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Jiji.ng is the biggest online marketplace in Nigeria. Since 2014 it has been connecting real buyers and sellers to exchange goods and services. 

Jiji.ng contains over 2,000,000 ads, attracting up to 200,000 sellers and 7,000,000 unique monthly users. People can buy cars, household goods and mobile phones, order services, and even find new jobs using the platform. Jiji has enormous market potential, but it requires effective technological solutions to meet users’ needs.

The Challenge

Despite their rigorous internal processes, the massive turnover of ads and products creates tens of thousands of inquiries through Jiji’s social media every day (via comments and direct messages). Finding that they were constantly under pressure, the Jiji support team had already automated some processes, relying on rigid third-party software to create a sophisticated algorithm of possible flows and relevant typical replies.

With the increase in traffic and inbound inquiries, it was hard for the team to stay up to date with all the changes and cope with the growing flow, while keeping in check with the customer support budgets that were allocated.

Under these circumstances, it looked like a choice between dropping time-to-resolve metrics or an inevitable increase in support agents and costs. On top of that, the Nigerian market is very different in terms of language usage, abbreviations, etc., adding another layer of complexity.

Natural Language Processing (NLP)

MetaDialog’s key advantage is the ability to merge its foundational Natural Language Processing (NLP) model and customer proprietary data, such as internal manuals, predefined reply templates, previous customer tickets, SQL databases, and so on.

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Flexible Architecture

On top of that, the powerful retriever model matches customer intent precisely with internal knowledge in real time. MetaDialog’s flexible architecture enables customers to make reality even the most complex customer support automation requirements, including the mix of canned replies and a real time dialog indistinguishable from a human conversation.

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Five-Step Integration Process

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Step 01

Receiving and feeding the relevant information into MetaDialog from Jiji internal data (templates, FAQs, manuals, etc)

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Step 02

Training the system to answer user questions using the correct templates.

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Step 03

Testing the AI chatbot internally with the Jiji team.

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Step 04

Live testing with 10% of real customer requests, including different scenarios and how it escalates to human support when:

  • The confidence score is insufficient to provide an answer
  • The topic is listed as a mandatory escalation (refunds, etc.)
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Step 05

Improving the bot and rolling out 100% of inquiries when all the key metrics show good results.

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“Since Jiji has already worked with automation platforms and chatbots, it was much easier for us to understand exactly what needed to be done. Analyzing Jiji data and the workflow provided, we were able to roll out the beta version of our AI chatbot quickly. Jiji team was always there to help with additional details whenever needed, extremely responsive and proactive, which was a backbone of successful implementation and great results.”

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Andrew Tsyvina

MetaDialog CTO



5x more questions answered automatically

Instant answers

81% instant automatic, correct answers (other questions escalated due to low confidence score)


The system keeps self-improving, and the team is aiming to reach a 90%+ automatic answer rate.

Save 87% of your customer support costs in 1 hour with MetaDialog

Automate 87% of Your Customer Support