In a significant move to support female entrepreneurs in Nigeria, the online marketplace platform Jiji has teamed up with the Association of Small Business Owners of Nigeria (ASBON) to launch a new initiative called the ‘Biz Queens Run the World on Jiji’ campaign. This campaign aims to empower women in business and enhance their economic opportunities. Running from March 1 to March 31, the initiative aligns with the theme of the 2025 International Women’s Day, which is “Accelerate Action.” The goal is to equip women with essential digital tools to help them grow their businesses and succeed in the modern marketplace.
Small and medium-sized enterprises (SMEs) play a crucial role in Nigeria’s economy, contributing nearly 48 percent to the country’s Gross Domestic Product (GDP). Interestingly, women-led businesses make up about 33 percent of these SMEs, as highlighted in a report by PwC. Despite this significant contribution, many female entrepreneurs face challenges, particularly when it comes to accessing digital tools that can help them expand their reach and increase their profitability. This is where the ‘Biz Queens Run the World on Jiji’ campaign comes into play, aiming to address these challenges head-on.
The partnership between Jiji and ASBON seeks to bridge the gap in digital access for women entrepreneurs. As part of this initiative, over 50 women will receive essential business tools, including laptops and smartphones, along with free services designed to boost their businesses on the Jiji platform. This support is crucial in helping women entrepreneurs navigate the digital landscape, which is increasingly important in today’s economy.
Dr. Femi Egbesola, the National President of ASBON, emphasized the importance of digital transformation for women-led businesses. He stated, “This month of International Women’s Day, we celebrate the incredible role of digital transformation in empowering women entrepreneurs.” He believes that initiatives like the one from Jiji are vital for helping women-led SMEs thrive in the digital economy, where technology plays a central role in business growth.
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Supporting this view, a study conducted by Genderpedia in 2024 revealed that a staggering 60 percent of informal businesses in Nigeria are owned and operated by women. However, many of these businesses struggle to grow and expand due to a lack of resources and access to technology. The ‘Biz Queens Run the World on Jiji’ campaign aims to change this narrative by providing women with the necessary tools to build sustainable and profitable digital businesses.
Majolie Obaje, Jiji’s Regional Head of Public Relations and Marketing, reiterated the company’s commitment to supporting female entrepreneurs. She stated, “At Jiji, we are firm believers that when women thrive in business, the economy thrives.” This initiative is not just about recognizing the efforts of female entrepreneurs; it’s about empowering them with the confidence and tools they need to succeed in the increasingly competitive digital marketplace.
As part of the campaign, winners will be selected at random and announced every Friday throughout March, with the final selection taking place on April 1. This approach not only adds excitement to the initiative but also encourages participation from a wide range of women entrepreneurs. By providing these business tools and services, Jiji and ASBON hope to inspire a new generation of women leaders in the business world.
In conclusion, the ‘Biz Queens Run the World on Jiji’ campaign represents a significant step towards empowering women entrepreneurs in Nigeria. By providing access to digital tools and resources, this initiative aims to help women overcome the barriers they face in the business landscape. As we celebrate International Women’s Day this month, initiatives like this remind us of the importance of supporting female entrepreneurs and fostering an inclusive economic environment where everyone has the opportunity to succeed.
