More Nigerian small businesses are going digital, but many are still struggling to attract customers despite being active online, founder of Wetinuneed, Buchi Madiebo, has said.

From Instagram pages to Facebook adverts, WhatsApp Business and websites, many SMEs now invest time and money into building online presence.

However, Madiebo believes that being online alone is no longer enough to guarantee visibility or steady sales.

Speaking with The Guardian, she said many small businesses rely heavily on social media but still struggle because their visibility depends on crowded platforms and changing algorithms.

“Many businesses are online, but customers still cannot find them easily,” she explained. “The digital space is becoming more competitive every day. Businesses now need more structured visibility, not just social media activity.”

According to her, customers want businesses they can easily locate, verify and trust before making buying decisions.

This growing need for discoverability has increased interest in platforms designed to help businesses improve their digital presence in a more organised way.

Wetinuneed, a Nigerian business directory and discovery platform, is positioning itself as one of the platforms helping businesses become more visible and accessible online.

The platform allows businesses to showcase their products and services while helping customers discover businesses across different categories more easily.

Industry experts believe platforms focused on business discovery may become increasingly important as Nigeria’s digital economy continues to expand.

For many SMEs, the conversation is gradually changing from simply being online to making sure customers can actually find, trust and engage with their businesses.

“The reality is simple,” Madiebo added. “If customers cannot find your business, they are less likely to trust it. And if they don’t trust it, they may never buy from you.”

As competition continues to grow in Nigeria’s online marketplace, experts say businesses that focus on visibility, credibility and discoverability may have a stronger advantage in the years ahead.