI adoption in the region is increasingly happening through familiar everyday communication tools.
The study projected that AI could contribute $22 billion to Nigeria’s GDP by 2035 if supported by the right investments, policy environment and innovation ecosystem.
It further revealed that 87 per cent of online Nigerians believe AI products developed within Africa will play a significant role in driving economic growth across the continent.
Also commenting, Director at Public First, Alison Neyle, said Nigeria’s expanding digital ecosystem presents significant opportunities for businesses and consumers.
“Nigeria’s digital transformation is creating new opportunities for businesses, creators and consumers alike. The findings show that Meta’s platforms are helping Nigerian firms grow across formal and informal sectors, supporting entrepreneurship and strengthening participation in one of the world’s most rapidly expanding digital economies,” Neyle said.
She added: “With the right combination of infrastructure, platform access and open-source AI, the upside for Nigeria is significant.”
