Nigeria’s digital economy is changing fast, and with it, the way people celebrate life’s special moments. From birthdays to weddings and spontaneous surprises, gifting has become an increasingly online experience.
But unlike the typical e-commerce model, most of these transactions are happening on one unexpected platform – WhatsApp.
Recent consumer data shows that social and conversational commerce now account for a large share of Nigeria’s online retail activity, with WhatsApp serving as the most trusted channel for direct purchases.
Within this growing space, Yefepere, a cake delivery platform, is leading a quiet transformation. The company has made it possible for customers to order cakes seamlessly through WhatsApp, pay securely, and track delivery in real time, turning what was once a complicated process into a simple, joyful experience.
As this new model takes hold, it’s revealing a deeper story: one about how technology, trust, and culture can merge to create a new kind of economy built around emotion, celebration, and connection.
How Yefepere Works
At the heart of Yefepere’s success is its ability to blend technology with human connection. The platform operates through a user-friendly system where customers can place and confirm cake orders directly via WhatsApp, a channel they already use daily.
Once an order is received, Yefepere’s integrated system automatically matches it with the nearest verified bakery partner in the customer’s city, ensuring freshness, reducing delivery time, and supporting local businesses in cities like Lagos, Abuja, and Port Harcourt.
In fact, customers looking to make cake delivery in Lagos often find Yefepere’s network of verified bakers as their go-to choice for convenience and trust.
To build confidence, the platform also supports pay-on-delivery options, allowing customers to confirm satisfaction before payment. It provides real-time updates from preparation to doorstep delivery, ensuring transparency every step of the way.
This model isn’t just about selling cakes, it’s about creating an experience where technology works quietly in the background to make celebrations smoother, faster, and more reliable for everyone involved.
The Numbers Behind The Shift: WhatsApp’s Growing Role In E-commerce
Recent data from DataReportal (2025) shows that over 93% of Nigerian internet users actively use WhatsApp, making it the country’s most dominant digital communication tool. This dominance explains why businesses like Yefepere are leaning into WhatsApp-powered commerce, it’s where customers already are.
In fact, according to a 2024 report by Meta and Boston Consulting Group, conversational commerce in Africa is projected to grow by over 60% year-on-year, with Nigeria leading the charge.
Customers trust WhatsApp because it feels personal and immediate, unlike traditional e-commerce platforms that can seem distant or complicated.
Yefepere’s model leverages this trust. By using WhatsApp as both a storefront and a logistics coordination hub, in partnership with an official WhatsApp Business API solution provider, the platform reduces barriers to purchase, improves communication, and creates a smoother experience from order to delivery.
This approach not only streamlines operations but also highlights how Nigeria’s digital economy is being reshaped from the ground up, where familiar tools drive modern business growth.
How Yefepere is Driving The Emotional Economy
Beyond convenience and technology, Yefepere’s success is rooted in something deeply human; emotion. Nigerians don’t just buy cakes; they send love, gratitude, and celebration. Every cake delivery represents a story, from parents sending surprise birthday treats to children across cities, to loved ones abroad connecting with family back home.
This emotional layer of commerce, sometimes called “emotional commerce,” is transforming how people perceive value.
According to a 2024 NielsenIQ Africa consumer trends report, 7 in 10 Nigerian consumers are more likely to repurchase from brands that help them feel connected to loved ones. Yefepere taps into that insight perfectly, blending reliability, speed, and sentiment.
Through its model of cake delivery, WhatsApp coordination, and visual proof of delivery, the brand bridges physical distance with emotional closeness.
For instance, professionals looking to order cakes in Abuja can send a surprise to loved ones in seconds. What once required physical presence can now be achieved through a single tap, redefining how Nigerians experience gifting and connection in the digital age.
What This Means For Nigeria’s Informal And E-commerce Economy
Yefepere’s model is more than a gifting platform; it represents how innovation within the informal economy can create structured value chains.
By integrating small bakeries, local delivery agents, and digital tools into one seamless process, the platform is transforming a once scattered market into a coordinated business ecosystem.
According to SMEDAN’s 2024 MSME Report, informal businesses contribute over 60 percent of Nigeria’s GDP, yet most struggle with visibility, logistics, and digital adoption. Yefepere addresses these pain points by connecting offline producers (bakers) with online buyers through tech-enabled logistics. This digital bridge doesn’t just drive sales, it helps small businesses build trust and reputation beyond their immediate environment.
At scale, Yefepere’s system shows how cake delivery in Nigeria is becoming a model for broader digital inclusion. It’s a real-time case study of how smart integration of logistics, emotion, and digital trust can unlock untapped economic potential.
Conclusion
Yefepere is redefining what it means to run a digital business in Nigeria’s evolving economy. By merging gifting with logistics technology, the brand proves that innovation doesn’t always require massive infrastructure, sometimes it starts with understanding human connection and building trust around it.
As more Nigerians turn to online platforms for convenience and emotional expression, Yefepere stands out as a blueprint for how digital systems can organize informal markets, empower local creators, and make business feel personal again.
Entrepreneurs and small business owners seeking to build customer trust and scale sustainably can learn from Yefepere’s model, where emotion meets efficiency, and every delivery tells a story.
Whether you’re sending cakes in Port Harcourt or ordering one across the country, Yefepere ensures every celebration feels close to home.
