For Nigerian technology entrepreneur Nicholas Nome, launching Jaradeals represents more than the introduction of another digital platform. It marks a return to an industry where his entrepreneurial journey first began.
Long before founding the fintech company Paynownow, Nome entered the e-commerce space with Saybaba.com, an online marketplace he launched in 2014 to connect buyers and sellers across Nigeria. The platform was later rebranded as Sellsbaba in 2018 as the business evolved.
Although the venture did not become one of Nigeria’s largest e-commerce companies, it provided practical lessons in customer acquisition, product development, technology infrastructure, and the realities of operating a startup in one of Africa’s most competitive digital markets.
Rather than stepping away from e-commerce, Nome says those experiences shaped his understanding of what businesses and consumers need from an online marketplace.
Those lessons have now led to Jaradeals, a marketplace designed to simplify buying, selling, and business discovery for individuals, entrepreneurs, and small and medium-sized enterprises (SMEs) across Nigeria.
According to Nome, the platform was created to reduce some of the barriers businesses face when trying to reach customers online while giving consumers a simple way to discover products and services from different sellers.
“Every business deserves an opportunity to be discovered,” Nome said. “With Jaradeals, our goal is to build a marketplace that makes it easier for entrepreneurs to showcase what they offer while helping customers find products and services with greater convenience.”
The launch comes at a time when Nigeria’s digital economy continues to expand. Increasing internet access, smartphone adoption, and growing consumer confidence in online transactions have created opportunities for platforms that support digital commerce.
Industry analysts have also pointed to the increasing role of SMEs in driving Nigeria’s economy, creating demand for digital platforms that offer greater visibility and customer reach.
For Nome, Jaradeals complements a broader portfolio of technology ventures focused on solving everyday problems through digital innovation.
In 2020, he founded Paynownow, a financial technology company that provides services including airtime and data purchases, utility bill payments, television subscriptions, fund transfers, gift card services, and other digital payment solutions. His business interests also extend to real estate and international logistics.
While Paynownow focuses on simplifying financial transactions, Jaradeals is intended to support digital commerce by connecting businesses directly with potential customers through an online marketplace.
The launch also reflects a broader trend among African technology founders who are revisiting traditional industries with new ideas shaped by years of entrepreneurial experience.
As competition in Nigeria’s e-commerce sector continues to evolve, the success of Jaradeals will likely depend on its ability to attract merchants, deliver a reliable customer experience, and build trust among buyers and sellers.
For Nicholas Nome, however, the launch represents something equally important: an opportunity to return to the sector where his entrepreneurial journey began, equipped with new experience and a broader understanding of Nigeria’s digital economy.
About Jaradeals
Jaradeals is a Nigerian online marketplace founded by Nicholas Nome. The platform enables individuals and businesses to buy, sell, promote products and services, and connect with customers through a digital marketplace designed to support commerce across Nigeria.
About Nicholas Nome
Nicholas Nome is a Nigerian technology entrepreneur, software developer, and founder of Jaradeals and Paynownow. He began his entrepreneurial journey with the launch of Saybaba.com in 2014, later rebranded as Sellsbaba. His work spans financial technology, e-commerce, real estate, and international logistics, with a focus on building technology-driven solutions for businesses and consumers.
