“On some days, I make ₦70,000;”TikTok Live is the new storefront for Nigerian business owners

Jude Okafor, a menswear trader on TikTok, is no stranger to live selling. At least three times a week, he goes live to showcase a mix of new and thrifted jeans to his audience. Before each live session, Okafor posts reminders to ensure his followers know about the upcoming sale. During the live sale, which may stretch up to four or five hours, Okafor holds up a pair of jeans, showing them off…