Nigeria’s digital economy is experiencing strong growth, driven largely by increased internet use, social media platforms, and emerging artificial intelligence (AI) technologies. A new independent report by research firm Public First has revealed that the tech ecosystem powered by Meta is currently contributing an estimated $820 million annually to Nigeria’s economy, with even greater potential ahead as AI could add up to $22 billion to the country’s GDP by 2035.
The report, titled *Nigeria’s Digital Economy*, shows how Meta’s suite of platforms — including Facebook, Instagram, WhatsApp, Messenger, Threads, and Meta AI — has become an important part of Nigeria’s digital infrastructure. These platforms are now deeply embedded in how individuals communicate and how businesses operate across the country.
According to the findings, around 14 million small and medium-sized enterprises (SMEs) in Nigeria used Meta’s platforms in 2025 to start, promote, and grow their businesses. This widespread adoption contributed roughly $2 billion to Nigeria’s overall GDP. The report also estimated that businesses gained about $640 million in productivity improvements, largely due to faster communication and better coordination enabled by instant messaging tools.
One of the strongest impacts highlighted in the study is how these platforms have expanded market access for businesses. Nearly all businesses surveyed said Meta’s tools helped them reach customers beyond their immediate locations. In fact, 81 percent of online businesses reported that Facebook, Instagram, and WhatsApp allowed them to connect with customers outside their local areas. This has helped reduce marketing costs and created equal opportunities for businesses in different regions, from Kano to Lagos and beyond.
Speaking on the report, Balkissa Ide Siddo, Director of Public Policy for Sub-Saharan Africa at Meta, said Nigeria remains one of the most dynamic and entrepreneurial digital markets in the world. She explained that Meta’s platforms are helping remove traditional barriers that once limited business growth, allowing small businesses and creators to scale faster and reach wider audiences.
She noted that a tailor in Lagos can now sell products nationwide through Instagram, while a small trader in Kano can receive orders through WhatsApp. Similarly, creators in Abuja are building global audiences using Facebook. According to her, these developments show how digital tools are unlocking real economic opportunities across Nigeria.
The report also highlighted improvements in internet access, noting that 80 percent of Nigerians believe connectivity has improved over the past decade. It added that continued investment in infrastructure and supportive government policies could significantly speed up digital transformation in the country.
A key insight from the study is the growing role of WhatsApp as the main entry point for AI usage in the region. It described WhatsApp as Nigeria’s “primary AI surface,” with 93 percent of Meta AI interactions in Sub-Saharan Africa taking place through the app.
Looking ahead, the report projects that AI could contribute as much as $22 billion to Nigeria’s economy by 2035 if supported by strong policy frameworks, investment, and innovation. It also found that 87 percent of online Nigerians believe AI developed within Africa will play a major role in driving future economic growth.
According to Alison Neyle of Public First, Nigeria’s digital transformation is already creating new opportunities for businesses, creators, and consumers. She emphasized that with the right combination of infrastructure and innovation, the country is well positioned for major economic expansion in the digital space.
