Thoughts:
“The fastest way to build trust online is to specialize.”
“Be known for something specific. That’s how strangers become customers.”
Let’s be honest for a second.
Most Ecommerce beginners in Nigeria are not running businesses…
They’re running digital supermarkets.
Today they’re selling watches.
Tomorrow it’s perfume.
Next week, it’s “that viral slimming tea.”
No identity. No consistency. No trust.
And then they wonder why people message “Is this legit?” before buying.
I used to think the more products I sold, the more money I’d make.
I thought having 15 different products meant I had “options.”
But what I really had… was confusion.
Customers couldn’t figure out what I was good at.
Suppliers didn’t take me seriously.
Even my own team didn’t know what we were focusing on.
Then one day, I noticed something.
A competitor who started after me – selling only one type of product – was doing 10x my numbers.
Same platform.
Same ads.
Same audience.
But his brand was focused.
He became the go-to plug for that single product line.
That’s when it hit me…
The market doesn’t reward variety.
It rewards clarity.
Customers don’t trust “everyone sellers.”
They trust specialists.
Think about it.
If your phone breaks, do you go to the tailor next door or the phone repair guy at Computer Village?
Exactly.
Your customers are the same.
When they see your store selling 15 random things, they assume one thing:
“You’re just hustling.”
But when you focus on a single niche – say fitness, skincare, or home gadgets
People begin to see you differently.
You become the person they remember.
And in a noisy market, being remembered is the real money.
How to become the “go-to” seller fast
1. The Power of One: Become the Plug, Not the Peddler
Here’s the truth:
It’s easier to dominate a corner of the market than to fight for the whole street.
When you niche down, three things happen fast:
- Your audience becomes more targeted
- Your marketing becomes clearer
- Your conversion rates shoot up
Because people now see you as the go-to person for that category.
Just like how Nigerians say, “Go meet that guy, he’s the phone plug.”
Be that guy in your niche.
Try to be “that person that sells only quality skincare products that actually work.”
That’s how you start printing trust and trust is what prints money.
2. Sell What Already Moves
Here’s where most new ecommerce owners go broke.
They pick “unique” products nobody wants.
They think being different means being smart.
But in Ecommerce, different doesn’t mean smart.
It means risk.
Instead, start with products that already have market demand.
Products people are already searching for.
If you walk through Instagram or TikTok and see 3–5 sellers pushing the same thing consistently, don’t run.
That’s validation, not competition.
Learn the market. Study the creatives. Create a better offer.
Not a cheaper one. There’s a big difference.
Then find your unique angle – your own way of presenting the same thing better, faster, or cheaper – while staying profitable.
That’s how beginners win.
3. Position Like a Specialist, Sell Like a Friend
The best brands in Nigeria don’t sound like sellers.
They sound like friends with solutions.
A skincare brand that says,
“Stop hiding your face with filters. Fix the problem.”
Will convert 5x more than one that says,
“Buy our Vitamin C serum today.”
Be relatable. Speak directly to the frustration of your niche.
Make people see you as the one who understands their pain and delivers results.
Because once they trust your expertise, selling becomes easy.
And if you do it right – even your competitors will start buying from you.
Now, you’re probably thinking
“Okay, this makes sense. But how do I even find the right niche or know what products are in demand?”
That’s exactly what we built ESL to solve for you…
Inside Ecommerce Success Launchpad (ESL), we don’t just tell you to “find a niche.”
We hand you the system for it.
You’ll learn how to:
✅ Identify the most profitable niches in Nigeria using our “Own Niche Products System.”
✅ Validate hot products fast with the “Rapid Product Validation Framework.”
✅ Discover reliable local and international suppliers for your niche inside the “Discover Suppliers System.”
✅ Craft offers that stand out using the “Make Your Offer Irrefusable System.”
We’ve already done the hard work – research, niche analysis, templates, and systems – so you can skip the guesswork and move straight to results.
If you’re tired of being a “jack of all trades, master of none”…
If you’re ready to stop selling random things and finally build a trusted Ecommerce brand that lasts…
Then it’s time to join Ecommerce Success Launchpad.
👉 Join ESL here and let’s help you become the plug not the peddler.
Because in this game, the specialist always wins.
