DEV Community: James Adeleye

Nigeria's Computer & Accessories Market Is Shifting Away From Jiji.ng | Here's Where Buyers Are Going

James Adeleye — Mon, 27 Jul 2026 08:47:17 +0000

Anyone who has shopped for a laptop, monitor, or PC part online in Nigeria knows the routine: open Jiji, scroll past furniture and car listings, filter by category, and hope the seller still has stock. It works, but it was never built specifically for tech buyers — and a growing number of them are starting to look elsewhere.

One platform picking up that overflow is 234Deals' Computer and Accessories section, a dedicated category built around how tech shoppers actually browse rather than how classified ads are typically organized.

The Core Difference: Category Depth

Generic classifieds sites treat computers as one bucket among dozens. 234Deals splits the category into subcategories that map directly onto real search intent:

Need a new or fairly-used machine? Go straight to Laptops.
Setting up a second screen or gaming display? Monitors covers that.
Office or school printing needs live under Printers and Scanners.
Backing up files or upgrading a drive? Check Storage Devices.
Home or office network gear — routers, switches, extenders — sits under Networking Devices.
PC builders sourcing GPUs, RAM, or motherboards can browse Computer Components directly.
Peripherals like keyboards, mice, and headsets are grouped under Computer Accessories.
Licensed apps and OS keys are listed under Software.
Businesses fitting out an office can browse Office Equipment in one place.

Why This Structure Matters More Than It Looks

A flat classifieds feed puts the search burden entirely on the buyer. A category tree puts it on the platform instead — which is a meaningfully better experience once the number of listings grows past a few hundred. It's the same reason dedicated electronics retailers outperform general marketplaces on product discovery: taxonomy beats volume when you already know what you're looking for.

That's the gap 234Deals is filling. It's not trying to be everything Jiji is — it's building specifically for tech buyers, which is exactly the audience that benefits most from a real category structure.

Worth a Look If You're Tech-Shopping in Nigeria

If your last search for a laptop or accessory turned into an hour of scrolling through unrelated ads, it's worth comparing what a dedicated computer marketplace turns up instead. Start with whichever subcategory matches what you need — laptops, components, or accessories — and compare against your usual source before buying.

Originally covered in more depth on the 234Deals Deals & Insights blog.

How Blinkers Nigeria Is Solving Lagos' Used Car Market Problem With a Classified Marketplace

James Adeleye — Mon, 08 Jun 2026 12:22:03 +0000

If you have ever tried to buy a used Toyota Camry or Honda Accord in Lagos, you already know the problem. Social media groups flooded with reposts. WhatsApp sellers who go silent after receiving a deposit. Roadside dealers on Lagos Island with no accountability. Prices that vary by ₦2 million depending on who you ask.

Blinkers Nigeria (blinkersnigeria.com) is a Lagos-based classified marketplace that is taking a structured approach to solving this problem — and from a product and SEO standpoint, it is one of the more interesting Nigerian tech builds worth paying attention to.

What Blinkers Nigeria Is Building

The platform is a full-stack classified marketplace serving buyers and sellers across all 36 Nigerian states. The Vehicles category covers:

Cars (Tokunbo and Nigerian used)
Motorcycles and tricycles
Trucks and commercial vehicles
Spare parts

Built on Next.js with a mobile app on both iOS and Android, the platform is at an interesting technical inflection point — actively working through the classic Next.js client-side rendering vs SSR challenge that any marketplace dealing with thousands of dynamically generated listing pages will face.

The SEO Architecture Challenge

For a marketplace of this scale in Nigeria, the indexing problem is real. Google needs to crawl and index thousands of listing pages to drive organic buyer traffic — but client-side rendered listing pages are near-invisible to Google's crawler unless SSR or static generation is properly implemented.

The solution the team is working toward is standard but critical for any Next.js marketplace:

// Every listing page needs getServerSideProps
export async function getServerSideProps(context) {
  const { id } = context.params
  const listing = await fetchListing(id)
  return { props: { listing } }
}

Combined with a URL structure shift from /product-details/13638 to /vehicles/cars/toyota-camry-2008-lagos-13638, the organic traffic potential is significant.

Why This Matters for the Lagos Car Market

Lagos has the largest concentration of used car buyers in West Africa. Jiji.ng currently dominates the space. But there is clear room for a more structured, trust-focused challenger — particularly one with a verified seller model and a mobile-first experience designed for Nigerian internet conditions (3G-heavy, WhatsApp-centric sharing behaviour).

Blinkers Nigeria is live at blinkersnigeria.com/product-listing/Vehicles. Worth watching from both a product and marketplace SEO perspective.

Have you built or worked on a marketplace in an emerging market? The indexing and trust challenges are fascinating — drop your experience below.
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Also check 234 Deals Vehicles

How We Designed Search for a Nigerian Classifieds Site With 11,000+ Active Listings

James Adeleye — Tue, 02 Jun 2026 06:57:37 +0000

Search is the heart of any marketplace. Get it wrong and buyers leave; get it right and you have a moat. Building search for a Nigerian classified marketplace surfaced a set of constraints worth sharing for anyone working on commerce products in emerging markets.
The problem: 11,000+ active listings across 23 categories, refreshed daily, accessed primarily on low-end Android devices over LTE. Listings span phones, cars, property, fashion, electronics — items where the buyer's mental query is rarely a clean keyword.
Constraint 1: Mobile network latency. A search response that takes 800ms on a good connection takes 3+ seconds on a Lagos LTE network at rush hour. We learned to cap payload size aggressively (return 20 results, never 50) and pre-compute popular category counts so the filter sidebar never blocks the result list.
Constraint 2: Location is a primary index. "Phones in Lekki" should not be slower than "phones in Nigeria." We treated state and area as first-class index dimensions rather than post-filter conditions. This single change cut median query time roughly in half on location-scoped searches.
Constraint 3: Typo tolerance matters more than relevance tuning. Nigerian users searching for "tokunbo car" and "tokumbo car" and "tokumbo cars" all expect the same results. Fuzzy matching at the tokeniser level returns more value per engineering hour than fancy ranking algorithms.
Constraint 4: Recency beats relevance for classifieds. Unlike Amazon, a classified listing has a life cycle measured in days. A 4-day-old "perfect match" is worth less than a 4-hour-old "good match" because the seller is more likely still reachable. Our default sort is recency, with relevance as a tiebreaker.
Constraint 5: Empty states are the most-viewed screen. When someone searches for a niche item and gets zero results, that screen needs to do more than apologise. We populate it with closely related categories, recent listings in the same area, and a "notify me when posted" CTA — turning a dead end into engagement.
You can see this in production at blinkersnigeria.com — a classified marketplace built on these constraints, operating across all 36 states in Nigeria.
The meta-lesson: marketplace search in emerging markets is not a watered-down version of Amazon search. It is a fundamentally different optimisation problem — driven by network conditions, locality, and listing lifecycles unique to the market.

PR Margies

What Building a Location-Aware Marketplace Taught Me About Nigerian Users

James Adeleye — Thu, 28 May 2026 08:50:59 +0000

Most marketplace tutorials assume a tidy world: clean addresses, reliable shipping, one currency behaviour. Building for the Nigerian market breaks those assumptions fast, and the lessons are worth sharing for anyone building commerce products in emerging markets.
Lesson 1: Location is a primary filter, not a nice-to-have. In a city like Lagos, "near me" isn't a convenience feature — it's the whole point. Buyers inspect high-value items (phones, cars) in person before paying, so a listing 40 minutes away in traffic is effectively a different market. We learned to treat state and area filtering as core architecture, not a late add-on.
Lesson 2: Trust signals must be explicit. Generic star ratings don't carry enough weight when the downside risk is a cloned device. Verified seller profiles with visible history and reachable contact details moved conversion more than any UI polish. Users want to evaluate the person, then the product.
Lesson 3: Mobile isn't the secondary surface — it's the only surface that matters. The overwhelming majority of sessions are mobile. Anything that assumes a desktop-first flow (hover states, multi-column inspection views) quietly fails for most of your users.
Lesson 4: Condition taxonomy is market-specific. "New / used" is too coarse. The Nigerian phone market runs on "brand new / UK-used / US-used" distinctions that materially change price expectations. Modelling that correctly in the data layer prevented a whole category of buyer-seller disputes.

You can see these principles applied in production at Blinkers Nigeria — a classified marketplace built around exactly these constraints.
If you're building commerce for a market you don't live in, the meta-lesson is this: the "edge cases" in your home market are often the main cases somewhere else. Design from the local reality outward.

You can also check 234 Deals

What Building a Location-Aware Marketplace Taught Me About Nigerian Users

James Adeleye — Thu, 28 May 2026 08:38:59 +0000

Most marketplace tutorials assume a tidy world: clean addresses, reliable shipping, one currency behaviour. Building for the Nigerian market breaks those assumptions fast, and the lessons are worth sharing for anyone building commerce products in emerging markets.
Lesson 1: Location is a primary filter, not a nice-to-have. In a city like Lagos, "near me" isn't a convenience feature — it's the whole point. Buyers inspect high-value items (phones, cars) in person before paying, so a listing 40 minutes away in traffic is effectively a different market. We learned to treat state and area filtering as core architecture, not a late add-on.
Lesson 2: Trust signals must be explicit. Generic star ratings don't carry enough weight when the downside risk is a cloned device. Verified seller profiles with visible history and reachable contact details moved conversion more than any UI polish. Users want to evaluate the person, then the product.
Lesson 3: Mobile isn't the secondary surface — it's the only surface that matters. The overwhelming majority of sessions are mobile. Anything that assumes a desktop-first flow (hover states, multi-column inspection views) quietly fails for most of your users.
Lesson 4: Condition taxonomy is market-specific. "New / used" is too coarse. The Nigerian phone market runs on "brand new / UK-used / US-used" distinctions that materially change price expectations. Modelling that correctly in the data layer prevented a whole category of buyer-seller disputes.