Exporting & Importing to Nigeria: Emerging Market Guide

What’s more, its growth momentum shows no signs of slowing down. A young, tech-savvy population combined with rising internet use is driving rapid growth in the e-commerce space. 

So, let’s dive into what it really takes to export to Nigeria – from understanding local consumer behavior to navigating logistics – so you can tap into the full potential of this promising market.

Nigeria’s most popular online marketplaces

With over 80 million monthly visits⁹, Jumia remains Nigeria’s leading online marketplace for physical goods, far surpassing competitors in user traffic and market presence¹⁰.

Cross-border sellers aiming to enter the Nigerian market may find it more efficient to start with Amazon rather than local platforms. Amazon provides global reach, ease of setup, and payment in foreign currencies – advantages that help mitigate risks from competition, logistics complexity, and currency fluctuations.

E-commerce consumer spending in Nigeria in 2024, by category¹¹

(In million US dollars)

Leading payment methods in Nigeria

In Nigeria, cash is King, with many consumers opting for “cash on delivery” when buying online. However, digital wallets are the fastest-growing e-commerce payment method in the country – set to double their share from 11% in 2023 to 22% by 2027¹².

Projected leading e-commerce payment methods in Nigeria by 2027¹³

Nigeria’s biggest shopping events 

Essential advice for doing business in Nigeria

As Nigeria's e-commerce scene continues its rapid expansion, businesses looking to tap into this vibrant landscape must navigate unique opportunities and challenges. Whether you're considering exporting to Nigeria or expanding your existing operations, understanding the local rules, customs procedures, and consumer preferences is crucial. Read on for some practical tips to help your business thrive here.

Customs and import regulations for exporting to Nigeria

• Ensure smooth clearance: To avoid any unexpected delays when exporting to Nigeria, make sure you have all the necessary customs clearance documents prepared accurately and completely. These may include Customs Clearing Instructions and your Tax ID.
• Anticipate inspections: Be aware that mandatory customs inspections sometimes affect delivery times, so factor this into your shipping schedule.
• Local regulations: Remember that other local regulatory bodies, like the NDLEA (Nigeria's drug enforcement agency) and NAFDAC (the food and drug agency), may also conduct inspections, which can affect transit times.

Import duties/taxes

When importing to Nigeria, you'll need to be aware of the import duty you may need to pay. These costs can range from 5% to 35%, depending on the type of goods you're bringing into the country.

Nigeria's tariff structure is based on the ECOWAS 2015-2019 Common External Tariff (CET). This framework categorizes goods into bands with different duty rates:

• 0% duty: Capital goods and essential drugs
• 5% duty: Raw materials
• 10% duty: Intermediate goods
• 20% duty: Finished goods
• 35% duty: Imports into strategic sectors

[Reference: 14]

So, how much is import duty in Nigeria exactly? The precise amount depends on the classification of your imported goods and their declared value. 

Documents required to export to Nigeria

Having your paperwork in order is essential for a smooth customs clearance and timely delivery. Typically, the documents required for importation in Nigeria include:

• Air Waybill: This is given by the airline or freight forwarder and shows who’s sending the goods, who’s receiving them, and where they’re going. It also acts as a receipt and tracking number.
• Bill of Lading: Think of this as your shipment's travel itinerary – it's the official contract between you and the carrier, listing everything being shipped and where it's headed.
• Commercial Invoice: This is like a detailed receipt for your shipment, showing the value, description, origin, and any agreed-upon terms for the goods.
• Exit Note: This document proves that your goods have officially left the exporter's hands.
• Form 'M' Entry Declaration: This is a must-have document from an Authorized Dealer Bank. It kicks off the import process and helps get the necessary foreign exchange sorted.
• Packing List: This is your shipment's packing slip. It lists everything inside each package, making it easy for customs to check things over.
• Single Goods Declaration: A simple form that gives customs the essential information they need about the goods you're importing.
• Product Certificate: This certificate proves your product meets all the necessary quality and safety standards.
• Certificate of Origin: This document verifies where your goods were made or produced.

Beyond these essential documents, some goods might need extra permits or certifications depending on what they are and Nigeria's specific rules15. Having these in order will help you avoid delays and unexpected costs at customs. 

Prohibited Items

When exporting to Nigeria, it is critical to be aware of the country’s Import Prohibition List. Before initiating any shipments, ask yourself, "What can you import into Nigeria?" Familiarize yourself with this list to ensure your goods are permitted and avoid potential complications. Some notable items on the prohibition list include:

• Live or dead birds, including frozen poultry
• Beef and pork products
• Refined vegetable oils and fats (excluding refined linseed, castor, and olive oil)
• Cane or beet sugar and chemically pure sucrose, in solid form containing added flavoring or coloring matter
• Fruit juice in retail packs
• Bagged cement
• Mosquito repellent coils

[Reference: 16]

It's crucial to remember that this is not an exhaustive list. To ensure full compliance, be sure to consult the complete Import Prohibition List available on the Nigerian Customs Service website.

DHL’s expert tips for exporting to Nigeria

Understand Nigeria’s trading environment 

Nigeria operates within a complex regulatory environment, characterized by stringent customs procedures and import/export regulations. To successfully export to Nigeria, it's crucial to understand these requirements thoroughly.

Partner with a reliable logistics provider

To ensure your customers receive their orders without a hitch, it's wise to team up with a logistics provider who knows the local nuances of Nigeria's customs rules and import/export procedures.

DHL Express, with its extensive global network and deep understanding of the Nigerian market, is a trusted partner for businesses looking for smooth and efficient shipping. You’ll benefit from their local expertise on customs, paperwork, and any potential bumps in the road. This streamlines your export process, minimizes delays, and lets you focus on what you do best – growing your business.

Try influencer marketing

Influencer marketing is gaining popularity in Nigeria, with social media influencers partnering with brands to promote products and drive sales. Influencers have a significant impact on consumer purchasing decisions, particularly among younger demographics. Consider using this powerful tool to create brand awareness and generate demand for your products when exporting to Nigeria.

Think about locally sourced made-in-Nigeria items

There has been a growing trend of supporting local businesses and products, with consumers showing increased interest in purchasing locally sourced and made-in-Nigeria products. This trend is driven by a desire to promote local industries and stimulate economic growth. If you're looking to expand your business into Nigeria, consider partnering with local suppliers or manufacturers to capitalize on this trend and resonate with the local market.
 

Offer sustainable products

Nigerian consumers are becoming mindful of sustainability and ethical practices. They're looking for brands that share their values, not just in the products they offer but also in how those products are made and shipped. This means eco-friendly practices and sustainable delivery options can be a big draw for businesses looking to make their mark in Nigeria.

DHL Express offers GoGreen Plus – a groundbreaking service that helps businesses reduce the carbon emissions associated with their shipments through the use of Sustainable Aviation Fuel.

Get started with DHL 

Navigating cross-border shipping regulations can be complex, but DHL makes it easier with MyGTS (My Global Trade Services) – a free tool designed to simplify international trade. With MyGTS, you can:

• Look up product classifications and HS codes
• Check duties, taxes, and import restrictions for over 200 countries
• Get instant cost estimates for shipping and clearance
• Stay informed on the latest trade rules and compliance updates

Whether you’re a first-time importer or a seasoned business, MyGTS helps you ship smarter, stay compliant, and avoid unexpected costs. 

You can log in to MyGTS with your existing DHL Express account, or register for a new MyGTS account. Click below for your options.