Fly Girl

Was at a dinner last Tuesday and the guy across from me said he makes his money selling supplements in a country I'd never considered. Nigeria. He's Nigerian-American. Born in Lagos, grew up in Houston. Moved back to Lagos 3 years ago to build ecom businesses. $220K/month selling a men's vitality supplement. In Nigeria. On Facebook. I asked about the logistics nightmare everyone warns about. He said: "That's what Americans who've never been to Lagos think. Bosta handles my deliveries in 2-3 days across major cities. Cash-on-delivery is still 55% of my orders but Paystack handles the card payments and it works fine. My return rate is under 2% because Nigerian customers don't return products — they just don't reorder if they don't like it." His CAC: $4. On a $18 AOV product adjusted for local pricing. The margins work because his COGS are $3/unit manufactured locally and fulfillment is $1.50/order. He said the hardest part wasn't logistics. It was getting the creative right. "Nigerian consumers respond to authority and social proof more than any market I've seen. Doctor endorsements, customer count callouts, and before/after imagery crush everything else." Nigeria's ecom market hit $10.5 billion in 2026 and is growing at 14.6% CAGR — projected to reach $23 billion by 2032. 220 million people and the number of people running proper DTC supplement funnels there is essentially zero. If you're Nigerian-American or West African — this market is yours to own before anyone else figures it out.

What Nigerian book do you want adapted for the Big Screen or even the small screen? Me: Purple Hibiscus. A Very Gidi Christmas. Stay With Me. Broken Hafsatu Bebi When We Were Fireflies.

I don’t like salary conversations because it’s upsets me Nigerians are underpaid Every year, jojo and I check how much UK marketers earn for lesser work, and we end up laughing at ourselves. You don’t want to pay global rate, but you want global skills.

April dump but books 📚💜. Let's go

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Brag about yourself

What small win did you achieve in Q1?