Discovering New Markets: Thesis Analyses Potential for Car-Sharing Services in Nigeria

01.10.2025

Gilda Ofiyai’s Research Highlights Opportunities and Challenges in Lagos

Although car-sharing services are practical and innovative commuting solutions that have grown increasingly popular in Europe, their adoption remains limited in Nigeria. To explore both the opportunities and the challenges related to implementing such services, Wittenborg graduate Gilda Ofiyai dedicated her master’s thesis to this topic.

Gilda, who recently completed a Master of Business Administration (MBA) in International Management, focused her research on Lagos, the most populous city in Africa. “I first experienced the car-sharing service Share Now in Berlin, and it really struck my mind that it could be interesting for Nigeria because it’s affordable, flexible and, most importantly, eco-friendly. Lagos often faces traffic congestion and lots of air pollution, so I thought it could benefit the city. At the moment, there are no services of this type in Nigeria, in which the client drives the car, although apps such as Uber and Bolt are present in Nigerian cities,” she explains.

To gather data for her thesis, Gilda adopted a mixed-methods approach, including interviews and a survey. While the interviews were conducted with 10 managers and entrepreneurs in the car-sharing segment, the survey was administered to 109 customers who use these services. Both the interview and the survey focused on the potential barriers faced by car-sharing platforms in Nigeria as well as the readiness of the public and entrepreneurs to adopt such solutions.

While the survey included questions on motivations related to environmental consciousness, trust, ease of use and cost, the interview addressed Nigeria’s current infrastructure, legal environment and policies that could facilitate the implementation of car-sharing services, among other topics.

Gilda points out that approximately 95% of respondents believe using car-sharing services would bring benefits, including more security for the consumer. “Due to the rising security concerns in the country, many people are holding back from using current apps because they don’t feel like being driven by someone else. But with this service in which you drive the car yourself, you feel that safety is in your hands.”

She adds that apps such as Share Now also provide more flexible and affordable options than the current services. “This is a system that allows the customers to pick up and drop-off the car in accessible, convenient locations, which is a big advantage for them. And it’s also flexible when it comes to payment methods,” the graduate highlights.

However, there are significant obstacles to the adoption of solutions of this type including the lack of proper infrastructure in Nigeria. “The potential for a service like Share Now is definitely there, but the government needs to implement effective policies and infrastructure such as better roads and GPS tracking systems,” Gilda points out.

According to her, the most exciting phase of her research was the data collection. “It was very interesting to be able to hear people’s opinions and learn more about the challenges they face.”

The graduate advises current students who will soon be working on their theses and graduation assignments to start early and stay organised. “I would like to thank my supervisor, Dr Alexander Bauer, because he was super helpful, and also Wittenborg. Thank you for having me as a student,” she adds.

Regarding her plans for the future, Gilda says that she is considering starting a business similar to Share Now in Nigeria. “But right now, my most immediate goal is to stay in the Netherlands and find a job in sales, marketing or even a different area. I’m open to trying new things.”