The public relations company Poter Novelli has said that Nigeria's digital marketing industry could grow five-fold in the next 5 years. It is predicted that by 2020, Nigeria's digital marketing industry will grow from its presentday 2 billion US dollars to 10 billion US dollars. A spokesperson from Troyka Group has predicted that ecommerce will be the main driver of this growth. Nigeria is the leading African nation for ecommerce. Out of Nigeria's 50 million internet users, 90% either shop online currently or plan to do so in the future.