Future Map Foundation Urges Nigerian Businesses to Use Technology to Expand Market Access
The foundation says digital marketplaces, logistics platforms and payment gateways can help local businesses reach new customers and access markets beyond Nigeria.
Nigerian businesses could unlock new growth opportunities by adopting technology to connect with customers beyond their immediate locations, according to the Executive Director of Future Map Foundation, Dr Shuaib Sani Shuaib.
Speaking at the 2026 Global Technology Africa (GTA) Conference in Kano, Shuaib called for greater use of digital solutions to address market access challenges facing local businesses across Nigeria and the wider African continent.
He identified digital marketplaces, logistics platforms and payment gateways as important tools that can help businesses reach new customers, expand beyond domestic markets and participate in cross-border trade.
₦300 Million in Unsold Products Highlights Market Access Challenges
Shuaib illustrated the problem with the experience of a shoe manufacturer based in Kano who reportedly had products worth more than ₦300 million that remained unsold.
He explained that declining purchasing power among local consumers had affected demand for locally manufactured goods, prompting the manufacturer to consider exporting some of the products.
According to Shuaib, the situation shows how businesses can struggle when they depend mainly on customers within their immediate environment, even when they have the skills and capacity to produce quality goods.
He also pointed to local artisans, particularly Kano shoemakers, who have access to quality leather and the technical ability to manufacture footwear but often lack effective channels to reach potential buyers.
A customer in another Nigerian state or an international market may be interested in their products but remain unaware that the manufacturers exist.
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Digital Platforms Could Connect Local Producers to Wider Markets
The foundation's position is that technology can help close this visibility and distribution gap.
Digital marketplaces can give small businesses an online channel to display and sell their products, while logistics platforms can support the movement of goods to customers in different locations.
Payment gateways can also make it easier for businesses to receive payments, particularly when serving customers across borders.
These tools could help local producers reduce their dependence on nearby markets and explore opportunities across Africa.
However, technology adoption must be supported by reliable logistics, accessible digital payments, business capacity and policies that make cross-border trade easier.
GTA Conference Focuses on Technology and African Growth
The 2026 Global Technology Africa Conference, held in Kano under the theme Connecting Africa, Accelerating Growth, brought together stakeholders from academia, government, policymaking and the private sector.
The conference focused on how technology, research, partnerships and supportive policies could address economic challenges and create opportunities for African businesses.
Shuaib said the event was designed to encourage conversations around using technology and policy opportunities to move goods across borders.
The African Union's New Partnership for Africa's Development (AU-NEPAD) and the African Continental Free Trade Area (AfCFTA) were among the partners supporting the conference.
The programme also featured investment sessions, startup showcases, exhibition booths and an innovation challenge intended to connect entrepreneurs with investors and promote technology-driven solutions.
Technology Adoption Remains Important for Small Businesses
For many Nigerian small businesses, the challenge is not necessarily the ability to produce goods or services, but finding enough customers and reaching them efficiently.
Digital tools can help address that challenge by improving visibility, simplifying transactions and opening access to customers outside local communities.
Future Map Foundation says it remains committed to promoting human capital development and using technology to support sustainable growth, particularly among young people, women and persons with special needs.
As Nigerian businesses explore opportunities in wider African markets, better access to digital platforms and supporting infrastructure could become an important part of their growth strategy.
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What this means: Technology is not just a tool for large companies. When small businesses can access the right platforms, payment systems and delivery networks, they have more opportunities to compete beyond their immediate communities.