In a bustling market like Nigeria, small-scale retailers often face challenges when trying to access global markets and source international commodities. Issues like high minimum order quantities, complicated payment systems, language barriers, and unreliable shipping companies can make the process of buying goods from overseas a daunting task. However, one entrepreneur saw these challenges as an opportunity to bridge the gap between African merchants and global suppliers.
Divinegift Soetan, the founder of Importa General Merchant Limited, identified the need for a more streamlined and accessible way for retailers to procure goods from abroad. His journey began in late 2024 when he and his business partner traveled to China and realized the demand for assistance in purchasing goods from overseas. This experience led to the creation of Importa in December of the same year.
Soetan recognized that the key barriers preventing African merchants from tapping into global markets were solvable problems such as high minimum order quantities and currency barriers. To address these issues, Importa redefined how retailers could access goods from international suppliers. By allowing retailers to purchase smaller quantities of products at wholesale prices and facilitating payments in naira, Importa made it easier for merchants to source goods from countries like China, the US, and the UK.
One of Importa’s unique selling points is its integration with WhatsApp, a platform that retailers are already familiar with. Through WhatsApp, retailers can search for products, make payments, and track their orders seamlessly. Importa also ensures that every supplier and product is vetted, guaranteeing a reliable and trustworthy shopping experience.
Unlike traditional e-commerce or logistics companies, Importa acts as a facilitator in the relationship between African merchants and global suppliers. The company not only handles the importation of goods into Africa but also aims to facilitate the exportation of African products to global markets. By eliminating barriers like language hurdles and currency exchange challenges, Importa provides a seamless and efficient platform for retailers to access global markets.
Since its launch in April 2025, Importa has onboarded 150 retailers and generated approximately $7,000 in sales. The company’s early success can be attributed to strategic partnerships with gadget and clothing sourcing firms in the US and China. While Importa is currently bootstrapped, Soetan is in talks with investors to raise funding and expand the business across Nigeria and Africa.
In conclusion, Importa’s innovative approach to international sourcing is revolutionizing the way African retailers access global markets. By breaking down barriers and providing a simple, accessible platform for procurement and delivery, Importa is empowering small-scale retailers to compete on a global scale. With a focus on customer satisfaction and strategic partnerships, Importa is poised for growth and success in the evolving landscape of international trade. The world is constantly changing, and with it, the way we live our lives is also evolving. One major shift that has been occurring in recent years is the rise of remote work. With advancements in technology and a greater emphasis on work-life balance, more and more companies are offering their employees the option to work from home or from any location of their choosing.
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