What Nigerians Really Pay For - by Emmanuel Daniji

It was a Saturday afternoon when I stopped by my friend Arinze’s shop in Allen.Arinze runs an urban clothing store—trendy shirts, sneakers, and caps lined up neatly on the racks. He also sells online, but his stories about Nigerian customers are always the real lecture. I had barely sat down when he started. Arinze: Emmanuel, let me tell you the truth. Nigerians don’t like to see certain words in a bill. If you like, sell gold. Once you write “delivery fee” or “VAT,” their blood pressure will rise. Me (laughing): But isn’t that part of normal business? Arinze: My brother, business in Nigeria is psychology. Look at this:– When I say “₦10,000 shirt plus ₦4,000 delivery,” the customer frowns, argues, and sometimes cancels the order.– But when I say “₦14,000 shirt with FREE delivery,” the same customer beams with joy and even sends me a free video review on Instagram. Me: But Arinze, it’s still ₦14,000. Arinze: Exactly! But they don’t want to hear “delivery fee.” The same thing happens with services. If you say “₦20,000 service plus ₦1,500 VAT,” wahala starts. “Why must I pay VAT? Am I government?” But if you just say “₦21,500 service,” they pay without complaint. I leaned back in my chair, watching a young man in ripped jeans walk in and point at a pair of sneakers. Arinze whispered to me: Arinze: You’ll see it happen now. The customer asked the price. Arinze said, “₦28,000 with free doorstep delivery.” The young man smiled, nodded, and transferred the money without hesitation. If Arinze had said “₦24,000 plus ₦4,000 delivery,” it would have been a debate. Me: So it’s not about lying, it’s about presentation. Arinze: Exactly. Nigerians like to feel they’re getting value, even when it’s the same figure. Call it free delivery, bundle it as one price, tuck the VAT inside. Just don’t highlight it. I laughed as he folded the sneakers into a bag. The lesson was simple: In Nigeria, customers don’t just pay for goods, they pay for how the bill makes them feel. <h3>--- My TwoCents Takeaway:</h3>The art of business in Nigeria isn’t just about setting prices. It’s about packaging value in a way the customer embraces. Sometimes, the difference between resistance and loyalty is not ₦1—it’s psychology.

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