South-East Nigeria’s Digital Crisis: Why the Igbo Business Culture Risks Falling Behind in the Internet Economy - Tech | Business | Economy

South-East Nigeria faces a growing threat to its traditional commercial dominance as digital adoption rates lag significantly behind other regions in the country. According to December 2025 figures released by the National Bureau of Statistics, the South-East recorded approximately 15.35 million active internet subscribers, the lowest among Nigeria’s six geopolitical zones. By comparison, the South-West reported more than 42 million active users, while even the conflict-affected North-East slightly outperformed the South-East in internet penetration. While the Igbo people have long been recognized across Africa for their strong entrepreneurial culture, spanning from spare parts markets in Nnewi to trading hubs in Onitsha and Aba, the business landscape is shifting rapidly. In cities like Lagos, entrepreneurs now run profitable operations primarily through smartphones and laptops, utilizing social media platforms such as Instagram, TikTok, Facebook, and WhatsApp as major marketplaces. Conversely, many businesses in the South-East still rely heavily on physical presence, word-of-mouth referrals, and face-to-face bargaining, lacking basic digital tools like websites, online catalogues, or digital payment systems. Experts argue that this gap reflects a deeper cultural challenge rather than solely infrastructure deficits. Although electricity challenges and weak broadband infrastructure remain serious problems, analysts believe mindset and cultural attitudes play a major role in slowing technology adoption. Historically, Igbo business culture relied on physical interaction and trust networks, whereas the internet economy prioritizes online visibility, algorithms, and automated customer service. Some older business owners remain skeptical about online commerce, viewing social media advertising as unreliable, even as younger consumers increasingly discover products through digital recommendations. The stakes for the region are high as the global economy becomes increasingly shaped by artificial intelligence, automation, and big data. Regions that fail to adapt risk losing economic relevance regardless of past commercial success. While some young entrepreneurs in cities such as Aba and Enugu are embracing innovation, many analysts believe the region’s overall digital transformation remains too slow compared to developments elsewhere in the country. The warning signs are visible, and the question remains whether the region is ready to respond before the gap widens further. *Anthony Emeka Nwosu is a media practitioner based in Lagos.