In Africa’s growing digital economy, the product itself, not marketing, will determine who leads the next phase of innovation. Nigeria’s technology ecosystem has become a clear example of this shift toward product-led growth, where adoption is driven by the value and usability of the product experience rather than promotional campaigns.
Across finance, commerce, and communication, Nigerian digital products are redefining how millions of people live and work. According to the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN), the country has more than 40 million micro, small, and medium enterprises, most of which struggle with payments, affordability, and access to digital tools. When a product addresses these issues directly, it does not need to be pushed; it grows through user satisfaction and trust.
I have had the opportunity to work on some of these products, and one thing I have learned is that when design solves a real problem, it becomes the strongest driver of growth.
The Rise of Product-Led Companies
Product-led companies focus on design and user experience as their main engines for expansion. Instead of depending on sales teams or customer-support structures, they rely on the natural appeal and utility of their solutions.
This approach has taken root in Nigeria with platforms such as Remita, Paylink, and Altmall. Remita streamlined salary and government payments, creating a dependable foundation for electronic transactions nationwide. Paylink made it possible for small businesses, freelancers, and social groups to receive payments through personalised links. Altmall brought instalment-based online shopping to the mainstream, making e-commerce accessible to ordinary Nigerians. The success of these platforms did not come from advertising budgets but from genuine value built into the product experience.
What Working on These Products Revealed
Each of these products shaped my understanding of how technology grows when it meets real needs.
At Altmall, I learned that affordability and accessibility are just as important as usability. By designing instalment-based payment flows, we made it possible for many Nigerians to participate in online shopping without financial strain. It was a reminder that thoughtful design can drive inclusion in powerful ways.
With Paylink, the focus was on simplicity. Simplifying a single process, receiving payments, changed how small businesses operated. A shop owner could send a payment link and receive funds immediately. It showed me that the simplest designs often create the biggest transformations.
Working on Remita taught me what scale truly means. When millions rely on a product for salaries or transactions, reliability and trust are not optional features; they are the foundation. That experience shaped my thinking about resilience in product design.
Lessons for African Tech Startups
From these experiences, several lessons stand out for African startups seeking sustainable growth.
First, design must anticipate scale. Products should work seamlessly across low-bandwidth environments, different devices, and diverse levels of digital literacy. Scalability is not an afterthought; it must be part of the design from the beginning.
Second, success lies in balancing user needs with business goals. Sustainable growth occurs when real user challenges are solved in ways that also create measurable value for the business. Altmall achieved this balance by tackling affordability for consumers while supporting merchants’ revenue growth.
Third, the ability to iterate quickly is essential. African markets evolve rapidly, and products that gather feedback, adjust features, and adapt to new realities are more likely to succeed. With Paylink, small but continuous improvements, each informed by user behaviour, helped accelerate adoption.
Why It Matters Beyond Nigeria
The lessons drawn from Nigeria’s technology ecosystem reach far beyond its borders. Platforms like Paylink and Remita have helped bring millions into the formal financial system. Reliable and intuitive design has reduced skepticism in markets where digital adoption is still emerging, building confidence among new users.
Products that thrive in Nigeria often find relevance in other developing regions facing similar barriers of trust, affordability, and connectivity. The challenges that startups face here, ensuring trust in payments, simplifying digital access, and designing for limited infrastructure, mirror those faced by innovators worldwide. Nigeria’s progress offers practical models for other markets aiming to expand inclusion through technology.
The Road Ahead
Product-led growth is not a passing idea but the future of digital business in Africa. Nigeria’s experience shows that thoughtful design, trust, and scalability can create long-term value and reshape entire industries.
For African founders and product teams, the message is clear: focus on genuine user needs, design for scale from the start, and evolve continuously based on user insight. Growth will follow naturally when people find real value in what you build.
As someone who has walked part of this journey, I believe designers and product managers have a special role to play. We are not only shaping interfaces; we are shaping how Africa grows, one product at a time.
Akande, a product designer, who transforms complex challenges into intuitive, impactful solutions, driving adoption, growth, and trust across technology platforms, writes from United Kingdom
