Africa is often described as the last frontier of growth for consumer markets—a place of untapped potential, diverse cultures, and rapid urbanisation. When I co-founded TradeDepot, I knew that the African market was unique, requiring an approach that understood the nuances of its consumers, the fragmented nature of its supply chain, and the incredible opportunities that exist for global brands here. My journey with TradeDepot has been about building the infrastructure and partnerships needed to connect iconic global brands with the next billion consumers, starting right here in Africa.
This article isn’t just a guide—it’s a story of the lessons learned, the challenges faced, and the triumphs experienced as we transformed TradeDepot from an idea into a leading market access platform for Africa. I want to share my perspective on how we’re changing the game for both local businesses and international brands in Africa, and why the African market represents an unparalleled opportunity for growth.
The opportunity in Africa
Africa’s population is young, rapidly urbanising, and increasingly connected. These characteristics present a massive opportunity for consumer brands. The next billion consumers are largely found in emerging markets across Africa, Southeast Asia, and Latin America. But reaching them requires an understanding of the realities on the ground: economic disparity, infrastructure challenges, and the unique dynamics of retail in these regions, often dominated by small neighbourhood shops and informal markets.
My experience has taught me that global brands need a local partner—someone who can navigate the complexity of Africa’s supply chain and connect them to the right consumer base. TradeDepot was built to be that partner. Our platform enables local retailers to access the same products and opportunities as their counterparts in more developed markets. By bridging the gap between global supply and local demand, we are helping transform the way goods are distributed and consumed across the continent.
Building trust in fragmented markets
One of the biggest challenges we faced early on was building trust. The African market, especially at the grassroots level, is characterised by deep, community-based relationships. Many retailers have relied on long-standing trust with local distributors, and it was important for TradeDepot to become a trusted part of that ecosystem.
I remember one particular retailer in Lagos who was hesitant to use our platform. She was comfortable with her existing network and was understandably wary of change. It took consistent engagement, demonstrations of reliability, and proving our value over time before she fully embraced the platform. Today, she’s one of our strongest advocates, and stories like hers are repeated across Nigeria, Ghana, and Kenya. This experience showed me that success in Africa isn’t about quick wins—it’s about building credibility one relationship at a time.
We also knew that global brands could not simply push their products without understanding what African consumers truly wanted. Hell Energy, a leading European energy drink brand, realised this when, with our guidance, they switched from using their European celebrity ambassador to collaborating with Nigerian afrobeats star Shallipopi. This shift resonated deeply with local consumers, and sales skyrocketed. These kinds of adaptations are crucial if brands want to succeed in Africa.
Leveraging digital transformation for impact
When we talk about digital transformation, it’s not just a buzzword for Africa—it’s a necessity. Many local retailers do not have the same access to financing, logistics, or product variety as their counterparts in developed markets. At TradeDepot, we realised that the best way to unlock growth was by digitising the supply chain.
Our platform connects suppliers, distributors, and retailers in a way that makes transactions seamless, transparent, and efficient. The introduction of AI-driven inventory planning, mobile payments, and a data-driven approach has allowed us to offer retailers personalised recommendations, payment options, and better access to the products they need. It’s about more than just getting products from point A to point B—it’s about using technology to empower small businesses and level the playing field.
I’ve personally seen how this transformation has impacted retailers, many of whom are women running small shops that support their families. When they have access to affordable products, reliable delivery, and flexible payment terms, they can grow their businesses and improve their communities. This ripple effect is what makes our work at TradeDepot so fulfilling.
Opening Africa to global brands
International brands often see Africa as a complex market—one that’s hard to navigate. But with complexity comes opportunity. By partnering with TradeDepot, these brands gain access to a robust market access platform that understands the intricacies of Africa’s distribution networks and consumer preferences.
A great example of this is our work with Unilever. In addition to connecting their products to consumers across Africa, we also help Unilever tap into diaspora communities in Europe and North America. These communities crave authentic products from home, and we’re uniquely positioned to bridge that gap, creating new revenue streams for global brands while fulfilling the needs of African consumers both at home and abroad.
For global brands, Africa isn’t just an emerging market—it’s a growing force. It’s a market that is hungry for quality, authenticity, and connections to the world. TradeDepot has enabled brands like Coca-Cola, Nestlé, and Unilever to not only reach consumers in major cities but also penetrate deep into informal retail networks that make up the majority of commerce on the continent. We are changing the way brands enter Africa, making it easier, more efficient, and more impactful.
A personal mission
The journey of building TradeDepot has been deeply personal for me. It’s about creating opportunities—not just for big brands, but for the countless small businesses that make up the fabric of African commerce. It’s about breaking down barriers, enabling growth, and transforming the way the world views Africa as a market.
The African market is vibrant, diverse, and ready for the next wave of growth. For brands willing to invest the time to understand its unique dynamics, the opportunities are limitless. TradeDepot is proud to be at the forefront of this transformation, providing the tools, technology, and partnerships needed to connect the next billion consumers – a diverse group spanning emerging middle classes and underserved populations across both developing and developed markets.
As we continue to grow, I am excited about what lies ahead—not just for TradeDepot, but for every brand and retailer that is part of this journey.
Onyekachi Izukanne
Onyekachi Izukanne is CEO & Co-Founder at TradeDepot.
