Micro-Retargeted Advertising and Online Shoppers' Motivation in Nigeria

Online shopping is increasingly gaining popularity worldwide, as the experience is perceived not only to replicate but sometimes exceed that of traditional retail. The rapid transformation of the e-commerce sector compels online stores to adopt innovative strategies to attract and retain customers, enhance service delivery, increase product visibility, and remain competitive. The integration of big data and artificial intelligence has revolutionized the sector, enabling extensive data gathering, customer profiling, and personalized recommendations through intelligent algorithms. Micro-retargeted advertising has become a standard practice, offering highly tailored consumer experiences. Studies show that personalization recognizing customers, recalling preferences, and providing relevant offers can significantly boost sales. Nigeria is an active participant in this global trend, with Jumia and Konga dominating the online retail market. Both platforms employ systematic micro-retargeted advertising across websites, mobile apps, and news sites, following users with product-specific ads. This study investigates whether such advertising motivates Nigerian online shoppers to make purchases. Using an online survey and questionnaire, findings reveal that while most shoppers find micro-retargeted ads annoying and distracting, they still influence purchase decisions. The study concludes that, despite its perceived intrusiveness, micro-retargeting is an effective tool for driving sales in Nigeria’s e-commerce sector.