In Lagos, a lot of buying starts in a chat. Someone sees a post, sends a message, asks if the item is still available, and then asks how to pay. For many small businesses that conversation is the whole store.
So when we design commerce software, we do not start with the product page. We start with the chat. What does the customer need to see before they trust you? What does your team need to answer quickly? Where does the order get written down so it does not get lost?
The answer is usually a storefront that works alongside the conversation rather than replacing it. Links that open the right product. A cart that can be shared back into the chat. Payment that works on the first try on a mid-range phone. A record your team can see without scrolling through a hundred messages.
None of this is exotic. It is simply taking the customer seriously, where they already are.