The verdict in three sentences
Social commerce in Lagos is not about posting pretty photos, but about turning an audience into orders paid via Wave or Orange Money. The most common breaking point is moving from the DM to payment: without a clear checkout link, you lose 50 to 70% of interested buyers. The 2026 rule: every post must lead to a trackable link toward a mobile money cart, never to a phone number to call.
The channels and their acquisition cost
Instagram and TikTok play different roles. TikTok excels at discovery (organic reach is still generous), Instagram converts better thanks to its catalogue and Stories with links. Here is a 2026 order of magnitude for a fashion/beauty store in Lagos.
| Channel | CPM (1,000 views) | Conversion rate | Estimated cost per sale |
|---|---|---|---|
| TikTok organic | 0 FCFA | 0.5-1.5% | 0-500 FCFA |
| TikTok Ads | 900-1,800 FCFA | 1-2% | 2,500-6,000 FCFA |
| Instagram organic | 0 FCFA | 1-2% | 0-800 FCFA |
| Instagram Stories Ads | 1,000-2,000 FCFA | 1.5-3% | 2,000-5,500 FCFA |
| TikTok live shopping | 0 FCFA | 3-6% | 300-1,200 FCFA |
| WhatsApp (retarget) | ~30 FCFA/msg | 8-15% | 200-800 FCFA |
Live shopping and WhatsApp retargeting deliver the best return, but they depend on an audience already warmed up by TikTok and Instagram.
The social funnel toward payment
A funnel that converts links three blocks: content (reach), bio link (catalogue), checkout (Wave/OM). Here are realistic pass-through rates.
| Step | Starting volume | Pass-through rate | Final volume |
|---|---|---|---|
| Video views | 10,000 | — | 10,000 |
| Clicks to profile | 10,000 | 4% | 400 |
| Bio link / catalogue clicks | 400 | 35% | 140 |
| Add to cart | 140 | 40% | 56 |
| Wave/OM payment completed | 56 | 55% | 31 |
Out of 10,000 views, you get about 31 paid sales: that is the number to optimize, not the like count.
Mini case study
Fatou runs a scarf and cosmetics shop in Ikoyi. She posts 5 TikTok videos a week (20,000 combined views) and invests 40,000 FCFA/month in Instagram Stories Ads. With an average basket of 18,000 FCFA and an overall conversion rate of 0.3% on her total views (80,000/month), she makes 240 sales, i.e. 4.32M FCFA in revenue. Her average acquisition cost drops to 900 FCFA per sale once the Wave link is added to her bio, versus 2,300 FCFA when she sold only through manual DMs.
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FAQ
Do you need to pay for ads to sell on TikTok in Lagos?
No, not at first. TikTok organic reach remains strong in 2026 and enables 5 to 15 sales/week with no budget. Ads serve to accelerate an offer that already converts organically.
How do you collect payments from Instagram?
The most reliable way is a checkout link to a mini-store accepting Wave and Orange Money. Manual DM payment loses 50 to 70% of buyers who drop off before sending the money.
What minimum budget to start advertising?
Budget 30,000 to 60,000 FCFA/month to test. Below that, the algorithm lacks data. This budget delivers ~20,000 targeted impressions and 5 to 12 sales depending on the offer.
Live shopping or regular videos?
Both complement each other: videos build the audience, the live converts. A well-prepared TikTok live shows 3 to 6% conversion, versus 1 to 2% for regular video.
How do you know which channel pays off most?
Use a different trackable link per channel (UTM or dedicated short link) and a promo code per platform. You will know exactly which euro spent generates which sale.
Let's talk about your project. We build your social commerce store with a trackable Wave/OM checkout and an optimized funnel. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
