Konga is betting on a brand-new sport utility vehicle (SUV) giveaway and month-long discounts to drive mobile shopping and strengthen its position in Nigeria’s increasingly competitive e-commerce market as retailers battle for consumers facing tighter spending power.
The online retailer has launched its 2026 Yakata Black Friday campaign, running from November 1 to 30, with discounts, flash sales, live auctions, bundle offers and exclusive brand promotions across electronics, home appliances, fashion, automobiles, computing, power products and fast-moving consumer goods.
At the centre of the campaign is an SUV giveaway designed to encourage purchases through the Konga mobile application. The promotion, which started in October and runs until December 30, allows customers who purchase any product through the app to qualify for a chance to win a brand-new SUV.
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The strategy signals Konga’s attempt to turn Black Friday, traditionally associated with short-term price reductions, into a broader customer acquisition and engagement exercise by linking everyday purchases to high-value rewards.
For the e-commerce company, the campaign also provides an opportunity to increase app transactions, attract new customers and encourage existing shoppers to make more purchases through its digital platform.
Irfan Vayani, senior vice-president at Konga Group, said the company was expanding the campaign beyond conventional discounts to deliver additional value to customers.
“Konga Yakata Black Friday is more than just a sales event; it is our way of giving back to Nigerians who have made Konga their trusted shopping partner,” Vayani said.
He said the company was combining discounts across product categories with the opportunity to win an SUV as part of efforts to make the shopping season more rewarding.
The campaign comes as e-commerce platforms and retailers seek to capture a larger share of Nigeria’s consumer spending through competitive pricing, delivery convenience, product authenticity and promotional incentives.
However, the effectiveness of such campaigns will depend on whether discounts and rewards can generate repeat purchases after promotional periods, particularly as consumers become more selective about discretionary spending.
Konga is also relying on partnerships with major international and domestic brands to strengthen the appeal of its campaign.
Samsung, Zinox, Midea, ASUS, Kenwood, LG, Carrier & Mel, Mama Home, Vital Products, Anker and Guinness are among the participating brands offering deals through the platform.
The partnerships give Konga access to established product portfolios while providing participating manufacturers with an additional sales channel during one of the busiest retail periods of the year.
The company is also using delivery convenience as a competitive selling point through KongaNow, a service that offers same-day delivery on eligible products in supported locations.
Customers can identify qualifying products through the KongaNow badge on the platform, allowing them to combine promotional prices with faster fulfilment.
Beyond attracting shoppers through discounts, the delivery proposition addresses one of the important challenges facing online retail in Nigeria: ensuring that customers receive their purchases quickly and reliably.
Konga is encouraging consumers to access the Yakata campaign through its mobile application and website, where participating brand stores and promotional offers are available.
The November campaign, alongside the SUV promotion running until December 30, reflects a broader effort to connect shopping incentives with digital customer engagement.
For Konga, the bigger test will be whether the rewards, brand partnerships and delivery incentives can translate into sustained customer activity and stronger market share after the Black Friday season ends.
Royal Ibeh is a senior journalist with years of experience reporting on Nigeria’s technology and health sectors. She currently covers the Technology and Health beats for BusinessDay newspaper, where she writes in-depth stories on digital innovation, telecom infrastructure, healthcare systems, and public health policies.
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