Picking what to sell is 50% research, 50% common sense, and 100% discipline. This guide groups practical methods you can use—today—to shortlist profitable products, including handmade and locally manufactured options that shine in Nigeria and across Africa.
Group 1: Demand-First Methods (Start from the market)
1) Marketplace signals
- Check category “bestsellers” and “most wished” on major marketplaces to see what’s moving.
- Read reviews: customers tell you what’s missing (e.g., “small size leaks,” “colors fade”). Create a better version or bundle that fixes it.
- Look for gaps: items with high demand but poor photos, no size chart, weak descriptions—easy wins.
2) Search & social intent
- Spot rising interest with search trends and hashtags. Pair what’s trending with evergreen needs (hair care, phone accessories, baby items, kitchen tools).
- Micro-trends that travel well in Africa: satin hair products, modest fashion, compact home-gym gear, small solar gadgets, organizers for small spaces.
3) Offline markets as data
- Visit nearby markets (e.g., building, auto, fabrics, household). Ask vendors: “Which item sells every week?” “What gets returned?”
- Translate offline winners to online bundles (starter kits, family packs, “month supply”).
4) Seasonality & the African calendar
- Align with school resumptions, festive periods, weddings, harmattan, and rainy season.
- Examples: harmattan = lip balm & shea packs; rainy = boot dryers, quick-dry clothes; weddings = aso-ebi accessories, gift sets.
Group 2: Customer-Led Methods (Start from people)
5) Solve a specific pain
- Interview 10 target buyers (WhatsApp or voice notes). Ask: “What frustrates you about [category]?” Build that fix: better sizing, stronger zips, refill packs, “no-spill” caps, simple warranties.
6) Niche tribes
- Build for tight communities: natural hair lovers, new mums, craft bakers, gamer students, artisans, photographers, diabetics watching sugar, etc.
- Products that respect the tribe’s values sell at healthy margins because they feel tailored.
7) B2B & institutions
- Schools, salons, clinics, gyms, hotels, churches/mosques, and SMEs buy repeatedly.
- Think “consumables + service”: dispenser water + delivery, salon gloves + monthly plan, printer toners + swap service.
Group 3: Supply-Led Methods (Start from what you can source or make)
8) Handmade & locally manufactured (your unfair advantage)
- Lean into Africa’s craft power: Adire/batik, leather goods, beaded jewelry, Ankara fashion, wood/metal decor, woven baskets, shea butter/black soap, spice blends, local snacks, sporting goods for indigenous games.
- Why it wins: unique story, faster cash cycles, lower FX risk, and the ability to iterate weekly.
- Upgrades that lift price:
- Premium labels/packaging, care/instruction cards, size charts.
- Gift-ready bundles (e.g., “Harmattan Care Kit”: shea butter + lip balm + soap).
- Certifications where needed (see compliance notes below).
9) Private label & small-batch manufacturing
- Start with a supplier’s generic product, add your brand, improve packaging, include a usage guide, and offer a simple 30-day guarantee.
- Great for: phone cables, organizers, cookware, fitness bands, small solar lights, pet care, baby textiles, refill pouches.
10) Local clusters & cooperatives
- Source from artisan clusters and cooperatives (tailors, leather workers, soap makers, carpenters). Co-design to fix quality issues (stitch density, zipper grade, wood finishing).
Group 4: Profit-Led Methods (Start from the numbers)
11) Unit-economics filter (simple but strict)
- Prefer items that are:
- High margin (target 40–60% gross margin).
- Small/light (lower shipping & fewer damages).
- Low return risk (fewer sizes/electronics if you’re new).
- Replenishable (shampoos, spices, cosmetics, stationery).
- Bundle-able (upsells & cross-sells raise AOV).
12) Landed cost & pricing math (quick template)
- Landed Cost (L) = product + packaging + shipping + duties/taxes + marketplace/payment fees (if fixed)
- If your marketplace/payment fee is a percentage f and your target gross margin is g, a safe price is:
Selling price = L / (1 − f − g)
Example (local handmade gift set):
L = ₦4,300; target margin g = 50%
- Selling via Instagram/WhatsApp (no % fee): ₦4,300 / (1 − 0.50) = ₦8,600
- Selling via a marketplace with 12% fee: ₦4,300 / (1 − 0.12 − 0.50) ≈ ₦11,316
13) The ICE score (Impact, Confidence, Ease)
- Score each idea 1–5:
- Impact (profit & demand)
- Confidence (supplier reliability, your expertise)
- Ease (capital, logistics, skills)
- Total /15. Test your top 3 only.
Group 5: Channel-Led Methods (Match products to where you sell)
14) WhatsApp & Instagram Shops
- Great for handmade, customized items, and preorders. Sell via stories, reels, and DMs. Use limited drops to create urgency.
15) Marketplaces
- Best for standardized SKUs (cables, home & kitchen, baby items, grooming). Compete with better images, A+ descriptions, bundles, and fast dispatch.
16) B2B Direct
- Offer contracts and subscriptions: cleaning supplies to offices; bedding/towels to short-lets; disposables to clinics.
10 Fast Ways to Validate Before You Buy Heavy Stock
- WhatsApp Poll to 30 contacts + 3 groups: “Which would you buy at ₦X? A or B?”
- Pre-order post on IG/FB with payment link; ship in 7–10 days.
- Limited Sample Drop: 20 units only; measure sell-through in 72 hours.
- Price Ladder Test: Try ₦9,500 vs ₦10,500 for the same bundle across two posts.
- Bundle vs Single: See which moves faster (e.g., 3-pack saves delivery).
- Return-rate probe: Ask 2–3 sellers in that niche what gets returned and why.
- Photo Quality A/B: Lifestyle vs plain background—track clicks/saves.
- DM Objection Log: Write every question; fix product page to answer them.
- Unboxing Video: If it looks premium on video, it will sell better.
- Micro-Influencer 1-item collab: 1 honest reel + code; measure redemptions.
Handmade & Locally Manufactured: How to Stand Out
- Quality first: reinforce seams, upgrade zips, sand/finish wood, line bags, stabilize dyes, use food-safe coatings where needed.
- Packaging that travels: sturdy boxes, tamper seals, ingredient lists, care instructions, and visible contact info.
- Storytelling: share the maker, materials, and cultural roots. Customers pay for meaning, not just function.
- Repeatability: standardize sizes and colors; keep a simple spec sheet for every product.
- Compliance (important): for foods, cosmetics, or health-adjacent items, check local regulations (e.g., permits/labels). Always add batch/expiry where relevant.
Handmade product ideas that convert online
- Shea butter & black soap kits, lip balm trios, beard care sets.
- Adire/Ankara tote + makeup pouch bundles; satin bonnets & pillowcases.
- Leather belts, cardholders, laptop sleeves with initials.
- Wooden spice racks with locally blended spices.
- Woven laundry baskets and storage cubes (apartment-friendly).
- Indigenous sports gear (training sets, starter kits, fan merch with cultural motifs).
The 5-Step Filter (Use this to pick winners)
- Proves demand (marketplace signals or 20+ warm leads say “yes”).
- Hits margin (≥ 40% after ALL costs).
- Ships well (low breakage/size; clear size chart if apparel).
- Low return risk (quality checklist passed).
- Has upsells (accessories, refills, gift packs, subscriptions).
If an idea fails any step, fix it or drop it.
10-Day Validation Sprint (copy/paste plan)
Day 1–2: Research top 3 niches; collect 30 product page screenshots; note gaps.
Day 3: Source 2 suppliers each; request samples or make 5–10 handmade units.
Day 4: Shoot photos (natural light), one 20–30s product video, write benefit-led copy.
Day 5: Draft price using the L / (1 − f − g) formula; prepare 2 bundles.
Day 6: Post on IG/FB + WhatsApp broadcast with pre-order link.
Day 7: Answer DMs fast; log objections; tweak page.
Day 8: Micro-influencer test (one reel + discount code).
Day 9: Deliver first orders; collect unboxing reactions.
Day 10: Review data; reorder only the SKU that hit your target sell-through & reviews.
Common Mistakes to Avoid
- Buying too deep before validation (start with 10–20 units).
- Ignoring shipping reality (oversized or fragile eats profit).
- Weak photos (dark, busy backgrounds—use clean, well-lit, close-ups).
- Copy without benefits (write outcomes: “no-tangle,” “no-spill,” “lasts 30 days”).
- No differentiation (bundle, warranty, better materials, or faster delivery).
- Underpricing (you can’t fix unit economics with volume—price correctly or walk away).
Quick Worksheets (steal this)
A) Product Scorecard (rate 1–5 each)
- Demand Proof | Margin | Shipping Ease | Return Risk | Upsell Potential
- Total /25 → Only test items scoring ≥18.
B) Costing Checklist
- Product
- Packaging
- Shipping (inbound + last-mile)
- Duties/Taxes
- Payment/Marketplace Fees
- Buffer (5–8% for wastage/returns)
C) Product Page Must-Haves
- 1 hero image + 3 detail photos + 1 lifestyle photo
- 20–30s demo video
- Top 3 benefits in bullets
- Clear sizing & care instructions
- What’s in the box + warranty/return policy
Final Word
Start with the market’s proof, respect the math, and leverage local craft as your signature. Test small, iterate fast, bundle smart—and let your first 100 customers teach you what to scale.