Social Commerce as a Pathway to Financial Inclusion: A Policy Analysis of WhatsApp-Based Retail in Nigeria Amidst Rising Platform Costs

Publication Details

Publication Date

10/10/2026

Volume / Issue

Vol 1, Issue 5 (2026)

Article No.

038

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-C9DCBMAK

Received

17 Sep 2026

Views

22

Downloads

18

Abstract

This study examines whether WhatsApp-based retail serves as a viable pathway to financial inclusion for Nigeria's micro-entrepreneurs, following Meta's introduction of per-message charges in October 2026. Drawing on social commerce theory, financial inclusion literature, and platform economics, this synthesizing policy analysis reviews evidence from academic research, government data, and industry reports. The analysis reveals a paradox: while financial inclusion has reached 74% of adults, only 15% access formal credit. Meanwhile, over 14 million Nigerian SMEs use Meta's platforms, with WhatsApp as primary retail infrastructure. Platform costs, ₦14 per utility message and ₦84 per marketing message, threaten affordability. Based on secondary data, this study develops an analytical framework examining how digital financial footprints could facilitate credit access, identify critical evidence gaps, and provide policy recommendations. The analysis concludes that while potential exists, the pathway remains largely theoretical and requires empirical validation.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.