Beyond the Stripe Gateway: How to unlock the Nigerian diaspora wallet
- Remittances to Africa have doubled over the past decade, reaching $100 billion in 2022.
- Nigerians abroad send approximately $20 billion back home each year, yet most Nigerian tech products capture almost none of it.
- The diaspora market is not a monolith but consists of four psychologically distinct segments that require different strategies.
The article presents a compelling argument for businesses to rethink their approach to the diaspora market, emphasizing that understanding cultural nuances is crucial for successful global expansion. Companies must invest in genuine cultural engagement rather than superficial adjustments to their offerings.
