In a quiet corner of Maiduguri, Hauwa Ba’aba scrolls through her phone, refreshing her WhatsApp status to see if anyone viewed her latest post, a new collection of ready-to-wear clothes for children. For her and many others like her, the internet has become a lifeline in a city still finding its rhythm after years of conflict.
Across Maiduguri, a silent revolution is unfolding. From small kitchens to cramped bedrooms, young entrepreneurs, mostly women, are turning to social media to keep their businesses alive. They sell everything from homemade clothes to spices and candy, using the virtual marketplace to bridge the distance between survival and success.
Yet behind every cheerful post and colourful display lies a story of persistence, uncertainty, and undying hope.
For Hauwa Ba’aba, who has been selling ready-to-wear clothes for adults and children for more than four years, the internet is more than a sales tool. It is a window to connection and possibility.
“I wanted to reach more customers, not just people around me,” she said.
But visibility remains her toughest battle.
“Sometimes I feel people won’t see my posts,” she added softly.
Without any form of government or organizational support, Hauwa continues to post her designs daily, believing that one day her brand will outgrow Maiduguri’s borders.
Hadiza Ibrahim Ngulde’s story follows a similar path. She began her hustle selling bags and shoes before venturing into Yaji, a local spicy seasoning mix. Through social media, she found buyers she never imagined.
“Someone who doesn’t know you can see your product and buy,” she said.
But the virtual marketplace comes with its own challenges. “Not everyone who sees your product online will believe you,” she explained.
Even when trust is built, the delivery process becomes another uphill climb, unreliable, costly, and sometimes unsafe. Still, Hadiza keeps posting photos of her products and sharing customer feedback to earn credibility in an unpredictable market.
For Zainab Mohammed Mala, known online as African Lady Stuffed Milk Candy, social media gave her the stage to share her sweet creations with the world. Six months ago, she began selling her signature stuffed milk candy with a chocolate core, a treat both nostalgic and new.
“The biggest challenge is from buyers who talk to you but disappear after showing interest,” she said.
Her location has also cost her potential buyers.
“When they hear where I live, they lose interest,” she said.
The cost of delivery often outweighs her profit margin. Yet, she persists, driven by the small but steady support of repeat customers who believe in her product.
For Ramlat Ahmad, the founder of Aficionado Chops, the internet is a bridge between her kitchen and her dreams. For three years, she has been running her small chops business, selling shawarma, burgers, meat pies, and tiger nuts to hungry customers across the city.
“Throughout the years, I’ve used the internet because it brings many customers,” she said.
But her digital journey has not been without frustration. Fake buyers often place orders and vanish without paying. Still, she keeps her spirit intact.
“I love my business,” she said. “Before you succeed, you must go through a lot.”
In Maiduguri’s bustling online markets, these women represent the quiet strength of Nigeria’s informal economy, entrepreneurs who thrive without formal backing, relying on creativity and resilience.
Each post, photo, and chat message is more than an attempt to sell. It is a declaration of endurance. It is proof that even amid economic hardship and insecurity, ambition finds a way to bloom.
As one local digital marketing expert observed, “What these women are doing is powerful because they’re using free tools to build something sustainable in a tough economy. With the right training and support, many could turn their small brands into larger enterprises.”
For now, their phones remain their shops, their cameras their windows, and their faith their strongest currency. Every upload carries a piece of their hope that somewhere, someone will see, click, and help keep their small dreams alive.
