As Nigeria gears up for a nationwide census of Micro, Small, and Medium Enterprises (MSMEs) in 2025, small business owners are already taking steps to optimise their operations with the help of digital tools. From automation to analytics, entrepreneurs across the country are turning to technology not only to survive but to thrive in an increasingly competitive environment.
Small businesses remain the backbone of Nigeria’s economy, playing a key role in job creation, poverty reduction, and grassroots industrialisation. But persistent challenges—ranging from limited access to finance and inadequate infrastructure to regulatory barriers—continue to hinder their growth.
To fill the gap, many SMEs are embracing digital platforms and productivity tools that help streamline operations, connect with customers, and improve decision-making.
“There’s no one-size-fits-all solution,” says digital marketer Diba Rashidi. “The best tools depend on your business type and where you want to grow.”
Rashidi outlines several categories of tools that small businesses are increasingly relying on:
Building Digital Communities
Platforms like Tribe allow businesses to build branded online communities of customers and prospects. Rashidi says active communities enhance customer retention and create additional value around products.
Search Engine Marketing
For visibility, tools like Ahrefs, SEMrush, and Moz help entrepreneurs optimise their websites by identifying relevant keywords, analysing competition, and improving search rankings.
Paid Advertising and Email Marketing
Businesses are also leveraging platforms such as Google Ads and Facebook Ads for immediate reach. For longer-term customer engagement, email marketing tools like ConvertKit and Mailchimp are being used to automate campaigns and send newsletters.
CRM and Customer Data
Rashidi highlights HubSpot and Pipedrive as valuable Customer Relationship Management (CRM) tools. These platforms enable businesses to manage leads more effectively by tracking interactions and tailoring follow-ups.
Marketing consultant Sharon Sanders views these tools as both time-savers and performance boosters. “Most business owners can’t manage every task themselves,” she explains. “Free or low-cost tools offer a great way to automate and scale.”
In a recent blog post, Sanders shared a list of essential apps for managing various aspects of a small business. She emphasised social media scheduling tools to help businesses maintain an active online presence across platforms like Instagram, X (formerly Twitter), and Facebook.
“Managing multiple accounts without a dedicated team is hard,” she said. “Use a scheduling tool to keep it all together.”
She also pointed to Google Analytics for performance tracking and Canva for design and visual branding. “Your brand visuals matter,” she added. “Canva is beginner-friendly and powerful.”
Automating for Efficiency
Startup founder Somnath Bharati believes automation is key. “Whether it’s accounting or logistics, automation reduces costs and boosts efficiency,” he said during an online discussion. He recommended platforms like Zoho for internal operations and inventory management.
However, Bharati was quick to point out that tech alone isn’t a silver bullet for funding challenges. “You need to understand your business model and growth pathway first. Then look at loans, investment, or bootstrapping depending on your needs.”
Content and Visibility
Marketer Ebem Christopher underlined the importance of content in any digital strategy. “SEO content writing drives organic traffic. Great copy builds trust and visibility,” he said, adding that blog posts offer long-term value when done right.
He advised small businesses to consider outsourcing content to professionals for better results.
The Role of a Good Website
A contributor to an online business forum, known as Live Life, stressed the importance of having a well-designed website. “It’s not just about aesthetics. Your website needs to load fast, be easy to navigate, and provide value,” the user wrote.
“A helpful site can keep visitors coming back—and that’s free marketing through word of mouth.”
A Digital Future for Nigerian SMEs
As the Federal Government prepares to map out the SME ecosystem in 2025, tech adoption is emerging as a key driver of resilience and competitiveness. With many digital tools offering free or low-cost options, small business owners have more resources than ever to overcome obstacles and expand their reach.
“Start small, but think smart,” Sanders advises. “The goal is to simplify, scale, and sustain your business. And there’s a tool for almost every step of the journey.”
