By Juliet Umeh

 In response to longstanding challenges faced by online sellers, particularly those who rely on social media for business, a new live shopping platform, Auqli, is set to launch in April 2025.

The live shop is an interactive commerce model that aims to reshape how Nigerian entrepreneurs sell their products online.

It combines live video shopping with secure transaction processing.

Chief Executive Officer, Auqli, Odera Joseph Echendu, explained that for years, Nigerian entrepreneurs have turned to platforms like Instagram, Facebook, and TikTok to market their products. However, the limitations of these platforms, ranging from abandoned carts and unpaid orders to algorithm-driven visibility issues, have made it difficult for many businesses to achieve consistent sales.

He said: “Auqli seeks to address these challenges by offering a platform where sellers can showcase products through live video sessions, interact directly with buyers, and finalize transactions instantly. “The platform also introduces interactive chat and reaction features, allowing buyers to comment, react with emojis, and engage with sellers in real time.

“Many sellers struggle with unreliable transactions and the uncertainty of social media engagement. A business can gain thousands of views on a product post but still end up with no completed sales. Auqli is designed to bridge that gap, ensuring that when a customer commits to a purchase, the process is completed instantly,” Echendu said.

He also highlighted that the platform’s built-in buyer verification system will help reduce fraudulent orders, allowing sellers to focus on genuine transactions rather than worrying about fake buyers.

Unlike traditional e-commerce platforms that focus on static product listings, Auqli integrates live video selling, allowing sellers to showcase products in real time, interact with customers, and close sales instantly. Sellers will also have access to multiple payment options, including mobile money, bank transfers, digital wallets, and cash on delivery, giving buyers greater flexibility and trust in their purchases. “Sellers are tired of dealing with incomplete transactions and customers who disappear after placing an order. By offering cash on delivery, we ensure that buyers only pay when their order arrives, making transactions more secure and reliable,” Echendu added.

Also, Co-Founder of Auqli, Paul Jatau highlighted: “Social media is great for visibility, but it doesn’t guarantee conversion. Many sellers find themselves spending money on ads and influencer partnerships without seeing real returns. With Auqli, the focus is on direct engagement with serious buyers, making transactions more efficient.”

To further support sellers, Auqli provides a community-driven marketplace where business owners can build a following, host exclusive live events, and create personalized shopping experiences that go beyond one-time purchases.

Industry analysts note that live shopping has gained traction globally, with markets in Asia and North America seeing increased adoption of real-time, video-based commerce. However, in Nigeria, the concept remains relatively new. Some experts believe the introduction of a dedicated platform tailored to local sellers could shift the dynamics of online retail in the country.

An e-commerce strategist, Dr. Angela Nwoke, said: “For live commerce to truly take off in Nigeria, factors like seamless payment integration, customer trust, and reliable logistics must be considered. If executed properly, this could be a game-changer for small and medium-sized businesses,” she said.